Toast to Humanity2008 Media Kit

A Toast to Progressive Discounts in USA TODAY and on USATODAY.com

Unrivaled exposure combining print and online USA TODAY is providing a premium space in the Fridayedition of the Life Destinations and Diversions sectionfor Toast to Humanity advertisers, offering uniqueexposure at a 25% discount off standard rates.

The USA TODAY brand reaches over 2 million readerswho enjoy wine and fine food. These readers enjoy the finer luxuries in life.

The USA TODAY brand reaches a network of affluentfood and wine lovers.

• 2,023,000 USA TODAY brand readers drank wine in past 6 months, exceeding the Wall Street Journal or the daily New York Times

• 73% [4 million] of brand readers enjoy trying different types of food.

• 77% [4.3 million] of brand readers prefer cooking with fresh food rather than frozen or canned.

USA TODAY Readers Have a Reason to Raise Their Glasses

Total alcoholic beverages USA TODAY brand readers have consumed/served in the past week:

• USA Today  31,396,000   • The Wall Street Journal  24,806,000   • Food & Wine  24,334,000   • The New York Times Sunday  21,202,000   • The New York Times (Weekdays)  16,644,000   • Wine Spectator  14,416,000

Percentage of USA TODAY’s unduplicated audience:

• 79% of USA TODAY readers do not read The Wall Street Journal• 94% of USA TODAY readers do not read Wine Spectator• 90% of USA TODAY readers do not read Food & Wine

USA TODAY’s affluent female audience:

• 1.6 million affluent female heads of household • Have a median HHI of $129,742. • Consumed/Served 9,806,000 alcoholic beverages in the past week.

Source: 2007 Mendelsohn Affluent Survey, HOH, HHI $85K, MMR 2007

The USA TODAY Reader CommunityIn Print and Online

USA TODAY

• Over 1.7 million

• Average HHI: $75,842

• Average age: 46

• 68% male; 32% female

• Over 70% attended college

• 34% are professional/managerial

USATODAY.com:

• 10.9 million unique visitors each month

• Average HHI: $84,199

• Average age: 45.8

• 54.3% male; 45.7% female

• Over 85% attended college

• 44% are professional/managerial

USA TODAY Source: 2007 Mendelsohn Affluent Survey, HHI $85K+ . USATODAY.com Source: 2007 @Plan Summer 2007 Reader Profile.

USA TODAY Print Opportunities

USA TODAY Weekend Wine Watch® AdvertisementsUnit Size:

• 1/4 page: 5 11/16” x 10 ½”• 1/6 page: 3 3/4 “ x 10 ½” *

*Space is available in either color or BW

Anchoring to a Reader DestinationWeekend Wine Watch®, regular wine- and spirits-focused editorial content attracts and builds targeted readership within proximity of advertising

Product-focused MessagingCombined with dominant productvisibility, the advertisement offersopportunity to include product andbrand-specific messaging

Cause-Branding MessagingPrimary messaging that connectsyour brand’s charitable positioningwith the Toast to Humanity initiative

The USA TODAY Life Destinations and Diversions section is the place to go for lifestyle content.

Loaded with interesting, relevant stories, reviews and columns, now including writer Jerry Shriver’s Food, Wine & Entertaining .

Additionally, Weekend Wine Watch®- Vignettes of Life and Wine is a special editorial content developed by Toast to Humanity to attract and build up readership in proximity to each Toast partner’s advertisement .

Food, Wine and Entertaining

From trends and tastings to vineyards and restaurants, the good life is celebrated in the pages of USA TODAY with the weekly feature LIFE Food, wine and entertaining. Every Friday, USA TODAY’s reporters take readers on an epicurean adventure.Features include:

• Q&A with up-and-coming chefs• Sips with Jerry Shriver• Entertaining tips and trends• Gourmet cooking• Vineyard hot spots• Wine news and reviews

Based on overall spending level, added-value opportunitiesmay include:

• Blue chip hotel inserts at top-tier luxury hotels• Distribution and sampling opportunities including the Hampton Jitney and United Airlines airport lounges

RUN DATE: FridaySECTION: Life Destinations & DiversionsAD UNITS:

• Up to half-page BW on page• Full-page 4C opposite• Online opportunities include targeting the Life section, State Geo-Targeting, or Behavioral Targeting

USATODAY.com Online OpportunitiesExtend your message from the newspaper to an online audience of over 4.8 million Lifesection readers.

Your message will be targeted to the Life section on the day the print ad appears in Life Destinations & Diversions.

The banner ad unit is a 300x250p, and it willbe served Run of the Life section. Or, speakwith your Toast to Humanity representative tolearn about State Geo-Targeting and customBehavioral Targeting opportunities.

Online Life Demographics*:• 53.4% Female / 46.6% Male• Ages 25-54: 75.8%• Married: 68.2%• HHI $50,000+:72.8 %• 57.4% have had alcohol in the past month• 58.8% have entertained informally at home in the past month

*Source: @Plan Summer 2007 Site Channels Report.

