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• NERWEEK SELECTIVE BINDING PROPOSED COSTS S Exhibit V CIRCULATION COSTS FULL PAGE 70LB (2-SIDED) INSERT GROUP/PUBLICATION Rate % Matched % Match Full Delivery Full Deliverv/S iip t Copy to Database Smokers Only Base Subs. Smokers to Subs. Total Smokers on Database Smoker (M) (PM data Space CPM * Space Binding TOTAL CPM * Space Binding TOTAL CPM base) ($M) ($) ($M) Charge ($M) ($) ($M) Charge ($M) ($) NEWSWEEK 3,100 95% "Approxlmately 75% of full circulation delivery goes to non-smokers. STATUS: CONFIDENTIALITY AGREEMENT SIGNED. WORKING TOWARD SETTING UP MERGE OF DATABASES. 't 90 11,P. 09 07,

Exhibit VI 1994 MCS APPROVED SELECTIVE BINDING PLAN The following publications, which are part of the Marlboro Country Store media plan, are being used as part of a selective binding test. U.S. SMOKER SUB CIRCULATION M $'_" FIELD & STREAM 259.8 * $65,000 OUTDOOR LIFE 212.1 * $65,000 COUNTRY AMERICA 193.7 * $20,000 ENTERTAINMENT WEEKLY 191.0 $13,000 PEOPLE 241.0 $13,000 SPORTS ILLUSTRATED 412.0 $13,000 GRAND TOTAL 1,510 $189,000 KEY ELEMENTS: 1) FIELD & STREAM/OUTDOOR LIFE--MCS ONLY RUNNING IN SUBSCRIPTION CIRC. GOING TO KNOWN SMOKERS. 2) COUNTRY AMERICA/EW/S.I.--MCS RUNNING IN TOTAL SUBSCRIPTION CIRC., HOWEVER, WE HAVE CODED THE INSERTS DIFFERENTLY FOR KNOWN SMOKERS AND ALL OTHERS. 3) PEOPLE--MCS RUNNING IN FULL CIRC (NEWSSTAND AND SUBSCRIPTIONS); INSERTS FOR SUBSCRIPTION CIRC. HAVE BEEN CODED DIFFERENTLY FOR KNOWN SMOKERS AND ALL OTHERS. * U.S. SMOKER SUBSCRIBER CIRCULATION BASED ON DATABASE MATCHES WITH THE PUBLICATIONS; AWAITING MATCHES WITH ENTERTAINMENT WEEKLY, PEOPLE, AND SPORTS ILLUSTRATED. ** DOLLARS REFLECT COSTS ASSOCIATED ONLY W/ SELECTIVE BINDING AND DO NOT REFLECT COSTS ASSOCIATED W/ RUNNING IN REMAINING CIRC. 9f90Lr.99a(

• GROUP/PUBLICATION TIME INC. TIME SPORTS ILLUSTRATED PEOPLE ENTERTAINMENT WEEKLY MONEY FORTUNE LIFE SUBTOTAL CIRCULATION TIANC. SELECTIVE BINDING PROPOSED COSTS COSTS FULL PAGE 70LB (2-SIDED) INSERT Exhibilto Rate % Matched % Match Full Deiivery Full Delivery/S ii~t Copy to Database Smokers Only Base Subs. Smokers to Subs. Totai Smokers on Database Smoker * * (M) (PM data S pace CPM Space Binding TOTAL CPM Space Binding TOTAL CPM base) ($M) ($) ($M) Charge ($M) ($) ($M) Charge ($M) ($) 4,000 96% 491 13% 125.1 31.28 125.1 29.8 154.9 38.73 67.9 29.8 97.7 198.98 3,150 96% 412 14% 124.6 39.56 124.6 21.5 146.1 46.38 59.3 21.5 80.8 196.12 3,150 56% 241 16% 93.4 29.65 93.4 15.2 108.6 34.48 67.2 15.2 82.4 341.91 1,000 95% 191 19% 29.9 29.90 29.9 7.4 37.3 37.30 21.2 7.4 28.6 149.74 1,900 84% 195 11% 77.8 40.95 77.8 13.4 91.2 48.00 37.0 15.8 52.8 270.77 740 94% 63 10% 51.8 70.00 51.8 1.2 53.0 71.62 33.9 5.6 39.5 626.98 1,500 75% 198 16% 77.5 51.67 77.5 9.0 86.5 57.67 28.2 9.0 37.2 187.88 15,440 1,791 580.1 37.57 580.1 97.5 677.6 43.89 314.7 104.3 419.0 233.95 USES TO DATE - ran technical test in 4th quarter 1993 to determine if: - the publication matched the names accurately. - the names on the database are up to date. (findings showed that the magazines can match names, and thus, reach smokers accurately) - testing in process for Country Store (see Exhibit Wl): insert scheduled in People, SI, and EW end of May and early June. program is running nationally, copysplitting smokers. redemption and cost per response will be analyzed to judge the effectiveness of the test and will be compared to prior programs such as MAT. * Approximately 75 % of full circulation delivery goes to non-smokers. i LIMITATIONS t t I - can be purchased run of book as well tFUTURE USES t t- examining potential uses for Merit Awards program I I scheduled in September (on sale) t considering further breakout of database; e: t- 9: NOTE: COSTS ARE ESTIMATED AND BASED ON A HYPOTHETICAL UNIT, AND SHOULD ONLY BE USED DIRECTIONALL K I t t I I I t t I t t t t I I I I I low smokers. T 19t1t ~09 1 7 I

