1. 1,000
1,600
2,900
2,900
3,600
3,600
4,700
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000
Van or mini-van
Full-size car
Compact car
Midsize car
Luxury vehicle (any size)
Sport utility vehicle
Pickup truck
Consumers in 16,500 Yakima county households plan
to buy or lease a new vehicle in the next year.
Here’s what they’re looking to purchase:
vehicle plans to by or lease next 12 mo.
During a typical
week, the Yakima
Herald Republic
reaches79% of
those planning to
buy new vehicles.
print & online
NEW vehicles
Base: 16,500 Yakima County adults planning to buy a new vehicle
Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)
Typical week = unduplicated YHR print and online weekly audience reach.
Respondents may choose more than one category.

2. Value and selection are the top reasons new
vehicle consumers choose auto dealers.
Primary reason used dealer to buy or lease last new car:
1,600
1,300
2,000
2,100
2,500
3,600
4,000
4,300
7,200
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000
Other reason
Financing through dealer
Warranty
Location
Service
Price - value
Reputation of dealer
Selection of makes/models
Price - value
NEW vehicles
During a typical
week, the Yakima
Herald Republic
reaches79% of those
planning to buy new
vehicles.
print & online
Typical week = unduplicated YHR print and online weekly audience reach.
Respondents may choose more than one category.
Base: 16,500 Yakima County adults planning to buy a new vehicle
Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)

3. 2,100
3,600
4,000
5,100
5,600
5,900
11,600
0 2,000 4,000 6,000 8,000 10,00012,00014,000
Luxury vehicle (any size)
Full-size car
Van or mini-van
Sport utility vehicle
Compact car
Midsize car
Pickup truck
Consumers in 32,400 Yakima county households plan
to buy a pre-driven vehicle in the next year.
Here’s what they’re looking to purchase:
vehicle plans to by or lease next 12 mo.
During a typical
week, the Yakima
Herald Republic
reaches86% of those
planning to buy used
vehicles.
print & online
USED vehicles
Base: 32,400 Yakima County adults planning to buy a used vehicle
Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)
Typical week = unduplicated YHR print and online weekly audience reach.
Respondents may choose more than one category.

4. 700
1,900
3,000
3,000
3,300
5,300
5,300
10,900
0 2,000 4,000 6,000 8,000 10,000 12,000
Warranty
Location
Financing through dealer
Service
Other reason
Reputation of dealer
Selection of makes/models
Price - value
Value and selection are the top reasons used auto
shoppers choose auto dealers.
Primary reason used dealer to buy or lease last new car:
Used vehicles
During a typical
week, the Yakima
Herald Republic
reaches86% of those
planning to buy new
vehicles.
print & online
Typical week = unduplicated YHR print and online weekly audience reach.
Respondents may choose more than one category.
Base: 32,400 Yakima County adults planning to buy a used vehicle
Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)

5. USED vehicles
Among consumers planning to buy a used vehicle
3,600 now own at least one model year 2003 or older.
Model year of any vehicle owned by those planning to buy a used vehicle
2,100
6,200
3,100
3,600
0 2,000 4,000 6,000 8,000
2008-09
2006-07
2004-05
2003 or earlier
Base: 32,400 Yakima County adults planning to buy a used vehicle
Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)

6. Used auto buyers are more likely to make a
purchase close to home, while new auto buyers are
willing to drive a few more miles.
Miles traveled for last new vehicle purchase, last used vehicle purchase
18%
20%
6%
26%
38%
12% 12%
27%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Less than 10 miles 10 - 19 miles 20 - 29 miles 30 miles or more
New Used
NEW & USED Vehicles
Base: 16,500 adults planning to buy new; 32,400 adults planning to buy used
Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)

7. Plan to buy or lease next 12 months
(household)
Yakima
Herald
Republic
Yakima
Herald
Online
Top 5 AM Drive
Radio Stations
Top 5 Prime
Time TV
Stations
New / Leased Vehicle 79% 22% 18% 61%
Any Used Vehicle 83% 39% 40% 41%
Plan to buy or lease new
Compact 71% 23% 10% 32%
Full-Size Car 95% 18% 18% 68%
Luxury Vehicle (any size) 69% 29% less that 1% 83%
Mid-Size Car 91% 29% 48% 61%
Pickup Truck 90% 17% 29% 50%
Sport Utility Vehicle 74% 58% 20% 85%
Van or Mini-Van 24% less that 1% less that 1% 32%
Last Vehicle:
Bought New 79% 25% 27% 61%
Leased 74% 54% 4% 18%
Bought Used 70% 28% 33% 41%
Yakima Herald Republic: weekly print cume reach; Yakima Herald Online: avg. monthly reach;
Radio: weekly cume reach of top 5 stations AM drive time 6-10 am;
TV: weekly cume reach of top 5 stations prime time 8-11 pm.
The Yakima Herald Republic reaches more
consumers planning to purchase vehicles.
Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)
NEW & USED Vehicles

8. Local vehicle shoppers have several online
destinations where they can browse and research.
Dealers/websites might shop to buy/lease new/usdvhcl (HHLD)
1,200
2,000
2,200
2,600
3,100
3,400
4,300
5,500
5,700
6,500
6,700
7,000
7,400
7,800
7,800
10,100
14,400
0 5,000 10,000 15,000
Other Bud Clary dealership
Cars.com
Mike Olson Chrysler/Jeep/Dodge
Toyota of Tri-Cities
Tom Denchel's Ford Country
Mid Valley Chrysler/Jeep/Dodge
Lee Peterson Buick/Cadillac/GMC
Carey Motors
YakimaHerald.com/cars or YakimaWheels.com
Steve Hahn Auto Group
McCurley Integrity Chevrolet/Cadillac
Valley Ford/Nissan/Kia
Bob Hall's Auto Group
Bud Clary Automotive
Bud Clary Toyota of Yakima
Autotrader.com
C. Speck Motors
Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2 Current (Fall 2012)
Online Auto Search Destinations