uptown 2010

Delivering the Affluent African-American Market

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• Truly Special access … to a Truly Special Market

• Integrated media reaching a market nearlyuntouched by traditional media

• A lush, bi-monthly publication that celebratesthe luxury lifestyles of influential Blackprofessionals across the country• Provocative profiles of tastemakers• National magazine, with City-specific editions

UPTOWN Media Group Delivers

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• Affluent & Educated African Americans withincredibly discerning luxury market tastes

• Average Household Income … $132,000

• Graduated College + … 85.5%

• Median Age … 37.4 yrs.

• Employed … 84.5%

• Professional / Managerial … 80.3%

• African-American … 93.1%

Source: 2009 Uptown Magazine Reader Study; conducted by TouchPoint Research

UPTOWN Media Group Delivers

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“If you do what you’ve always done,you’ll get what you’ve always gotten.”

Tony Robbins, World Authority on Leadership Psychology

Why Advertise with UPTOWN?

America’s First Family

*The purchasing power of theAfrican-American market is projectedto break the $1 trillion by 2012.

Change has come. This is the new face of America.

Source: 2010 African-American/Black Market Profile,Magazine Publishers of America (M.P.A.)

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• A 2010 Census study, within"African Americans Revealed ,"predicts that the upcomingCensus count will find that 42million African-Americansreside in the U.S., a 13.4%increase from the 2000 Census- a higher growth rate than theprojected 9.8% increase forthe total U.S. population.


Black is the new green.

African Americans in 2008accounted for a 10%increase in population from2008 versus 2000, whileAfrican-American buyingpower increased more than55% during the same periodto $913 billion.

*African-Americans Revealed study conducted by BET, February 2010

Source: Brief, Center for Media Research, February 2010

*

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• As the world changes, successful companies will adjust theirstrategies to fit in with the new paradigm. Those entities adheringto old tactics are setting themselves up for failure.

• The global view of the African American has shifted. We are nolonger viewed as just consumers, athletes and entertainers; we arethe new scholars, entrepreneurs, multi-millionaires and societal icons.We are influencers.

• Ahead of the curve, UPTOWN is the only publication of its kind,delivering an audience of Affluent African-American Influencers notfound in other magazines.


Oprah Winfrey

Ranked by Forbes as the richest African American in the 20th Centuryand beyond.

Listed in Time magazine’s 100 Most Influential People of the Century –the only AA (of 4 people total) noted as influential in both the 20th andthe 21st Centuries.

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Where can the AAA market be found?

% African-American % HHI $75M+

• U.S. Population 12% 39%

• UPTOWN 93% 67%

• Jet 93% 21%

• Black Enterprise 91% 30%

• Ebony 89% 25%

• Essence 89% 29%

• Oprah 26% 48%

• New York Magazine 15% 64%

• Vanity Fair 12% 50%

• The New Yorker 8% 58%

• Travel & Leisure 7% 63%

Sources: 2009 MRI and 2009 Uptown Reader Study

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Where can the AAA market be found?

African-American AffluentUPTOWN

• There are magazines that do a great job of targetingAfrican-American readers … but they do not possessgenuine affluence.

• There are magazines that do a great job of targetingAffluent readers … but they do not possess anymeaningful concentration of African Americans.

• UPTOWN has effectively combinedtwo over-saturated sectors to delivera unique and underserved niche -Affluent African Americans.This audience just can’t be foundin other magazines.

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• Engaged• Spends an average of 91 minutes with an issue

• Loyal• 65% has read at least 3 of the last 4 issues

• An Action-Taker• 73% told a friend about something they

read in UPTOWN• 53% went online to advertiser’s website• 32% stated that they bought a product as a

result of reading UPTOWN.

• Extremely satisfied with UPTOWN magazine

• 95% rate UPTOWN as “Excellent or Good”• 67% rate UPTOWN as “Excellent”

The UPTOWN Reader is…


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• Affluent African Americans … Young, Rich & Smart!

