This document promotes advertising on the San Francisco Chronicle and Yahoo! by highlighting their large audience reach and targeting capabilities in the San Francisco Bay Area market. It notes that online retail sales are growing rapidly and that most people research products online before purchasing. It then describes how advertisers can target ads based on demographics, geographic location, and user behavior to reach qualified customers.

1. REACH THE RIGHT AUDIENCE, RIGHT NOW!

2. MARKET GROWTH
Only the SAN FRANCISCO CHRONICLE | FATE and YAHOO! can
deliver targeted online reach in the San Francisco DMA that’s second
to none.
Discover how easy and cost-effective it can be to find your most
valued customers, eliminate waste and improve return on investment
with our unique targeting capabilities.
The growing impact of the internet will help grow your business.
The internet is the preferred advertising source among shoppers for
many goods and services – yours is one of them.
Growing Impact of the Internet

3. Connect with a Growing Market
MARKET GROWTH
Online retail sales are growing rapidly. Sales are
expected to hit $204 billion in 2008* - a 17 percent
increase form 2007. Over the next five years, they’re
expected to increase 50 percent – to $300 billion.
Online Retail Sales
($ Billions)
$174
$204
$300
2007 2008 2013
17%17%
50%50%

4. Research Online
Source: Forrester State of Retailing Online 2007
of people regularly /
occasionally research
online prior to making
a purchase online.
89%89%
MARKET GROWTH

5. REACH AND DEMOGRAPHICS
The Chronicle | SFGate and Yahoo!, the unbeatable combination in the
Bay Area, enjoy wide appeal and reach a broad spectrum of readers
throughout the 11 county San Francisco marketing area. Together we're
the most powerful media buy in Northern California.
Capturing New Customers is as easy as 1, 2, 3!
REACH READY-TO-SPEND CONSUMERS
Bay Area consumers pay attention to the latest trends in fashion, dining
and entertainment and are early adopters of the latest high-tech products.
With large disposable incomes, they don't mind spending more than
$93 billion in consumer retail spending.

6. REACH AND DEMOGRAPHICS
The No. 1 Bay Area
newspaper is read by more
people. each day than any
other news source.
• No. 1 media source to
reach households with
incomes of $1000,000 or
more.
• No. 1 choice for making
purchasing decisions –
readers turn to The
Chronicle more often when
they are ready to spend
their money in the
marketplace.
1 The No. 1 local media site
and growing every day.
• One of the top 10
newspaper sites in the
nation.
• More than 80 million page
views per month.
• More than 9 million unique
users monthly.
• SFGate visitors have a
median household income
of $113,700 (total Bay Area
adults = $81,400.
2 The No. 1 site in unique
visitors and reach knows
your audience.
• No. 1 in time spent – Yahoo
users are actively engaged
– 12% of all online time is
spent on Yahoo!
• No. 1 in visits – 28.5 visits
on average per person per
month.
• Reaches three out of four
Internet users.
• Yahoo reaches the most
users across all age groups
monthly in the SF DMA.
3Yahoo!SFGateThe Chronicle

7. Source: Clark, Martire & Bartolomeo, Inc. Survey October 2007; n=1002 (US online users ages 18+ who perform a
search with a search engine at least one a month) Question: Within the last month, have you done research and/or
purchased a product as a result of seeing a newspaper ad?
; n
REACH AND DEMOGRAPHICS
• 50% are more likely to purchase a product they saw in a newspaper ad if they read
about it on the internet
• 44% reported they researched at least one product they saw in the newspaper
• 67% of these readers conducted their research online
• 76% of readers using Yahoo! to search, purchased a product
The San Francisco Chronicle, SFGate.com and Yahoo!
A powerful combination.
Of newspaper readers who use the internet:

8. SFGate and Yahoo! reach
more online users in the
Bay Area than all local and
national competitors.
Source: Scarborough, July 2007, conScore Media Metrix,
US Data, July 2007; Nielsen/NetRatings MegaView,
August 2007; Nielsen/NetRatings@plan, Fall 2007
REACH AND DEMOGRAPHICS
• Reach the largest quality audience
possible with one online advertising buy.
• With SFGate and Yahoo!, you can now
reach more than 2.6 million quality online
adults in the Bay Area.

9. SFGate & Yahoo!
reach more online
users in the Bay Area
than all local and
national competitors.
Source: Scarborough, July 2007, conScore Media Metrix, US Data, July 2007; Nielsen/NetRatings MegaView,
August 2007; Nielsen/NetRatings@plan, Fall 2007
REACH AND DEMOGRAPHICS
• Reach the largest
quality audience
possible with one online
advertising buy.
• With SFGate and
Yahoo!, you can now
reach more than 2.6
million quality online
adults in the Bay Area.

