Home Improvement. Sarasota/Bradenton/Venice Market

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1 Home Improvement Sarasota/Bradenton/Venice Market

2 In Sarasota/Bradenton/Venice Per capita home center & hardware sales are 19% over the national average. Home Center & Hardware Store Sales Per Capita $218 $183 Sarasota/Bradenton/Venice US Source: Nielsen Claritas Sarasota/Bradenton/Venice is Sarasota & Manatee counties.

3 In Sarasota/Bradenton/Venice Per capita lawn center & nursery sales are 17% above the national average. Lawn Center & Nursery Sales Per Capita $109 Sales total more than $77 million. $93 Sarasota/Bradenton/Venice US Source: Nielsen Claritas Total sales are $77,510,212. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.

4 In Sarasota/Manatee/Charlotte Home improvement sales, after four recession years, are recovering steadily Home Improvement Store Sales ($Million) 1, , The real estate bust hurt sales at home improvement stores more than nearly any other business. Things began to improve in 2010; and the momentum continues in TD 12TD Source: Florida Department of Revenue. To-Date (TD) is January-August.

5 In Sarasota/Manatee/Charlotte Home Improvement Sales Performance 1% Annual Change in Home Center Store Sales % 23% 9% 4% 10% Home centers, hit by the recession harder than any other business, burst into the black in 2010, stabilized in 2011 and are up again in TD -2% -21% -24% -16% Source: Florida Department of Revenue. To-Date (TD) is January-August.

6 In Sarasota/Manatee/Charlotte Home improvement sales are stronger in the fourth quarter, as season begins. Home Improvement Store Sales by Month (%) Sales are relatively stable each month, offering consistent advertisers solid returns all year Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: Florida Department of Revenue,

7 In Sarasota/Bradenton/Venice Herald-Tribune Media reach most home improvement and landscaping buyers. Home & Garden Supplies Herald-Tribune Media Group Reach Market Total % Print Web % Web Total Adults 581, ,000 50% 259,000 91,000 31% Shopped past 12 months Home/garden store 450, ,000 52% 206,000 74,000 31% Bought Building/garden items 431, ,000 52% 193,000 73,000 33% Spent $ ,000 58,000 59% 53,000 19,000 33% One in three home & garden supply shoppers you reach read online. Source: Scarborough Research, Sarasota/Bradenton/Venice is Sarasota & Manatee counties.

8 In Sarasota/Bradenton/Venice Herald-Tribune Media reach people who improve and protect their homes. Home Improvements & Services Herald-Tribune Media Group Reach Market Total % Print Web % Web Total Adults 581, ,000 50% 259,000 91,000 31% Did past 12 months Home improvements 325, ,000 51% 150,000 56,000 34% Landscaping 154,000 77,000 50% 71,000 23,000 30% Interior paint/wallpaper 150,000 71,000 48% 63,000 31,000 44% Plumbing 79,000 41,000 51% 36,000 14,000 34% Remodeled bathroom 64,000 32,000 51% 27,000 13,000 41% Heating/air conditioning 63,000 25,000 39% 23,000 9,000 36% Exterior paint 58,000 29,000 50% 26,000 10,000 34% Remodeled kitchen 49,000 32,000 66% 29,000 13,000 41% Replaced/repaired roof 23,000 14,000 63% 13,000 6,000 43% Replaced windows 22,000 11,000 47% 11,000 4,000 36% Have Pest control service 150,000 76,000 51% 70,000 20,000 26% Home security system 123,000 61,000 50% 53,000 31,000 51% Solar panels 33,000 18,000 53% 17,000 7,000 39% Up to half of home improvement customers you reach read online. Source: Scarborough Research, Sarasota/Bradenton/Venice is Sarasota & Manatee counties.

9 In the Herald-Tribune Home centers, hardware & building supply stores run 6,000 inches a year. Home/Supplies/Hardware: 6,294 Inches Top Advertisers Inches Digital Harbor Freight Tools 1,827 Home Depot 1,345 West Florida Supply 740 Superior Safety Bars Inc 378 Dwell Green 378 P Lowes 264 Marygrove Awning 189 Forms In Sculpture 158 WMG Corp 135 P The Plumbing Place 133 P Successful local businesses believe in Herald-Tribune advertising because they know it works. Several major players also use Herald-Tribune digital advertising. Source: Herald-Tribune Media Group Accounting Department, = 1 full page. P = HeraldTribune.com. Y = Yahoo.

10 In the Herald-Tribune Home improvement contractors run 30,000 inches of advertising a year. Home Contractors: 29,578 Inches Top Advertisers Inches Digital Exclusive Kitchens 3,399 P J & K 58 Inc 3,245 R.L. Anderson Inc 3,158 P Jamestown Kitchens 3,126 Kirkplan Kitchens 2,489 Unique Kitchen & Bath 1,449 Distinctive Surfaces 1,136 P Affinity Kitchen & Bath 950 Gulf Coast Shelf 819 Andy's Oncall of Sarasota 630 Successful local businesses believe in Herald-Tribune advertising because they know it works. Most of the major players also use Herald-Tribune digital advertising. Source: Herald-Tribune Media Group Accounting Department, = 1 full page. P = HeraldTribune.com. Y = Yahoo.

11 In the Herald-Tribune Air conditioning contractors run 15,000 inches of advertising a year. Heating & Cooling: 15,594 Inches Top Advertisers Inches Digital Tri County Air Conditioning 4,014 Unique Air Inc. 2,489 Alexa Air LLC 2,061 ECR Inc 1,446 Kobie Complete 1,179 A/C Warehouse 1,139 P N & M Heating & Cooling 547 P All American Heating & Cooling 504 Larry Pearson Air 445 D & D Air Conditioning 420 P Successful local businesses believe in Herald-Tribune advertising because they know it works. Most of the major players also use Herald-Tribune digital advertising. Source: Herald-Tribune Media Group Accounting Department, = 1 full page. P = HeraldTribune.com. Y = Yahoo.

12 In the Herald-Tribune Hurricane shutter shops run more than 1,100 inches of advertising a year. Security Systems & Shutters: 1,191 Top Advertisers Inches Digital Shutter Shop 567 Reliable Shutter Corp 282 Rollsecure Shutters 142 Cat 5 Hurricane Protection 63 Global Shutters Inc 63 P Successful local businesses believe in Herald-Tribune advertising because they know it works. Several major players also use Herald-Tribune digital advertising. Source: Herald-Tribune Media Group Accounting Department, = 1 full page. P = HeraldTribune.com. Y = Yahoo.