• African-American … 93%

• Dual Audience … 65% Female / 35% Male

• Young … Median Age = 37.4 yrs. (8 years less than US norm)

• Age 21 plus: 98.9%• Age 21-49: 89.1%

• Well-Educated … 86% College Graduate or better• 98% Any College+; 40% Post-Graduate Study+

• Single … 53% Single, Never Married

• Urban … 59% Live in Urban area (38% in Suburban)

• High-Level Employment … 80% Professional / Managerial

• Affluent … Average HHI $132,000 (Median = $109,000)• $100,000 plus: 53% | $150,000 plus: 35% | $200,000 plus: 23%;


Demographic Overview

Affluent African American Lifestyle Driver

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Here’s what our readers are up to:

• Purchasing luxury cars, detailing andautomotive products

• Traveling extensively – bothDomestically & Abroad

• Keeping up with the latestconsumer electronics

• Dining out at five-star restaurants

• Frequenting the theatre, concerts, andother fine arts & entertainment venues

• Always on the hunt for Luxury

• Actively managing their Finances

Our Market Segment Drives Trends

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TOP 5 AUTOMOTIVE ATTITUDINAL ATTRIBUTES (% Completely Agree)

• 49% - I look forward to technology advancements in new vehicles

• 47% - Quality of workmanship more important than anything else

• 44% - When I find a vehicle I like, I recommend it to people I know

• 31% - First consideration in choosing vehicle is exterior styling

• 24% - I enjoy personalizing my vehicle to reflect my individual tastes

• Spent an average of $24,676 fornew vehicle in past year

• Almost half plan to purchase a newvehicle in the next 24 months

• Spent an average of $8,768 for autoaftermarket products*


* - in past year, including sounds systems, navigations systems, wheels/rims, etc.

Automotive

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• Mercedes-Benz (11%)

• Honda (10%)

• BMW (9%)

• Toyota (8%)

• Land Rover (7%)

• Nissan (7%)

• Jeep (7%)

• Ford (7%)

• Audi (6%)

• Lexus (6%)

• Infiniti (4%)

• Chevrolet (4%)

• Jaguar (4%)

• Buick (4%)

• Cadillac (4%)

Luxury nameplates dominate Uptown readers’ owned vehicles


Top 15 Auto Brands of Our Readers

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TOP TRAVEL HIGHLIGHTS

• State that 37% of their Travel is for Business

• 57% of their Travel is for Leisure (and 16% stating it’s for “Both” *)

• 81% prefer to make their travel plans Online (24% use Travel Agents *)

• 60% Stay at Boutique Hotels when they travel; 52% go to All-inclusiveResorts and 53% stay at chain hotels *

• 86% of UPTOWN readers Havea Valid Passport

• 62% Took an International Tripin the past 12 months

• 65% Took 3 or more DomesticTrips in the past 12 months


* - adds to more than 100% due to multiple answers being allowed

Travel Expenditures

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Technology

• The "African Americans Revealed*" study of more than 80,000 African-American consumers on multi-media engagement and digital applications,shows African-Americans are very tech savvy, with roughly 31% of AfricanAmerican discretionary spending dollars, or $39 billion, going toward thepurchase of computers, cell phones and electronics - a proportionally higherpercentage when compared to non-African-Americans.

*African-Americans Revealed study conducted by BET, February 2010

Source: Brief, Center for Media Research, February 2010

• African Americans: Spend more weekly time online (18 hours) than

watching television (15 hours) 93% go online traditionally via their PC's, while 76%

access the web via their cell phones 60% have downloaded music, a TV show, movie

or ringtone in the previous month 50% regularly update and access a social

networking account

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TOP CONSUMER TECH ATTITUDES (% Completely Agree)

• 50% - When I find a tech product I like, I recommend it to people

• 41% - I’m willing to pay more for top quality consumer technology

• 43% - I’m fascinated by new technology

• 26% - I give others advice when they are shopping for tech items

• 26% - I’m one of the first of my friends to try new tech products

• UPTOWN readers own a wide array ofconsumer technology

• More than 75% of UPTOWN owndigital cameras, iPods or Computers

• High Intent-to-Purchase as well –with 52% planning to purchase newHDTV / plasma TV