• GROUP/PUBLICATION MEREDITH BETTER HOMES & GARDENS COUNTRYAMERICA COUNTRY HOME LADIES HOME JOURNAL SUBTOTAL USES TO DATE CIRCULATION MADITH SELECTIVE BINDING PROPOSED COSTS COSTS FULL PAGE 70LB (2-SIDED) INSERT Exhibit Ta Rate % Matched % Match Full Deiivery Full Deiiverv/S iip t Copy to Database Smokers Only Base Subs. Smokers to Subs. Totai Smokers on Database Smoker (M) (PM data S pace CPM * S pace Binding TOTAL CPM * Space Binding TOTAL CPM base) ($M) ($) ($M) Charge ($M) ($) ($M) Charge ($M) ($) 7,600 94% 302 14% 129.4 17.03 129.4 8.4 137.8 18.13 6.1 8.4 14.5 48.01 1,000 96% 193 22% 38.2 38.20 38.2 17.3 55.5 55.50 13.2 17.3 30.5 158.03 NA 76% NA 13% NA NA NA NA 0 NA NA NA 0.0 NA 5,000 85% 713 18% 75.7 15.14 75.7 19.2 94.9 18.98 13.4 19.2 32.6 45.72 13,600 1,208 243.3 17.89 243.3 44.9 288.2 21.19 32.7 44.9 77.6 64.24 - merge/purge recently updated for Country America. - testing in process for Country Store (See Exhibit VI): scheduled in June. test involves running nationally, copysplitting smokers. redemption and cost per response will be read to judge effectiveness and will be compared to prior programs such as MAT. * Approximately 75% of full circulation delivery goes to non-smokers. i LIMITATIONS t ~ can be purchased run of book as well as t on an insert basis. t I I t I I I iFUTURE USES t : - examining potential uses for Merit Awards program I scheduled in September (on sale) t- considering further breakout of database; e.g.: I t I low smokers. I NOTE: COSTS ARE ESTIMATED AND BASED ON A HYPOTHETICAL UNIT, AND THEREFORE SHOULD ONLY BE USED DIRECTIONALLY. I'f 9 0L eko 09 77

S GROUP/PUBLICATION HACHETTE AMERICAN PHOTOGRAPHER AUDIO BOATING CAR & DRIVER CYCLE WORLD ELLE ELLE DECOR FLYING HOME METROPOLITAN HOME POPULAR PHOTOGRAPHY ROAD & TRACK STEREO REVIEW WOMAN'S DAY SUBTOTAL USES TO DATE CIRCULATION HAETfE SELECTIVE BINDING PROPOSED COSTS COSTS FULL PAGE 70LB (2-SIDED) INSERT Exhibit'If Rate % Matched % Match Full Delivery Full Deliverv/Slip t Copy to Database Smokers Only Base Subs. Smokers to Subs. Total Smokers on Database Smoker (M) (PM data Space CPM * Space Binding TOTAL CPM * Space Binding TOTAL CPM base) ($M) ($) ($M) Charge ($M) ($) ($M) Charge ($M) ($) 250 81% 21 12% 9.1 36.40 9.1 10.4 19.5 78.00 2.3 8.9 11.2 533.33 140 81% 9 12% 6.8 48.57 6.8 9.2 16.0 114.29 1.7 7.4 9.1 1011.11 195 81% 19 13% 9.7 49.74 9.7 6.6 16.3 83.59 2.4 6.1 8.5 447.37 1,100 84% 116 15% 44.5 40.45 44.5 13.0 57.5 52.27 11.1 14.4 25.5 219.83 325 74% 39 17% 14.5 44.62 14.5 10.9 25.4 78.15 3.6 9.7 13.3 341.03 975 71% 58 12% 32.8 33.64 32.8 18.4 51.2 52.51 8.2 17.3 25.5 439.66 400 85% 40 12% 9.8 24.50 9.8 14.8 24.6 61.50 2.5 14.0 16.5 412.50 321 82% 18 9% 8.1 25.23 8.1 7.0 15.1 47.04 2.0 6.9 8.9 494.44 1,000 91% 107 13% 23.4 23.40 23.4 18.9 42.3 42.30 5.8 18.2 24 224.30 600 89% 54 10% 23.5 39.17 23.5 16.7 40.2 67.00 5.9 15.4 21.3 394.44 850 91% 46 12% 16.4 19.29 16.4 9.0 25.4 29.88 4.1 9.4 13.5 293.48 725 79% 64 13% 27.4 37.79 27.4 17.3 44.7 61.66 6.8 16.3 23.1 360.94 600 89% 41 13% 15.0 25.00 15.0 8.9 23.9 39.83 3.7 9.2 12.9 314.63 4,800 37% 306 18% 45.9 9.56 45.9 36.8 82.7 17.23 11.5 37.4 48.9 159.80 12,281 938 286.9 23.36 286.9 197.9 484.8 39.48 71.6 190.6 262.2 279.53 merge/purge recently completed with publications. matched on total smokers and low tar smokers in anticipation of Merit Awards program. " Approxlmatel y 75 % of full circulation dell very goes to non-smokers. i LIMITATIONS I i ~- can be purchased run of book as well as I i on an insert basis. - full national run of book ad schedules required ~ prior to program initiation. I I I I I iFUTURE USES i : - examining potential uses for Merit Awards program i scheduled in September (on sale) ~- considering further breakout of database; e.g.: ~ low smokers. ~ i I I I I I I I NOTE: COSTS ARE ESTIMATED AND BASED ON A HYPOTHETICAL UNIT, AND THEREFORE SHOULD ONLY BE USED DIRECTIONALLY. (_490hE09€179

