CVC Audit VT

Audit Period: October 1, 2007 – September 30, 2008 Addison Eagle

16 Creek Road, Suite 5 Middlebury, VT 05753 (802) 388‐6397 EMAIL: [email protected] (802) 388‐6399 FAX www.addison‐eagle.com

1. Publication Information Average Net Circulation: 11,477 (Print Edition) Number of Editions: One Format / Average Page Count: Tabloid / 28 Pages Circulation Cycle: Weekly Circulation Day / Time: Saturday / By 6 PM Ownership: Newmarket Press Year Established: 2000 Publication Type: Community Newspaper Content: 60% Advertising / 40% Editorial Circulation Paid/Unpaid: 99% Unpaid / 1% Paid / 0% Sponsored Primary Delivery Methods: 1% Home Delivery / 92% Mail / 7% Controlled Bulk Insert Zoning Available: Yes ‐ ZIP Code CVC Member Number: 17‐0258 DMA/MSA: Burlington, VT Audit Funded By: Community Papers of New England

2. Rate Card and Mechanical Data Rate Card Effective Date: February 1, 2008 Mechanical Data: Six (6) columns x 16‐inch column depth Full page: 10" wide X 16” depth. Open Rate: Local: $16.50 per column inch National: $16.50 per column inch Insert Open Rate: $60.00 per thousand Classified Rate: $16.50 per column inch

Volume, frequency, contract, color, and other rates may be available from the publisher.

3. Contact Information Publisher: Ed Coats EMAIL: [email protected] Advertising: Mark Brady EMAIL: [email protected] Circulation: Ed Coats EMAIL: [email protected]

4. Circulation Pricing Addison Eagle is a controlled circulation weekly without circulation pricing. Annual mail subscription rate: $35.00

5. Audited Circulation, Distribution and Net Press Averages ‐ Print Edition CVC Account Number: 17‐0258 Addison Eagle Middlebury, VT

Audit Period Summary Average Net Circulation (5‐H) 11,477 Average Gross Distribution (5‐F) 11,510 Average Net Press Run (5‐A) 11,560

Audit Period Detail A. Average Net Press Run 11,560 B. Office / File 50 C. Controlled Distribution 1. Home Delivery 0 2. Controlled Bulk Delivery / Demand Distribution 675 3. Mail 10,622 4. Restock & Office Service 113 5. Other: 0 TOTAL AVERAGE CONTROLLED DISTRIBUTION 11,410 D. Paid Distribution 1. Home Delivery 100 2. Single Copy 0 3. Mail 0 4. Restock & Office Service 0 5. Other: 0 TOTAL AVERAGE PAID DISTRIBUTION 100 E. Sponsored / Voluntary Paid Distribution 1. Home Delivery 0 2. Single Copy 0 3. Mail 0 4. Restock & Office Service 0 5. Other: 0 TOTAL AVERAGE SPONSORED DISTRIBUTION 0 F. Average Gross Distribution 11,510 G. Unclaimed / Returns (33)* H. Average Net Circulation 11,477

6A. Audited Average Website Reporting

Audit Period Average Unique Visitors Not Applicable Page Views Not Applicable

Hits Not Applicable

6B. Audited Online Edition Reporting

Audit Period Average Total Online Edition Circulation Not Applicable Unique Online Edition Circulation Not Applicable

7. Explanatory PARAGRAPH FIVE AUDIT PERIOD SUMMARY AVERAGE NET CIRCULATION: See audit period detail (H). AVERAGE GROSS DISTRIBUTION: See audit period detail (F). NET PRESS RUN: See audit period detail (A). AUDIT PERIOD DETAIL A. 1. NET PRESS RUN: Average net press run during the audit period indicated. The net press run average does not include

press waste, or start‐up copies. B. 1. OFFICE / FILE: Undistributed editions maintained by the publisher for office purposes. Office / File editions do not

qualify as controlled, paid, or sponsored distribution. C. CONTROLLED DISTRIBUTION (NON‐PAID): Editions distributed by the publisher free of charge. 1. HOME DELIVERY: Editions delivered by private carrier to single family residences, and/or multi‐ family residences,

and/or businesses. 2. CONTROLLED BULK / DEMAND DISTRIBUTION: Editions distributed to newsracks, newsstands, and/or area retail businesses and available to individual readers. Subject to paragraph 5E returns. 3. MAIL: Editions delivered by United States Postal Service mail to single family residences, and/or multi‐family

residences, and/or businesses. 4. RESTOCK / OFFICE SERVICE: Editions maintained and distributed by the publisher for restock of newsracks, newsstands, area retail businesses, office deliveries, and advertising purposes during the edition cycle. Subject to paragraph 5E returns. 5. OTHER: D. PAID DISTRIBUTION: Editions distributed by the publisher through paid subscription or other monetary exchange with

individual readers. 1. HOME DELIVERY: Editions distributed by private carrier to paid subscribers in single family residences, and/or multi‐

family residences, and/or businesses. 2. SINGLE COPY: Editions distributed to newsracks, newsstands, and/or area retail businesses and available to individual readers. Subject to paragraph 5E returns. 3. MAIL: Editions delivered by United States Postal Service mail to paid subscribers in single family residences, and/or

multi‐family residences, and/or businesses. 4. RESTOCK / OFFICE SERVICE: Editions maintained and distributed by the publisher for restock of newsracks, newsstands, area retail businesses, office deliveries, and advertising purposes during the edition cycle. Subject to paragraph 5E returns. E. SPONSORED / VOLUNTARY PAID DISTRIBUTION: Editions distributed by the publisher that are sponsored by a third party

