BtoB Media Business - December 2007 - (Page 33)

BENCHMARKS Total number of advertisers Total number of ad insertions Average number of advertisers per issue YTD ’07 38.08 27.96 67.65 48.50 30.02 35.70 46.86 50.90 26.60 41.37 38.59 45.66 29.17 38.84 31.42 46.28 30.01 42.37 25.69 58.25 26.11 43.76 34.28 52.20 41.99 47.41 75.78 58.81 51.01 45.42 40.53 25.97 41.15 28.39 42.40 26.93 25.41 28.11 34.55 42.64 32.45 43.38 18.20 20.18 38.15 41.06 35.09 27.53 27.78 20.08 YTD ’06 37.81 31.26 72.85 51.41 32.76 36.50 47.16 53.27 27.58 39.58 39.15 46.03 28.57 39.50 32.85 48.31 30.32 44.26 28.63 62.04 28.27 42.82 34.49 52.35 41.08 45.33 71.28 60.68 52.56 41.05 44.39 26.51 40.66 29.56 42.54 28.56 28.70 29.99 31.95 45.37 33.16 46.27 18.28 20.33 38.35 40.66 34.59 30.28 29.59 22.73 Chg 1% -11 -7 -6 -8 -2 -1 -4 -4 5 -1 -1 2 -2 -4 -4 -1 -4 -10 -6 -8 2 -1 0 2 5 6 -3 -3 11 -9 -2 1 -4 0 -6 -11 -6 8 -6 -2 -6 0 -1 -1 1 1 -9 -6 -12 Average number of insertions per advertiser YTD ’07 3.89 6.09 7.90 5.72 5.30 3.54 3.63 3.81 6.01 4.19 4.02 3.08 4.69 4.08 2.79 4.58 5.65 3.55 5.02 4.27 2.88 4.00 5.86 3.58 4.56 4.99 7.79 3.05 3.77 3.42 2.45 3.05 3.18 2.40 2.94 2.48 3.06 4.53 5.29 4.01 3.07 2.97 4.16 2.31 3.96 2.67 3.12 3.86 2.07 2.56 YTD ’06 3.69 6.91 8.39 5.94 5.59 3.50 3.49 3.91 6.08 3.98 4.10 3.06 4.84 4.15 2.85 4.48 5.65 3.64 5.31 4.29 3.28 3.93 5.99 3.57 4.73 5.21 7.59 2.81 3.71 3.24 2.51 3.14 3.25 2.51 2.98 2.60 3.45 4.37 4.07 4.06 3.08 3.13 4.12 2.33 3.85 2.61 3.00 4.77 2.06 2.56 Chg 5% -12 -6 -4 -5 1 4 -3 -1 5 -2 1 -3 -2 -2 2 0 -2 -6 -1 -12 2 -2 0 -4 -4 3 9 2 5 -3 -3 -2 -4 -1 -5 -11 4 30 -1 0 -5 1 -1 3 2 4 -19 0 0 YTD ’07 8,748 3,745 2,790 3,303 3,473 4,711 4,182 3,821 2,269 3,144 2,943 3,670 2,397 2,607 3,661 2,189 1,619 2,538 1,771 2,057 3,038 2,163 1,409 2,200 1,684 1,539 982 2,332 1,824 1,991 2,774 1,899 1,799 2,247 1,826 2,146 1,666 1,097 901 1,168 1,465 1,490 1,024 1,734 973 1,396 1,089 783 1,301 862 YTD ’06 9,098 3,843 2,952 3,396 3,665 4,892 4,371 3,989 2,321 3,110 2,975 3,601 2,235 2,663 3,703 2,315 1,646 2,627 1,874 2,165 3,153 2,153 1,393 2,185 1,641 1,495 967 2,180 1,840 1,896 2,979 1,989 1,726 2,260 1,795 2,215 1,685 1,254 1,043 1,229 1,493 1,474 1,028 1,759 986 1,415 1,104 749 1,406 977 Chg -4% -3 -5 -3 -5 -4 -4 -4 -2 1 -1 2 7 -2 -1 -5 -2 -3 -5 -5 -4 0 1 1 3 3 2 7 -1 5 -7 -5 4 -1 2 -3 -1 -13 -14 -5 -2 1 0 -1 -1 -1 -1 5 -7 -12 YTD ’07 59,944 26,289 30,755 27,464 28,298 28,144 27,775 22,572 27,732 15,569 17,620 24,167 14,417 12,998 18,879 17,288 12,807 13,812 24,599 16,338 12,241 13,525 11,814 17,578 12,133 11,661 9,214 13,942 12,582 9,494 9,723 10,720 8,126 8,415 14,659 7,673 8,722 6,336 7,290 11,188 6,720 8,783 5,474 9,440 5,889 6,635 4,440 4,689 5,898 3,630 YTD ’06 61,324 29,322 34,624 29,214 31,527 30,986 28,939 24,030 29,135 15,082 17,999 23,061 14,125 13,223 19,617 17,900 13,169 14,439 26,802 17,342 14,000 13,485 11,730 17,882 12,221 12,009 9,003 12,406 12,759 9,128 10,872 12,084 7,845 8,596 14,670 8,415 9,612 7,230 8,235 12,305 6,846 8,592 5,497 9,525 5,722 6,899 4,461 5,460 6,257 4,235 Chg -2% -10 -11 -6 -10 -9 -4 -6 -5 3 -2 5 2 -2 -4 -3 -3 -4 -8 -6 -13 0 1 -2 -1 -3 2 12 -1 4 -11 -11 4 -2 0 -9 -9 -12 -11 -9 -2 2 0 -1 3 -4 0 -14 -6 -14 data based on 2007 rates, if available. Only markets with 10 or more titles are included. mediabusinessonline.com | December 2007 | Media Business | 33 http://mediabusinessonline.com

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BtoB Media Business - December 2007 Contents Upfront Vertical Outlook Resource Guide Sales & Marketing M&A Events Production Online Circulation People Benchmarks Endnote

BtoB Media Business - December 2007

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