Professional Services and YHR

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1. Local consumers use a variety of professional services throughout the year. Source: 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Yakima County 9,200 1,900 5,400 12,700 5,100 7,000 6,800 1,600 11,900 27,500 3,400 3,500 3,000 20,200 0 5,000 10,000 15,000 20,000 25,000 30,000 Wire transfer Tutoring service Travel agent Stockbroker Real estate agent to sell a home Real estate agent to buy a home Online investing/stock trading Funeral pre-planning Financial planner Check cashing Cash advance or title loan shop Attorney - Personal injury Attorney - Bankruptcy Any Attorney
2. 161,200 local consumers use financial services. 128,500 8,200 12,900 48,900 49,700 12,800 27,400 56,600 6,200 121,600 143,000 18,300 41,600 53,600 3,600 29,900 0 50,000 100,000 150,000 Savings account Refinance home mortgage Personal loan Online bill paying Online banking Money market account IRA (Individual Retirement Account) Home mortgage Home improvement loan or home equity loan Debit card Checking account Certificates of Deposit (CDs) Auto loan ATM card 529 plan/college savings plan 401k plan Source: 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Yakima County Types of financial services used: The Yakima Herald Republic reaches 75% of financial services consumers during a typical week! (print & online reach)
3. 156,100 local adults use banking services. 10,300 27,500 29,100 11,800 57,400 16,400 31,800 3,000 5,800 20,200 34,100 30,600 27,600 0 10,000 20,000 30,000 40,000 50,000 60,000 None Other bank Other credit union Other financial institution Bank of America Banner Bank Chase Columbia River Bank Gesa HAPO Community Credit Union US Bank Wells Fargo Yakima Federal Savings & Loan Assoc Source: 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Yakima County Market share by banking choice: The Yakima Herald Republic reaches 75% of banking consumers during a typical week! (print & online reach)
4. 149,300 local adults have auto insurance policies. 62,600 18,500 8,200 10,300 16,700 10,100 34,200 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Other provider Farmers Insurance Group GEICO Pemco Progressive Safeco State Farm Source: 2012 Scarborough Report Yakima/Pasco/Richland/Kennwick R2, (Fall 2011 - Fall 2012) Yakima County Market share by provider: The Yakima Herald Republic reaches 75% of Auto Insurance Buyers during a typical week! (print & online reach)
5. 131,800 local adults have homeowners or renters insurance policies. 73,200 15,800 1,000 14,500 28,400 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 Other company Farmers Insurance Group MetLife Safeco State Farm Typical week = unduplicated YHR print and online weekly audience reach. Source: 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Yakima County Market share by provider: The Yakima Herald Republic reaches 76% of Homeowners and Renters Insurance Buyers during a typical week! (print & online reach)
6. The Yakima Herald Republic reaches more professional service consumers than other local media. Type of professional service used, past year (household) Yakima Herald Republic Yakima Herald Online Radio Listeners Top 5 AM Drive Stations TV Viewers Top 5 Prime Time Stations Attorney 86% 40% 32% 48% Accountant 82% 21% 34% 62% Check cashing 74% 35% 34% 50% Financial planner 73% 32% 45% 63% Stockbroker 80% 23% 39% 66% Real Estate Agent to Buy or Sell 69% 28% 42% 56% Buy Auto Insurance 74% 28% 30% 45% Bank 73% 28% 30% 45% Any Financial Service 73% 29% 31% 45% Buy Homeowners Insurance 74% 27% 31% 48% Yakima Herald Republic Readers: reach weekly print cume; YakimaHerald.com Visitors: reach avg. monthly visitors Radio: weekly cume reach of top 5 stations AM drive time ; TV: weekly cume reach of top 5 stations prime time. Source: 2012 & 2011 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2010/11 & Fall 2011/12) Yakima County
7. Homeowners / Renters Insurance by Provider Index of Yakima Herald Republic Audience to Yakima County Source: 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Yakima County 105 130 88 137 89 0 20 40 60 80 100 120 140 Other company Safeco State Farm MetLife Farmers Insurance Group Yakima Herald Republic Audience = unduplicated YHR weekly print and online Our audience is more likely to have a policy with MetLife, Safeco, or another company MARKET AVERAGE YRH AUDIENCE YRH Audience
8. 103 89 105 125 88 117 103 0 20 40 60 80 100 120 140 Other provider Farmers Insurance Group GEICO Pemco Progressive Safeco State Farm Source: 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Yakima County Auto Insurance by Provider Index of Yakima Herald Republic Audience to Yakima County Our audience is more likely to have a policy with State Farm, Safeco, Pemco, GEICO or another company Yakima Herald Republic Audience = unduplicated YHR weekly print and online MARKET AVERAGE YRH AUDIENCE YRH Audience
9. 99 126 104 107 94 107 115 137 110 111 116 107 125 104 0 20 40 60 80 100 120 140 None Other financial institution Other credit union Other bank Yakima Federal Savings & Loan Assoc Wells Fargo US Bank Internet bank (EtradeBank, etc) HAPO Community Credit Union Gesa Columbia River Bank Chase Banner Bank Bank of America Source: 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Yakima County Bank Selection by Provider Index of Yakima Herald Republic Audience to Yakima County Yakima Herald Republic Audience = unduplicated YHR weekly print and online MARKET AVERAGE YRH AUDIENCE YRH Audience
10. 101 82 105 106 107 124 114 102 125 101 103 109 99 110 73 101 0 20 40 60 80 100 120 140 Savings account Refinance home mortgage Personal loan Online bill paying Online banking Money market account IRA (Individual Retirement Account) Home mortgage Home improvement loan or home equity loan Debit card Checking account Certificates of Deposit (CDs) Auto loan ATM card 529 plan/college savings plan 401k plan Source: 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Yakima County Use of Financial Services Index of Yakima Herald Republic Audience to Yakima County Yakima Herald Republic Audience = unduplicated YHR weekly print and online MARKET AVERAGE YRH AUDIENCE YRH Audience
11. 125 100 118 102 96 95 104 80 94 105 102 137 121 81 113 0 20 40 60 80 100 120 140 Wire transfer Tutoring service Travel agent Stockbroker Real estate agent to sell a home Real estate agent to buy or rent a home Online investing/stock trading Funeral pre-planning Financial planner Check cashing Cash advance or title loan shop Attorney personal injury Attorney - other reason Attorney - bankruptcy Accountant Source: 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Yakima County MARKET AVERAGE Use of Professional Services Index of Yakima Herald Republic Audience to Yakima County YRH AUDIENCE YRH Audience