monetary exchange. 1. HOME DELIVERY: Editions delivered by private carrier to sponsored subscribers in single family residences, and/or

multi‐family residences, and/or businesses. 2. SINGLE COPY: Editions distributed to newsracks, newsstands, and/or area retail businesses and available to individual readers on a voluntary pay basis. Subject to paragraph 5E returns. 3. MAIL: Editions delivered by United States Postal Service mail to sponsored subscribers in single family residences,

and/or multi‐family residences, and/or businesses. 4. RESTOCK / OFFICE SERVICE: Editions maintained and distributed by the publisher for restock of voluntary or sponsored newsracks, newsstands, area retail businesses, office deliveries, and advertising purposes during the edition cycle. Subject to paragraph 5E returns. 5. OTHER: F. 1. AVERAGE GROSS DISTRIBUTION: Average gross distribution for the audit period indicated. (Total of controlled distribution (A), paid distribution (B), and sponsored distribution (C)). G. 1. UNCLAIMED / RETURNS: Distributed editions returned to the publisher unsold and/or unclaimed during the edition

cycle *(See paragraph 12 for CVC return/unclaimed confirmation.) H. 1. AVERAGE NET CIRCULATION: Average net circulation for the audit period indicated. (Total of controlled distribution

(C), paid distribution (D), and sponsored distribution (E) minus unclaimed / return (G)). PARAGRAPH SIX (A) UNIQUE VISITORS: A unique visitor to a website where the user registers or where the user is identified or marked by a cookie, IP address, or other ID that is attached to the browser within the defined cycle. Limitations apply to the measurement of unique visitors. Please see CVC Rules & Regulations for further information. PAGE VIEWS: The transmittal of a full page contained within the website to the user’s browser. HITS: The successful transmission of a file contained within a web‐page. A single web‐page can consist of multiple files which are counted as a hit as the page is downloaded. PARAGRAPH SIX (B) TOTAL ONLINE EDITION READERS: Registered and/or non‐registered users who open and read one or more pages of the online edition during the edition cycle. UNIQUE ONLINE EDITION READERS: Registered users who have supplied CVC verification information to validate the online edition reader is not a duplicated print edition reader.

8. Average Print Circulation History

YEAR AUDIT SOURCE Q1 Q2 Q3 Q4 01/01/08‐12/31/08 CVC 11,196 11,202 11,249 ‐01/01/07‐12/31/07 CVC 11,552 11,165 11,193 12,26001/01/06‐12/31/06 CVC 13,943 13,932 12,740 12,33801/01/05‐12/31/05 CVC 14,016 14,039 14,093 14,04401/01/04‐12/31/04 CVC 13,925 13,965 13,969 14,01910/01/03‐12/31/03 CVC ‐ ‐ ‐ 13,978

9. Distribution by Zip Code (12/26/2007 Edition) ZIP

CODE CITY / AREA COUNTY HOME

DELIVERYCONTROLLED

BULKMAIL OFFICE /

RESTOCK TOTAL

05443 Bristol Addison 0 80 1,674 0 1,75405456 Ferrisburg Addison 0 15 454 0 46905462 Huntington Chittenden 0 0 784 0 78405469 Monkton Addison 0 0 100 0 10005472 New Haven Addison 0 18 630 0 64805473 North Ferrisburg Addison 0 0 180 0 18005487 Starksboro Addison 0 0 593 0 59305491 Vergennes Addison 0 95 2,300 0 2,39505734 Bridport Addison 0 0 471 0 47105753 Middlebury Addison 0 268 3,067 0 3,33505760 Orwell Addison 0 0 424 0 42405769 Salisbury Addison 0 0 422 0 42205770 Shoreham Addison 0 0 397 0 397Misc. Assorted Assorted 0 23 0 0 23TOTAL 0 499 11,496 0 11,995

10. Distribution by County (12/26/2007 Edition) COUNTY CITY / AREA HOME DELIVERY CONTROLLED

BULKMAIL OFFICE /

RESTOCK TOTAL

Addison BridportBristol

Ferrisburg Middlebury Monkton New Haven

North Ferrisburg Orwell Salisbury Shoreham Starksboro Vergennes

0 476 10,712 0 11,188

Chittenden Huntington 0 0 784 0 784Misc. Assorted 0 23 0 0 23TOTAL 0 499 11,496 0 11,995

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11. Verification of Receivership & Readership Controlled Home Delivery and Mail Distribution

The Circulation Verification Council interviewed 260 residents in the primary market areas indicated in paragraph nine. The purpose was to identify the number of residents who indicate they receive the publication on a regular basis, and further identify the number of residents who read or look through the publication. The interviews took place throughout the audit period between the hours of 5:30 PM‐8:30 PM and 10:00 AM‐2:00 PM. All respondents identified themselves as 18 or older. 1. Addison Eagle is distributed regularly in your area. Do you receive Addison Eagle on a regular basis? 2. (If response to #1 was YES) Do you or someone in your household regularly read or look through Addison Eagle? CVC interviews indicate that 258 of 260 households or 99.2% indicated they receive Addison Eagle on a regular basis. CVC interviews indicate that 209 of 258 or 81.0% indicate they regularly read or look through Addison Eagle.

*Households reporting stop delivery requests were excluded from the survey. The Circulation Verification Council estimates that all the information in this text box has a minimum accuracy level of +/‐2.5%.

