Case Document 225-4 Filed 09/25/14 Page 1 of 27 EXHIBIT USOO1 64909 Press Coverage Evaluation Team USPS 2003 Tour :deFrance ,July 15* - August 31* a - UNI TED STATES POSTAL SERVICE. Press Coverage 6 Case Document 225-4 Filed 09/25/14 Page 2 of 27 July 18L August313l, 2003 Tour de France coverage Television expOsure - Print exposUre I Internet exposure 4? advertising exposure Press Coverage Evaluationppt Purpose . To review USPS Pro Cycling Team domestic media exposure - Elements reviewed and evaluated include: UNITED STATES - - 2 I POSTAL SERVICE CAMPBELL-EWALD .67 AZ 40 959d pend 17-922 oao-graoo-A040Irt 9893' Tour De France 2003 . Excitement for the Tour was at a peakin 2003 due-tot Lance was going for a reCord tying 5th straight win LanCe?s celebrity status Continued role as a cancer survivor and role model for pursuing dreams and beating the odds - Marital problems In the spotlight 9. People Magazine) 100th anniversary of the event Increased media exposure - OLN tripled the hours of live race coverage vs. 2002 - Magazine coverage included specialsections and feature articles in - Bicycling, ESPN, sports Illustrated, and Outside The popularity of the SpOrt of cycling continues to grow Lance AmstronglLance Press Coverage UNITEDSTATES '3 - CAM BELL-7E WALD SERVICE AZ 40 17 3[51% pellzl 17-922 9319:) . P__rint -TV and national TV leVel Internet Valuation Process Utilized a clipping service (Luce) to send hard copies of relevant articles - The service monitors over 15,000 US. magazines (trade and consumer) and local, national newspapers Utilized a service (Metro Monitor) that monitors news segments on local - 1,900 hours of news tracked daily, on over 700 stations National Networks Cable Networks and all DMAs on a local - Issued daily reports logging each segment of TV news coverage Five leading websites for Tour de France coverage were monitored by the agency daily (printed out all relevant stories) Non USPS Advertising Coke, Subaru Nike, Powerbar, Trek, Yahoo, Comcast, and Bristol Meyers 7 advertising will be reviewed and evaluated pending availability UNI TED STATES POSTAL SERVICE Press Coverage Evaluationppt I 4 AZ 40 9' 959d p9l!:l 17-922 93193 Press Coverage Evaluationppt Print - Collected 17,829 articles containing mentions of the US. Postal Service Team or photos with visible logos Methodology: . . . Value placed on a representative sample cf articles and projected as follows. - I Applied CPMS from $5-$25 depending on article content and logo visibility - CPMS were used in conjunction with the average circulation of each publicatiOn - Calculated values were then prOrated by 25% to take into account a ?soft sell? message - A ?Soft sell? message is any exposure that is not a controlled advertising message for the brand 7 - 25% represents an agency benChmark devaluation for logo or product exposure outside of controlled advertisements UNITED STATES 5 POSTAL SERWCE 7 wee/60 peuj 17-922 083-91600-A3-0I1I98193 - USOO164914 Press Coverage Evaluationppt Over 17,000 Clips UNITED TATES POSTAL SERVICE 6 Case 1 Document 225-4 Filed 09/25/14 Page 7 of 27 USOO164915 Article WhitePlains, NY News ?WRacing Lance Arlshong Start of something specml n1 Frange He have seen him bleed and we have seenhim sweat It is well-documented ehine? aTenninatorsentto conquer for texto Tour de France beyele Only-"oneolhetrklerhas waywonas 2,100nlilw. Vrdory the wteome won't be 'mental achievemenl, mtament to the sheerwill of a living-Amerlmniconan Dldwemention?ntlheyhold?reraee . ?Mm? .. . Press Coverage Evaluationppt Evaluation Samples Greenville,SC Times Birmingham, AL News Manny-$690! read}r to get serious autism . 126: man. 19 man-W ?Spawn; 7? UNITED STATES POSTAL SERVICE 7 A. 6 Case Document 225-4 Filed 09/25/14 Page 8 of 27 USOO164916 TV - Metro Monitor reported 6,133 segments on Lance US Postal Service Team . A total of 61 news-segments were ordered and screened - Verified that segments included verbal mentions of the USPS Cycling Team and/or footage of the Team/Lance with logo visibility Methodology Station rating and cost per point used to determine value of a :30 in the program - Values were then prorated by 25% to account for a ?soft sell? message - g? same devaluation benChmark as print - The average value of the 61 segments viewed was projected out to theremaining 6,072 segments Press Coverage Evaluationppt UNITED STATES .8 SERVICE. . Case Document 225-4 Filed 09/25/14 Page 9 of 27 USOO164917 TV - Metro Monitor Sample Metro Monitor, Inc. Video news dips and News Tracking Reports over T00 Stations Natiomi 9 [Metro Monitor] Newspager/Internet ciipping 10,000+ Pub ications and 63,000+ Other -Sites - TON?free 1?800?861?5255 Camphe?l 1 ?EwaTd CNN $1,251 costfor :30 :30 length 25% soft sell $313.00 value 1. NATIONAL JUL 18 2003 CT Headiine FINALLY, LOOK WHO HAS BEEN FOLLOWING THE TOUR DE FRANCE. THURSDAY, ARNOLD GIVING THE U.S. POSTAL TEAM A PEP TALK AND PERSONALLY CONGRATULATED LEADER LANCE WHO LEADS BY 21 STAGE 11. SO IMPRESSIVE. HEIS THERE TO PROMOTE HIS MOVIE, T00. 2. AUSTIN, TX JUL 17 2003 CT . Niehen Audience: 363 8 PM HOUR . [""03:21:08 95 MILES T0 TOULOUSE. BEAUTIFUL RIDE THROUGH SOUTHERN FRANCE. SPENT THE DAY SURROUNDED BY HIS U.S. POSTAL TEAMMATES. THE CHAMPION WAS CONTENT T0 FINISH WITH THE PELETON- THERE HE IS IN THE YELLOW JERSEY. 3. AUSTIN, TX JUL 17 2003 CT Nielsen Audience: 363 8 PM HOUR [**08:50:22 95 MILES T0 TOULOUSE. A BEAUTIFUL RIDE THROUGH SOUTHERN FRANCE. SPENT THE DAY SURROUNDED BY HIS 0.5. POSTAL TEAMMRTES. THE CHAMPION was CONTENT To FINISH WITH THE PELETON. BUT DID KEEP THE YELLOW JERSEY AS THE OVERALL LEADER IN THE TOUR. Austin Cable $166 CPP .01 rating 25% soft sell $3.67 value 4. AUSTIN, TX .JUL 1? 2003 CT Nie'lsen Audience: 867 7 PM HOUR 95 MILES T0 TOULOUSE. A BEAUTIFUL RIDE.THROUGH SOUTHERN FRANCE. SPENT THE DAY SURROUNDED BY HIS U.S. POSTAL Press Coverage Evaluationppt P, UNITEDSTATES posm SERVICE Case Document 225-4 Filed 09/25/14 Page 10 of 27 USOO164918 Tour de France TV Coverage OLN provided 180hours of live race coverage Per the network, USPS received the equivalent of 41 hours of airtime during the Tour de France coverage on OLN - 27 hours (3240 :30 equivalent units) during the Tour Coverage 14 hours (1680 :30 equivalent units) during the? Lance Around the Clock? Marathon which featured race highlights over Labor Day weekend (8/31 - Value prorated by 25% for soft sell . Orr-air value - $0.3 Million - CBS provided three hours of live race coverage (weekends) Per the network, USPS received the equivalent of 94 minutes of airtime (equwalent to 188 :303) a Value prorated by 25% for soft seil Press verage Evaluationppt P, UNITEDSTATES - - 10 . CAM . POSTAL . . . . Case Document 225-4 Filed 