Washington Post 2010 Annual Report Download - page 37

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The Herald’s average paid circulation as reported to ABC for the 12 months ending March 31, 2010, was 47,694
daily Monday through Friday, 47,142 Monday through Saturday and 50,455 Sunday. The aggregate average
weekly circulation of The Enterprise Newspapers during the 12-month period ending March 31, 2010, was 51,148
copies as reported by Verified Audit Circulation. The circulation of La Raza del Noroeste during the 3-month period
ended March 31, 2010, was 21,563 copies, as reported by Verified Audit Circulation. The monthly circulation of the
Snohomish County Business Journal is approximately 14,100 copies.
The Herald, The Enterprise, La Raza and the Snohomish County Business Journal together employ approximately 69
editors, reporters and photographers.
Greater Washington Publishing
The Company’s Greater Washington Publishing, Inc. subsidiary publishes several free-circulation advertising periodicals
that have little or no editorial content and are distributed in the greater Washington, DC, metropolitan area using
sidewalk distribution boxes. Greater Washington Publishing’s periodicals of that kind are Apartment Showcase, which is
published monthly and has an average circulation of about 44,000 copies; New Homes Guide, which is published six
times a year and has an average circulation of about 51,000 copies; and Guide to Retirement Living Sourcebook, which
is published nine times a year and has an average circulation of about 38,000 copies.
El Tiempo Latino
El Tiempo Latino LLC publishes El Tiempo Latino, a weekly Spanish-language newspaper that is distributed free of charge
in northern Virginia, suburban Maryland and Washington, DC, using sidewalk news boxes and retail locations that
provide space for distribution. El Tiempo Latino provides a mix of local, national and international news together with
sports and community events coverage and has a current circulation of approximately 50,000 copies. Employees of the
newspaper handle advertising sales as well as prepress production, and content is provided by a combination of wire
service copy, contributions from freelance writers and photographers and stories produced by the newspaper’s own
editorial staff.
Television Broadcasting
Post–Newsweek Stations, Inc. (“PNS”), a subsidiary of the Company, owns six television stations located in Houston, TX;
Detroit, MI; Miami, FL; Orlando, FL; San Antonio, TX; and Jacksonville, FL. The following table sets forth certain
information with respect to each of the Company’s television stations:
Station Location and
Year Commercial
Operation
Commenced
National
Market
Ranking (a)
Primary
Network
Affiliation
Expiration
Date of FCC
License
Expiration
Date of
Network
Agreement
Total
Commercial
Stations
in DMA (b)
KPRC
Houston, TX, 1949 10th NBC Aug. 1, 2014 Dec. 31,
2016 14
WDIV
Detroit, MI, 1947 11th NBC Oct. 1, 2013 Dec. 31,
2016 8
WPLG
Miami, FL, 1961 16th ABC Feb. 1, 2013 Feb. 28,
2011(c) 13
WKMG
Orlando, FL, 1954 19th CBS Feb. 1, 2013 Apr. 6,
2015 13
KSAT
San Antonio, TX, 1957 37th ABC Aug. 1, 2014 Feb. 28,
2011(c) 10
WJXT
Jacksonville, FL, 1947 47th None Feb. 1, 2013 — 7
(a) Source: 2010/2009 DMA Market Rankings, Nielsen Media Research, fall 2010, based on television homes in DMA (see note (b) below).
(b) Designated Market Area (“DMA”) is a market designation of A.C. Nielsen that defines each television market exclusive of another, based on
measured viewing patterns.
(c) The Company presently is negotiating a new affiliation agreement for these stations with the ABC Television Network.
Revenue from broadcasting operations is derived primarily from the sale of advertising time to local, regional and national
advertisers. In 2010, advertising revenue accounted for 90% of the total for PNS’s operations. Advertising revenue is
sensitive to a number of factors, some specific to a particular station or market and others more general in nature. Some
examples include a station’s audience share and market ranking; seasonal fluctuations in demand for air time; annual or
biannual events, such as sporting events and political elections; and broader economic trends.
2010 FORM 10-K 21