12. Verification of Distribution Controlled Bulk / Demand Distribution

The Circulation Verification Council interviewed and/or visited controlled bulk/demand distribution locations chosen randomly from the publication’s delivery list. The purpose was to identify the number of locations who indicate they receive the publication on a regular basis, and further verify the number of publications distributed at the beginning of the edition cycle, and the number of editions left unclaimed by readers at the end of the edition cycle. CVC interviews indicate that 100% of reported controlled bulk drop locations indicated they received Addison Eagle on a regular basis. CVC interviews indicate that less than 5% of Addison Eagle’s controlled bulk distributed editions are returned to the publisher unclaimed after the edition cycle.

13. Paid Reporting Analysis HOME DELIVERY Basic Rates: $35.00 / 1‐Year

AVERAGE NUMBER OF SUBSCRIPTIONS Full Basic Rate 100

Over 75% of basic rate 0Over 50% of basic rate 0Under 50% of basic rate 0

MAIL Basic Rates: $35.00 / 1‐Year AVERAGE NUMBER OF SUBSCRIPTIONS

Full Basic Rate 0Over 75% of basic rate 0Over 50% of basic rate 0Under 50% of basic rate 0

SINGLE COPY COVER PRICE: N/A AVERAGE WHOLESALE RATE: N/A

OTHER:

14. Council Audit Statement Circulation Verification Council (CVC) reviewed the printing, distribution, circulation, and general business records of this publication for the purpose of compiling this information. The review was completed using Council audit procedures considered necessary under the circumstances of the audit in compliance with CVC Rules and Requirements. In our opinion, this report fairly and accurately represents the publication's printing, distribution, and circulation for the period indicated.

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The current status of this report expires December 31, 2009. If this report is presented after December 31, 2009 please call the toll‐free number listed below.

Addison Eagle – Middlebury, VT – 17‐0258 ‐ Supplemental Readership Study

The Circulation Verification Council interviewed 260 residents in the primary market areas indicated in publication’s CVC audit report. The purpose was to identify the number of residents who indicate they receive the publication on a regular basis, identify the number of residents who read or look through the publication, and gather readership study information useful for advertising purchase decisions. Market statistics estimates appearing in CVC reports are obtained from EASI Software. The population studied consisted of adults age 18 and over, living in households within the survey area. Within this area, each household and each adult within the household had a known (or “non‐zero”) probability of being selected for the sample. Interviews were conducted solely with pre‐designated respondents and no substitutions were permitted. The verification and readership study took place throughout the audit cycle between the hours of 5:30 PM and 8:30 PM and 10:00 AM and 2:00 PM. Initial interview attempts were spread evenly across all survey days (i.e., Tuesday through Saturday). A minimum of 250 completed interviews is required with no more than one interview per household. Interview Procedures: To ensure the highest degree of comparability and to facilitate the auditing process, a standard, consistent, specified list of interview questions was asked. Interviews were conducted by CVC with supervision, interview training, and monitoring capabilities. Interviews were conducted over a minimum period of four weeks to minimize the impact of weather and/or special events. Every effort was made to ensure that interviews were assigned randomly by day and that an approximately equal number of interviews were completed on each interviewing day. Where appropriate, data was balanced and/or weighted by ZIP code using up‐to‐date known demographics: gender, age, number of adults in household and ethnicity in those cases where one minority comprised no less than ten percent of the total population. Non‐responses to any single question were eliminated from the survey. In all cases, at least six attempts were made to contact all pre‐designated respondents. The telephone rang a minimum of six times each time a number was dialed before the attempt was classified as a “no answer.” Each number was dialed at different times and, as necessary, on different days. Every effort was made to surmount language, cultural, behavioral and other barriers to a successful interview; and to the extent feasible, callbacks were scheduled on a random basis. At least one callback attempt per respondent was made on a weekend. During the interview process, no questions were asked prior to the publication readership question, with the exception of a qualifying question designed to determine the ZIP code of recipient residence; and a general warm‐up call explanation designed to put the respondent at ease. Warm‐up questions did not include any reference to the publication itself or the nature of the study. This study followed recommended guidelines developed in part from the Advertising Research Foundation (ARF) readership guidelines. Survey totals may not equal 100% due to rounding. The Circulation Verification Council estimates that all the information in this survey has a maximum error margin of +/‐2.5 at the 95% confidence level. *209 Survey respondents were interviewed during the verification of home delivery and mail distribution. 0 Survey respondents reported reading a minimum of two of the last four issues through single copy, controlled bulk, or pass along distribution.

• Average readers per edition during the audit period: 1.70* *Readership estimates compiled from 2009 CVC circulation & readership study data.

1. Addison Eagle is distributed regularly in your area. Does your household regularly receive Addison Eagle? YES 258 99.2% NO 2 00.8% 2. Do you or someone in your household regularly read or look through Addison Eagle? YES 209 81.0% NO 49 19.0%

3. Do you frequently purchase products or services from ads seen in Addison Eagle? YES 147 70.3% NO 62 29.7%

4. How often do you read the classified advertisements in Addison Eagle? 16% Always 28% Often 24% Seldom 32% Never

5. How often do you shop using coupons? 22% Always 34% Often 31% Seldom 13% Never

6. Do you have a paid daily newspaper delivered to your home five, or more days a week? 30% YES 70% NO

7. What category best describes your combined annual household income for last year? Reader Market Demographics Demographics

13% 19% Under $25,000 28% 27% $25,001 ‐ $49,999 26% 23% $50,000 ‐ $74,999 16% 15% $75,000 ‐ $99,999 13% 11% $100,000 –$149,999 04% 05% Over $150,000

8. Please select the category that best describes your age. Reader Market Demographics Demographics

01% 07% 18 ‐ 20 04% 10% 21 ‐ 24 18% 14% 25 ‐ 34 28% 19% 35 ‐ 44 23% 22% 45 ‐ 54 13% 14% 55 ‐ 64 10% 07% 65 ‐ 74 03% 07% 75 years or older