USTODAY.com Online Rates

USATODAY.com Value TTH price Savings Life Run of Section250,000 Life Poster (300x250p) Impressions $6,750 $5,562.50 $1,187.50750,000 Life Poster (300x250p) Impressions $20,250 $15,687.50 $4,562.501,500,000 Life Poster (300x250p) Impressions $40,500 $30,875 $9,6253,000,000 Life Poster (300x250p) Impressions $81,000 $61,250 $19,750

State Geo-TargetingReach your core audience with state geo-targeting. Any number of states may be targeted. To reach theselected readers, a mix of three ad units (300x250p, 160x600p, and 728x90p) are served Run of Site. State geo-targeted campaigns will need to run over one week or longer time frames depending on the number of statesincluded in the campaign.

USATODAY.com Value TTH price Savings250,000 State Geo-Targeted Impressions $5,500 $4,625 $875750,000 State Geo-Targeted Impressions $16,500 $12,875 $3,6251,500,000 State Geo-Targeted Impressions $33,000 $25,250 $7,7503,000,000 State Geo-Targeted Impressions $66,000 $50,100 $15,900

USA TODAY Weekend Wine Watch® Regional Rates

Regional Adverting Rates

¼ page, BWOne ¼ page ad $9,033One ¼ page ad + One Day Online*

$14,095.50

½ page, BW One ¼ page ad $12,708One ¼ page ad + One Day Online*

$17,770.50

Full page, BWOne page ad

$20,450One page ad + One Day Online*

$25,512.50

Full page, colorOne page 4C ad $27,408One page 4C ad + One Day Online*

$32,470.50

Regional Print Rates are based on a 350,000Circulation. Rates are per insertion and include the Toast to Humanity discount.

*Online Ad Program Details: The online campaign equates to 250,000 Poster(300x250p) impressions served Run of the Lifesection per run date.

Print Circulation

MARKETS MON-THURS FRIDAY

Atlanta…………………..95,630………………….107,635Boston…………………..94,510…………………...109,699Carolinas……………….139,279…………………..164,149Chicago…………………145,462………………….165,353Cincinnati………………58,654……………………67,810Cleveland……………….51,445…………………...59,921Dallas……………………95,402……………………105,749Denver…………………..72,711……………………87,573Detroit…………………...79,784…………………...95,754Houston…………………65,018……………………72,538Kansas City…………….55,780……………………63,603Los Angeles……………160,789…………………..186,694Minneapolis…………….54,287……………………63,423Nashville………………..65,736…………………....76,873New Orleans……………50,,268……………………58,447New York……………….155,969…………………..177,087No. Cent. Florida……...137,207…………………..158,972Philadelphia……………108,954………………….126,286 Phoenix…………………74,825……………………87,475Pittsburg………………..60,819……………………70,817San Francisco………….96,818……………………110,897Seattle…………………...60,094……………………75,497South Florida…………...48,286……………………56,466St Louis………………….55,900…………………….66,330Wash/Baltimore………..136,627…………………...152,333Total Circulation……….2,220,254…………………2,567,381

Guaranteed placement requires 350,000 in circulation or more. Space subject to availability. Fees for creative services (if requested) are extra. Toast’s design firm of record is Aegis (www.aegisbrand.net). Rates above guarantee day or section: 1. If you guarantee date, 3 section flexibility required. 2. If you guarantee section, 3 day flexibility required. 3. The News section can not be guaranteed.

USA TODAY Weekend Wine Watch® National Rates

USA TODAY Value TTH price Savings 1/6 page, BW $40,200 $30,550 $9,650 One 1/6 page ad + Online Life front poster* $46,950 $35,712.50 $11,237.501/6 page, color $62,500 $47,375 $15,125One 1/6 page ad + Online Life front poster* $69,250 $52,437.50 $16,812.501/4 page, BW $55,100 $41,825 $13,275One 1/4 page ad + Online Life front poster* $61,850 $46,887.50 $14,962.501/4 page, color $85,500 $64,625 $20,875One 1/4 page ad + Online Life front poster* $92,250 $69,687.50 $22,562.50

1/6 page, BWThree 1/6 page ads + Online Life front posters* $140,850 $106,137.50 $34,712.50Six 1/6 page ads + Online Life front posters* $281,700 $211,775 $69,925Nine 1/6 page ads + Online Life front posters* $422,550 $317,412.50 $105,137.50Twelve 1/6 page ads + Online Life front posters* $563,400 $423,050 $140,350

1/6 page, colorThree 1/6 page ads + Online Life front posters* $207,750 $156,312.50 $51,437.50Six 1/6 page ads + Online Life front posters* $415,500 $312,126 $103,374Nine 1/6 page ads + Online Life front posters* $623,250 $467,937.50 $155,312.50Twelve 1/6 page ads + Online Life front posters* $831,000 $623,750 $207,250

*Online Campaign Details: The online campaign equates to 250,000 Poster (300x250p) impressions served Run of the Life section per run date.

