One of America’s Favorite Magazines - Guideposts

One of America's Favorite Magazines

Engagement

Audience Measurement From the Involvement Index based on MRI research to proprietary work by top media agencies, everyone seeks high reader engagement. Guideposts is:

? Ranked No. 1 as "One of America's Favorite Magazines" for women and adults.

? Ranked No. 1 by women in the Average Rating Score based on MRI.

Circulation Vitality A healthy pink sheet means readers have a strong interest in a magazine and are willing to pay for it. Guideposts maintains clean AAM statements on a 1,500,000 rate base.

? 75% renewal rate--consistently one of the highest reported among monthlies.

Editorial Content--A Magazine that Engages Guideposts' unique first-person true stories motivate and engage our audience.

? Over 70% of the average issue is editorial, making Guideposts an exceptional showcase for advertising.

How Readers Rate Guideposts

Favorite Magazine Average Rating Score Reader Involvement Average Time

Spent Reading Read 3+ days

Women Adults

#1 #1 #1 #3 #1 #2

#1 #1 #2 #1

Source: 2015 MRI Doublebase; 6/30/15 AAM

10/15

Guideposts audience enjoys a wide array of beverages.

Beverages

Base: Adults, Women who... Used 1+ Quarts Fresh Milk in Past 7 Days Used Non Frozen Orange Juice in an Average Day Used Tomato & Vegetable Juices in an Average Day Used Regular Tea in an Average Day Used Ground Coffee in an Average Day Used Powdered Fruit & Soft Drinks in Past 7 Days Used Other Fruit Juices & Drinks in an Average Day Used Soft Drinks, Not Diet, in Past 7 Days Used Diet Cola/Soft Drinks in Past 7 Days Used Bottled Water & Seltzer in Past 7 Days Used Drink Additives & Hot Cocoa

% Comp.

65% 34% 16% 43% 48% 21% 32% 24% 25% 42% 22%

Index

161 156 195 185 189 188 145 152 182 137 186

Source: 2015 MRI Doublebase

12/15

Consumer Products Guideposts consumers enjoy "spreading the fun" of food.

Base: Adults, Women who in the Past 6 Months*... Food

Used Table Syrup & Molasses Used Honey Used Jams & Jellies Used Sugar Used Artificial Sweeteners Used Mustard Jars or Squeeze Bottles Used Ketchup/Catsup Bottles/Jars Used Seasoning & Spices Used Mayonnaise & Mayo Type Salad Dressing Jars Used Bottled or Packaged Salad Dressings Used Salsa or Picante Sauce Disposable Used Facial Tissue Used Paper Towels Used Paper Napkins Used Disposable Cups Used Disposable Plates in Past 12 Months Used Plastic Garbage Bags & Trash Can Liners Used Plastic Sandwich/Food Storage/Freezer Bags Used Plastic-Type Kitchen Wrap in Past 7 Days Used Aluminum Foil in Past 7 Days

Source: 2015 MRI Doublebase

% Comp.

53% 34% 55% 69% 32% 63% 67% 56% 68% 61% 39%

65% 74% 51% 38% 52% 72% 68% 53% 68%

Index

159 166 160 158 218 164 160 158 165 157 148

184 159 169 178 172 159 164 178 155

* In the past 6 months unless otherwise noted. 12/15

Guideposts consumers enjoy cooking and baking.

Food

Base: Adults, Women who in the Past 12 months*... Baked Entertained Friends at Home Shopped at Food Stores in Past 6 Months Shopped Warehouse/Club Stores in Past 6 Months Made 2+ Grocery Shopping Trips in Average Week Prepared Food from Scratch in Past 30 Days Food Attitudes/Activities (Agree)

I Try to Eat Healthy and Pay Attention To My Nutrition During a Given Week, I Cook Meals Frequently Dinners in My Home are Usually Planned Ahead of Time Frozen Dinners are a Convenient Alternative For A Meal I Indulge My Cravings For Sweets I Try to Eat a Healthy Breakfast Every Day When I Find a Food I Like, I Typically Recommend It to People I Know

% Comp. 28% 33% 74% 31% 34% 45%

71% 61% 56% 38% 51% 59% 63%

Index 160 161 156 139 154 179

158 149 162 158 149 163 162

Source: 2015 MRI Doublebase

* In the past 12 months unless otherwise noted. 12/15

Guideposts consumers seek out remedies for a healthy life.