9. Which of the following products or services do you plan to purchase during the next twelve months? 08% New Automobile (% = Positive respondents) 09% Used Automobile 15% Antiques / Auctions 44% Furniture / Home Furnishings 21% Major Home Appliance 15% Home Computers 46% Home Improvements / Supplies 32% Television / Electronics 19% Carpet / Flooring 55% Automobile Accessories (tires, brakes & service) 53% Lawn & Garden 21% Florist / Gift Shops 45% Home Heating / Air Conditioning (service, new equipment) 41% Vacations / Travel 04% Real Estate 72% Men’s Apparel 81% Women’s Apparel 48% Children’s Apparel 02% Boats / Personal Watercraft 43% Art & Crafts Supplies 21% Childcare 34% Education / Classes 08% Attorney 21% Veterinarian 16% Chiropractor 20% Financial Planner (Retirement, Investing) 55% Tax Advisor / Services 21% Health Club / Exercise Class 32% Cleaning Services (Carpet Cleaning, Air Duct Cleaning, Home Cleaning) 06% Weight Loss 38% Lawn Care Service (Maintenance & Landscaping) 64% Legal Gambling Entertainment (Lottery, Casinos, Racetracks, Bingo) 55% Pharmacist / Prescription Service 22% Cellular Phone New/Update Service 73% Dining & Entertainment 19% Jewelry 12% Wedding Supplies 42% Athletic & Sports Equipment

!

MiddleburyAddison

Chittenden

Vermont

New York

0544305491

05753

05760

05472

05487

05734

05770

05462

05769

05456

05473

Key to Features

State Boundary

County Boundary

Zip Code Boundary

Addison EagleMiddlebury, Vermont

17-0258

´

Audit Period: October 1, 2007 – September 30, 2008 Rutland Tribune

46 Evelyn Street Rutland, VT 05701 (802) 775‐4221 EMAIL: [email protected] (802) 388‐6399 FAX www.denpubs.com

1. Publication Information Average Net Circulation: 5,445 (Print Edition) Number of Editions: One Format / Average Page Count: Tabloid / 24 Pages Circulation Cycle: Weekly Circulation Day / Time: Wednesday / By 6 AM Ownership: Denton Publications / New Market Press Year Established: 1966 Publication Type: Community Newspaper Content: 60% Advertising / 40% Editorial Circulation Paid/Unpaid: 99% Unpaid / 1% Paid / 0% Sponsored Primary Delivery Methods: 0% Home Delivery / 1% Mail / 99% Controlled Bulk Insert Zoning Available: Yes ‐ ZIP Code CVC Member Number: 17‐0034 DMA/MSA: Burlington, VT Audit Funded By: Community Papers of New England

2. Rate Card and Mechanical Data Rate Card Effective Date: January 1, 2006 Mechanical Data: Six (6) columns x 16‐inch column depth Full page: 10" wide X 16” depth. Open Rate: Local: $16.50 per column inch National: $16.50 per column inch Insert Open Rate: $65.00 per thousand Classified Rate: $8.00 for up to 20 words


3. Contact Information Publisher: Edward Coats EMAIL: [email protected] Advertising: Edward Coats EMAIL: [email protected] Circulation: Leslie Scribner EMAIL: [email protected]

4. Circulation Pricing Rutland Tribune is a controlled circulation weekly without circulation pricing. Annual mail subscription rate: $35.00

5. Audited Circulation, Distribution and Net Press Averages ‐ Print Edition CVC Account Number: 17‐0034 Rutland Tribune Rutland, VT


Audit Period Detail A. Average Net Press Run 6,044 B. Office / File 78 C. Controlled Distribution 1. Home Delivery 0 2. Controlled Bulk Delivery / Demand Distribution 5,825 3. Mail 12 4. Restock & Office Service 91 5. Other: 0 TOTAL AVERAGE CONTROLLED DISTRIBUTION 5,928 D. Paid Distribution 1. Home Delivery 0 2. Single Copy 0 3. Mail 38 4. Restock & Office Service 0 5. Other: 0 TOTAL AVERAGE PAID DISTRIBUTION 38 E. Sponsored / Voluntary Paid Distribution 1. Home Delivery 0 2. Single Copy 0 3. Mail 0 4. Restock & Office Service 0 5. Other: 0 TOTAL AVERAGE SPONSORED DISTRIBUTION 0 F. Average Gross Distribution 5,966 G. Unclaimed / Returns (521)* H. Average Net Circulation 5,445



Hits Not Applicable







residences, and/or businesses. 4. RESTOCK / OFFICE SERVICE: Editions maintained and distributed by the publisher for restock of newsracks, newsstands, area retail businesses, office deliveries, and advertising purposes during the edition cycle. Subject to paragraph 5E returns. 5. OTHER: D. PAID DISTRIBUTION: Editions distributed by the publisher through paid subscription or other monetary exchange with

individual readers. 1. HOME DELIVERY: Editions distributed by private carrier to paid subscribers in single family residences, and/or multi‐


multi‐family residences, and/or businesses. 4. RESTOCK / OFFICE SERVICE: Editions maintained and distributed by the publisher for restock of newsracks, newsstands, area retail businesses, office deliveries, and advertising purposes during the edition cycle. Subject to paragraph 5E returns. E. SPONSORED / VOLUNTARY PAID DISTRIBUTION: Editions distributed by the publisher that are sponsored by a third party



and/or multi‐family residences, and/or businesses. 4. RESTOCK / OFFICE SERVICE: Editions maintained and distributed by the publisher for restock of voluntary or sponsored newsracks, newsstands, area retail businesses, office deliveries, and advertising purposes during the edition cycle. Subject to paragraph 5E returns. F. 1. AVERAGE GROSS DISTRIBUTION: Average gross distribution for the audit period indicated. (Total of controlled distribution (A), paid distribution (B), and sponsored distribution (C)). G. 1. UNCLAIMED / RETURNS: Distributed editions returned to the publisher unsold and/or unclaimed during the edition




