Reaching Customers in the Capital Region

Bank Mutual

May 29, 2003

Dane County Debt

Source: DemographicsNow, 2003

Dane County total (000’s) Dane County avg. per household

Credit Card debt $445,925,000 $2,487

Installment loan debt $1,864,359,000 $10,398

Investment real estate debt $1,182,049,000 $6,593

Lines of credit debt $54,901,000 $306

Mortgage debt $12,667,608,000 $70,650

Other debt $135,039,000 $753

Dane County Assets

Source: DemographicsNow, 2003

Dane County total (000’s) Dane County avg. per household

Bonds $649,769,000 $3,624

CD’s $811,225,000 $4,524

Home Equity $31,898,393,000 $177,905

Mutual funds $1,580,379,000 $8,814

Retirement accounts $5,635,649,000 $31,431

Savings bonds $131,383,000 $733

Stocks $980,800,000 $5,470

Total assets $62,333,540,000 $347,649

Financial activities of Dane County adults

% of Dane County adults

Source: The Media Audit, 2003

6%

8%

13%

21%

24%

32%

36%

48%

61%

0% 10% 20% 30% 40% 50% 60%

Have ATM card

Have IRA/KEOGH

Have CD's/savings certificates

Have car loan

Traded stocks/bonds in pastyear

$100,000+ liquid assets

Have credit line secured

Have home improvement loan

$250,000 liquid assets

2%

3%

4%

5%

9%

10%

11%

18%

1%

2%

2%

6%

7%

14%

34%

0% 5% 10% 15% 20% 25% 30% 35%

All Credit Unions

UW Credit Union

CUNA Credit Union

Summit Credit Union

Dane County Credit Union

UW Employees Credit Union

Heartland Credit Union

First Federal

M & I Bank

Anchor Bank

US Bank

Bank One

Wells Fargo

Associated Bank

Amcore Bank

Credit Union/Bank Market Share

% of Dane County adults – customers of financial institutions

Source: The Media Audit, 2003

Newspaper: the effective way to

advertise

Newspaper advertising makes people take action

% of Dane County adults – actions taken due to advertising seen in newspapers, television or radio

7%5%

12%

9%13%

23%

39%

14%17%

40%

15%18%

48%

0% 20% 40% 60%

Visited advertiser’s business

Shopped specifically for products or services in

ad

Redeemed coupon in ad

Shopped store you have not visited in awhile

Shopped a store for the first time

Source: Dane County Advertising Effectiveness Study, 20020

Radio

Television

Newspaper

269,500

355,500

367,900

425,300

0 100,000 200,000 300,000 400,000 500,000

Read Sunday WSJ ordaily WSJ/TCT

Read Sunday WSJ

Read daily WSJ or TCT

Read Saturday WSJ orTCT

% of 548,000 South Central Wisconsin adults

Source: ABC Readership Study, 2001.

78% of South Central Wisconsin reads the Wisconsin State Journal or The Capital

Times

67% of South Central Wisconsin

65% of South Central Wisconsin

49% of South Central WI

78% of South Central Wisconsin

Reaching Bank Customers

• 63% read Wisconsin State Journal or The Capital Times daily

• 70% read the Sunday Wisconsin State Journal

• 28% visit madison.com

Reaching Dodge, Sauk and

Columbia Counties

Readership of the Northern Madison Newspapers products

Source: Sauk and Columbia County Study, 2002

48%

48%

59%

63%

67%

70%

77%

0% 20% 40% 60% 80%

Juneau County Star-Times

Portage Daily Register

Baraboo News Republic

Sauk Prairie Eagle

Daily Citizen

Reedsburg Times-Press

Wisconsin Dells Events

% of adults in each market – read their local newspaper

14%

34%

52%

15%

30%

55%

38%

23%

40%

30%

12%

58%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Baraboo Portage Reedsburg Sauk Prairie

% of adults who live in each city

Running in both the Sunday Wisconsin State Journal and the local newspaper adds reach

Source: Four-city Readership Study, 2002

Read Sunday WSJ and local newspaper

Read local newspaper only

Read Sunday WSJ only

10,470readers

16,900readers

5,930readers

6,280readers

Increasing your frequency increases your reach to Dane County adults

% of Dane County adults

Source: The Media Audit, 2003

67%

78% 80% 82%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Sunday WSJ Sunday WSJ/ 1 dailyTCT/WSJ

Sunday WSJ/ 2 dailyTCT/WSJ

Sunday WSJ/ 3 dailyTCT/WSJ

LOCATION: Portage, WI

PUBLISHED: Monday - Saturday

CIRCULATION: 4,916

READERS: 16,860

• There are 24,154 adults living in the Portage area.

• 16,900 Portage area adults (70%) read the Portage Daily Register.

• 6,000 Portage Daily Register readers do not read the Sunday Wisconsin State Journal – making the Portage Daily Register an important addition to your Sunday Wisconsin State Journal buy.

Source: Four-city Readership Study, 2002.

• There are 15,581 adults living in the Baraboo area.

• 10,500 Baraboo-area adults (67%) read the Baraboo News Republic

• 4,100 Baraboo News Republic readers do not read the Sunday Wisconsin State Journal – making the Baraboo News Republic an important addition to your Sunday Wisconsin State Journal buy.

Source: Four-city Readership Study, 2002.

LOCATION: Baraboo, WI

PUBLISHED: Monday - Saturday

CIRCULATION: 4,027

READERS: 10,470

• There are 62,401 adults living in the Beaver Dam area.

• 36,817 Beaver Dam area adults (59%) read the Daily Citizen.

Source: Readership Behavior Study, 2002.

LOCATION: Beaver Dam, WI

PUBLISHED: Daily, Saturday

CIRCULATION: 11,714

READERS: 36,817