09/25/14' Pagell of 27 USOO164919 lnternet Five sites were-selected because of their known coverage of the TOur de France USAToday.com 152,800 daily unique visitors OLNtv;com 200,000 daily unique visitors Bicycling. com 52 160 daily unique visitors VeloneWs. com 100, 000 daily unique visitors Letour Corn? 200 000 daily unique visitors Methodology Values were given to online content according to the amount of USPS exposure provided $10 CPMs were applied depending on coverage (text only or text and photo with logo visible) At par with the value of an ROSA banner, which is considered soft sell Press Coverage Evaluationppt Case Document 225-4 Filed 09/25/14 Page 12 of 27 PW 7* ii SERVICE USOO164920 STAGE 20 Ville d?Avray Paris Newsflasbes Previous stage standings Lance Joins ?The Club And then there were five. Lance may have lost 15 seconds of his overall lead on Jan Utlrich in the frantic ?nal kilometer of the parade stage from VilleaD'Avray to the Avenue Champs Elysees. but that does not matter. He is the champion of five Tours de France. The centenary Tour provided the perfect setting for the Texan US Postal rider to bin 'The Club' of ?ve riders who have each won this event five times. . joins Jacques Anquetil, Eddy Merckx, Bernard Hinauit and Miguel lnclurain: an exclusive collective with ?ve title each. And while he is bound to celebrate that victory tonight. it?s likely that his preparation for a sixth title wi?l begin tomorrow. That's the sort of rider he is. Enjoy the moment but never forget what is next on the agenda. if a policy which has helped him dominate since 1999. This. year, however, his victory . . - fottowing a formula. He was pushed all . Jan Ullrich The German has never for text only if Lance Press Coverage Evaluation. on Profile Departure town Arrival 35 Internet Examples not in the clear just yet t, Jerome Pugmire, AP AARSEILLE. Fiance Ahead of the pack at the Tour de France. Lance anft help but peek over his shoulder. The toultt?eme champion held the overali lead iv a handful of seconds lollowing Tuesday's 10th stage. He is by no means clear at we chasing pack iust a few days before Friday's individual time trials. . ByLaweanabotxs.AP it may be the most important time trial I?ve ever done.? said whol?nlshed 45th Tuesday and is going for his record-?ring fifth straight Tour victory: I?ve been focusing a lot on the time triai llis year in terms of training,? said. '1 know the course wetty well.? mowing signs of vulnerability In this year's centennial Tour was seriously challenged in the scent Alpine stages he needs a good time trial more than usual Atten- Friday laces tour grueling -tages In the Pyrenees. \good dmkwould give hima crucial time advantage to take 1to the mountains. Lance usually makes a strong showing right from the start in the Alps. as if to say to his rivals. ?You've got to :ome and beat me." said Stephen Roche, a Tour winner in 1987. Eur the fact he didn't means he couldn?t do it. Don?t forget is a year older now,? Roche added. is seeking to mes in a VW. - lndurain as the only cyclist ever to win cycling's strawcase event five 'hree others, A ?ve Tours Vim a rest . . . .7. UNITED STATES POSTAL SERVICE. 12' CAMPBELLEWALD 6 Case Document 225-4 Filed 09/25/14 Page 13 of27 LZ6179 Ad Exposure Summary - In addition to news exposure USPS received exposure through advertising campaigns of other Lance US Cycle Team sponsors - - Trek Subaru Yahoo Nike Comcast Powerbar Bristol- -Meyers WithoUt having the exact schedules it is difficult to put a value on the exposure USPS IS currently receiving. - We will follow up with Tailwind and update value acCordingly AmstrongfLance Press Coverage Evaluationppt UNITEDSTATES POSTAL SERVICE . 17T 959d p9l!:l 17-922 9319:) 236179 Valuation Summary The value of USPS exposure in 2003 was 2002 3 MM) Evaluation excluded: ?September ?02- June ?,03 activity. 48 other races the team competed in Property Mil Print 7 . $17.9 TV?(News) $12.6 Internet 0.1 Live-Tour coverage 0.6 . Non USPS ads $152 Total Value $31.2 Men ?3 Journal cover is from 10/, 03 issue on sale 9/03 - AmstrongfLance Press Coverage Evalua?onppt 61 2% higher than - Lance's award from Sports Illustrated as "Sportsman of the Year? - Lance 3 nomination for the Laureus Sports Award AZ 40 9T 959d 17-922 93193 - UNITED STATES 7 14 posmz. SERVICE . . CAMPBELL-EWALD 926179 POV USPS received tremendous exposure as a result of the Lance/Cycling Team sponsorship $31 .2MM is only from July/August - Differentiate with Lance/Cycling Team Many marketers use Lance/Cycling team to express the same fundamental attributes: discipline, Communications should be uniquely Postal - 2004 could be a record breaking year Communications should mirror the status of this achievement - more media In broader reaching networks and publications dedicated, original communications Press Coverage Evaluationppt POSTAL SERVICE UNITEDSTATES 15 1240 913 959d 1713/92/60 pellzl 17-922 OHS-9160049013313 93193 USOO1 64924 Press Coverage Evaluationppt Appendix UNITED STATES POSTAL SERVICE 16 CAMPBELL-EWALD 6 Case DocUment 225-4 Filed 09/25/14 Page 17 of 27 USOO164925 Print Detail Print clips collected were capped at 15,000 to stay within project funding levels* 1 . Torr remiss but: 31? 52 5mm Bee $3.628 1:8!2003 in :00(AL) 3 (AL) 4 Mariachi.) 5 Wm (AL) 6 Esm-mgham? News 7 Amen: Banner Herald 5 Arizona Rennie?PH): 9 ArizonaRzpubiD?PHX 10 Arm RemePHx 71 Arizona Republic-PPM 12 Arizona Republic-PHX' 13 Arizona WK f4 Ari-(om WX 15 Arizona Ra?lxb?a?H?lx 15 Mm Ragnar-0PM): 17 Arizona Reme 18 Arizona ReputipF'HX 45 Arizm'a 20 Arizona Repubio?PHX 21 Arizona Repu?ic?FHX 263528 71?:?2003 Annsannacrashs Mo 5518 55 San Diego T?une 763.626 Harem Lance phom Yes 51.636 56 San C?ego Mame 29,930 647612003 Article No 5150 5? San mega mama 412332 1116-2003 Armsu?ong ralans rm aw No 52.362 58 San Diago Tribune 472.33 Knee-33 ?F?al win ror us Postal Team ame 52.352 59 San Diego Tm 472.3% 7131:2003 Set-ls Big WA saw as San Diego Tribune . 472.31! 7.042003 Charm is 106 Lance Won?r win but NJA 52.352 61 San Diegn Tribme 472.318 7114:2003 Spons blurb on Lance NA 52.36? 62 San Dee-go Tribune 422.325 mama- Name No 52.352 as San Diego Trhne 412318 71542003 Anide . No 52.362 64 San mega mason-Tm 577.503 1mm Bradey Mwew morn No 52,288 65 San Dvega Briton-Tribune 412,318 09.0003 Tau- gers serious No $1362 66 San Pram Override ?72.31! meme: 3 large pictures ans ?n-aeprh amide Yes 521615 6? San Fm crumicle 472,33: mqoos made and 9mm Yes 54.723 58 San Frann?sw Ch-onb'e 4723M makes 010150212 photo Yes 54.721 69 San Fm Chmnide 412335 7731:2003 ln 2nd'phmc Pena Yes 54.723 70 San Fm Chmnicie 472.32 7f14l2003 struggles? 