YEAR AUDIT SOURCE Q1 Q2 Q3 Q4 01/01/08‐12/31/08 CVC 5,287 5,639 5,534 ‐01/01/07‐12/31/07 CVC 4,590 5,344 5,255 5,32401/01/06‐12/31/06 CVC 6,007 7,584 5,923 5,11701/01/05‐12/31/05 CVC 7,440 5,031 7,378 7,32101/01/04‐12/31/04 CVC 10,811 11,046 10,447 10,88901/01/03‐12/31/03 CVC 9,901 10,329 10,712 10,70301/01/02‐12/31/02 CVC ‐ 11,405 11,771 11,64910/01/01‐12/31/01 CVC ‐ ‐ ‐ ‐



DELIVERYCONTROLLED

BULKMAIL OFFICE /

RESTOCK TOTAL

05701 Rutland Rutland 0 3,455 50 345 3,85005733 Brandon Rutland 0 290 0 0 29005735 Castleton Rutland 0 462 0 0 46205736 Center Rutland Rutland 0 95 0 0 9505738 Cuttingsville Rutland 0 40 0 0 4005743 Fair Haven Rutland 0 255 0 0 25505745 Forest Dale Rutland 0 45 0 0 4505751 Killington Rutland 0 525 0 0 52505759 Clarendon Rutland 0 20 0 0 2005763 Pittsford Rutland 0 75 0 0 7505764 Poultney Rutland 0 262 0 0 26205765 Proctor Rutland 0 30 0 0 3005773 Wallingford Rutland 0 95 0 0 9505777 West Rutland Rutland 0 330 0 0 33012832 Granville Washington, NY 0 465 0 0 46512887 Whitehall Washington, NY 0 400 0 0 400TOTAL 0 6,844 50 345 7,239


BULKMAIL OFFICE /

RESTOCK TOTAL

Rutland BrandonCastleton

Center Rutland Clarendon Cuttingsville Fair Haven Forest Dale Killington Pittsford Poultney Proctor Rutland

Wallingford West Rutland

0 5,979 50 345 6,374

Washington, NY GranvilleWhitehall

0 865 0 0 865

TOTAL 0 6,844 50 345 7,239

11. Verification of Receivership & Readership Home Delivery and Mail Distribution

Rutland Tribune did not report significant home delivery or mail distribution during the audit period. Home Delivery is verified through the review of carrier statements and additional publisher support documents. Mail distribution is verified through the review of USPS mail statements and additional publisher support documents.


The Circulation Verification Council interviewed and/or visited controlled bulk/demand distribution locations chosen randomly from the publication’s delivery list. The purpose was to identify the number of locations who indicate they receive the publication on a regular basis, and further verify the number of publications distributed at the beginning of the edition cycle, and the number of editions left unclaimed by readers at the end of the edition cycle. CVC interviews indicate that 100% of reported controlled bulk drop locations indicated they received Rutland Tribune on a regular basis. CVC interviews indicate that less than 9% of Rutland Tribune’s controlled bulk distributed editions are returned to the publisher unclaimed after the edition cycle.

13. Paid Reporting Analysis HOME DELIVERY Basic Rates: N/A





SINGLE COPY COVER PRICE: N/A AVERAGE WHOLESALE RATE: $0.35

OTHER:



Rutland Tribune – Rutland, VT – 17‐0034 ‐ Supplemental Readership Study The Circulation Verification Council interviewed 253 readers in the primary market areas indicated in publication’s CVC audit report. The purpose was to identify the number of residents who indicate they have read at least two of the last four issues of the publication, and gather readership study information useful for advertising purchase decisions. Market statistics estimates appearing in CVC reports are obtained from EASI Software. The population studied consisted of adults age 18 and over, living in households within the survey area. Within this area, each household and each adult within the household had a known (or “non‐zero”) probability of being selected for the sample. Interviews were conducted solely with pre‐designated respondents and no substitutions were permitted. The verification and readership study took place throughout the audit cycle between the hours of 5:30 PM and 8:30 PM and 10:00 AM and 2:00 PM. Initial interview attempts were spread evenly across all survey days (i.e., Tuesday through Saturday). A minimum of 250 completed interviews is required with no more than one interview per household. Interview Procedures: To ensure the highest degree of comparability and to facilitate the auditing process, a standard, consistent, specified list of interview questions was asked. Interviews were conducted by CVC with supervision, interview training, and monitoring capabilities. Interviews were conducted over a minimum period of four weeks to minimize the impact of weather and/or special news stories. Every effort was made to ensure that interviews were assigned randomly by day and that an approximately equal number of interviews were completed on each interviewing day. Where appropriate, data was balanced and/or weighted by ZIP code using up‐to‐date known demographics: gender, age, number of adults in household and ethnicity in those cases where one minority comprised no less than ten percent of the total population. Non‐responses to any single question were eliminated from the survey. In all cases, at least six attempts were made to contact all pre‐designated respondents. The telephone rang a minimum of six times each time a number was dialed before the attempt was classified as a “no answer.” Each number was dialed at different times and, as necessary, on different days. Every effort was made to surmount language, cultural, behavioral and other barriers to a successful interview; and to the extent feasible, callbacks were scheduled on a random basis. At least one callback attempt per respondent was made on a weekend. During the interview process, no questions were asked prior to the newspaper readership question, with the exception of a qualifying question designed to determine the ZIP code of recipient residence; and a general warm‐up call explanation designed to put the respondent at ease. Warm‐up questions did not include any reference to the publication itself or the nature of the study. This study followed recommended guidelines developed in part from the Advertising Research Foundation (ARF) newspaper readership guidelines. Survey totals may not equal 100% due to rounding. The Circulation Verification Council estimates that all the information in this survey has a maximum error margin of +/‐2.5 at the 95% confidence level. *0 Survey respondents were interviewed during the verification of home delivery and mail distribution. 253 Survey respondents reported reading a minimum of two of the last four issues through single copy, controlled bulk, or pass along distribution.


