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Methodology for 100 Leading Media Cos., 2012 edition

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ABOUT MEDIA 100 AND MEDIA FAMILY TREES

100 Leading Media Companies is an annual ranking and report based on net U.S. media revenue. Media Family Trees is a database that shows revenue, major properties, company profiles, website links and article links related to the nation's 100 largest media firms. The report and database are produced by Ad Age DataCenter.

Advertising Age publishes 100 Leading Media Companies in its print edition and on AdAge.com.

Ad Age produces Media Family Trees as an online database.

Ad Age released the 32nd annual 100 Leading Media Companies (Media 100) report and the Media Family Trees on Oct. 1, 2012. This was Ad Age's final Media 100 report; Ad Age no longer produces the Media 100 report, though Ad Age publishes data on media companies in such reports as the 100 Leading National Advertisers.

To order copies of Ad Age's Oct. 1, 2012, print edition, including the Media 100 report, please email customerservice@adage.com.

The database and expanded Media 100 online report are part of premium content available to Ad Age DataCenter subscribers. Please visit AdAge.com/subscribe or email customerservice@adage.com for subscription information.

Questions? Comments? Updates? Contact us: DataCenter@AdAge.com

Companies are ranked on net revenue from U.S. media. Net U.S. media revenue figures are Ad Age DataCenter estimates based on data from financial filings, company disclosures and Ad Age analysis.

Media is defined as information and entertainment content distribution systems in which advertising (including branded entertainment) is a key element. Revenue includes what media companies collect from marketers (advertising); from consumers (subscriptions, fees, movie tickets, DVD sales, video-game software/online services); and from other media companies (TV production/licensing/syndication, fees paid by multichannel video programming distributors to cable networks and TV broadcasters).

Revenue for 2011 and 2010 are from figures compiled and analyzed in 2012. Figures for 2010 may be restated from 2010 figures in the last Media 100 report. Figures for some companies are based on fiscal years.

Net media revenue is shown pro forma for 2011 and/or 2010 if acquisitions or divestitures completed in 2012, 2011 or 2010 had significant effect on revenue.

Ad Age DataCenter factors out estimated intercompany eliminations (revenue a business segment, division or property generates by selling content, advertising or services to another business segment, division or property) to arrive at net media revenue estimates.

Lists of company properties are not all-inclusive; not all properties are shown.

Net U.S. cable/video providers, broadband revenue includes multichannel video programming distributors (cable, satellite, telecom companies), broadband internet services and dial-up internet service providers.

Net U.S. broadcast TV revenue includes TV networks and stations.

Gross revenue figures for newspaper properties, TV stations and radio stations are from BIA/Kelsey.

Net U.S. movies, TV production, video games revenue includes film, DVDs, video-game software/online subscriptions and TV production/licensing/syndication.

Net U.S. digital revenue shown in this report is not all-inclusive; other media sectors broken out in this report may include significant digital revenue related to those sectors.

Key sources:
BIA/Kelsey
Box Office Mojo
Bureau of Labor Statistics
ComScore Media Metrix
Kantar Media
National Cable & Telecommunications Association
Publishers Information Bureau
Securities and Exchange Commission
SNL Kagan

Notes about Media 100 content in Oct. 1, 2012, print edition
Net gains: digital job growth (P. 37 of the print edition):
Source: Ad Age DataCenter analysis of Bureau of Labor Statistics data. See expanded data: AdAge.com/adjobs.

Media sectors shown are based on government's North American Industry Classification System (NAICS) codes for establishments whose primary business activity is internet publishing/broadcasting or web-search portals (shown as internet media); cable and other subscription programming (shown as cable TV); periodical publishing (shown as magazines); radio broadcasting (shown as radio); or television broadcasting (shown as broadcast TV; includes TV stations and networks).

Digital job share is internet media's share of U.S. media jobs as calculated by Ad Age DataCenter using the above media-sector data.

"Jobs now" is July 2012.

Medium all-time highs based on newspaper job data back to 1947; radio and TV to 1982, with supporting data to 1958; cable TV to 1988, with supporting data to 1958; internet-media and magazine data to 1990.

The government's "internet publishing and broadcasting and web-search portals" classification (shown as internet media) consists of establishments that don't offer traditional (non-internet) content. Other media sectors include staffers working on digital offerings. For example, magazine job figures include staffers who work on a print magazine's digital offerings; broadcast TV includes staffers who work on TV websites.

Largest companies by sector (P. 43 of the print edition):
Source: Ad Age DataCenter estimates of net U.S. media revenue. Numbers rounded. Some data based on fiscal years. 1. Net media revenue shown pro forma to reflect acquisitions or divestitures.

Broadcast TV: Media firms' broadcast TV net media revenue from Ad Age estimates and company reports, including TV networks and TV stations.

Cable network: Media firms' cable network net media revenue from SNL Kagan, Ad Age estimates and company reports. Time Warner includes Networks segment's Subscription, Advertising and Other revenue; excludes Content revenue.

Digital: Media firms' digital net media revenue from Ad Age estimates and company reports. Microsoft estimate excludes dial-up internet service provider revenue. Digital is not all-inclusive; other sectors may include significant digital revenue.

Magazine: Media firms' magazine net media revenue from Ad Age estimates and company reports. Time Warner includes Publishing segment's Subscription, Advertising, Content and Other revenue. Advance Publications estimate includes Parade.

Movies, TV production, video games: Media firms' net media revenue from film, DVDs, video-game software/online subscriptions and TV production/licensing/syndication. Net media revenue from Ad Age estimates and company reports.

Newspaper: Media firms' newspaper net media revenue from Ad Age estimates and company reports. Gannett estimate excludes USA Weekend. Advance Publications estimate excludes Parade.

Other: Events, distributors of free-standing inserts/in-store coupons, ancillary and other businesses.

Out of home: Media firms' out-of -home net media revenue from company reports. Clear Channel out-of -home revenue is approximate.

Radio: Media firms' radio net media revenue from Ad Age estimates and company reports.

Video/broadband: Cable/video providers, broadband including multichannel video programming distributors (cable, satellite, telecom companies), broadband internet and dial-up internet service providers. Net media revenue from company reports and Ad Age estimates. See Media Family Trees 2012 for more information on revenue calculations.

Yellow pages: Media firms' yellow-pages net media revenue from company reports.

DataCenter staff: Bradley Johnson, Kevin Brown, Catherine Wolf, Shawna Lent, Rahel F. Rasu, Michael Sandler, Valerie Wojs.

Ad Age DataCenter has produced the 100 Leading Media Companies report since 1981 (covering 1980 revenue).

This document (published Oct. 1, 2012), and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (Copyright 2012) and is for your personal, non-commercial use only. You may not reproduce, display on a website, distribute, sell or republish this document, or the information contained therein, without the prior written consent of The Ad Age Group.
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