4x4 phorc Y5 $4.723 7? San Framism Chrome 512,323 7152003 Pena: n: meme-3 [shows 5! tame-4c Yes-n all 3 m?se 72 San Fran-m Chrur?de 4; 1 50642003 (lash. pa'mphem Yes' 51233 73 San Fm module 61213003 blun: WA 5326 74 San Francs?: mos-ride 776-2063 Amuo?g. :espectha phon: No 56.927 75 San ledsm Chronicle 1 7I1M063 Am: {eamupcslal Ridervsw chore Ya. 510455 76 San Francisec Ohms-ride mm dams? 4x4 phale Yes 5:0.455 77 San Jose Manly News Lance avaids . r44 4c Yes 510555 78 San Jose Maury News 359.599 mrzme Blurb an 0.5. Postal Samoa team No 57.799 359.599 7mm: Changes abut-Mama. . M: .799 359.899 7112,1003 Pena-hi uni-s No s1 .799 359.039 7.082303 renaming Hangs on Na 51.199 359.939 71512003 The Dave for ?ve - chore Yes 53.599 359.5199 211042003 Pam! ours rs mm; on taut-learn photo Yes $3.596 359.399 Truman33.599 359.899 713mm amide Na 51.799 359.899 7m Hamilm rides ma blak?? unlarbane No 51.799 519.584 715.7003 Proms sprint NM $2.598 519.584 71912003 Lame r. 9000 positron $2.598 519.53% 779.2000 Tour crash RM 52.598 519.584 711mm: Pedaiing in pain: USPS ream reams ?ead NM 52.398 531.350 7mm: 'n 4- We a! assie Na 52.657 519.584 71302003 Ammng makes mm phom Na 52.598 519.534 7114:2003 Amman-g bad - aw amen No 52.598 519.534 mamas lauds Blue Trim Sumer- A 3:5 pm Yes 55.296 529.584 YEW Yes 55.196 519.584 7:412003 Ready to lace ?lsrary No 52.598 519.584 7:812033 Article and more Ya $5,196 7.492003 Fer Ammng. Iisbry am NA 51.38: 7702005 Underdog in yelow NM 57.381 309.520 11547003 .Ausc'alian earns No 31.558 276.166 75592003 ll's a ride in me park Na 51.381 276.166 73122003 Armsuong solid .. No 51,381 276,266 77842003 Cor-serves Energy - map phcao 2x: Yes 82.162 276.166 7.00.2003 79am b00515 ?rmware 0 331! pholc 52.762 216.166 msmoa Dramatic rum 4- phom N0 sum - 276.156 7:20.200: Tea-.markdx? photo Y5 52.762 276. 766 7111:2003 strong - 4x4 law Y5 52.762 419,696 7132003 Field gels in gear 52.095 419.898 71572003 Sideline we MA 52,098 419.698 779(2003 Ham-Wm bees WA $2,098 419.698 7114,7003 Fm page um 52.098 ?9,698 7.102003 saga 9 may. stars. NM $2.098 ?19,698 7:15am act?idem! NA 3209: 4:159: 71172003 Pholo and articie No 32,098 9.698 1151003 says Meghan Na $2,098 565,823 7102003 Yap riders of scam loan No 82,929 419,695. 11772003 sal favored - 2x5 shot: No 32.098 ?9.558 7110.700: Bag boos: for niah- 4x6 phalc ND 52098 419.998- 7192003 Goad: a lemm~$hora Yes 54.197 ?9.895 71772003 Musical Tom-ropes . phase (as 45; Yes 55.197 419.696 7792063 Dosral Yaw-photo Yes $4.19? Armsimng rough Stan WA 56.92? 79 San Jose Mercury News T?ai Seaaraa'on for Lance? Maura WA 55.228 80 Sam Mercury News (hawk No 55,228 E: San Jose Maury News me No 55.225 92 SanJose Menu? News Mole No $5.225 82 San Jose Mercuy News Short anode No 35.228 64 Santa Ana Register '4 A reai 255 photo Y3 513.455 ES mime Register A1666 and photo Yes $6.45 66 Sa'rtaAna Register Ame-009 MIA 6? Dame: Post 5oz. NM 5341 as Denver Fog: Emayvi?a man ems high MA 534'. - 59 Denver Pan?s sbr?: rough for {umber-gar?: No 534?- 90 Dem-er F051 Amsuong miles lead No 534?: Denver Post inc 414 phou: Yes 3553 92 Damm- Post Auwaians make . WA 52.06% 93 Dewar Fest Armsa'ong :00: NJA $7.780 54 Gamer Post 1 Lancem back BEA $3.780 95 Denver Pm '3 mlvedvphoro yes 53.551 95 Dem-er Fey: ?4 Armsamg raking ii 935 MA 51.410 9? Denver Past nor swearing early stages . Na 51.470 98 Gems: Pas: yAmsa-ang Saves ream mm.m No 31.470 99 Semi! Pose Aimszang eludes acudenr Na .470 70C Same: Fest 46 swam CA 'Iivune CA ?2 Oakland. CA {We CA 42 Oakland, CA Tm CA 43 Charge Cami): Register CA 44 Orange Camry Regisher CA 1-5 Ora-gs Gama: Register CA 4.6 Orange Camry ?egisle! CA 4? Sea-ammo Bea CA 48 Saar-Sacramenia Bee CA as The additional 2,879 clips were received as bonus clips (17,879 total) Press Coverage Evaluation.th PW 17 POSTAL SERVICE Document225-4 Filed 09/25/14 Page 18 of 27 104 Denver Post 165 Denver Rocky Mt. News 106 Denver Rocky ML Net-ts 107 Demet- Rocky Mt. News 108 Denver Rocky ML News . 109 Denver Rodty Mt. News 110 Denver Rocky ML News 111 Dew?odeL News 112 Denver Rocky ML News 113 Denver Rocky ML News 1 1r. Pueblo Chieftan 115 Hartford Cnuran: 115 Haitian! Caurant :17 Washington Post 118 Washington Post 119 Post 120 Washington Post 121 Washington Post 122 Washington Post 1.23 Fast 124 Washington Times 125 Washington Times 126 Washington Times 127 Washa'tglon Times 128 Washington Times 129 Washington Times 1.0 Washington Times 131 Washington Times 132 Washington Times 133 Washington Times 134 Washington Times 135 Ftorica Today 136 Mra?ni Hat?eld 137 Mia'ni Heralc 138 Miami Heratd T39 Marni Her?d 140 Miami Herald 141 Mia?n? 71er 142 Miami Herald 143 L?aml Heram 9.44 Oriana: Sentinel 145 Orlando Sentinel 146 Orient-so Sentinel 147 0713060 Sentinel 148 Orlanda Seam T49 Onanco Sentinel 150 07157165 Sentinel 1.066.723 782.091) 782.090 782.090 1.056.723 782.090 782.090 103.652 48.947 103,652 103,052 103,552 103.652 103.652 103.652 103.652 103.552 103.552 85.349 417.640 7717.640 528021 417.640 417.640 417.640 526.021 526.021 378.229 378.229 257.429 257.429 257.429 257.429 257.420 77972003 771072003 71102093 771472003 777772003 771472003 771 572903 77272003 77872003 711472003 771 D2003 77972003 771 072003 7.372002 771 072003 17572003 77572003 77872003 77372003 77 1472003 77672003 77912003 71 103003 77572003 77672003 77 1 0.2003 1 272083 77872003 77372003 77772003 77 1 372003 77972003 77972063 572372003 778721703 778720133 771 32003 77572003 7797 2003 7: 1 072003 771372001 137?2003 77512063 77512093 71912003 779720s3 ?472003 132003 71572003 Prim Detail (Cont?d) Amencans taik+4x4 photo Greetings from the mun 4x6 photo Swift Delivery photo blurb struggles 9 5x5 41: Pa! . lame mention The bun blurb 1x2 shot 850 break for Spaniam- prism Photo anti article Aussie urns "7 2212 photo upgrades - 5x? 4c Lance?s chances? 4x7 photo 8100 on Lance coverage on website?40 words By the numbers blurb? sticks with whom street domes Team boosts . Filth oiJuiy? 1* 112 prion; Long Hike on Bike For the record blurb Australian Cooke, Standings . Team cyding+2 photos Wes*pacx photo Team deivas+5x7 272 photo ready Bumpy 5m US Postal ramps rivals Armsrong primed Lance peoples weli+2x4 photo hangs b51150t Audit of Prism Semiqe raps spans sponsorship 73x4 prints Arms?nng avoias map 2nd? 114 page 40 pinto Almost full page article. tour map. 2x4 photo 172 page Tour performance rant-tings upcate+2x~1 photo facesoheacsnot Tour on Money: Lance Slum Tour update stats Armsu'ong ahns tciain elite 212 4c photo oonservesvphoto Mnemng nears leads 3x4 Climb ta Alp 4714 717711517078 :10! his best 1- 413 1271010 cycle Aussie takes tour alum ready 2x4 photo ant: blurb Ulrid'i ready 2- photo Race will get plenty of tube time 54.19 $4.197 $4.197 197 $2,099 52,099 $2.099 $4.198 $4.188 $4.198 $4,192 52.099 52.099 $1.006 $1.006 $5.134 53.910 53.910 3.3.910 $5.334 83.910 $7,821 $518 5245 5518 $518 5518 51.037 $1.037 $1.037 51.63 7. 