1. Rutland Tribune is distributed regularly in your area. Do you regularly read or look through Rutland Tribune? YES 253 Survey Respondents NO Survey Terminated

2. Do you frequently purchase products or services from ads seen in Rutland Tribune? YES 174 68.8% NO 79 31.2%

3. How often do you read the classified advertisements in Rutland Tribune? 18% Always 34% Often 31% Seldom 17% Never



PAGE 1 OF 2


14% 26% Under $25,000 38% 30% $25,001 ‐ $49,999 23% 20% $50,000 ‐ $74,999 13% 13% $75,000 ‐ $99,999 08% 08% $100,000 –$149,999 04% 03% Over $150,000


01% 04% 18 ‐ 20 05% 07% 21 ‐ 24 22% 14% 25 ‐ 34 27% 18% 35 ‐ 44 26% 21% 45 ‐ 54 14% 16% 55 ‐ 64 04% 09% 65 ‐ 74 01% 10% 75 years or older

8. Which of the following products or services do you plan to purchase during the next twelve months? 07% New Automobile (% = Positive respondents) 10% Used Automobile 19% Antiques / Auctions 43% Furniture / Home Furnishings 15% Major Home Appliance 12% Home Computers 42% Home Improvements / Supplies 30% Television / Electronics 16% Carpet / Flooring 56% Automobile Accessories (tires, brakes & service) 71% Lawn & Garden 22% Florist / Gift Shops 45% Home Heating / Air Conditioning (service, new equipment) 42% Vacations / Travel 04% Real Estate 72% Men’s Apparel 78% Women’s Apparel 51% Children’s Apparel 02% Boats / Personal Watercraft 36% Art & Crafts Supplies 22% Childcare 36% Education / Classes 08% Attorney 21% Veterinarian 15% Chiropractor 16% Financial Planner (Retirement, Investing) 49% Tax Advisor / Services 21% Health Club / Exercise Class 32% Cleaning Services (Carpet Cleaning, Air Duct Cleaning, Home Cleaning) 02% Weight Loss 19% Lawn Care Service (Maintenance & Landscaping) 39% Legal Gambling Entertainment (Lottery, Casinos, Racetracks, Bingo) 56% Pharmacist / Prescription Service 19% Cellular Phone New/Update Service 54% Dining & Entertainment 11% Jewelry 08% Wedding Supplies 34% Athletic & Sports Equipment PAGE 2 OF 2

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RutlandVermontNew York

05733

05743

12832

1288705738

05773

05701 05751

05764

05735

05763

05777

05759

05765

05736

Key to Features

State Boundary

County Boundary

Zip Code Boundary

Rutland TribuneRutland, Vermont

17-0034

´

Audit Period: October 1, 2007 – September 30, 2008 Vermont Times

1 Pinehaven Shore Road (PO Box 940) Shelburne, VT 05482 (802) 985‐2400 EMAIL: [email protected] (802) 388‐6399 FAX www.denpubs.com

1. Publication Information Average Net Circulation: 9,942 (Print Edition) Number of Editions: One Format / Average Page Count: Tabloid / 28 Pages Circulation Cycle: Weekly Circulation Day / Time: Wednesday / By 6 PM Ownership: Newmarket Press Year Established: 1995 Publication Type: Community Newspaper Content: 70% Advertising / 30% Editorial Circulation Paid/Unpaid: 99% Unpaid / 1% Paid / 0% Sponsored Primary Delivery Methods: 1% Home Delivery / 60% Mail / 39% Controlled Bulk Insert Zoning Available: Yes ‐ ZIP Code CVC Member Number: 17‐0257 DMA/MSA: Burlington, VT / Burlington, VT Audit Funded By: Community Papers of New England Independent Free Papers of America

2. Rate Card and Mechanical Data Rate Card Effective Date: February 1, 2008 Mechanical Data: Six (6) columns x 16‐inch column depth Full page: 10" wide X 16” depth. Open Rate: Local: $16.50 per column inch National: $16.50 per column inch Insert Open Rate: $60.00 per thousand Classified Rate: $8.00 for up to 20 words


3. Contact Information Publisher: Edward Coats EMAIL: [email protected] Advertising: Edward Coats EMAIL: [email protected] Circulation: Edward Coats EMAIL: [email protected]

4. Circulation Pricing Vermont Times is a controlled circulation weekly without circulation pricing. Annual mail subscription rate: $35.00

5. Audited Circulation, Distribution and Net Press Averages ‐ Print Edition CVC Account Number: 17‐0257 Vermont Times Shelburne, VT


