The Larson Northwest Hispanic Market Report1,046,387 Hispanic Residents With $13.4 Billion In Buying Power

The Most Significant Market AreasAbout 84% of the region’s 1,046,387 permanent Hispanics, and most of the migrant working Latinos, areconcentrated in these seven DMAs (Designated Market Areas) where an astonishing 75% are under age 35. (Population/Buying Power Figures DO NOT Include Added Migrants)

Since Census 2010:200,000 More NW HispanicsWith $4 Billion More Buying PowerI. This region’s permanent Hispanic population nearly doubles every decade.2. Buying power has reached $13.4 billion. Retail spending is now $6.4 billion.3. High growth from within the current population is fostering biculturalism.4. Proliferation of Spanish language media continues throughout the region.5. Biculturalism is causing greatly increased Hispanic use of English media.6. Marketers and the news media took serious note of the 2010 U.S. Census.7. Hispanic-owned business ventures, and related organizations, are thriving.8. Non-stop airline flights from the NW to Mexico have started in Portland.9. Hispanic candidates have begun to enter... and to win... local and state races.

OREGON383,925

$5.0 Billion

IDAHO123,384

$1.6 Billion

PORTLAND260,000

$3.2 BILLION

MEDFORD/KLAMATH FALLS31,118

$405 MILLION

BOISE/NAMPA66,270

$862 MILLION

Southeastern Idaho 20,847

$271 Million

EUGENE/SPRINGFIELD26,965

$351 MILLION

SEA-TAC /WENATCHEE

310,574$3.7 BILLION

WASHINGTON539,078

$6.8 Billion

TRI-CITIES/YAKIMA228,584

$2.3 BILLION

Tri-Cities/Yakima DMA (Including Walla Walla, Hermiston)The Market

The Tri-Cities/Yakima’s DMA’s Hispanic population centers are split by about 80 miles with the Tri-Cities of Richland, Pasco, Kennewick (and including Walla Walla, Hermiston, OR., and “Columbia Basin Region”) in the south and the Yakima Metro (plus the “Lower Valley”) in the north. They really are two separate markets served by their own local Spanish media. About 60% of the Hispanic population is in the north Metro with the remainder in the Tri-Cities end of the DMA. Both areas share a giant influx of thousands of migrant Latinos each year in the agricultural heart of Washington. Households are very large at an average of 4.1 persons each.

(All Incomes Are For Permanent Hispanics And Do Not Include Migrants)

Income and Buying Power Tri-Cities Yakima Metro Total DMATotal Hispanic Resident Buying Power $1.0 Billion 1.3 Billion $2.3 BillionAverage Area Hispanic Household Income $40,483Total Resident Hispanic Retail Spending $473 Million $627 Million $1.1 Billion

Retail Spending (In Millions) Total DMAGrocery/Supermarkets $352Restaurants/Fast Food $132General Merchandise $1.1BillionApparel/Accessories $132Appliances/Furniture/Electronics $44Auto Dealerships $154Auto Fuel, Parts, Accessories, Services $66Drug/Variety Stores $33All Other Retailers $154

Population Distribution of Permanent Hispanic Residents (# Hispanic)

Yakima County 113,115Eastern Kittitas County 3,334Total Yakima Metro 116,449

Franklin County 43,352

TOTAL YAKIMA / TRI-CITIES PERMANENT HISPANIC RESIDENTS:

228,504

*The higher household income level reflects larger than average size households – not higher per capita income.

Census 2010

Benton County 34,291Walla Walla County 12,059Morrow County (Oregon) 3,609Umatilla County (Oregon) 18,744Total Tri-Cities / Columbia Basin 112,055

Tri-Cities Yakima Metro$152 $200$57 $75$473 Million $627 Million$43 $89$19 $25$66 $88$28 $38$14 $19$66 $88

POPULATION PROJECTIONS

The Hispanic Market is expected to grow 3 times fasterthan the rest of the population.

Despite the differences in Yellow Pages searches by Spanish-dependent and English speaking consumers, both demonstrate similar purchase habits.• Fully 85 percent of Spanish dependent consumers contacted a business after they

discovered it in the Yellow Pages.• Roughly 92 percent of Spanish-only speaking consumers made a purchase at a

place they found in the Yellow Pages.Another similarity lies in the reasons the two groups reference the Yellow Pages.• Approximately 87 percent of Spanish dependent users refer to the Yellow Pages for

home or personal reasons, with the remaining 13 percent for business. Source: Larson NW Research and Consulting

Yellow Pages Ads Result in Purchases, Regardless of Language

2005-2025

Total Population

2005

203,840

2015

235,850

2025

268,760

% Change

24%White Population 191,900 221,990 253,080 32%

Black Populatiion 3,980 4,570 5,170 30%

Hispanic Population (any race) 45,470 64,460 88,540 95%

Other Population 7,950 9,290 10,510 32%

Yellow Pages Directory Utilization

More than once a day

Once a day

2 or 3 times a day

once a week

2 or three times a week

once a month

Less than once a month

33218

3729

12396

70

70

27132

10398

110 HispanicWhite, non Hispanic

Source: Scarborough Research. Study:AZ 2008, Release 1: Aug. 2007-Jan. 200S

112

A LOOK AT HISPANIC TRENDS

Hispanic Population GrowthThe growth in Hispanic population boomed between 1990 and 2003, growing 61% from 21.9 million to 39.9 million and is the fastest-growing group in America Source: US Census Bureau

• The Hispanic population will triple by 2050, reaching 25% of the total U.S. population Source: Strategy Research Corp.