51.037 $1,037 $432 $2.028 52.088 52.630 52.088 52.088 $4.116 55.260 55. 2E0 51.891 51.891 51.237 51.287 $1.237 $1.287 $1.287 5 152 Orlando Sentinel 153 Si. P81331119 Times 154 St. Petersbug Times 155 St. Times 156 SL Peter?rurg Times 157 St. Petersburg Tim: 1511 .St. Petersnurg Ttmes 159 St. Petershurg Times 160 St. Times 161 St, Pe:ersbug Times 162 St. Peteerurg Times 163 Tampa Tribune 154 Tampa Tribune 165 Tarnpa Tribune 166 Tampa Tribune 167 Tampa Tribune 158 Tampa Tribune 169 AtlantaJoumai 170 Atlanta Journal 171 Atlantasaumal 172 A?antaJournal 173 Des Mom Reg'ster 174 Des Mattias Register 175 Des mates Register 176 Des Moms Register Des Maine: Register 178 Chicago Herald 179 Chit-290 Sun Times 180 CthgO Sun Times 181 Ct?imgn Sun Times 182 micago Sun Times 113 Clucago? Tribune 164 Tribune 185 Chicagn Tribune 186 Chicago Tribune 15? Chicago Tribune 188 Peoria ll. Jwrrai Star 189 tnaiar-apolissw 190 indianapolls Star 191 Indianapolis Star 192 Indianapolis Star 193 Indianapolis Star 194 Indianapol? is Sat 195 Imtanapcl' is Star 196 Indianapolis Star 197 Topeka Journal 198 Topeka Journal 199 Topeka Journal- 200 Topeka Journal 257.429 415.766 415.766 415.706 331.905 331.905. 331.505 415.766 331905 331.905 219,015 295,317 295.317 219.016 219,616 219.1316 647.543 309.576 309.578 309.570 153,582 153,582 153.552 153.582 153.582 145.955 477.354 477.354 477.354 477.354 1.004.107 668.885 666.855 668,885 1.004.107 69.3?6 253.534 365.220 365.220 253.534 253.534 365.220 253.534 253.534 57.284 57.284 57.264 57.254 .711012003 71612003 71612003 7182003 77372003 77?17?2603 77172903 71 1272003 771312003 ?972803 77?1012003 271312003 71612003 '7?7?81?2003 7712/2003 77512003 77(11'2003 77147200] 77912003 Ti 1012903 7.5512003 77512093 7180093 771042903 ?I4l?2093 7195003 77100003 711 2003 1183003 7i1 3121703 71972005! 7! 1 3063 71812093 771352553 $292003 115120133 716?2003 TIMOQS 77872063 751 12003 TI 1072003 71512003 77112563 17872603 711112003 2n: srnal photo Tin-7e. terra'm against Tour blurb Instant repiay blurb Article Name ready 1' photo Rises timeeptm 7295+ pram nears leaf.? 3x4 photo .. mm holds 7111+ photo avoiaestphom of Cooke knows seeks/prior: set +4101 Lemargic dibs to top . 3x3 Petacd'? gets 4x7 photo makes . 3x3 phnto Tight-knit teams ups Lance?s mamas Lanca blurb 1- headshot hegindsbidfor 5th crown 214 photo Postal Service taulted turner-idling of as Postal Victory 27:2 photo stin+4x4 1777 challenge poised+anr5 photo Article and photo Hey cyde gangaxs Riding fast The Show Must Go On 2 large photos am artide Hamimn Racesspnoto Ulnar pursues 3x3 BW 0.3. Postai Ricer Cunrnenm blurb ?nishes Ian-one sentence This Lance. .. 4 time .. seL. 2711: Article and photo O?mbs? 4x4 phata Tour begins ?ashes backseat in am YesVes Yes NIA Yes Yes $2.574 $2.079 $2.079 $2.079 $1.660 $1,860 51.660 51 .660 52.079 53.319 53.319 $1.095 51.477 51.7177 51.095 $1.095. $2.190 $3.233 $3.096 $3.096 33.096 3768 $768 5758 $1.535 $1.536 $1.490 $2.337 $4.774 $4,774 $4.?74 55.021 53.344 $6.889 56.689 $10,041 $1 ,268 5 1.826 51 .826 $1,258 51 .268 $1 .526 $2,535 52,535 5285 $286 5256 $285 Case Document 225-4 Filed 09/25/14 Page 19 of 27 USOO164926 Press Coverage Evaiuationppt UNITED STATES - 18 POSTAL SERVICE USOO164927 291 TopekaJoumal 292 Topeka Joan-val 203 Topeka Journd 204 Topeka Jamal 295 Topeka Journal 206 ?rum KY independent 20? Keomdcy Post 209 Kent-udq Post 209 Boston City Journal 210 Boston Globe 211 Boston Globe 212 Boston Globe 213 Boston Globe 214 Bos'm Her-ad 215 Boston Herald 215 Boston Herald 21'! Baltimore Sun 215 Bat?more Sun 219 Baltimore Sun 220 Baltimore Sun 221 Baltimore Sun 222 Baltimore Sun 223 M1120. Telegram 22-: DetroilNews/Press 25 Detroit 26 Grand Rapids Press 227 Houghton Mhu'ng Gazett- 228 Marquene Mir-mg 229 Midland News (Ml) 230 Oakland Press 23! Royat Oak Ml Tribune 232 Rayal Oak Ml Tribune 233 Traverse City Record Eagle 231 Minneapolis Star 235 Minneapdiis Star 236 Minneapo?s Star 237 Minneapolis Star 238 Minneapolis Star 239 Minneapg?s Star 249 M?rnneapotis Star 24! SL Paul Press 242 SL Paul Press 243 St, Paul Press 244 St Paul Press 2-1-5 St Paul Press 2403 5L Pent Press 247 5: Paul Press 248 Paul Press 249 Sr. MEESS 2% Kansas Star KS 57.284 57.284 57,284 57 .284 51,284 22.554 22,209 22 200 16.466 465.813 465.813 455.513 465.313 260.205 260.205 164,451 47(3385 268.710 268.710 268,710 256,710 16,475 609285 608.286 140.913 10,732 16.752 I6, 784 16.62 1 5.89l 5.891 28.637 ,453 336,685 335,585 336 .585 an ,453 336,585 336 .685 20?: '49? 258.52? 207 .432 20? .492 2 55.427 291? .492 201 .492 201 .452 20V .492 267.837 1 212003 .71 1512993 793-2003 7! team 3 7: 1412003 612912003 ?812003 719m July NI .2003 752003 T: ?2003 21512003 ?912003 7111312003 7} 1 3.2003 71992003 M92003 Ti 1 3,2003 TISIZOOE 71812003 7] 16/2093 612212003 7} ?312003 YISIZOOJ 32912003 6! 192003 612812903 61292003 612912003 $292003 $292003 7.612003 7512003 75.21303 7! 1012003 ?If 312003 74412003 TIBFZCIOJ 71112003 7512033 ?872003 7512003 7! 1312003 ?42903 1 012003 125003 1.82003 Print Detail (cont?cl) stage set for avoids disaster ready 4v 4x4 photo Time may-3x3 photo Lance in me Leadrneadshot. enters tour 0? headshol Arms-grunge thing? Saves The Road Wmor~Tyier Ham-Elma 4x5 46 Hide and phote A Fwe?rar Tour" map Article and photo Hermann Rale+phoro sabre: ex?male Hamilton satis?ed New dead le?er Cydine sponsorship Amitong looks. Mogee on +114 page photo In mounains. mm.. has history in mind. +4110 photo Harm'lton Article. 23:2 photo of Lame in 10th place Amtrang in fares-ant 4x4 photo reg-mm Go Team! 2nd after US Tour de Lancewc? Rozing along 314 waphocoof lance Article and pinch: Lances chances 2x3 EW Amstrong aims kw 5m 4148?; Drive for ?ve 4? 4: aims for 5th 0- aims for 5111 McGee wins stage Hamilton Rides Your treat U5. rams wins 62! mm tr?a! Amustxung W5 lime Ready to ride into history 4? 214 4c photo Tour starts to ge?ptrow Name Bumpy sz? 11 seconds Tour gee: serious Big day for France Shams respect for Tour in 2:192:21 photo Armsa?cngs stays in 2nd 4x4 AC Lance feels at home 313 Slage is set Press Coverage Evaluationppt Yes Yes Yes Yes Yes Yes 251 Kansas 252 Kansas Star 253 Kansas Star 254 St. Louis Post Dispatch 255 St louis Past Dispatd?t 256 St Louis Post Bisaasd'r 257 51. Louis Post Cispatd! 