Audit Period Detail A. Average Net Press Run 10,286 B. Office / File 37 C. Controlled Distribution 1. Home Delivery 0 2. Controlled Bulk Delivery / Demand Distribution 3,950 3. Mail 6,178 4. Restock & Office Service 94 5. Other: 0 TOTAL AVERAGE CONTROLLED DISTRIBUTION 10,222 D. Paid Distribution 1. Home Delivery 20 2. Single Copy 0 3. Mail 7 4. Restock & Office Service 0 5. Other: 0 TOTAL AVERAGE PAID DISTRIBUTION 27 E. Sponsored / Voluntary Paid Distribution 1. Home Delivery 0 2. Single Copy 0 3. Mail 0 4. Restock & Office Service 0 5. Other: 0 TOTAL AVERAGE SPONSORED DISTRIBUTION 0 F. Average Gross Distribution 10,249 G. Unclaimed / Returns (307)* H. Average Net Circulation 9,942



Hits Not Applicable







residences, and/or businesses. 4. RESTOCK / OFFICE SERVICE: Editions maintained and distributed by the publisher for restock of newsracks, newsstands, area retail businesses, office deliveries, and advertising purposes during the edition cycle. Subject to paragraph 5E returns. D. PAID DISTRIBUTION: Editions distributed by the publisher through paid subscription or other monetary exchange with individual readers. 1. HOME DELIVERY: Editions distributed by private carrier to paid subscribers in single family residences, and/or multi‐


multi‐family residences, and/or businesses. 4. RESTOCK / OFFICE SERVICE: Editions maintained and distributed by the publisher for restock of newsracks, newsstands, area retail businesses, office deliveries, and advertising purposes during the edition cycle. Subject to paragraph 5E returns.

5. OTHER: E. SPONSORED / VOLUNTARY PAID DISTRIBUTION: Editions distributed by the publisher that are sponsored by a third party



and/or multi‐family residences, and/or businesses. 4. RESTOCK / OFFICE SERVICE: Editions maintained and distributed by the publisher for restock of voluntary or sponsored newsracks, newsstands, area retail businesses, office deliveries, and advertising purposes during the edition cycle. Subject to paragraph 5E returns. F. 1. AVERAGE GROSS DISTRIBUTION: Average gross distribution for the audit period indicated. (Total of controlled distribution (A), paid distribution (B), and sponsored distribution (C)). G. 1. UNCLAIMED / RETURNS: Distributed editions returned to the publisher unsold and/or unclaimed during the edition




YEAR AUDIT SOURCE Q1 Q2 Q3 Q4 01/01/08‐12/31/08 CVC 11,340 6,793 6,796 ‐01/01/07‐12/31/07 CVC 8,612 8,598 11,810 14,83901/01/06‐12/31/06 CVC 8,612 8,598 7,691 6,90501/01/05‐12/31/05 CVC 8,368 8,646 8,654 8,61701/01/04‐12/31/04 CVC 10,258 10,258 10,258 9,76810/01/03‐12/31/03 CVC ‐ ‐ ‐ 10,258



DELIVERYCONTROLLED

BULKMAIL OFFICE /

RESTOCK TOTAL

05401 Burlington Chittenden 0 1,965 0 0 1,96505403 South Burlington Chittenden 0 1,240 0 0 1,24005404 Winooski Chittenden 0 330 0 0 33005439 Colchester Chittenden 0 240 0 0 24005445 Charlotte Chittenden 0 0 1,704 0 1,70405451 Essex Center Chittenden 0 435 0 0 43505452 Essex Chittenden 0 405 0 0 40505461 Hinesburg Chittenden 0 0 1,995 0 1,99505465 Jericho Chittenden 0 95 0 0 9505477 Richmond Chittenden 0 50 744 0 79405482 Shelburne Chittenden 0 360 3,486 0 3,84605489 Underhill Chittenden 0 50 0 0 5005495 Williston Chittenden 0 230 471 0 701TOTAL 0 5,400 8,400 0 13,800


BULKMAIL OFFICE /

RESTOCK TOTAL

Chittenden BurlingtonCharlotte Colchester

Essex Essex Center Hinesburg Jericho

Richmond Shelburne

South Burlington Underhill Williston Winooski

0 5,400 8,400 0 13,800

TOTAL 0 5,400 8,400 0 13,800

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11. Verification of Receivership & Readership Controlled Home Delivery and Mail Distribution

The Circulation Verification Council interviewed 204 residents in the primary market areas indicated in paragraph nine. The purpose was to identify the number of residents who indicate they receive the publication on a regular basis, and further identify the number of residents who read or look through the publication. The interviews took place throughout the audit period between the hours of 5:30 PM‐8:30 PM and 10:00 AM‐2:00 PM. All respondents identified themselves as 18 or older. 1. Vermont Times is distributed regularly in your area. Do you receive Vermont Times on a regular basis? 2. (If response to #1 was YES) Do you or someone in your household regularly read or look through Vermont Times? CVC interviews indicate that 196 of 204 households or 96.1% indicated they receive Vermont Times on a regular basis. CVC interviews indicate that 142 of 196 or 72.4% indicate they regularly read or look through Vermont Times.

*Households reporting stop delivery requests were excluded from the survey. The Circulation Verification Council estimates that all the information in this text box has a minimum accuracy level of +/‐2.5%.


The Circulation Verification Council interviewed and/or visited controlled bulk/demand distribution locations chosen randomly from the publication’s delivery list. The purpose was to identify the number of locations who indicate they receive the publication on a regular basis, and further verify the number of publications distributed at the beginning of the edition cycle, and the number of editions left unclaimed by readers at the end of the edition cycle. CVC interviews indicate that 100% of reported controlled bulk drop locations indicated they received Vermont Times on a regular basis. CVC interviews indicate that less than 8% of Vermont Times’ controlled bulk distributed editions are returned to the publisher unclaimed after the edition cycle.

