THE LEHIGH VALLEY MARKET

and The Power of The Morning Call

Brand

THE LEHIGH VALLEY MARKET

An expanding Lehigh Valley

A tradition-keeping Lehigh Valley

A revitalizing Lehigh Valley

Allentown’s new Center City Hockey Area project seats 10,000 fans, and hosts the Phantoms, a minor league affiliate of the Philadelphia Flyers. The arena opened in 2014. Includes a 200,000 square foot events center, enabling the city to host corporate meetings and conventions, drawing thousands of out of town visitors for a single event. The third phase of the project consists of a 175-room hotel along with a 200,000-square-foot office building

Added: A Hockey Arena, Events Center, & Hotel

“The goal is to transform center city Allentown into a 24/7

environment that becomes the urban core of the Lehigh

Valley.” -J.B. Reilly, Developer

One City Center is a five-story complex filled with legal, accounting & financial firms and includes a 570 space underground parking garage. The new complex is located directly across the street from the hockey arena and is expected to attract more than 700 white collar workers to downtown Allentown.

Unveiling the $50 million Center City Office Complex

Developers Planning to Revitalize The Waterfront Plans are to redevelop a 130 acre site along the Lehigh River.

Phase one will convert a 26 acre parcel, now home to an old structural steel site, into offices, shops and town homes.Additional phases will revitalize the remaining property into prime space for hundreds of apartments & town homes, all with beautiful waterfront views.

Lehigh Valley at a glance

Population Households0

200,000

400,000

600,000

800,000

5949

50

2257

85

6379

28

2471

28

7124

81

2742

32

7216

34

2767

28

1990200020102015

Sources: Claritas 2015, Scarborough 2014, Release 2Lehigh Valley here defined as Lehigh, Northampton, Carbon counties

Claritas Profile

Households 276,728

Population 721,634

Median HHI $56,345

Average HHI $71,326

Scarborough Profile

Men 44.0%Women 56.0%Median age 50.9 years

Married 56.5%Children in HH 33.7%Own home 67.4%Hispanic origin 10.8%

HHI $50,000+ 51.0%HHI $75,000+ 35.4%Any college 52.6%White collar 38.4%

Lehigh Valley at a glance

The population of the Lehigh Valley has grown 13.1% from 2000 to 2015— a faster rate than the 7.6% growth that the Philadelphia DMA has experienced

The number of households in the Lehigh Valley has grown 12.0% from 2000 to 2015, compared to the 8.4% growth in the number of households that the Philadelphia DMA has had

Source: Claritas 2015Lehigh Valley here defined as Lehigh, Northampton, Carbon counties

Philadelphia 62 milesNYC 91 milesBaltimore 142 milesWashington DC 179 miles

THE MORNING CALL BRAND

The Morning Call at a glance

Source: Scarborough 2014 Release 2Lehigh Valley here defined as Lehigh, Northampton, Carbon countiesAudience includes one-week snapshot of The Morning Call (daily, Sunday), themorningcall.com, and The Morning Call Weekly

71% of the Lehigh Valley’s adults refer to The Morning Call’s products for news and

information each week

The Morning Call at a glanceThe Morning Call is distributed throughout the

Lehigh Valley and surrounding areas

The Morning Call at a glance

Source: Scarborough 2014, Release 2Lehigh Valley here defined as Lehigh, Northampton, Carbon counties

Only The Inquirer is Needed To Cover Greater Philadelphia

Reach/Duplication in Philadelphia DMADuplication w/

Sunday % Reach InquirerInquirer 17.0% -The Intelligencer 1.3% 25.1%Bucks County Courier Times 2.2% 27.6%Burlington County Times 1.3% 25.3%Camden Courier Post 2.5% 23.0%

The Sunday Inquirer reaches less than 2% of the Lehigh Valley

Considering GPN's duplication with the Philadelphia Inquirer, the most efficient

way to increase your reach in the Philadelphia DMA

is to add The Morning Call

Readers who also read The Morning Call in the Lehigh Valley

Duplication w/Sunday Reach The Morning CallThe Morning Call 261,875 -The Express-Times 71,827 37.7%Philadelphia Inquirer 6,788 91.2%New York Times 11,309 72.4%

Source: Scarborough 2014, Release 2 (Base: Lehigh, Northampton, Carbon counties)The Morning Call brand includes daily/Sunday newspaper, themorningcall.com, and The Morning Call Weekly. One-week snapshot of audiences developed as follows: Sunday newspaper = average issue, daily newspaper = cume, website = 7-day visitation, magazine = average issue, radio = Monday through Sunday 6AM-midnight cume, television = any viewing in the last 7 days, outdoor = traveled 200 miles or more in the last 7 days, Yellow Pages = uses the directory once a week or more

Yellow Pages

Outdoor/Billboard (heavy)

WFMZ Channel 69

WZZO-FM 95.1

WLEV-FM 100.7

WAEB-FM 104.1

Lehigh Valley Marketplace

Express-Times Daily

Express-Times Newspaper

The Morning Call Weekly

Morning Call Sunday

Morning Call Newspaper and Website

0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,00089453

178028

180445

76743113255

93036105358

15781752635

3283033646

55430

5596294604

71827105310

135590

114225200307

269802261875

321685351797

400468

In One Week, Audience:

The Morning Call at a glance

Yellow Pages

Outdoor/Billboard (heavy)