258 St. Louis Post Bispalch 259 $1 Louis Pastlaisnatm 260 SL Louis Post Dispald: 261 St Louis Post Dispatch 262 Louis Postt'?spatd'x 263 St. Louis Post Dispald't 264 NE Msa'ssippi Bay Journal 265 Concord NH Monitor 266 Hackensack Record 257 Hadensadc Record 268 Hackensadr Rem 269 Hamnsac?k Record 270 Hedensack Ream 271 Hackensack Rama! 272 Hadensadt Record 273 Hadensadr Record 274 Hackensaek Record 275 Jersey City Journal 276 Newark Star 277 Newark Star 278 Newa?k SW '279 Albuquerque Journal 280 Reno Gazette 281 New York Dairy News 282 New ram Oaity News 253 New York carry News 234 New York Carly News 285 New York Daily News 286 New Yarn Gary News 287 New York Newsday 288 New Yark Newsday 239 New York Newsday 2.90 New York Newsoa'y 291 New ?r?urk Newsday 292 New York Newsday 293 New York Newsday 294 New Yam Newsday 295 New Neruda;- 296 New York Newsday 297 New York Newsday 298 New York Newsday 299 New York Ede-weds; 306 New York Newsday 267.837 267.837 267 .837 485,020 296. 235 296.235 2.96, 235 465.020 296. 235 213.235 296; 235 4 85.020 296.235 12.433 20.390 229.929 MADE 181979 182,979 15.2979 182979 162979 182.979 282. 979 43,41 1 606.091 sewer 40?.767' 127,350 68.841 808.689 775.526 ?25.525 maze 725.526 808.669 5.77.266 577.266 577.266 670.592 670.592 577.266 577.266 579.592 570592 571266 520.592 57?.255 537.266 577.266 7110:2003 73512003 2512003 71812003 717112003 711212003 711312003 71142003 71912003 7115:2003 7113.200: 71312003 611612003 60512003 711312003 7113121303 71912003 #1212003 71312003 mama 7110:2003 7n 112003 7r1?t2003 612812003 ?r'131?2003 mama 71102003 72312003 5.2112003 71612003 mama 7132003 71922003 mmos 752003 71922003 rmooct 753003 1:520:33 711-32003 711212003 711312003 716.2003 711612003 names mama 75150003 7532003 grabs us Postal riders phat mb'an mientwholc A'mslrong behind Australians Hora. Lance mention. slage+4l4 Phat-r: Riders va?a tadcie 5.1? photo . in position dinner: 4x4 pnoto photo LLS. teams winsvilal time trial ?or: phora Tour doesn?: -1- 414 SW Large artide and photos Arllde legstrong Momentum Ready to ride a gianoe+5x4 photo ayevphaln Article and shale ?x?photc squad 5x7 pluck: team 4:4 photo High and Mighty 112m 5911 Lance watch blurb Lance begins 1.1.5. postal mean delivers. 4x4 phok) strategy . hadsh-ot blurb Blurb spans blurb Lance set Bitter end-Austria. .. Bitter end-Austria. .. 8&5 phat of Wupdale Lance its i1 wait Its time to par pedal Lance lies in wait Opens Tourwphoeo Two Minub Dink-phat: Lance leads LES Postal team photc zncmeadshoz Watch it USPS mam Opens Tour?photc Lance leads US Pasta team 4' photc Two Minute Dri?'hphoto Pedal to Mahler-i 3 Lance -Lancerdlson3x34c seeks 5th in raw WA NIA UNITED STATES P, POSTAL SERVICE: 19 CAMPBELL-EWALD 6 Case Document 225-4 Filed_09/25/14 Page 20 of 27 .. ark Ne Sday 302 New York?Newsday 303 New York Post 304 New York P051 305 New York Sun 306 New York Sun 357 New Sun 308 New York Times 309 New York Tunes 370 New York Times 311 New York Times 31. 2 New Yuri; Times 313 New York limes 314 New YorkTimes 335 New Yam Times 315 New York Times 31-? New York Times 318 New Yolk Times 319 New York Times 320 NY Herald Tribune 32'. Sd'lenectady Gazette 322 White Plains NY Central Journal Mm 32?. Cincinnati; Post/Enquirer 324 325 Cincinnati PchEnquirer 326 Post/Enquirer 327 Cindmazl Pos'JEnqdrer 328 Cincinna: F?nstlinquirer 329 Post/Enquirer 336 Cincinnati Pos?Enquti-er Cincinnati FruleEnquirer 332 Cincinnati PoleEnqu?rer 33 Cincinnati Post/Enquire; 334 Cleveland Ptain Dealer 335 Cleve!? Plain Dealer 336 Cleveland Plain Dealer 337 Cleveland Plain Beale! 338 Cleveland Plain Dealer 338 Cleveland Plain {Jester 340 Cleveland Plain Dealer 34? Plain Dealer 342 Cleve-lam: Plain Dealer 313 Cleveland Plain Deabr 34:1 Cleveland Plain Dialer 345 Cleveiand Plain Dealer 346 Toledo Blade 34? Toledo Blade 348 Toledo Blade 349 El Rena. 0K Tnbme 350 Portland Osaganian 02-: OH G'rt CH CH 3H 577,266 51 3.796 513.796 26.263 26 .263 26, 263 665.228 666.22E 666.228 656.228 666.228 666.228. 666.225 666.228 656.228 666.228 666.228 666.228 665.228 53. 787 ?44 5?40 -. 92.559 -. 92.569 1 92,569 a 92 .569 i92 .569 a 92.559 1 92.569 92.559 192.559 2 92.559 192.569 4 73.539 363333,0? 7 478.639 363.0 7 363 . 7 363,0? 7 363,38,81 9 -. 35,31 9 66.267 352.062 71432003 711012003 7!??12003 mrzooa 7/812003 7192003 71102063 memes 71 112063 71112063 7115/2003 names 71926303 7182003 7192003 7112003 7172003 6n 9120s; 6120/2093 714mm 7135:2003 1119126433 71152003 #912003 #102003 momma 711312003 7:14am? TIBIZOG3 memos 7am: names mm memos 7123:2903 mrzoo: 7mm mama 71102003 71132003 7fT-112003 71:20:33 Ira/2063 7512003 722003 75:20:33 Print Detail (cont?d) . Lance tides photo Lance Essay-4x4 photo Petacdli wins stage Cooke wins stage France slips By land and an. .. ?rst the advertises. the the cydists Real King of mnta?m.. . Rea mountain king rout map. slanr?ngs backs. .. Pain de?nes tour backs. Pain de?nes tour Ar?cte and photo Anilie and photn avoids sen'cus Injury Photo 216 arlide Article Wong riding clan Saves Armst'mg avoids crash Armsrongs linens. photo An amine delivery 501' US Postal Teamem photo An ontime delivery for US Postal Team?3x3 phcto comes up short 4x4 phcla comes up shun 4x4 phcta Arm-strong in lead 4' 2x2_pham suntan: 44x6 photo' kneel-photo Slaw start Challenge at warming cmlent+phato Supreme am; reward Armament; 2042 Escapes Inguly. .. . 3 senand away Siam-hi team photo 4x4 photo and blurb Around the Horn blush 416 4C phat? Top sports trainer 4C puma at Lance snares ye?cw 4x6 6W - Blurb Amturlgs team Chalengets line up - Faces historic bid-one sentence Armani; still buss Press Coverage Evaluationppt Ves Yes NM NM NIA NM. NM NM NlNla NIA NIA MIA NIA MIA MIA 55;??3 $5.338 $5.338 5'13? 513: $13: $5.331 $3.331. 53.331 53,331 53.33? $3.331 53.33 1 352 Portland Oregonian 353 Portland Oregonla? 355 mm Oregonian 355 Portland Oregonian 357 Fenland Oregonian 358 PortlandOrvegpuien 359 Philadelphia Enquirer 360 Pbilalselphia Enquirer 367 Philadelphia Enquirer 362 Philadelphia Emu-Ira 363 Ph?adelphia Enquirer 364 Pnitanetprlia Enquirer 365 Philadelpl'lia Enquirer 366 Pittsburgh Past Gazette 36? Pittsburgh Post Gazette 368 Pittsburgh Pas: Gazelle $9 Pittsburgh Post Gazette 370 Pittsburgh Post Gazette Pittsburgh Post Gazette 372 Providence Journal 373 Providence Jamaal 374 Providence Jouma 375 Columbia SC State 376 Calumbia SC State 377 Memphis Mm 373 Memms?ppeal 3179 Memphis Appeal 360 Memphis meal 35? ?erupts. . isAppeal 382 Memphis Appeal 383 Memphis Mal 384 Team (Nashville) 385 Tennessean (Nashville) 386 Tennessean (Nasal-Mlle) 387 Tennessean (Nashville) 358 Tennessean (Nashvile) 385 Tennessean mast-wile) 390 Tennessean (Nashville) 391 Tennessean (Nashville) 392 American Salesman-TX $3 Dallas Marni-lg News 394 Dallas Morning News 395 Dallas Morning News 396 Dela Morning News 397 Dallas Morning News 398 Dallas Blaming News 399 Dallas Morning News 400 Galas Wing News TN i55- ?f M515 if 352 .069 352.069 352.069 352069 431 .756 352,069 352-369 778 .657 549,795 549.795 545.795 778.657 778.657 778,657 241 .827 4 1 2.63 ?l 4 'l 269 24?: .82 241 .827 24?: .827 .537 56?: 537 230.078 2 1 9.363 5 79.303 233.639 258 .672 $5.622 1. 