10. Targeting ads to users based on demographics
TARGET MARKETING
Targeting ads to users based on where they live, what they like and what they’re
searching for gives you the unparalleled ability to reach your most valuable,
ready-to-buy customers.
Find customers searching for your product wherever they are on SFGate and Yahoo!.
• Demographic Targeting
• Geo Targeted Run-of-Network Yahoo!
• Behavioral Targeting

11. Targeting ads to users based on demographics
TARGET MARKETING
Improve your campaign effectiveness by capturing qualified customers 24/7 who are ready to
hear about your product or service.
Target the right people, with the right message at the right time.

12. Method of defining your prime audience
DEMOGRAPHIC TARGETING
The most time-tested method of defining your prime audience allows us to deliver ads to a
particular age group, gender or combination of these and other statistics.
• Scale - Reach demographic segments on a massive scale.
• Accuracy - User-declared information delivers greater accuracy vs. other solutions.
• Efficiency - Deliver demographically relevant marketing messages to qualified audiences.
• Customize your message to match your preferred audience and then target that message to
reach only those prospects.
• Create different messages geared to different types of people and use demographic targeting
to get the right message to the right prospects.
• Maximize ad efficiency: reach the audience that is most likely to buy your product or service.

13. Defines your prime audience
DEMOGRAPHIC TARGETING
Our demographic targeting allows you to define your audience based upon:
• Gender
• Age
• Household Income
• ZIP code
• Chronicle Zones
• County
• Job Title
• Industry
• And more

14. Location-specific advertising
GEOGRAPHIC TARGETING
Geo targeting - location specific advertising that’s efficient and more accurate than other programs.
• More accurate: DMA targeting is 90% accurate.
• Quantifiable and qualifiable data: We use the user’s location cookie, registration and
Location Manager - more data than any other media site.
• Better architecture, better data: By comparing user location data from multiple vectors, we
can optimize with high confidence.
Offering massive search in specific cities, Zip code, county and state.

15. The most advanced Registration and Location
Information available today.
GEOGRAPHIC TARGETING
• ULM: Yahoo’s! Universal Location Manager is a cookie that captures a user location. It’s
extremely accurate and leverages the network-wide location data for geogrpahic location of
Yahoo’s! traffic (for things like movies, weather, etc.)
• REG: Registration Location determines where users are located when they sign up at
registration points.
• IP: Computer-identified geographic location uses an individual’s IP address to determine the
sender’s location, identity or affiliation.
Offering massive search in specific cities, Zip code, county and state.

16. The most advanced
Registration and
Location Information
available today.
GEOGRAPHIC TARGETING

17. Capturing users based on their activity
BEHAVIORAL TARGETING
Behavioral targeting, capturing users based on their activity on the Yahoo! and SFGate
networks is the cornerstone of audience-based advertising.
• Life Cycles: The more your prospects use Yahoo! and SFGate, the more we learn
about their interests and behavior.
• And the quality of our insights gets richer each time a prospect clicks on any item
and drills down further in the buying cycle.
• We can predict where customers are currently in the Life Cycle and help maximize
ROI by targeting customers most likely to buy, trying to reclaim customers who are
losing interest and not waste money on customers unlikely to do business with you.
• We deliver the audiences you want to reach, allowing you to put the right ad, in front
of the right person, at the right time.

18. Shoppers
BEHAVIORAL TARGETING
Reach consumers whose level of recent behavior indicates they are more actively in the
market - and probably are close to making a purchase - right now.
Targeting Segments
Categories are extensive and include Finance, Autos, Real Estate, Health, Technology,
Telecommunications, Small Business, Lifestage, Consumer Packaged Goods and more!

19. Engagers
BEHAVIORAL TARGETING
Allows for a deepening of the attention-generating process in order to build brand
preference leading up to a purchase.
Targeting Segments
Literally hundreds of categories: Entertainment, Travel, Retail, Education & Schools,
Sports, Travel, Issues & Causes, Weather, Astrology, Religion, Law, Personals and more!

20. Success in the SF Bay Area market starts with SFGate
- the pulse of the Bay Area.
NO. 1 LOCAL MEDIA SITE
San Francisco DMA loves SFGate:
• No. 1 local media site in the Bay Area.
• Attracts more than 9 million unique
visitors each month, accounting for
more than 80 million page views.
• 62% of SFGate visitors are not daily
Chronicle readers, adding valuable
reach.
Among the nation’s top 10 newspaper
sites in the wealthiest market.
Source: Scarborough Research, July 2007. Nelsen/NetRatings,
July 2008, Audience-FAX as reported in March 2008 AGC.
Publisher’s statement; Claritas 2008

21. Success in the SF Bay Area market starts with SFGate
- the pulse of the Bay Area.
NO. 1 LOCAL MEDIA SITE
Advertisers love SFGate users:
• 56% have household income of
$100,000 or higher.
• 64% have college degrees
• 73% have white-collar jobs
• Have a median household income of
$113,700 (total Bay Area = $81,400)
Among the nation’s top 10 newspaper
sites in the wealthiest market.
Source: Scarborough Research, July 2007. Nelsen/NetRatings,
July 2008, Audience-FAX as reported in March 2008 AGC.
Publisher’s statement; Claritas 2008