Source: 2009 UPTOWN Magazine Reader Study; conducted by TouchPoint Research

Technology

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Own Plan to Buy *• Digital Camera 83% 24%

• iPod / MP3 player 81% 20%

• Computer – PC 76% 12%

• Plasma TV / HDTV 59% 52%

• PDA / Blackberry 55% 14%

• Stereo / Home Theatre 54% 26%

• Computer – Mac 39% 34%

• Digital Camcorder 36% 27%

• iPhone 34% 29%

• Satellite Radio 22% 23%

* - plan to purchase in the next 12 months

Technology: Own/Plan to Buy

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5%

23%

26%

27%

36%

49%

78%

0% 20% 40% 60% 80% 100%

Other

Online (eBay, Amazon)

Department Store

Discount Retailer

Local Store

Online (Retail store'ssite)

Chain Retail Stores

Technology retailers are UPTOWN readers’ favorite location to purchasetech products; but Online purchases (both types) are popular too!

Technology

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TOP ENTERTAINING/DINING HIGHLIGHTS

• Dining Out – 70% go 4+ times per mo. and Spend an average of $105 each time

• Bars & Nightclubs – 45% go 4+ times per mo.; spend an average of $81 each time

• Movies – 30% go 4+ times per mo.; spend an average of $31 each time

• Shows & Concerts – 31% go 4+ times per mo.; spend an average of $128 each time

• Sporting Events – they spend an average of $112 each time

In an average month, UPTOWN readers

• Dine out 7.5 times

• Go to Bars/Nightclubs 4.5 times

• Go to movies 2.7 times

• Attend Shows/Concerts 2.1 times

• Attend Sporting Events 1.6 times


Dining and Nightlife

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Distilled Spirits consumed past 6 months

• Vodka 87%

• Rum 71%

• Tequila 54%

• Cognac 39%

• Gin 29%

• Scotch 30%

• Blended Whiskey 26%

• Brandy 9%


White Goods are Uptown’s favorite; but premium scotch,cognacs and brandy are popular too!

Spirits

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LUXURY GOODS – Reasons for Purchase• 64% - “I saw it had to have it!”

• 39% - “Something I have been wanting for some time”

• 31% - “As a gift”

• 12% - “As an investment”

• 7% - “other”

WATCHES

• 55% own 3 or more watches

• Spent an avg. of $1,112 on watches

JEWELRY

• 53% bought earrings; and over 30% each boughtnecklaces, bracelets and/or rings

• Spent an avg. of $1,265 on jewelry


Luxury Goods

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4%

19%

21%

56%

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

Discount Broker

Online Broker

Full-Service Broker

Financial Advisor

UPTOWN readers use a diverse range of financial servicesUPTOWN readers use a diverse range of financial servicesto manage their considerable assetsto manage their considerable assets

Financial Services

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TOP PERSONAL CARE PRODUCT USE HIGHLIGHTS

• 88% - Use Hand & Body Creams regularly

• 84% - Use Cologne / Perfume regularly

• 77% - Use Shampoo / Conditioner regularly

• 74% - Use Body Wash / Shower Gel regularly

• 57% - Use Hair Styling Products regularly

• 24% - Use Hair Coloring Products regularly

• UPTOWN readers spend anaverage of $77.50 for each oftheir personal care products

• 27% spend $100 or more ontheir personal care products


Personal Care

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• Exclusive Access to Affluent, EducatedAfrican Americans and their luxury tastes

• Young … 37 year old median age

• Affluent … Average HHI $132,000

• Smart … 86% Graduated College +

• High-end Employment … 80% Prof. / Managerial

• African American … 93.1%

Summary: Demographic

2626Toast to Luxury, Lifestyle & Living.Toast to Luxury, Lifestyle & Living.

uptown 2010

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