Dagens Nyheter STHLM Total. A Stockholm paper made by and for those that love Stockholm

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2 Summary Dagens Nyheter STHLM Total. A Stockholm paper made by and for those that love Stockholm Our readers know the product as DagensNyheter STHLM. At the same time our advertisers know this specific product as DagensNyheter STHLM Total (STHLM = Stockholm). With the heart in Stockholm DagensNyheter STHLM write about things that happen in Stockholm. We write about politics, about people, people that live here, known and unknown. All those that are important for the life in Stockholm. We portray ALL of STOCKHOLM, both the light and the dark, both suburb and inner city. DagensNyheter STHLM contains all that belongs to Stockholm and the life here. An important part are homes. People in Stockholm love residences. If others are talking about weather, we talk about how we live and where we want to live. We also write about the traffic and cars. The historic Påstan-calendar with the full-bodied frame it deserves: we write about what to do during the weekend and who does it. On Thursdays we distribute the (Total) section to householdsin Stockholm that own their home and have a high purchasing power, but do not subscribe to DagensNyheter. In other words no duplication.

3 Summary Dagens Nyheter STHLM Total. Four reasons for you as an advertiser to love it Your advertisement willbe made visible in a unique Stockholm content with the Dagens Nyheter quality journalism You will reach a selected and addressed target group with higher incomeand higher education that also love their homes (without duplication) Your advertisement will come close to the purchasing opportunity You build your brand in a quality environment

4 Content Our content. With the heart Stockholm news and debate Property På Stan / Calendarium in Stockholm Stockholm profile Automotives

5 Content Why Dagens Nyheter STHLM Total? No duplication! readers in Stockholm readers in Sweden Source: TNS SIFO OrvestoKonsumentfull year DN BisnodeMay 2014 DN Analys/ B Olofsson June households in Stockholm

6 Dagens Nyheter STHLM Reach DN.STHLM Total (Stockholm) DN+DN STHLM Total estimat 484 Metro Sth 513 DN 484 SvD 239 Aftonbladet Expressen Källa: Orvesto Konsument full year 2013 *DN Bisnode May distribution to HH

7 Dagens Nyheter STHLM Räckvidd DN.STHLM Total (Sweden) DN+DN STHLM Total estimat 748 DN 748 SvD Dagens Industri Aftonbladet Expressen Source: Orvesto Konsument full year 2013 *DN Bisnode May distribution to HH

8 Reach those that own their home 72% of all private houses in Stockholm 62% of all, that own their home Source: DN Bisbnode May2014

9 Sport and Leisure articles. The annual spend by people in Stockholm People in Stockholm shop sports equipment worth MSEK per year Readers part of this spend The DagensNyheter readers in Stockholm make up for 31% of this spend (approxmsek 922). 922 Mkr 31% The spend by people in Stockholm How large part of this spend will you reach when you enhance your ad/insert in DagensNyheter with an additional affluent households? Source: Orvesto Konsument full year 2013 *DN Bisnode May 2014

10 Spend Clothing/Accessories STHLM MSEK DN reach 30% MSEK Sports/Leisure STHLM MSEK DN reach 31% MSEK 922 Home Decoration STHLM MSEK DN reach 32% MSEK Appliances/Electronics STHLM MSEK DN reach 32% MSEK Computers/Video games STHLM MSEK DN reach 30% MSEK 975 Travel STHLM MSEK DN reach 34% MSEK Home refurbishment STHLM MSEK DN reach 32% MSEK Affluent readers

11 Appendix (extra material)

12 DN and DN STHLM TOTAL grant access to people in Stockholm that own their home. Private houses Own their home, households Source: DN, Bisnode May 2014

13 Dagens Nyheter household coverage in Stockholm Järfälla Täby Sollentuna 67% 54% Upplands Väsby 49% 55% Sundbyberg 33% Solna 41% Vallentuna 55% Danderyd 60% Lidingö 54% Vaxholm 65% Österåker 39% Ekerö Salem 60% 63% Botkyrka 31% Stockholm 41% Huddinge 45% Haninge 44% Nacka 60% Tyresö 57% Värmdö 67% Source: DN, Bisnode maj 2014

14 Purchasing habits people in Stockholm. On which day do you normally do the following purchases? Share of people in Stockholm (%) Shop groceries Shop clothes/shoes Purchase from DIY-markets (e.g Bauhaus) Purchase from other dept stores excl groceries (NK, Åhléns) Shop home equipment (electronics) Purchase furniture/home decor 0 Source: TNS Sifo Stockholmsbussen 2011_4/sep-okt 2011 Base: All in Stockholm. No of ip: 1181

15 Duplication 33% of the SvD readers also read Dagens Nyheter Total reach for SvD= with 33% DN-readers Total reach for DN = readers SvD Duplicatgion DN Source: Orvesto Konsument full year 2013

16 What does DN.STHLM Total contain? A summary of the most important Stockholm news Stockholm debate Entertainment calendars for the weekend Movie/cinema-guide Interviews Food recommendations

17 Reach more customers with DN.STHLM Total Dagens Nyheter STHLM Total is sent to households that do not subscribe to the newspaper. With this product we give you the opportunity to communicate with people in Stockholm through one single channel and thereby reach more potential clients.

18 No thank you! to mass mailings Affluent communities have a high share of No thank you to mass mailings! Read everything thoroughly No thank you to mass mail Read most parts 1% 42% 3% 11% Throw away without looking 44% Flip through. Read if interesting Source: Orvesto Konsument full year 2013