National Country Market (NCM) -- How We Compare

General Display
2008 Four-Color Rate Comparison

Publication / Group	Circulation	Page Rate	CPM
NCM Network	8,175,305	$204,254	$24.98
PARADE	32,000,000	$840,600	$26.27
American Profile	9,090,604	$341,807	$37.60
Living the Country Life	202,480	$10,000	$49.39
Better Homes & Gardens	7,675,910	$428,900	$55.88
Southern Living	2,813,116	$162,000	$57.59
Home	830,405	$60,575	$72.95
Country Living	1,626,426	$141,000	$86.69
Progressive Farmer	645,393	$74,610	$115.60
Midwest Living	945,716	$118,000	$124.77
SRDS rates are used from www.SRDS.com 1-4-08; 1 ti (National) Full Page

	NCM	U.S.	Index
Home Owners	94%	71%	132
Land Owners (avg. #)	20 acres	0.8 acres	2500
Have a Garden	60%	37%	163
Own a Garden Tractor	28%	4%	625
Married	71%	57%	125
Took a Domestic Trip	69%	55%	125
Stayed in a Hotel/Motel	63%	44%	142
Household Income	$67,600	$67,200	101
Own a PC	73%	69%	106
Own an ATV	16%	5%	391
Owns Fishing Equipment	65%	24%	268
Owns a Rifle	52%	10%	519
Owns Binoculars	64%	27%	239
Owns a Vacation/Weekend Home	30.3%	2.7%	1122
Owns a Farm	36.8%	2.2%	1673
Buy by mail/phone/ Internet	66%	40%	166
From National Country Market Reader Profile Studies, MRI Customer Research, October 2007, December 2004 and October 2001.