Base: Adults, Women who... Used Non-Prescription Remedy in Past 12 Months

For Any Ailment Bought a Non-Prescription Drug/OTC in Past 12 Months

as a Result of Healthcare Advertising Bought Non-Prescription Drugs/OTC in Past 6 Months At

Discount Store Drug Store Grocery Store Used in the Past 6 Months Pain Relieving Rubs/Liquids Headache Remedies & Pain Relievers Cold, Sinus & Allergy Remedies Sleeping Aids & Snore Relief Laxatives Heartburn/Indigestion, Gas & Diarrhea Remedies Nasal Sprays Eye Wash & Drops Cough/Sore Throat Drops (Non-Prescription) Cough Syrup/Suppressant (Non-Prescription) Hemorrhoid Remedies Personally Wear Any Prescription Eyeglasses Amount Spent on Eyeglasses in Past 12 Months $200+

Source: 2015 MRI Doublebase

OTC Remedies

% Comp.

37%

11%

21% 20% 12%

22% 69% 44% 11% 21% 42% 19% 32% 45% 27% 9% 41%

15%

Index

183

208

231 147 145

170 158 165 184 222 180 205 191 171 153 211 198

217

12/15

Pets are family members in Guideposts homes.

Pets & Pet Foods

Base: Adults, Women who... Total Adults Have a Cat or Dog Used Flea & Tick Care Products for Dogs & Cats in Past Year Any Trips to Veterinarian in Past 12 Months Bought Flea Control Products through Veterinarian in Past 12 Months Dogs Total Number of Dogs: 3,169,000

Have any Dogs Have 2+ Dogs Used in Past 6 Months Dog Food--Treats/Canned/Packaged Dry Canned/Wet Dog Food Packaged Dry Dog Food Dog Biscuits or Treats Cats Total Number of Cats: 2,726,000 Have any Cats Have 2+ Cats Used in Past 6 Months Cat Food--Treats/Canned/Packaged Dry Cat Treats Canned/Wet Cat Food Packaged Dry Cat Food Cat Litter

Source: 2015 MRI Doublebase

% Comp.

47% 34% 35% 12%

Index

160 162 157 169

34%

145

16%

161

32%

145

14%

162

33%

148

28%

154

26%

199

13%

208

24%

197

14%

208

14%

199

23%

190

20%

187

12/15

Prescription Drugs & Healthcare

Guideposts consumers seek medicines to improve their lives.

Base: Adults, Women who... Have been a Primary Caregiver/Caretaker in the Last 12 Months Have/Had Any Ailments in the Last 12 Months

Allergy/Hay Fever Anxiety/Panic Arthritis/Rheumatoid Arthritis/Osteoarthritis Asthma Backache Chronic/Severe Pain Cold Sores Constipation Depression Diabetes Dry Eyes Hair Loss Heart Attack/Heart Disease Heartburn/Acid Reflux High Cholesterol Hypertension/High Blood Pressure Insomnia Irritable Bowel Syndrome Migraine Nail Fungus Obesity/Overweight Overactive Bladder

Source: 2015 MRI Doublebase

% Comp. 9%

Index 191

18%

201

9%

176

9%

291

16%

329

7%

207

23%

183

6%

273

6%

188

10%

197

12%

206

8%

287

12%

204

5%

231

6%

394

17%

222

18%

293

23%

273

9%

214

5%

221

7%

145

4%

249

11%

201

5%

313

(CONTINUES, next page)

12/15

Prescription Drugs & Healthcare

Base: Adults, Women who... Have/Had Any Ailments in the Last 12 Months (continued)

Sinus Congestion/Headache Urinary Tract Infection Wrinkles Obtained Info About an Ailment or Prescription Through Magazine Advertisement Doctor/Health Care Professional Pamphlets or Brochures Pharmacist Online/Internet Site Average Out of Pocket Amount Spent Per Month on Prescription Medicine: $100+ Number of Prescriptions Filled for Self in Past 30 Days: 4+ Where Prescription was Filled in the Last 12 Months Drug Store/Pharmacy Supermarket Discount/Department Store Mail Order Any Doctor's Visits in the Last 12 Months Health Attitudes (Agree) I Go to the Doctor Regularly for Check-ups In General, I Feel I Eat Right I'm Often First to Try the Most Advanced Medicines I Prefer Popular Brand-Name Drugs, Even if They Cost More Medication has Improved the Quality of My Life

% Comp.

15% 5% 10%

6% 45% 5% 14% 11% 9% 22%

42% 10% 6% 10% 71%

70% 66% 18% 28% 61%

Index

204 169 257

301 211 278 265 163 270 291

194 228 247 246 168

170 158 139 159 188

Source: 2015 MRI Doublebase

12/15

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