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©2003 2012 Squeaky Door Productions, Inc. Page 2 Page 2
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Source: Google Analytics MoneyPit.com
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©2003 2012 Squeaky Door Productions, Inc. Page 10
Source: Google Analytics MoneyPit.com
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Page 19 Source: Money Pit Contact Analysis 2012
Flooring
Plumbing
Walls & Ceilings
Windows & Siding
Roofing
Insulation & Ventilation
HVAC
Kitchen & Bath
Painting & Staining
Mold
South National Avg
Flooring
Plumbing
Walls & Ceilings
Windows & Siding
Roofing
Insulation & Ventilation
HVAC
Kitchen & Bath
Painting & Staining
Mold
West National Avg
Flooring
Plumbing
Walls & Ceilings
Windows & Siding
Roofing
Insulation & Ventilation
HVAC
Kitchen & Bath
Painting & Staining
Mold
Northeast National Avg
Flooring
Plumbing
Walls & Ceilings
Windows & Siding
Roofing
Insulation & Ventilation
HVAC
Kitchen & Bath
Painting & Staining
Mold
Midwest National Avg
©2003-2012 Squeaky Door Productions, Inc.
Page 20
2003
2004
2005
2006
2007
2008
2009
2010
2011
Will this save me energy?
2003
2004
2005
2006
2007
2008
2009
2010
2011
Is this project worthwhile?
2003
2004
2005
2006
2007
2008
2009
2010
2011
How can I clean X?
2003
2004
2005
2006
2007
2008
2009
2010
2011
Which type of product is best for my job?
In the current environment
of “repair and replace” this
is a less urgent question.
You don’t need to ask if
it’s worthwhile to fix a leak
Not a lot of change, year to year. Homeowners still need a trusted third party endorsement.
Fewer tax credits, combined with greater awareness , are reducing these questions overall, although still strong in some categories
Brands have also come a long way in making products that are easy to maintain.
2003
2004
2005
2006
2007
2008
2009
2010
2011
Is this OK from a safety standpoint?
Brands have
come a long
way in making
products
easier to
install.
2003
2004
2005
2006
2007
2008
2009
2010
2011
How to do a project?
Recessionary sweat equity definitely drives more DIY projects, but many of these questions pertain to pro handled jobs. Consumers want to be prepared to understand the installation
©2003-2012 Squeaky Door Productions, Inc.
©2003 2012 Squeaky Door Productions, Inc.
7%
23%
51%
19%
West South Midwest Northeast
Page 21
Three peaks for flooring related questions: February, May and October
2004 2005 2006 2007 2008 2009 2010 2011
Following a short recession fueled dip, questions related to flooring projects are again on the rise,
especially in the South and Southeast.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
©2003 2012 Squeaky Door Productions, Inc. Page 22
How to do a project?
• How To Install Ceramic Tile
• Repair Refinish Garage Floor
• HardiBacker Installation
• How To Install Wood Flooring
• How To Remove Carpet
• Matching Old and New Flooring
• Proper Underlayment for Different Types of Flooring
• Heating Tile Floor
How to fix a problem?
• Solving a Cold Floor
• Fixing Squeaks
• Repairing Sloping Floors
• Best Way to Get Paint off a Concrete Floor
• Repairing Damage (scratches, fading, etc)
• Vinyl Floor Repair
Which type of product is right for my job?
• Laminate vs. Vinyl vs. Engineered Hardwood
• Cork Floors: Good for Bathrooms?
• Best Choice for Kitchen Floor?
• Hardwood Floors: How to Refinish, Install
• Allergy Free Carpet Options
How can I clean X?
• Carpet Cleaning (especially pet stain odor removal)
• Keeping Grout Clean in Tile Floor
How to do a project?; 38%
How to fix a problem?;
28%
How can I clean X?;
16%
Which type of product
is best for my job?;
16%
How should I work with a contractor?;
1% Is this project worthwhile?;
1%
0% 50% 100%
2004
2005
2006
2007
2008
2009
2010
2011
Women Men
©2003 2012 Squeaky Door Productions, Inc. Page 23
10%
31%
46%
13%
West South Midwest Northeast2004 2005 2006 2007 2008 2009 2010 2011
We include all a repair and replacement related questions in this category. Bathroom remodeling
projects are handled in a separate category Many homes in the South and Southeast are at the age of
needing plumbing replacements and repairs.
