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Trafford Realty Co.

What we learned about your business:

• Trafford Realty has been in business since 1917• Your best buyers are Cash Investors and Move Up/First Time home buyers• You have seasonal buyers during the winter/fall months

What we learned about your customers:

• Investors are educated, mainly 55+, males, with $ to invest, and are looking for the long term gain.

• Move up Buyers are educated 30-40 something's looking to upgrade after out growing their homes.

• First Times are young professionals or young families who are currently renting.

Who We Are. What We Do.FLORIDA TODAY Communications is Brevard County’s leading media company, delivering the most audiences and advertising solutions to help your business grow. With a deep and diverse suite of products and delivery methods, FLORIDA TODAY Communications now delivers nearly two (1.87) million impressions to Brevard County residents each week. No other media comes close to that.

2010 Brevard Market Study/Thoroughbred Research

floridatoday.com: Deep Engagement

According to a new study from NAA and comScore: Consumers consider local newspaper websites to be the most trusted

source for online advertising, because the advertising is perceived to be more current, credible and relevant to them.

Local newspaper websites rank first for trustworthiness, credibility and being the informative place to find local content.

Local newspaper websites are the category most used for online local content.

NAA and comScore: Feb 2010

78%

Source: Scarborough Research, R1-2009/R1-2010; 2007 Brevard Market Study/SRBI, FLORIDA TODAY publications and floridatoday.com 7-day net reach

Each week, FLORIDA TODAY Communications brings you more than 3 in 4 Brevard County

home shoppers.

Average frequency over 7 days 5.8 impressions per shopper

FLORIDA TODAY Communications partnered with HomeFinder.comHomeFinder.com adds depth and frequency to your marketing plan.

Sources: comScore Media Metrix, April 2010; HomeFinder.com internal site data, April 2010

• HomeFinder.com gets 2.4 million monthly visits; 4.8 million total home searches; 36,000 phone and e-mail leads sent

• 69% of HomeFinder.com visitors don’t visit Realtor.com; 76%, don’t use Zillow; 72% don’t use Trulia

HomeFinder.com delivers a serious, engaged audience:• 50% of our users are looking to buy a home within

6 months

• 33% are looking to buy within 1-3 months

• 38% visit HomeFinder.com 3x or more each month

• 83% would recommend HomeFinder.com to a friend or relative

Are you getting maximum reach?

Extensive Audience Targeting CapabilitiesMulti-media solutions that deliver results.

Yahoo! Targeting

Yahoo! Proprietary and Confidential. ©2010 All Rights Reserved

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12

13-17

18-24

25-34

35-44

45-54

55-64

65+

Benefits:• Large Locally Targeted

Audience• Accuracy • Efficiency

Types: • Demographic

• Age • Gender

• Geographic • Time Based• Behavioral

Search

Ad ClicksAd Clicks

Content

Search Clicks

Behavioral Targeting Simplified

Yahoo! Proprietary and Confidential. ©2010 All Rights Reserved

The Idea

http://advertising.flatoday.net/trafford/Trafford_300x250_55.html (Investors)

http://advertising.flatoday.net/trafford/Trafford300x250_1970.html (Snow Birds, First Time, and Move Ups)

Putting it all Together

Investors1st Time/Move Ups/

Snow Birds

•Floridatoday.com Impressions targeted to age•Yahoo! Impressions ROS Full DMA (Brevard, Orlando, and Daytona).

Yahoo!

Impressions BT + Demo

Current Advertising

•Floridatoday.com Impressions

•Yahoo! Impressions Brevard

Yahoo! Impressions BT + Geo+ Demo

Current Advertising

Visible Package

Reach:

150,000 Yahoo! DMA (investors), Brevard (1st time)

50,000 floridatoday.com

Target:

100,000 Yahoo! Behavioral Targeted DMA (investors), Brevard (1st time)

Your monthly investment: $2,230.00

Competitive Package

Reach:

250,000 Yahoo! DMA (investors), Brevard (1st time)

75,000 floridatoday.com

Target:

150,000 Yahoo! Behavioral Targeted DMA (investors), Brevard (1st time)

Your monthly investment: $3,632.50

Dominant Package

Reach:

250,000 Yahoo! DMA (investors), Brevard (1st time)

100,000 floridatoday.com

Target:

200,000 Yahoo! Behavioral Targeted DMA (investors), Brevard (1st time)

Your monthly investment: $3,965.55

Let’s Get Started

YAHOO!!!

THANK YOU!