58.622 1 58.622 158.622 :55 .522 258 85 1 255.85: 36.85 2 T821349 782,549 182 .549 1'82 .549 255.851 185.554 497.968 497.968 497.968 7! 1 012003 152003 1:25.53 7: (#2903 71612003 71' I 552003 10?2003 ?52603 71842003 7192003 ?l4t'2603 7! 312063 TE ?i 312003 71?. 352003 7812303 31200 3 77512 003 7152903 Ti 1 {?2003 TI 4/2093 71312593 7! 1042063 711 312003 1132 003 71325133 NEEDLE was 003 7? 772063 71?2003 7182003 7f5'2003 7!8'2003 visage: 71612003 21762093 FFSIZCKB z'arzma i?i5l2003 @2003 32903 81352603 77512003 75/2003 TI 7732002 ?472003 TM (2003 52% The ?ght Sade-Lance in 2nd update Fast Pace 5.de pi'lola at Lance and shun article about crash Male and phat: rivals Lame takes wild ride makes mave?Z photos Opens Touvmota steady- aiming chasa tnstu?yv-?xq? photo inspires-whats Virenque was lots! Mates of Moumains+4x6 photo in 2nd Soil beginsagaintarLance?kd photo Amsrong; uses wins manna photo Awash-orig lags'rphaln ready Adayinsun4x5photn ?32me All we: snide in Harrie av 112 MC pholc Lance Lance mun: Armsvong part of cash Tour results blurb Seam! stage blurb begins mambo: avoids trouble 4x4 phuln 7th Matron-g work ethic Sports blurb Hamilton Article?Lance name in team listing Tau! rankings and smali amde on Lance again refusing to start with Yellow Jersey Amsurong in 2nd+4x4 phone [its back 03x3 photo Bass-bbneadsnat Hot Air updates?aria sentence on Lance On Dailasnews blurb Lance blurb The Mattie tr: the Pedal Ge: mam-whim Pages in the crowd?sholo A real lour+maa small phota Artide andphato NIA YES Yes Yes MIA NIA NIA NIA MIA NJA Nu Yes MA NIA MIA Yes Yes Yes 51750 $2.766 $1.760 $1363 32.159 51,763 53.521 53.993 52 749 $2.749 52,749 53,893 53,893 57.78? $1,269 52.063 $2.063 $2.418 82.418 $2.418 $1.615 52.301 5597 5597 $1,168 $793 5793 5793 $793 5?93 51.566 51.294 51.294 51.294 5913 $973 5513 51.825 $2.559 $1.856 $2.490 52.490 $2.490 52.490 52,496 52.49!) 54.960 Case lzlojcv-00976-CRC Document 225-4 . Filed 09/25/14 Page 21 of 27 USOO164928 UNITEDSTATES 20- POSTAL SERVICE 1 USOO164929 404 Dallas Morning News 495 Dallas Morning News 436 Dallas Morriig News Fr. Worm Star 408 F2. Wanh Star 4109 FL Worm SW 410 F: Worm Sta! FL warm Star 412 FL Worth Star 41.3 Wars: Star :14 F1. Warm Star 415 Ft. Worth 33! 418 Ft. Worth 51a! 517' Fr. Warm Srar 418 Word: Star 419 F: Wont: Star 42" Hausa; Chanda 421 Balsam lenmde 522 Houston Crranide 423 Houston Clmnide 424 Houses Clvanrde 425 Hausa: Chan-isle 426 Housmn Chronicle 42? Hous?an Chronicle 428 Houston: Chanide 429 Haustm Chranide TX 430 Houston Granide TX 43: Hauszm Chronida TX 432 Housron Chronicle TX 433 St. Cralx Virgin Islands Daily hie-Id! 434 Seams Pas: lmel?gencer WA 435 Seam Past mam . WA 436 Seams Pas: Ime?gencer WA 437 Scale Post Inxeligenw WA 438 Seams Post weigencer WA 439 Sea?e Pee: lnte?igenoer WA 440 Bessie Posr lmeliigencer WA Searzle Pas: Ince?agenca WA 442 Sea?le Pm: Intelligence! WA 443 Scale Pas: intelligence WA 444 Sea-?e P05: lmeliigenaer WA as Scarle Times WA 446 Seams Times WA 447 Seems Times WA 448 Seaztle Times WA 3-49 593338 Tunes WA 450 Green Bay Press WI 17319 Jam-828 Clips xx 7 Julyl~18 C?ps xx 351.659 225.509 25.569 225.503 225.509 225.509 225.509 225.505 225.509 225.509 549.280 569.280 549.280 549,280 751.79.! 549.260 549.256 569.280 545.280 549.280 549.280 549.280 549.280 23.000 398.599 398.699 494.657 398,595 398.655 398.699 398.559 358.699 398.699 398.695 388.635 398,699 398.699 398.599 395.699 353.699 56.093 400,500 65.000 3,350.000 3.200.000 400500 mecca ?f5r?2003 71312003 771472003 7:14.52003 Trauma 7:972:70: 77142003 16,200: 7.7472003 #522003 7I14F2003 mmoaa 7:15:2003 mama's 71572003 7W: 71?81'2003 $972001 1710:2003 7mm: rmzooz rte/2003 74103093 #1072003 711072063 1 12003 71142003 752003 37312003 7:2;2003 75372003 77672003 771072003 mm 775.2003 1/9200; 3775:2003 EWS 7.7142093 7.442093 mama 77'81'2003 mama 392003 77102003 67300003 711 -7:1 3 JEN an 1000: m3 me: Print Detail (cont?d) For phases Armsu'uns avoids trouble vheacsho: ascencs 4' 1M 4c Lame bars 4 1M 3r; Tour De France Stage map snide Arms'mng ready map Sage 9 map, 5:25 The One Rx Five 4' show Haniizon 01:7 premaun?ely map Preview?sz photo of Lance Make I: 5. Lance 3x6 photo Armani-trig Suv'rves 5x? chem Leacer cf pack 326 4c Lance ?115?li 4C Close :20va 4: phase anc cam lakes detour 4- 46 4x4 Gram Tnur . 8x10 FC pinata Annsa'ong sav'ng srrengeh eyes yellow mm 16 lead Tone! dPower mere Unhun' In is! stage crash Sharing the spo?igh?pmm Cooke Stungprea?y +Leai'npha?cricing 8c: Lanoecanmn Sports blurb phase Armsuong eases. headshc: Amszrong 9-1? p4: photo Two 3:6 BW earn photos In 305m amde Con?den: Amwong Tours 100m Annszongsteyn McGee carries People Places for Tour US PM dam-13:5 Tau: ae Your iourh stagmphaxo mustangs Tourm: 3x4 phase Amie am: photo Lance leads 3x3 Lance camsres 4 4:6 Lance ream in me xx 5 Ams?mr-g in :he Pack - map 2 large pines and article Real racing phone 2na 4x4 photo Lance goes tor 5 Newspaper Caps Vela ?ew: WTracksi?phu annular-ally Tour de Lame anlcle Lanceonmvenapagemdewimaxm Assumes 47% visabie Value for 17 319 Clips prOjected based on initial sampie of 500 clips AmstrongfLance Press Coverage Evaluations-Ves Yes Yes Nr'k Yes' Yes Y5 Yes Yes 1 ?52 Mmkee .loumai 453 Wee Jamaal '454 Photographs 455 USA Today 456 Vac News 457 Vela News issue 458 Vela News issue 459 Vela News issue 460 .Velo News issue 46! Velc News issue 662 Vela News Tour Grime 463 Vela News Tour Guide 464 Vela News Tour (311932 465 Vela News Tour Guide 456 Vela News Tour Guirze c6? Vela News Tour Guide 458 Vela News Tour Guide 469 Vela News Tour issue 470 VelaNews 471 Bicycling 472 Boys Life 473 ESPN 474 Playboy 475 USA Today 476 USA Today 47? Vela News issue 478 Vela News issue 479 Vela News issue 480 Vela News Your Glide I 481 Vela News Your Guide 432 Vela News Tour Gulca 483 Vela News Tour 484 Vela News Ric! Guile 485 Vela News my Guide 486 'Veso News 1'50: Guide 48? Vela News Your Guide 488 Vela News Your Guide 469 Vela News Rm (Rice 450 Pbailafsdence 49! VelaNews Tau! Grace 492 USA Today 493 USA Today 494 USA Today 495 USA Today 496 USA Today 497 USA Today 498 USA Tana-y 499 USA Today 500 USA T0029 0.1 2.72.404 7110:2003 w: 272.484 715mm 158.300 August 2.274.000 77112903 $5.00: mazaos 65.090 71112003 65.000 73112003 65.000 mama 65.000 71172003 65,000 7102003 65000 7712000 65.000 7102003 65.000 711.190: 65,000 7111290.] 