About two thirds of our questions come from men in this category
Three peak times for plumbing related questions: Mar, July and Oct
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
©2003 2012 Squeaky Door Productions, Inc. Page 24
How to fix a problem?
• Pumping Septic Systems Slow Drains
• Slow Hot Water in Shower
• How to Fix Water Hammer
• Tile Shower Leaking; Toilet Leaking
• Funky Taste from Tap Water
• Toilet Won't Flush
• Toilet Making a Fog Horn Sound; Toilet Whistles
• How to Remove Plastic Toilet Flange?
• Pin Hole Leaks in Copper
• Low Water Pressure
• Clogged Pipes
• Garbage Disposer Clogged
• Drain Clog
• Washing Machine Drain Leaks
• Dishwasher Not Draining Cleaning Properly
Which type of product is right for my job?
• Water Softener: Does it work on PVC?
• Best Kitchen Faucet
• Water for My Utility Sink in Shop
• Water Supply from Well
• Below Grade Toilet Installation
• Water Saving Toilet
• Space Saving Bath Fixtures
• Broken Washer Hose – Best Replacement
How to do a project?
• How Where to Shut off Home Water Supply
How to fix a
problem? 63%
How to do a
project, 18% What type of
product is best
for my project?
5%
How can I
clean X 4%
Is this project
worthwhile ?
4%
How do I avoid
X? 3%
Is this OK from
a safety
standpoint? 2%
When should X
be replaced?
2%
0% 50% 100%
2004
2005
2006
2007
2008
2009
2010
2011
Women Men
©2003 2012 Squeaky Door Productions, Inc. Page 25
Interest in discretionary decorating and projects have declined during the economic slowdown.
Questions from the Northeast dominate, especially related to updating older ugly wall treatments.
Questions from women are on the increase, often related to cleanability and fixing stains or nail pops.
Three peak times for Walls & Ceiling questions.
2004 2005 2006 2007 2008 2009 2010 2011
6%
45%
27%
21%
West South Midwest Northeast
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
©2003 2012 Squeaky Door Productions, Inc. Page 26
How to fix a problem?
• Mold Mildew Removal, Repair
• Repair Cracks in Sheetrock
• Crumbling Cinder Block Walls
• Water Damage on Ceiling
• Textured Wall Repair
• Repair for Rough Walls: Skim Coating vs. Skinning
• Repair Plaster Ceilings
• Repair Smoke Damaged Walls Remove Odor
How to do a project?
• Picking Paint Sheens
• How to Properly Hang Art
• How to Install Shelving
• Garage Wall Help
• How to Remove Wallpaper Border
• How to Remove Texture Popcorn Walls Ceilings
• How to Paint Paneling
• Soundproofing Walls
• Drop Ceilings How to Replace Update
Which type of product is right for my job?
• Best Paint for Bathroom
• Insulating Paint Additive
• Types of Synthetic Materials
• Wallpaper: Trendy or Outdated?
• Batten Strip Removal
• Joint Tape
How to fix a problem? 45%
How to do a project? 37%
Which type of product is best
for my job? 10%
How can I clean X? 6%
How do I avoid X? 2%
0% 50% 100%
2004
2005
2006
2007
2008
2009
2010
2011
Women Men
©2003 2012 Squeaky Door Productions, Inc. Page 27
This big ticket replacement item had showed some decline as homeowners put off spending until
absolutely needed. In the South, that time has arrived, with most questions coming from that
region in the last 18 months.
Windows & Siding questions peak during the warmer months
2004 2005 2006 2007 2008 2009 2010 2011
13.2%
17.1%
50.0%
19.7%
West South Midwest Northeast
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
©2003 2012 Squeaky Door Productions, Inc. Page 28
How to fix a problem?
• Water Stained Windows
• Water Coming in Windows
• Fix Fogged Windows
• Tiny Black Spots on Siding
• Vinyl Siding Warped
• Rotted Window Sills
Which type of product is right for my job?
