Reaching Customers in the Capital Region
Bank Mutual
May 29, 2003
Dane County Debt
Source: DemographicsNow, 2003
Dane County total (000’s) Dane County avg. per household
Credit Card debt $445,925,000 $2,487
Installment loan debt $1,864,359,000 $10,398
Investment real estate debt $1,182,049,000 $6,593
Lines of credit debt $54,901,000 $306
Mortgage debt $12,667,608,000 $70,650
Other debt $135,039,000 $753
Dane County Assets
Source: DemographicsNow, 2003
Dane County total (000’s) Dane County avg. per household
Bonds $649,769,000 $3,624
CD’s $811,225,000 $4,524
Home Equity $31,898,393,000 $177,905
Mutual funds $1,580,379,000 $8,814
Retirement accounts $5,635,649,000 $31,431
Savings bonds $131,383,000 $733
Stocks $980,800,000 $5,470
Total assets $62,333,540,000 $347,649
Financial activities of Dane County adults
% of Dane County adults
Source: The Media Audit, 2003
6%
8%
13%
21%
24%
32%
36%
48%
61%
0% 10% 20% 30% 40% 50% 60%
Have ATM card
Have IRA/KEOGH
Have CD's/savings certificates
Have car loan
Traded stocks/bonds in pastyear
$100,000+ liquid assets
Have credit line secured
Have home improvement loan
$250,000 liquid assets
2%
3%
4%
5%
9%
10%
11%
18%
1%
2%
2%
6%
7%
14%
34%
0% 5% 10% 15% 20% 25% 30% 35%
All Credit Unions
UW Credit Union
CUNA Credit Union
Summit Credit Union
Dane County Credit Union
UW Employees Credit Union
Heartland Credit Union
First Federal
M & I Bank
Anchor Bank
US Bank
Bank One
Wells Fargo
Associated Bank
Amcore Bank
Credit Union/Bank Market Share
% of Dane County adults – customers of financial institutions
Source: The Media Audit, 2003
Newspaper: the effective way to
advertise
Newspaper advertising makes people take action
% of Dane County adults – actions taken due to advertising seen in newspapers, television or radio
7%5%
12%
9%13%
23%
39%
14%17%
40%
15%18%
48%
0% 20% 40% 60%
Visited advertiser’s business
Shopped specifically for products or services in
ad
Redeemed coupon in ad
Shopped store you have not visited in awhile
Shopped a store for the first time
Source: Dane County Advertising Effectiveness Study, 20020
Radio
Television
Newspaper
269,500
355,500
367,900
425,300
0 100,000 200,000 300,000 400,000 500,000
Read Sunday WSJ ordaily WSJ/TCT
Read Sunday WSJ
Read daily WSJ or TCT
Read Saturday WSJ orTCT
% of 548,000 South Central Wisconsin adults
Source: ABC Readership Study, 2001.
78% of South Central Wisconsin reads the Wisconsin State Journal or The Capital
Times
67% of South Central Wisconsin
65% of South Central Wisconsin
49% of South Central WI
78% of South Central Wisconsin
Reaching Bank Customers
• 63% read Wisconsin State Journal or The Capital Times daily
• 70% read the Sunday Wisconsin State Journal
• 28% visit madison.com
Reaching Dodge, Sauk and
Columbia Counties
Readership of the Northern Madison Newspapers products
Source: Sauk and Columbia County Study, 2002
48%
48%
59%
63%
67%
70%
77%
0% 20% 40% 60% 80%
Juneau County Star-Times
Portage Daily Register
Baraboo News Republic
Sauk Prairie Eagle
Daily Citizen
Reedsburg Times-Press
Wisconsin Dells Events
% of adults in each market – read their local newspaper
14%
34%
52%
15%
30%
55%
38%
23%
40%
30%
12%
58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Baraboo Portage Reedsburg Sauk Prairie
% of adults who live in each city
Running in both the Sunday Wisconsin State Journal and the local newspaper adds reach
Source: Four-city Readership Study, 2002
Read Sunday WSJ and local newspaper
Read local newspaper only
Read Sunday WSJ only
10,470readers
16,900readers
5,930readers
6,280readers
Increasing your frequency increases your reach to Dane County adults
% of Dane County adults
Source: The Media Audit, 2003
67%
78% 80% 82%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Sunday WSJ Sunday WSJ/ 1 dailyTCT/WSJ
Sunday WSJ/ 2 dailyTCT/WSJ
Sunday WSJ/ 3 dailyTCT/WSJ
LOCATION: Portage, WI
PUBLISHED: Monday - Saturday
CIRCULATION: 4,916
READERS: 16,860
• There are 24,154 adults living in the Portage area.
• 16,900 Portage area adults (70%) read the Portage Daily Register.
• 6,000 Portage Daily Register readers do not read the Sunday Wisconsin State Journal – making the Portage Daily Register an important addition to your Sunday Wisconsin State Journal buy.
Source: Four-city Readership Study, 2002.
• There are 15,581 adults living in the Baraboo area.
• 10,500 Baraboo-area adults (67%) read the Baraboo News Republic
• 4,100 Baraboo News Republic readers do not read the Sunday Wisconsin State Journal – making the Baraboo News Republic an important addition to your Sunday Wisconsin State Journal buy.
Source: Four-city Readership Study, 2002.
LOCATION: Baraboo, WI
PUBLISHED: Monday - Saturday
CIRCULATION: 4,027
READERS: 10,470
• There are 62,401 adults living in the Beaver Dam area.
• 36,817 Beaver Dam area adults (59%) read the Daily Citizen.
Source: Readership Behavior Study, 2002.
LOCATION: Beaver Dam, WI
PUBLISHED: Daily, Saturday
CIRCULATION: 11,714
READERS: 36,817