65.000 771.200: 65.000 77172103 65.000 771/2003 65.000 711.7290; 65.000 7714:2003 400.060 Auggs; 1.300.000 July 1.500.000 7772003 3.150.000 Angus: 2.274.000 7122003 2.2mm 77372003 65.000 751.7200: 55090 77172003 65.000 77112503 55,003 77172003 65000- 77172003 55.000 771.2003 65.000 111.2903 65.000 mane; 65.000 mm 55.000 77112003 05.000 771121303 55.00:: mama- 7fli2?703 1.450.000 July 6500-3 71172003 2.274.000 7m: 2.274.000 7372003 2.270090 77100003 2.274.090 7710:2003 2.274.000 7710:2003 2.274.066 7.0572003 2.274.006 7.7152003 2.2740011 mien-03 2.274.000 71102003 Armybooszecbyream Bigwhed 000:0 3pagear?jclean Lance Article BtLikeLancE Name an: team martian . Name Name Acids Name Name Name Name Name Nameanc :eanmer?on Name Name Naneandleanmenu'an True 75mm: Cave pham. cover say and nemeruus primes . Tour turns 100 4x4 pholc Numerws plums and ain't-Is Greases Damn spans momenmm 3112 phczo Mde and phou; 4 pagesoleditana photo ?ndeprh Plume and artipb of Zab?skie Cover arc cover story. 4 photos Numerous PM?as Furl 0mm 9mm :1 Lance riding Pholcx and arz?e Phow an: amide of Roberta Heras Phosn_ an: amide 3 pm: as at USPS team amber: Nude and photos of Chris?an Vance Velde Phozoanc more Pholn ant: amide Pm anc article Article and phutcs (4) about Lance and his bike article and phones :41 Amerkzn Racers SDO?Shlurb Spas blurh: a pmlal US Pom Tearns?s 9573?..ch Sports blurb: Lance nails ?3 side Wong evasiver- 2x2 ?nds: Cycling upcaze Late 4 57? pirate Lance's Blue 7min seen-1n 3x5 prime 5?01 27? 2%22322222222?22222 Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yrs?In Yes?in all a NIA- NEA MIA No Yes. 7 UNI TED STATES POSTAL SERVICE. 21 6 Case Document 225-4' Filed 09/25/14 Page 22 of 27' USOO1 64930 TV Detaii 1 Rascals 2 mwa? 3 Newsa 4 NM 5 6 Medusa hie-ass 3 mm 9 News 15 WEALNBC 11 WLS-ABC 12 wrmaec 13 14 15 KWWL-NSC 1a KMTR-NBC 17 1a WFRV-CBS 19 mess :5 WM 21 erV-cas 22 Kcas-cas 23 mowec 24 KANE-ABC 25 KGBT-CBS 26 wry-Foes CNBC emu-1m 37 EMF :15 ESPN 39 ESPN :0 ESPN 41 ESPN 42 ESPN 43 83991 44 Fox 45 FOX News 46 47 Hmcaw 48 49 Kosacas 50 WOWT-NEC 51 10:7va 52 Kcoasc 53 KNW-NBC 54 chas 55 55 wxu-Aac 57 KENT-NSC 55 55 KGUH-ABC 50 KOLDCES 51 WOANBC 70m. Came' Came Came Cable Came Nemm News - Nezwom NeMofn Memo-rs Newark Netvm Cable Cable Cable Cable Cable Came ?Canie Cable Cable Netwofk Cable Cable Network Netwock New Network Network New [?49er Nee-110m New nun." . Eany Menss News News Upcaie New 5 Upda re News Updaze News Updaze News update News upaaze News WCE News a: News at 10 Nigmside Exu'a MEGS La:e News Evening News New 5 as Evenmg News Eyew?rmess News Spin: 0? ?Eexas Eyewitness News CBS News News a! 5 Channe! 4 News News Mama-met 5 a: 6 ABC Fume- Good Manning Ame?m CBS morning news Letterman News win; Briae Williams CNN Today Manning with Paula Zahn Headhe News Headline News Headline News Money ?10!!an 3pc nsoemer Sponscenier Smnsoenger Spanscenter Mound me horn 15.1w 6pm 4.1m 5pm 3w?! 7:11p Sam 103m 93m 15-251 24?Jui Sum ?74m mam 9.1m 5pm 10-? 109 114:! 11?? 10:36pm 2mm 100 1147;! 6pm 5:53pm we 5pm 11-111 10;: 10? 244d 10p 9am 1.54.11 mu: 5pm Ell?Jul 5:199 11-11;! 109 11?311 2641.14 28-Jul Yam 2841.11 58m 30-J:i 102309 28% 5:30p 103 2319' 7M 9M 3:30pm 15-101 16111 7:39]: 28m 75m 7-.iui 109 ?13-Jul 113m 2171;: 5pm 28?Jur5pm 23.1w 5pm Your Workt m?m Neil ?2ij 1251 F0: News Liva Headline News Headhne News lmus in :he am Moming 51m L372 News News Late News Lats News LaIe News Late News News a: 5 News a: 7G News News at 70 News 13 a! Eyewitness News Delaed CBC mvefag? (Canada) Locaf market ympressions from 2003 Nielsen Unwerse dambase Came imms ablaze-o Dy using market DOE 6713 (cam Program audience pra?dc?d by Mega Manna (M15291 May 2003?) Nam-:5! cost per :30 provide by 254:3 9:302": 18-Ju 26412 3:309:7- 4-Jul 1:30am 2801? 6611! 51-531 mg 30-Jui 515? SM 11pm 27?1116 11,517! 9413i 719m 2341.: 119111 25.11:: 5:34p 28-Jul 10:33? 12-JU 709 134:! $09 69m 2341.5 Eipm . AmstrongiLance Press Coverage Evaluationppt a . - 2.453.100 7 .766.200 86.709 7 14.500 55.300 2 14,500 36.300 88.300 46. 3GB 10.668. ?4 00 57.136200 3.145.700 14.926300 1 2.1%.000 WJOO 441 .490 5.437.600 3.627.806 27.465990 4.695.506: 2.299.500 I 1 107.000 35.242. 3?00 529.500 3.129.500 12.342.9i0 1.339.551 . 1.339.551 1.3 891.566 0.1 897.566 $7.566 0 1 557,555 551.555 - 0.0 897.556 3.: 857.556 0.1 2.571 .1 1 1 4, 1 2.454.155 55 474.250 5.5 5.395.475 25 $3.494 131 54.059 13.5 599.955 as 1.352.955 5.2 976,033 3.7 4.53581 6 5.1 1.336.395 3.4 1 .35,890 1 7 1 4.352. i 96 0.8 1 4.342.195 25 351.530 1.5 799.579 3.5 2.555.159 59 ~07 user) In wcmnon '15" 515100 $152.00 515200 $166.00 $185.06 5155.00 5134.00 . 513100 swam 5251.05 $889.00 55500 mam 551.00 5100.55 57am 5121.00 589.00 5127.119 51 27 09 595.00 51,289.00 51,295.90 342.00 599.00 5124.00 NOT USED IN CALCULATION NOT USED NOT USED CALCULATDN NOT USED 1N CALCULAIEON NOT USED IN CALCULAYION NOT USED CALCMTION NOT USED 1N NOT USED CALCULATEON USED b?l CALCULATION NOT USED IN NOT USED MUSUIJIYKJN NOT EN CALCULAIDN NOT USE) 1N NOT USED 1N NOT USED IN NOT USED CALCLLADON NOT USECHN CALCULATION NOT USED IN CALCULAHON NOT USED JR NOT USED IN CALCULATION 158 .W 8.0 I 2,200 1 139.600 1 8.2%.800 18.920 .9013 15.052709 1 i .2 54.300 716.700 3.359.909 4.252.200 4,083,900 2.990.009 55?1 5.400 356.713 (15 997.365 8.8 3.521.401 0.4 5325.571 2.5 6.325.571 3.0 3.595.146 3.9 3.895.145 2.5 638.844 1.2 359.995 9.5 519.554 55 519.954 5.: 515.955 3.3 515.95: 5.5 519.00 125 00 5230.00 S1 .3400 $1 .33?.00 $463.00 $460.09 583 .90 532.0? S1 1500 1 25.50 $94.00 $94.00 $451.03 $2,152.37 51.06424 51.341.& 560.50 $754.51. 5297. 35 5774. 1 5 5?29. 98 162. 51 51.02520 53.76137 $63.25 5386. 37 $73.00 552990.00 52,440.00 . 55.55016!) 514.300.?) $621.00 5 1.859.013 52.30.00 5 1.53 .00 1 .251 .00 5 1 .251 .00 5606.00 514.160.00 3 14360.90 SIOJOQM 515,260.00 SIC-200.00 57.50900 52,145.00 312171.00 3,251.00 $1251.00 5621.00 511.70 51103.04 586.75 53355.93 $3,990.23 51132.38 51.32436 597.70 $315.07 553155 $515 40 S305 512 $512 47 ?107 49 540.53 $255.30 5791.54 3 1 5 31 595.59 51 33.50 3,000.00 $810.00 51,387.50 51 ?75.06 51 55. 25 5464.75 $59750 $11175 5312.75 5312.75 5150 DO 5 3550.00 53545.00 52550.00 52,555.00 52.550136 5 1.57595 553525 5317175 531275 551275 5155.25 52.98 5275.75 91.55 5964.23 3997. 56 $445.50 $531.55 524.43 575.17 51 3289 s1 2751:- 575. 38 $128.12 $5359.33 xx 11 "xxanx xuux 5588 ?5??5555558552538585 Average Vane net segment any-mas 5354 value: ail 5.133 segmens 512554.755 a. . 5139.73 550.10 53.67 $16.62 5239 51 1 .83 $322 57.45 s: .53 550.35 5259.31 51 1 75 $538.99 $1,051.24 5168.48 545.45 5188.65 $74.34 5193.54 5107.49 550.53 5256.30 5595.92 57.91 548.30 5183.56 513000.90 $1,830.00 $2,775.00 $2,755.75 51.55250 52.76858 51.79250 :31 2.75 52.50200 51.57650 33mm $1050.00 53.543 09 52550.00 551 ?00.60 51.57506 5536. 5 51.906. 50} 5155.35 5156.32 $77.63 58.78 5137.58 $21.13:- $482.! 