• Replacement Windows
• Vinyl vs. Fiberglass Windows
• Window Films, Solar Shades – Do They Work?
• How Long Does Hardiplank Last?
• Best Way to Lock Windows
• Synthetic Trim
• Tubed Skylights – Do They Work?
• Best Window for Basement
How to do a project?
• Weather Stripping for Drafts
• Is Window Replacement DIY?
• Window Treatments
• Can Vinyl be Painted?
• Draft Proofing Windows in Apartment
How can I clean X?
• Cleaning Siding
• How to Remove Algae
Is this project worthwhile?
• Replacement vs. New Construction
How to fix a problem? 36%
How to do a project? 29%
Which type of product is best
for my job? 16%
How can I clean X? 12%
Will this save me energy?
4%
Is this project worthwhile?
3%
When should X be replaced?
1%
0% 50% 100%
20042005200620072008200920102011
Women Men
©2003 2012 Squeaky Door Productions, Inc. Page 29
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2004 2005 2006 2007 2008 2009 2010 2011
Roofing got hot again in 2011, when we took a lot more questions than 2010.
That’s because replacing a roof becomes mandatory at some point.
Most roofing projects are done during the summer months, although the
project questions start coming in during Q1. Q3 is a lot of repair questions.
9%
19%
39%
33%
West South Midwest Northeast
©2003 2012 Squeaky Door Productions, Inc. Page 30
Source: Money Pit Contact Analysis 2012
How to fix a problem?;
33.3%
How to do a project?; 26.1%
Which type of product is best
for my job?; 24.6%
How can I clean X?;
7.2%
Is this project worthwhile?;
5.8%
Will this save me energy?;
2.9%
Which type of product is right for my job?
• Best Shingles for Windy Area
• Metal Roof – Worth it?
How to do a project?
• How to Vent a Roof
• Ice & Water Shield – How Far Up Roof
• Roof Recoating
• New Roof – Remove Old First?
How to fix a problem?
• Leaky Roof Repair
• Roof Sheathing Rotted Moisture
• Gutter Issues
• Fix Flat Roof Leak under A C
Is this project worthwhile?
• Roofing Repair vs. Replace
How can I clean X?
• Clean Algae From Roof
0% 50% 100%
2004
2005
2006
2007
2008
2009
2010
2011
Women Men
©2003 2012 Squeaky Door Productions, Inc. Page 31
Insulation questions are on the rise, related to low cost energy efficiency improvements. We get
more questions from where temperature extremes are greatest:
the Midwest and the South
Project questions peak in advance of cooling and heating seasons
2004 2005 2006 2007 2008 2009 2010 2011
9%
29%
50%
13%
West South Midwest Northeast
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
©2003 2012 Squeaky Door Productions, Inc. Page 32
Source: Money Pit Contact Analysis 2012
Which type of product is right for my job?
• Attic Insulation
• Attic Ventilation
• Roof Ventilation
• Insulation in a New House
• Insulation Vs. Metal Roof
How to do a project?
• How to Store Insulation Bats During Remodel
• Insulating Crawl Space
• Old Siding: How to Insulate Behind
• Insulating Manufactured Home
• Further Insulation of Sun Room
How to fix a problem?
• Attic Moisture
How to do a project? 43%
How to fix a problem? 24%
Which type of product is best
for my job? 15%
Is this project worthwhile?
10%
Will this save me energy?
4%
Is this OK from a safety
standpoint? 3%
How do I avoid X? 1%
How should I work with a contractor?
1%
0% 50% 100%
2004
2005
2006
2007
2008
2009
2010
2011
Women Men
©2003 2012 Squeaky Door Productions, Inc. Page 33
After a softer prior year, HVAC related questions have increased, mostly from the South.
Not surprisingly, seasonality of questions points to mid winter and summer peaks.
2004 2005 2006 2007 2008 2009 2010 2011
8.6%
19.8%
51.9%
19.8%
West South Midwest Northeast
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Page 34
Which type of product is right for my job?