WFMZ Channel 69

WZZO-FM 95.1

WLEV-FM 100.7

WAEB-FM 104.1

Lehigh Valley Marketplace

Express-Times Daily

Express-Times Newspaper

The Morning Call Weekly

Morning Call Sunday

Morning Call Newspaper and Website

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%0.158

0.314000000000001

0.319000000000001

0.1360.2

0.1640.186

0.2790.0930000000000002

0.0580.0590000000000001

0.0980000000000002

0.0990.167

0.1270.186

0.239

0.2020.354

0.4760.462

0.5680.621000000000002

0.707000000000001

In One Week, Reach:

Source: Scarborough 2014, Release 2 (Base: Lehigh, Northampton, Carbon counties)The Morning Call brand includes daily/Sunday newspaper, themorningcall.com, and The Morning Call Weekly. One-week snapshot of audiences developed as follows: Sunday newspaper = average issue, daily newspaper = cume, website = 7-day visitation, magazine = average issue, radio = Monday through Sunday 6AM-midnight cume, television = any viewing in the last 7 days, outdoor = traveled 200 miles or more in the last 7 days, Yellow Pages = used the printed directory in the last 7 days

The Morning Call at a glance

The Morning Call at a glance

• Total readership (“full run”)• Daily (average issue/each day, Monday through Saturday) 181,653 readers

• Daily cume (read “any of the last 5 weekdays”)300,003 readers• Sunday (each week) 278,171 readers• Each week (read any of the last 5 weekdays or “last Sunday”) 359,609

readers• Readership in the Lehigh Valley

• Daily (average issue/each day, Monday through Saturday) 172,167 readers• Daily cume (read “any of the last 5 weekdays”)269,802 readers

• Sunday (each week) 261,875 readers• Each week (read any of the last 5 weekdays or “last Sunday”) 321,685 readers

• Total average circulation• Each day, Monday through Saturday73,747 copies• Sunday 117,665 copies

Sources: Scarborough 2014, Release 2, Alliance for Audited Media Audit Report for 12 months ended December 31, 2014 (total average circulation)Lehigh Valley here defined as Lehigh, Northampton, Carbon countiesOne-week snapshot of audience developed using cume daily and average issue Sunday

Newspaper Impact

The Morning Call at a glance

• Each week, The Morning Call newspaper reaches 359,609 area adults.

– The Morning Call newspaper and themorningcall.com together reach 404,663 area adults each week.

• In fact, in the Lehigh Valley alone…– The Morning Call newspaper reaches 321,685 residents

each week.– A weekly advertising campaign that includes the daily

Morning Call, the Sunday Morning Call, and themorningcall.com reaches 351,797 Lehigh Valley adults (62.1%).

– That’s 6 out of 10 of the Lehigh Valley's adults!Source: Scarborough 2014, Release 2Lehigh Valley here defined as Lehigh, Northampton, Carbon countiesOne-week snapshot of audience developed using cume daily, average issue Sunday, and 7-day website visitation

Newspaper-Plus-Website Impact

The Morning Call at a glance“Full Run” Impact

themorningcall.com

The Morning Call Weekly

Morning Call Daily

Morning Call Sunday

Morning Call Newspaper

Morning Call Newspaper and Website

The Morning Call Brand

0 100,000 200,000 300,000 400,000 500,000 600,000

132,094

239,579

300,003

278,171

359,609

404,663

486,659

In One Week, Audience:

Source: Scarborough 2014, Release 2 (Base: “full run” (Philadelphia DMA, Lehigh Valley, surrounding counties))The Morning Call brand includes daily/Sunday newspaper, themorningcall.com, and The Morning Call Weekly. One-week snapshot of audiences developed as follows: Sunday newspaper = average issue, daily newspaper = cume, the weekly newspaper = average issue, website = 7-day visitation

The Morning Call at a glance“Lehigh Valley” Impact

themorningcall.com

The Morning Call Weekly

Morning Call Daily

Morning Call Sunday

Morning Call Newspaper

Morning Call Newspaper and Website

The Morning Call Brand

0 50,000 100,000150,000200,000250,000300,000350,000400,000450,000

114,225

200,307

269,802

261,875

321,685

351,797

400,468

In One Week, Audience:

Source: Scarborough 2014, Release 2 (Base: Lehigh, Northampton, Carbon counties)The Morning Call brand includes daily/Sunday newspaper, themorningcall.com, and The Morning Call Weekly. One-week snapshot of audiences developed as follows: Sunday newspaper = average issue, daily newspaper = cume, the weekly newspaper = average issue, website = 7-day visitation

The Morning Call at a glance“Lehigh Valley” Impact

themorningcall.com

The Morning Call Weekly

Morning Call Daily

Morning Call Sunday

Morning Call Newspaper

Morning Call Newspaper and Website

The Morning Call Brand

0% 10% 20% 30% 40% 50% 60% 70% 80%

20.2%

35.4%

47.6%

46.2%

56.8%

62.1%

70.7%

In One Week, Reach:

Source: Scarborough 2014, Release 2 (Base: Lehigh, Northampton, Carbon counties)The Morning Call brand includes daily/Sunday newspaper, themorningcall.com, and The Morning Call Weekly. One-week snapshot of audiences developed as follows: Sunday newspaper = average issue, daily newspaper = cume, the weekly newspaper = average issue, website = 7-day visitation