2 52992 67 322280 $331.09 $24.43 52353-3 513289 3152.76 5256.23 $124,911.59 $1046.71 515300.00 . 3127.60 UNITED STATES POSTAL SERVICE 22 CAMPBELE-EWALD 7 Case Document 225-4 Filed 09/25/14 Page 23 of 27 bicyclingcom otntv.com usatodaycom usatoday.com usatodaycom usatodaycom usatodaycom usatodaycom usatoclaycom vetonewscom velonews.com bicyclingcom olntv.com usatodaycom velonewscom usatodayccm bicyclingcom usatodaycom letour.com letour.com usatoday.com bicyclingcom bicyclin'gcom letour.com 52,180 200,000 152,800 152,800 152,800 152,800 152,800 152,800 152,800 10,000 10,000 52,180 200,000 1 52,800 1 0,000 152,800 52,180 1 52,800 200,000 200,000 1 52,800 52,180 52,180 200,000 7/7/03 717/03 717/03 717/03 717/03 717/03 717/03 7/7/03 7/7/03 717/03 718/03 718/03 718/03 718/03 718/03 719/03 719/03 719/03 719/03 719/03 7/1 0/03 711 0103 7110/03 homepage Sports Sports Sports Sports Sports Sports Sports Race Coverage News 8: Features Race Coverage Homepage Sports Race Coverage Sports Race Coverage Sports Lance Homepage Sports Race Coverage Race Coverage Sports Online-Detail photo article list of previous winners article article and results opinion article photo and article photo and article photo and article 2 photos and article article photo article article photo and article I amde article and results Photo and article 3 photos and article photo and article photo and article article Team mention Yes Yes Yes Yes Case 1 Document 225-4 Filed 09/25/14 Page 24 of 27 USOO164931 Frees Coverage Evaluationppt UNI TED STATES 23 POSTAL SERVICE bicyclingcom 'usatodaycom- usatodaycom usatoday.com bicycling .com usatoday.com bicycling .com usatoday.com bicyclingcom bicycling.com usatoday.com uSatoday_com bicyciingcom usatoday.com usatoday.corn velonews.com bicycling .com bicyclingcom bicyclingcom bicycling.com 52,1 60 1 52 ,800 1 52,800 1 52,800 52,1 60 1 52,800 52,1 60 1 52,800 52,1 60 52,1 60 1 52,800 1 52,800 52, 1 60 1 52,800 1 52,800 10,000 52,1 60 52, 1 60 52,1 60 52,160 711 0/03 7/1 0/03 7/1 0/03 7/1 0/03 7/1 1/03 7/1 1/03 711 1/03 7/1 1/03 7/14/03 7/14/03 7/14/03 7/14/03 7/14/03 7/14/03 711 4/03 7/14/03 7/15/03 7/15/03 - '7/1 5103 7/1 5/03 homepage Day in Sports Gallery Sports Race Coverage Race Coverage Sports Race coverage Sports Race Coverage Race Coverage Homepage Sports Homepage Day in Sports Gallery Sports Race Coverage Race Coverage Race Coverage Race Coverage Race Coverage Online Detail . picture and headlines Brief mention photo and article photo and brief article photo and article article photo and article photo and article amde article photo and article photo and article photo and headlines photo and brief mention photo and adicle photo and article photo and article photo and brief mention photo and article photo and article Yes Yes Yes Yes Yes Yes Yes $522 $1,528 $1,523 $1 .528 $261 $764 $522 $1,528 $251 $251 $764 $764 $522 1 .528 1 ,528 $1 00 $26 1 $261 $261 $261 Case ,1 Document 225-4 Filed 09/25/14 Page 25 of 27 USOO1 64932 Press Coverage Evaiuatiomppt UNITED STATES 24 POSTAL SERVICE usatodaycom usatoday.com bicyclingcom usatodaycom usatodaycom bicyclingcom bicyclingcom usatoday.com tetourcom mensheatthcom usatodaycom velonewscom bicycling .com usatodaycom velonews.com letouncom bicyclingcom bicyclingcom usatodaycom usatodaycorn usatodaycom tetourcom velonewscom bicyclingcom bicyclingcom bicyclingcom usatodaycom 152500 152500 52n50 152500 152500 52150 52450 152,800 200000 208540 152,800 10,000 52,160 152.800 9,863 200,000 52,160 52,160 152,800 152,800 152,800 200,000 10,000 52,160 52,160 52,160 152,800 7/15/03 7/15/03 7/15/03 7/15/03 7/1 5/03 7115/03 7/1 7/03 7/1 7103 7/1 7103 7/1 7/03 7/17133 7/1 7/03 7/1 8/03 7/15n33 7/1 8/03 7/18/03 7/21/03 7?21?33 7/21/03 7/21/03 752003 7521133 7/21/03 72203 7722103 72203 7azp3 Sports Day in Sports Gallery Race Coverage Day in Sports Gallery Sports Race Coverage Race Coverage Homepage updates ?tness Sports tour section Race Coverage Sports tour section updates Race Coverage Race Coverage Day in Sports Saltery Sports Sports updates Race Coverage Race Coverage Race Coverage Race Coverage A Sports Oniine Detail photo and article photo and brief mention photo and brief mention photo and brief mention photo and article photo and headlines photo and article article and photo brief article and photo article and photo (3x4) article and photo article and photo photo and article photo and article article and photo (3x4) Article and photo(2x3) photo and article photo and article photo and brief mention photo and article article Photo and article photo and article photo and article photo and mention photo and article photo and article $754 $1,525 35261 $754 $754 '$522 $251 $754 $2,000 $2,055 $1,528 $100 $251 $764 $49 $2000 $251 $261 $754 $764 $754 $2000 $100 $251 $251 $251 $754 Document 225-4 Filed 09/25/14 Page 26 of 27 Case 1 USOO1 64933 Press Coverage Evaluationppt UNI TED STATES POSTAL SERVICE 25 CAMPBELL-EWALD. 'e Online Detail Case 1 USOO1 64934 bioyoiingoom 52,160 A 7/22/03 photo and headlines Yes $522 usatodaycom 152,800 7/22/03 A Sports photo and article Yes $1,528 ointv.com A 200,000 7/22/03 tour section article No - $2,000 velonews.com 10,000 - 7/22/03 Race Covarage photo and article 7 Yes $100 letour.com 200,000 7/23/03 updates Articte No $2,000 velonews.com 10,000 7/23/03 Race Coverage PhOto and article Yes $100 usatodaycom 152,800 7/24/03 Sports photo and articte No $764- bicyclingcom 52,160 7/24/03 Race Coverage photo and articie Yes $522 usatodaycom 152,800 7/24/03 Sports photo and article . Yes $1 ,528 Ietour.com 200,000 7124/03 updates . Article No $2,000 velonews.com 10,000 7/24/03 Photo and article Yes I $100 bicyclingcom - 52,160 7/25/03 brief mention No $261 bicyclingcom 52,160 7/27/03 photo and article No $261 bicyclingcom 52,160 7/27/03 brief mention No $261 bicyctingcom 52,160 7/27/03 Race Coverage photo and article Yes $522 bicyclingcom 52,160 7128/03 Homepage photo and brief mention No $261 bicyclingcom 52,160 7/28/03 bicycling .0001 52,160 7/28/03 usatoday.com 152,800 7/28/03 Day in Sports Gaitery usatoday.com A 152,800 7/28/03 Sports usatodaycom A 152,800 7/28/03 Sports usatoday.com 152,800 7/28/03 Sports letour.com 200,000 - 7/28/03 updates photo and article No $2,000 velonewscom A 10,000 7/28/03 Race Coverage photo and article No $100 otntv.com 200,000 7128/03 tour section Photo NO $2,000 Race Coverage Race Coverage Race Coverage Race Coverage Race Coverage Race Coverage photo and brief mention No $261 photo and article Yes I $522 photo and brief mention Yes $1,528 article and headlines Yes $1,528 photo and article Yes $1 ,528? photo and brief mention Yes $1,528 Race Coverage TOTAL I $79,563 Press Coverage Evaluationppt UNITED STATES. A 26 . Document 225-4 Filed 09/25/14 Page 27 of 27