• Heat Pump Thermostat
• Furnace Fan Blower
• Radiant Hydronic Heating
• Geothermal Heating Install Cost
• Best Filters for HVAC
• Propane Cheaper than Electric?
• Mini Split Ductless in Basement
• Ductless vs. Central A C
• Do Hybrid Systems Work
How to do a project? (In this category, many questions related
to working with professionals)
• How to Set Programmable
Thermostats for Heat Pumps
• Wall Heater Thermocouple Replacement
• Balancing an HVAC system
• Furnace Preventative Maintenance
How to fix a problem?
• Mold in A C Unit
• Why Temp Higher Than Thermostat
Will this save me energy?
• Energy Efficiency with HVAC system
• Closing off Unused Room for Savings
• Ceiling Fan – Which Way Should Blades Spin?
• Whole House Dehumidifier – Operating Cost
Which type of product is
best for my job? 25%
How to fix a problem?
26%
How to do a project? 17%
Will this save me energy?
15%
Is this project worthwhile?
9%
When should X be
replaced? 7%
Is this OK from a safety standpoint?
1%
0% 50% 100%
2004
2005
2006
2007
2008
2009
2010
2011
Women Men
©2003-2012 Squeaky Door Productions, Inc.
©2003 2012 Squeaky Door Productions, Inc. Page 35
Kitchen & Bath questions were most common during the first half of the year,
with some pre holiday questions popping up just before the guests arrive.
Many kitchen & bath projects are
discretionary, and therefore have
been fewer in the last 24 months
Questions are generally pretty evenly
split between men and women
There are more questions from the
Northeast and South than other regions
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
0% 2% 4% 6% 8% 10%
2004
2005
2006
2007
2008
2009
2010
0% 20% 40% 60% 80% 100%
2004
2005
2006
2007
2008
2009
2010Women
Men
0% 20% 40% 60%
Northeast
Midwest
South
West
©2003 2012 Squeaky Door Productions, Inc. Page 36
Which type of product is right for my job?
• Reface or Replace Kitchen Cabinets
• Appliance Store Extended Warranty – Good?
• Green Kitchen Remodeling – Options
• How to Improve Bath Ventilation
• Best Choice for Kitchen Flooring
How to do a project?
• Managing Kitchen Remodeling
• Tiling over Sheetrock in Kitchen and Bathroom
• Building Kitchen Backsplash
• Replacing Range Hood
• Replacing a bath fan
• Changing Faucets
• Adding Lighting in Kitchen
• Finding Untapped Storage Space
How to fix a problem?
• Dishwasher Has Bad Odor
• Troubleshooting Uneven Oven Temp
• 1950's Hotpoint Range
• Remove Burn Spots on Electric Stovetop
• Finding Leak in Tile Shower
• Funky Taste from Tap Water
• Stopping Mold in Bathroom
• Fix Low Water Pressure at Some Fixtures
How can I clean X?
• How to Clean Granite Countertops
How to fix a problem? 38%
How to do a project? 29%
Which type of product is
best for my job? 13%
How can I clean X? 11%
How should I work with a contractor?
2%
Is this project worthwhile?
2%
When should X be
replaced? 2%
Which type of tool is best for my job? 2%
2003
2004
2005
2006
2007
2008
2009
2010
2011
Women Men
©2003 2012 Squeaky Door Productions, Inc. Page 37
This category has shown some slowdown since 2009, but homeowners are still keen to find inexpensive
ways to update décor
Painting and staining were more likely to be done in the spring and summer.
2004 2005 2006 2007 2008 2009 2010 2011
9%
22%
48%
22%
West South Midwest Northeast
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
©2003 2012 Squeaky Door Productions, Inc. Page 38
Which type of product is right for my job?
• Best Paint for Garage Floor
• Crown Molding Color
• Paint Sheens – Where to Use What
• Decorative Faux Painting
How to do a project?
• Painting Cement Blocks in Basement
• Crown Molding Color
• Painting Over a Top Coat of Paint
• Painting Over Stripes
• Painting Over Rust
• Paint Removal from Brick Fireplace Surround
• Covering Deep Wall Colors with New Paint
• Ceiling paint techniques and finishes
• Prep Old Deck for Stain
• Staining a Fence – How to
• Painting Rug Pattern on Patio
How to fix a problem?