S GROUP/PUBLICATION TIMES/MIRROR FIELD & STREAM GOLF HOME MECHANIX @ OUTDOOR LIFE POPULAR SCIENCE@ SALT WATER SPORTSMAN@ SKI SKIING SPORTING NEWS YACHTING SUBTOTAL @ estimated matches USES TO DATE - merge/purge recently updated for Field & Stream and Outdoor Life. CIRCULATION TIMERO1RROR SELECTIVE BINDING PROPOSED COSTS COSTS FULL PAGE 70LB (2-SIDED) INSERT Exhibit itr Rate % Matched % Match Full Deiivery Full Delivery/S lip t Copy to Database Smokers Only Base Subs. Smokers to Subs. Totai Smokers on Database Smoker (M) (PM data S pace CPM * S pace Binding TOTAL CPM * S pace Binding TOTAL CPM base) ($M) ($) ($M) Charge ($M) ($) ( $M) Charge ($M) ($) 2,000 97% 260 20% 32.9 16.45 32.9 50.4 83.3 41.63 25.4 50.4 75.8 291.36 1,250 90% 50 7% 35.9 28.72 35.9 20.1 56.0 44.81 11.6 20.1 31.7 634.36 1,000 98% 88 NA 16.5 16.50 16.5 20.2 36.7 36.74 12.1 20.2 32.3 367.45 1,500 95% 212 19% 24.6 16.40 24.6 30.9 55.5 37.03 19.8 30.9 50.7 239.35 1,800 89% 144 NA 27.3 15.17 27.3 32.9 60.2 33.47 17.4 32.9 50.3 349.60 125 82% 25 NA 4.8 38.40 4.8 3.5 8.3 66.64 3.1 3.5 6.6 265.18 440 89% 25 10% 16.3 37.05 16.3 6.1 22.4 50.95 5.5 6.1 11.6 464.71 440 86% 20 9% 16.3 37.05 16.3 61 22.4 50.95 5.5 6.1 11.6 580.89 515 95% N/A NA NA NA NA NA 0.0 0.00 NA NA 0.0 NA 130 80% 10 11% 7.6 58.46 7.6 3.3 10.9 83.80 2.9 3.3 6.2 619.42 9,200 834 182.2 19.80 182.2 173.7 355.9 38.68 1 03.3 173.7 277.0 332.08 - testing in process for Country Store (see Exhibit VI): - running insert in Smokers only circulation of Field & Stream and Outdoor Life , June issues. - redemption and cost per response will be read to judge effectiveness and will be compared to prior programs such as MAT. :FUTURE USES i i I - examining potential uses for Merit Awards program ~ scheduled in September (on sale) I I considering further breakout of database; e.g.: • Approxlmately 75% of full circulation delivery goes to non-smokers. I ~ 1 I I - can be purchased run of book as well as on an insert basis; if remnant space cannot be sold costs can be prohibitive. NOTE: COSTS ARE ESTIMATED AND BASED ON A HYPOTHETICAL UNIT, AND THEREFORE SHOULD ONLY BE USED DIREC77ONALLY. low smokers. V, f 90 r, ekoo9az