Trafford Realty Co 1 What we learned

Trafford Realty Co. 1

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 Ø According to a new study from NAA and com. Score: Ø 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. Ø Local newspaper websites rank first for trustworthiness, credibility and being the informative place to find local content. Ø Local newspaper websites are the category most used for online local content. NAA and com. Score: Feb 2010

Each week, FLORIDA TODAY Communications brings you more than 3 in 4 Brevard County home shoppers. 78 % Average frequency over 7 days 5. 8 impressions per shopper Source: Scarborough Research, R 1 -2009/R 1 -2010; 2007 Brevard Market Study/SRBI, FLORIDA TODAY publications and floridatoday. com 7 -day net reach

FLORIDA TODAY Communications partnered with Home. Finder. com adds depth and frequency to your marketing plan. • 50% of our users are lookinga serious, engaged audience: Home. Finder. com delivers to buy a home within 6 months • 33% are looking to buy within 1 -3 months • 38% visit Home. Finder. com 3 x or more each month • 83% would recommend Home. Finder. com to a friend or relative • Home. Finder. com gets 2. 4 reach? monthly Are you getting maximum million visits; 4. 8 million total home searches; 36, 000 phone and e-mail leads sent • 69% of Home. Finder. com visitors don’t visit Realtor. com; 76%, don’t use Zillow; 72% don’t use Trulia Sources: com. Score Media Metrix, April 2010; Home. Finder. com internal site data, April 2010

Extensive Audience Targeting Capabilities Multi-media solutions that deliver results.

Yahoo! Targeting Benefits: • Large Locally Targeted Audience • Accuracy • Efficiency Types: • Demographic 12 • Age • Gender • Geographic • Time Based • Behavioral Yahoo! Proprietary and Confidential. © 2010 All Rights Reserved 3

Behavioral Targeting Simplified Search Content Search Clicks Ad Clicks Yahoo! Proprietary and Confidential. © 2010 All Rights Reserved

The Idea http: //advertising. flatoday. net/traff ord/Trafford_300 x 250_55. html (Investors) http: //advertising. flatoday. net/traffor d/Trafford 300 x 250_1970. html (Snow Birds, First Time, and Move Ups)

Putting it all Together Investors 1 st Time/Move Ups/ Snow Birds Current Advertising Yahoo! Impressions BT + Geo+ Demo Impressions BT + Demo • Floridatoday. com Impressions targeted to age • Yahoo! Impressions ROS Full DMA (Brevard, Orlando, and Daytona). • Floridatoday. com Impressions • Yahoo! Impressions Brevard

Let’s Get Started Visible Package Competitive Package Dominant Package Reach: 150, 000 Yahoo! DMA (investors), Brevard (1 st time) 250, 000 Yahoo! DMA (investors), Brevard (1 st time) 50, 000 floridatoday. com 75, 000 floridatoday. com 100, 000 floridatoday. com Target: 100, 000 Yahoo! Behavioral Targeted DMA (investors), Brevard (1 st time) 150, 000 Yahoo! Behavioral Targeted DMA (investors), Brevard (1 st time) 200, 000 Yahoo! Behavioral Targeted DMA (investors), Brevard (1 st time) Your monthly investment: $2, 230. 00 Your monthly investment: $3, 632. 50 Your monthly investment: $3, 965. 55

THANK YOU! YAHOO!!!