• Lead Paint Poisoning
• Exterior Trim Paint Peeling
• Removing Paint Stain
• Seal Rust Nail Stains on Cedar Siding
• Remove Wallpaper Glue
How to do a project? 50%
Which type of product is best
for my job? 30%
How to fix a problem? 15%
How can I clean X? 2%
How do I avoid X? 2%
2003
2005
2007
2009
2011
Women Men
©2003 2012 Squeaky Door Productions, Inc. Page 39
Seasonality in mold questions varies year to year, following most weather patterns.
10%
27%
35%
27%
West South Midwest Northeast
Mold is a big issue everywhere, although we get fewer questions from the Northeast,
where homeowners have been dealing with it longer .
2004 2005 2006 2007 2008 2009 2010 2011
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
©2003 2012 Squeaky Door Productions, Inc. Page 40
How can I clean X?
• Remove Algae and Mold on Roof
• Cleaning Moldy Grout in Bath
• Removing Mold, Mildew, Algae
• Mold Growth on Furniture and Cupboards
How do I avoid X?
• Avoiding Mold
• Reduce Attic Moisture Mold
How to do a project?
• Mold Inspection for New House
How to fix a problem?
• My Basement is Leaking
• Mold in A C Unit
• How to Fix a Flooded Moldy Crawl Space
• Identifying Mold
• Is this a Mold Toxic
• Testing for Mold
• Mold in Fiberglass Insulation
• Mold on Basement Wall
• How to Clean Small Moldy Spots
• Artillery Fungus on Vinyl Siding
• Mold in Closet on My Clothes
0% 50% 100%
2004
2005
2006
2007
2008
2009
2010
2011
Women Men
How can I clean X? 44.7%
How to fix a problem?
23.7%
How do I avoid X? 15.8%
Which type of product is best
for my job? 10.5%
How to do a project? 2.6%
©2003 2012 Squeaky Door Productions, Inc. Page 41
• Natural Non Toxic Wood Stain Coffee Berries And More
• Basement Waterproofing Tips
• Choosing Historical Paint Colors Colonial Present
• Attic Flooring Installation
• Garage Conversions: Spare Rooms Ideas and Costs
• Cheap Home Security Tricks
• Wood Deck Construction vs. Brick Patio Paving
• Bathroom Vent Fan and Ventilation: Best One
• Air Conditioning Options: Central Ductless or Through Wall
• Tip: Clean Ceramic Tile Floors With Vinegar
• How Install Porch Columns
• Cost of Gutter Guards: Are They Worth It?
• Kitchen Remodeling Tips
• Home Warranty Advice: Worth the Money?
• Repair and Improve Landing Page
• Ideas and Solutions Landing Page
• Curtain Rods: Hang Without Drilling Holes
• Product Reviews: Trane CleanEffects Electronic Air Cleaner
• Question and Answer: Penny Stain
• Home Cooling Tips Summer
©2003 2012 Squeaky Door Productions, Inc.
Page 42
©2003 2012 Squeaky Door Productions, Inc. Page 43
For more than a decade, our unmatched
understanding of how homes work—and
how they sometimes don’t—connects
our client partners to homeowners in
a positive, trustworthy and happy
experience.
Money Pit Media is a fully integrated radio, television, online,
video and print home solution content production company.
Leslie Segrete & Tom Kraeutler
Expert Hosts
©2003 2012 Squeaky Door Productions, Inc. Page 44
of The Money Pit’s audience
wants to know how to fix a
problem, do a project, find a
product or clean something.
87%
ask hosts Tom & Leslie which
products they should buy. 13%
5/26/2012
“I thank you so much for the information on
our bathroom, by the way, which is now gorgeous.
You did say get tiles, and, oh boy, did I”
- Mary Ann, NJ
Page 45
Y’all have given us so much help with our
post-hurricane projects.” Mary – FL – 4/14/12
“Tom--As always, you were right on the money. Thank
you for that helpful response! I tune you in on Sat.
morning, MST, and love waking up to your program.