• Hispanic purchasing power will hit $675 billion in 2003 and $1.2 trillion by 2010 (The Santiago Solution Group)

• 53% of growth is due to births

Trends in Hispanic Advertising

• 18% of Hispanic made a direct mail purchase in 2002

• 72% of Hispanics say they open and read direct mail, 66% say they respond to it, 30% say they want to receive more of it

• 69% of Hispanic get more information about a product when it is advertised in Spanish than in English only

• 12.6 million Hispanic are currently online and spend more time than the average non-Hispanic consumer (9.5 hours per week - at home) Source: Wahlstrom Group

Past Economic Trends Suggest Hispanics are “Recession Aloof”During economic downturns, Hispanics’ income continued to increase, as did their spending.Hispanic households have multiple sources of income from immediate and extended family members which are pooled together, thus affording them greater proportions of disposable income. Source: AMA Hispanic Marketing f-bt Topic Series, American Marketing Association

The following are top headings referenced by Hispanics:

Rank 2000-2010 Spanish DependantUsage Share

1 Pizza 9.302 Automobile Parts - New & Used 5.783 Physicians & Surgeons 5.564 Restaurants 4.995 Automobile Repairing & Services 4.086 Attorneys/Lawyers 3.867 Dentists 3.638 Travel Agencies 3.189 Airline Companies 2.4910 Insurance 2.04

Listings & Ads 1 Zone 2 ZoneLine Listings(Name/Address 2 lines)

$200 $300

Bold Black Listing $250 $350

Bold Red Listing $350 $450

1/16 page $600 $900

1/8 page $850 $1,400

1/4 page(Includes up to 4 FREE bold line listings)

$1,500 $2,300

1/2 page(Includes up to 4 FREE bold line listings)

$2,300 $3,000

Full Page(Includes up to 4 FREE 1/16 ads)

$3,000 $4,500

Double Truck(Includes up to 4 FREE 1/16 ads)

$4,000 $5,500

Prime Spots (Includes 1 full page & up to 4 free 1/8 ads) Front Cover (4 spots available) $10,000 $11,000

Back Cover (2 spots available) $10,000 $11,000

Inside Front Cover $7,000 $8,000

Inside Back Cover $5,000 $6,000

Prime Tab $5,000 $6,000

Prime Slicks $4,000 $5,000

Spine (side of book) $6,000 $7,000

YELLOW PAGES PRICING LIST

All Prices are Annual!!!One-Time set up fee of $100

3 Zone$400

$450

$550

$1,200

$1,950

$3,000

$3,700

$6,000

$7,000

$12,000

$12,000

$9,000

$7,000

$7,000

$6,000

$8,000

Corner Cut $5,000 $6,000 $7,000

DISTRIBUTION OF DIRECTORIES1. Door to Door in pockets of areas with a high density of Hispanic

residents.2. Churches with Spanish-speaking congregations.3. Grocery Stores that cater to the Hispanic community.4. Distribution Racks in other businesses where there is a high level of

Hispanic foot traffic.

TRI-CITIES

Fiesta Foods Walmarts Super Mex

Pasco LibraryEl Charrito Rest.

Albertsons

Court St Laundry

Carne Max

Sammy’s Meat Market

Red Apple

Ranch & HomeMiramar Health Clinic La Clinica

Primo Cel

Carniceria La Barata

Great Wall Restaurant Francisco’s BakeryLucky Bridge Casino

La Hacienda del Sol

La Fiesta Party Supply

WALLA WALLA / HERMISTON

Super Mex Foods Walmarts Super 1 FoodsCarniceria La Barata Los Tapatios y Carniceria La Casita

Ranch & Home Walla Walla Plaza Library

Fiesta Foods

Novedades Valery

Andy’s Market PDQ Gas Station

YAKIMA / LOWER VALLEYYakimexWalmarts K-Mart

El Ranchito Carniceria La Barata Tienda La Tapatia Mercado Mexicano

The Gold Nugget Market Granger Travel Plaza Old Western Market Super Mex Yakima

Mercado Latino La Tienda Mexicana Carniceria Dos Estados Los Juanes Carniceria

Mercado El Rancho M & N Bakery Carniceria La Cabaña

Mercado y Carniceria de Grandview Su Mercado Carniceria Mi Pueblo Super Market Nick’s Mercado Latino II

Fiesta Foods

Mercado La Placita

* This List does not represent our entiredistribution points throughout the region.