13. Paid Reporting Analysis HOME DELIVERY Basic Rates: $35.00 / 1‐Year





SINGLE COPY COVER PRICE: N/A AVERAGE WHOLESALE RATE: N/A

OTHER:


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Vermont Times – Shelburne, VT – 17‐0257 ‐ Supplemental Readership Study

The Circulation Verification Council interviewed 253 readers in the primary market areas indicated in publication’s CVC audit report. The purpose was to identify the number of residents who indicate they receive the publication on a regular basis, identify the number of residents who read or look through the publication, and gather readership study information useful for advertising purchase decisions. Market statistics estimates appearing in CVC reports are obtained from EASI Software. The population studied consisted of adults age 18 and over, living in households within the survey area. Within this area, each household and each adult within the household had a known (or “non‐zero”) probability of being selected for the sample. Interviews were conducted solely with pre‐designated respondents and no substitutions were permitted. The verification and readership study took place throughout the audit cycle between the hours of 5:30 PM and 8:30 PM and 10:00 AM and 2:00 PM. Initial interview attempts were spread evenly across all survey days (i.e., Tuesday through Saturday). A minimum of 250 completed interviews is required with no more than one interview per household. Interview Procedures: To ensure the highest degree of comparability and to facilitate the auditing process, a standard, consistent, specified list of interview questions was asked. Interviews were conducted by CVC with supervision, interview training, and monitoring capabilities. Interviews were conducted over a minimum period of four weeks to minimize the impact of weather and/or special events. Every effort was made to ensure that interviews were assigned randomly by day and that an approximately equal number of interviews were completed on each interviewing day. Where appropriate, data was balanced and/or weighted by ZIP code using up‐to‐date known demographics: gender, age, number of adults in household and ethnicity in those cases where one minority comprised no less than ten percent of the total population. Non‐responses to any single question were eliminated from the survey. In all cases, at least six attempts were made to contact all pre‐designated respondents. The telephone rang a minimum of six times each time a number was dialed before the attempt was classified as a “no answer.” Each number was dialed at different times and, as necessary, on different days. Every effort was made to surmount language, cultural, behavioral and other barriers to a successful interview; and to the extent feasible, callbacks were scheduled on a random basis. At least one callback attempt per respondent was made on a weekend. During the interview process, no questions were asked prior to the publication readership question, with the exception of a qualifying question designed to determine the ZIP code of recipient residence; and a general warm‐up call explanation designed to put the respondent at ease. Warm‐up questions did not include any reference to the publication itself or the nature of the study. This study followed recommended guidelines developed in part from the Advertising Research Foundation (ARF) readership guidelines. Survey totals may not equal 100% due to rounding. The Circulation Verification Council estimates that all the information in this survey has a maximum error margin of +/‐2.5 at the 95% confidence level. *142 Survey respondents were interviewed during the verification of home delivery and mail distribution. 111 Survey respondents reported reading a minimum of two of the last four issues through single copy, controlled bulk, or pass along distribution.


1. Vermont Times is distributed regularly in your area. Do you regularly read or look through Vermont Times? YES 253 Survey Respondents NO Survey Terminated 2. Do you frequently purchase products or services from ads seen in Vermont Times? YES 176 69.6% NO 77 30.4% 3. How often do you read the classified advertisements in Vermont Times?

19% Always 27% Often 34% Seldom 20% Never



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12% 18% Under $25,000 28% 24% $25,001 ‐ $49,999 29% 20% $50,000 ‐ $74,999 18% 15% $75,000 ‐ $99,999 09% 15% $100,000 –$149,999 04% 08% Over $150,000


02% 08% 18 ‐ 20 08% 11% 21 ‐ 24 21% 17% 25 ‐ 34 27% 20% 35 ‐ 44 24% 19% 45 ‐ 54 11% 12% 55 ‐ 64 05% 06% 65 ‐ 74 02% 06% 75 years or older

8. Which of the following products or services do you plan to purchase during the next twelve months? 07% New Automobile (% = Positive respondents) 09% Used Automobile 18% Antiques / Auctions 41% Furniture / Home Furnishings 23% Major Home Appliance 12% Home Computers 42% Home Improvements / Supplies 30% Television / Electronics 18% Carpet / Flooring 57% Automobile Accessories (tires, brakes & service) 54% Lawn & Garden 33% Florist / Gift Shops 42% Home Heating / Air Conditioning (service, new equipment) 43% Vacations / Travel 04% Real Estate 63% Men’s Apparel 75% Women’s Apparel 51% Children’s Apparel 02% Boats / Personal Watercraft 43% Art & Crafts Supplies 30% Childcare 33% Education / Classes 06% Attorney 22% Veterinarian 16% Chiropractor 24% Financial Planner (Retirement, Investing) 48% Tax Advisor / Services 20% Health Club / Exercise Class 32% Cleaning Services (Carpet Cleaning, Air Duct Cleaning, Home Cleaning) 05% Weight Loss 36% Lawn Care Service (Maintenance & Landscaping) 48% Legal Gambling Entertainment (Lottery, Casinos, Racetracks, Bingo) 61% Pharmacist / Prescription Service 20% Cellular Phone New/Update Service 78% Dining & Entertainment 15% Jewelry 11% Wedding Supplies 32% Athletic & Sports Equipment PAGE 2 OF 2

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Shelburne

ChittendenVermontNew York

05489

05465

05477

05452

0544505461

05495

05482

05403

05401 05404

Key to Features

State Boundary

County Boundary

Zip Code Boundary

Vermont TimesShelburne, Vermont

17-0257

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