Sandra – KA – 2/13/11
“I wanted to let you know I love your show! You
have taught me a lot and I have stopped the leaking in
my basement the easy way by improving my with slope
and drainage” Jeff – WA – 1/1/12
“Your answer makes a lot of sense. Well, I sure love your
show. You have a lot of useful information on it.”
Brian – 12/3/12 - TX
“Much appreciation for the advice on my basement water problem. The basement
waterproofing company scared me enough to purchase a $14,000 system that
simply wasn’t necessary. You gave me the courage to threaten binding arbitration.
Long story short, they offered me a refund of $9,400! You two were EXTREMELY
helpful and I can’t thank you enough for your excellent advice.”
“Well, now you want to come and put the windows in
for me? You’re so good at it!” Rosie – NY – 8/11/12
“I found your great show while waiting for the Steelers game
to start. I may have to skip the rest of the season.” -
Thomas – Sarver, PA – 12/2/11
“I thank you so much for the information on our bathroom, by the way, which is now gorgeous.
You did say get tiles and, oh boy, did I” Mary Ann – NJ – 5/26/12
©2003-2012 Squeaky Door Productions, Inc.
©2003 2012 Squeaky Door Productions, Inc. Page 46
Age Range:
63% percent are in the prime
remodeling ages:
25-54 years old
72% are in the 35–64 age range
48% are in the 45–64 age range
93% own their own homes
are female 43%
have children under 18 36% Source: Homeowner data from Consumer Specialists national study, Money Pit data from
Money Pit Contact Analysis 2012
They are active home improvers
©2003 2012 Squeaky Door Productions, Inc. Page 47
Source: Homeowner data from Consumer Specialists national study, Money Pit data from Money
Pit Contact Analysis 2012
©2003 2012 Squeaky Door Productions, Inc. Page 48
Top 25; 6.85% 26-50;
8.03%
51-100; 14.13%
101-200; 21.84%
201+; 14.35%
Unrated; 34.80%
of the audience is
from the
top 50 U.S. Markets
29%
“The good news for advertisers is that the talk radio
audience is relatively affluent*
Audience over-indexes with High Income Homes
Adults 18+ HHI $150,000+**
Source: * Pew Project for Excellence in Journalism
** Doublebase 2011/RAB/A18+ Listeners of News/Talk Radio – Weekly Cume
"The Money Pit is an excellent example
of compelling, interesting programming
that people can hear on TuneIn beyond the music, news and
sports they have come to expect from our service".
"Their award-winning shows on home improvement
enhance the TuneIn listening experience and we are happy
to have aligned with them.“
- Kevin Straley, Vice President, Programming at TuneIn.
• Nearly half (47%) of all respondents considered or
purchased products recommended by their favorite radio
personalities;
• More than half (51%) considered or purchased a product
advertised during their favorite personality’s show
The Power of Radio
Source: Annenberg School for Communications & Journalism
©2003 2012 Squeaky Door Productions, Inc.
• Twitter – 42,000 + followers @moneypit
• “Re-Tweets” have reached more than
700,000 people for individual posts.
• Pinterest is driving close to 400,000 page
views in 2012
Page 49
Sources: Money Pit Contact Analysis 2012, Google
Analytics.
o Almost one million consumers visited MoneyPit.com in the last 12
months. 92% were new visitors.
o 500,000 page views per month
o 250,000 podcast downloads.
o 70,000 e-newsletter subscribers.
• Facebook: 37,000+ fans with reaching
a total network of 250,000+ fans.
• Facebook posts exposed to over
400,000 likes direct and as a part of
their network
Social media reach is expanding by approx 100,000 touch points monthly
©2003 2012 Squeaky Door Productions, Inc.
If you have any questions or comments, we’d love to
hear from you!
Ready to learn more? The Money Pit will leverage our
multiple platforms to create custom marketing
solutions specific to your needs and goals.
Sales and Management Office Warren Banholzer, Executive Vice President/Sales Tel: 914-633-3555 Email: [email protected] Money Pit Media 304 Roosevelt Avenue, Suite 1 Oakhurst, NJ 07755 Tel: 732-531-3300 Email: [email protected]