USA TODAY Weekend Wine Watch® National Rates (continued)

USA TODAY Value TTH price Savings

1/4 page, BWThree 1/4 page ads + 3 Days Online with Life Posters * $185,550 $139,662.50 $45,887.50 Six 1/4 page ads + 6 Days Online with Life Posters* $371,100 $278,825 $92,275Nine 1/4 page ads + 9 Days Online with Life Posters* $556,650 $417,987.50

$138,662.50 Twelve 1/4 page ads + 12 Days Online with Life Posters * $742,200 $557,150 $185,0501/4 page, colorThree 1/4 page ads + 3 Days Online with Life Posters* $276,750 $208,062.50 $68,687.50Six 1/4 page ads + 6 Days Online with Life Posters* $553,500 $415,625 $137,875Nine 1/4 page ads + 9 Days Online with Life Posters* $830,250 $623,187.50 $207,062.50Twelve 1/4 page ads + 12 Days Online with Life Posters* $1,107,000 $830,750 $276,250

Details of Ad Program:*The online campaign equates to 250,000 Poster (300x250p) impressions served Run of the Life section per run date.A 1/4 page measures 5 11/16” x 10/12”. A 1/6 page measures 3 ¾” x 101/2” or 5 11/16” x 7” Please refer to USA TODAY’s 2008 rate card for additional information.

$50,000+ level (total media buy in USA TODAY/WWW national or regional ad program) Dollar Value• Advertising banner on the home page of the Toast to Humanity website $3,000 5,000 unique visitors per month• Branded presence with link on sponsor page of the Toast to Humanity website, presence on

www.golfersguide.com, www.greatgolfcommunities.com, www.hamptongolfclubs.com, and www.bestballchallenge.com $500

• Sponsorship and invitation to the Palm Coast Pro-Am Golf Tournament & Experience Week (April 20-24) $5,000• One full-page color advertisement in Golfer’s Guide (South and West Florida regional editions $9,000 343,750 circulation• Opportunity to participate in one major Toast to Humanity event (product required) $15,000TOTAL ADDED VALUE . $32,500

$100,000+level (total media buy in USA TODAY/WWW national or regional ad program) Dollar Value• Advertising banner on the home page of the Toast to Humanity website 5,000 unique visitors per month $3,000• Branded presence with link on sponsor page of the Toast to Humanity website, presence on• www.golfersguide.com, www.greatgolfcommunities.com, www.hamptongolfclubs.com, and• www.bestballchallenge.com. $500• Brands used in recipes on the Toast to Humanity website $500• Advertising banner in two Toast to Humanity email newsletters $2,000

43,500 addresses x two issues• One full-page color advertisement in Golfer’s Guide (South and West Florida regional editions $9,000 343,750 circulation• Sponsorship and invitation to the Palm Coast Pro-Am Golf Tournament & Experience Week (April 20-24) $5,000• Inclusion in the Toast to Humanity Wine & Golf Travel Packages

– Participation in full-page co-op advertising in Golfers Guide $20,000 (multiple insertions over a one-year period)– Advertising banners on the websites www.golfersguide.com & www.golfersguidetravel.com $9,200 200,000 unique visitors per month– Advertising banner in Golfers Guide and Resort Travel Connection e-newsletter $15,000 40,000 circulation x 52 issues

TOTAL ADDED VALUE $64,200

USA TODAY Weekend Wine Watch® Incentive Programs

$200,000+ level (total media buy in USA TODAY/WWW national or regional ad program) Dollar Value• One bonus USA TODAY WeekendWineWatch ®*co-operative ad $45,000

and one bonus advertising banner on usatoday.com 6.1 combined circulation• Advertising banner on the home page of the Toast to Humanity website, presence on

www.golfersguide.com, www.greatgolfcommunities.com, www.hamptongolfclubs.com, and www.bestballchallenge.com $500

• Branded presence with link on the sponsor page of the Toast to Humanity website $500• Brands used in recipes on the Toast to Humanity website $500• Advertising banner in two Toast to Humanity email newsletters $2,000

43,500 addresses x two issues• One full-page color advertisement in each regional edition of Golfers Guide $28,000

1.5 million combined circulation, 22 regional editions in US• Sponsorship and invitation to the Palm Coast Pro-Am Golf Tournament & Experience Week (April 20-24) $5,000• Inclusion in the Toast to Humanity Wine & Golf Travel Packages

– Participation in full-page co-op advertising in Golfers Guide $20,000 (multiple insertions over a one-year period)– Advertising banners on the websites www.golfersguide.com & www.golfersguidetravel.com $9,200 200,000 unique visitors per month– Advertising banner in Golfers Guide and Resort Travel Connection e-newsletter $15,000

40.000 circulation x 52 issues

TOTAL ADDED VALUE $128,200

USA TODAY Weekend Wine Watch® Incentive Programs

*Limited to 1/4 page black and white