The Foundation for Chiropractic Progress
2007 Public Relations Summary Report

Overview
The 2007 public relations campaign on behalf of the Foundation For Chiropractic Progress has been nothing short of extraordinary. The value of public relations can be quantified by the cost of buying equivalent advertising space in print publications or on-air radio segments. When calculating these costs, keep in mind that these costs have been documented by researching established, printed advertising rate cards as well as estimating the costs of placing online media and banner ads.

But the value of public relations extends far beyond the equivalent costs of placing advertising. PR – earned media -- gives credibility that paid ads cannot deliver. It is important to keep that in mind when evaluating the impact of this campaign.

Foundation stakeholders can consider this campaign a smashing success – whatever matrices are selected for evaluation. These positive messages about the value of chiropractic care hold tremendous value to the profession as a whole and each individual chiropractor. Millions of Americans are now becoming familiar with chiropractic care in a manner that is completely credible – and with messaging that is professional yet easy to comprehend.

The total monetary value of this campaign is estimated at $3.5M in equivalent advertising dollars. But the real merit is probably double or triple this amount in terms of elevating the profession.

We’ve only just begun….

Laura Carabello
Principal
CPR Communications
January 1, 2008
Total Estimated Campaign Advertising Equivalent = $3,566,632.50

? Press Releases
BusinessWire: Estimated value per view/click: $.55
Total Clicks 3,750@ .55= $2062.50

12/07/07- High Heel Release, Business Wire Views=163
10/17/07- The Wiggles, Business Wire Views= 239
9/25/07- Rx Release, Business Wire Views= 222
7/05/07- Whiplash Release, Business Wire Views= 587
6/20/07- Ice Skaters Release, Business Wire Views= 285
5/25/07- AMI Study Release, Business Wire View= 450
5/16/07- Red Sox Release, Business Wire Views= 468
4/23/07- Atlas Adjustment, Business Wire Views=312
4/17/07- Yard and Garden, Business Wire Views= 183
2/01/07- Military release, Business Wire Views= 289
1/10/07- Health Seekers Calendar, Business Wire Views= 182
10/11/06- Sarah Harding, Business Wire Views= 370

? Editorial Interviews- Estimated Advertising Equivalent

- Fitness: (Sarah Harding was featured on the editors’ page and in an article) Strives to provide the tools to help readers become educated patients. Written for active women who want to look and feel good, both outside and inside. Content discusses the latest fitness trends, showcases fashion and beauty products, reviews books and videos promoting a healthy lifestyle, profiles celebrities and informs the reader about spiritual exercises and meditations.

Circulation- 1,536,211, Ad Rate-$ 96,500x 4 pages= $386,000
Total Health: (Did cover story on Sarah Harding.) Founded in 1979 and written as a timely, comprehensive and definitive voice on anti-aging, longevity and a "self-managed natural health." Articles cover suck topics as proper nutrition through diet and supplementation new exercise, and lifestyle choices, as well as how a healthy mental attitude and active philosophical commitment can play internal roles in natural healing and anti-aging health. The approach is all encompassing, covering the mind, spirit and body, while providing rich nourishment for all three.

Circulation: 53,620. Ad Rate-$2,310x 3 pages plus cover $2,500 =$9430
Healthcare Finance News: (Mike Flynn contributed on AMI Study) Established in October 2006 and written for senior financial managers at hospitals and integrated delivery networks, large physician practices, healthcare insurers and ancillary service organizations. Provides reports on efforts by healthcare facilities to manage and control costs.

Circulation 31,985, Ad Rate-$5,840x 1 page =$5,840.
New Living Magazine: (Did cover story on Sarah Harding and a byline article by Dr. Hoffman on the Atlas Adjustment.) Serves the New York community from Long Island to Manhattan and the five boroughs to Westchester as a holistic health and fitness source. Editorial offers the mainstream reader options towards achieving physical, mental, emotional and spiritual well-being by providing innovative ideas that are enlightening, self-empowering and self-healing. Features offer inspirational stories and informative articles, insightful books, products, music and other services to benefit the readers.

Circulation- 100,000. Ad Rate- $1,195 x 2 pages+ cover$2,500 = $4,890
HealthDecisions Newsletter: (Featured AMI Study) Designed for members of health insurance associations, professional societies and corporations. Gathers essential news and communications services for enhanced health care intelligence including industry news reports, provider and supply announcements, medical updates, emerging trends and analysis, as well as company breaking news and events.

Circulation- 508,483. Ad Rate- $2,000x1 page =$2,000
Seattle Post- Intelligencer: (Covered AMI Study) Seattle Post-Intelligencer is a daily newspaper serving Seattle. It covers local, regional and national news. The business section covers retail, international trade, technology, real estate, personal finance and workplace. Features coverage includes religion, education, travel, fashion, lifestyle, arts, entertainment, movies, theater, books and music. The Sunday issue is a joint publication with the Seattle Times, produced primarily by that paper's newsroom.

Circulation: 219,722, Ad Rate $700x1 page and Cover =$1,400
Dayton Daily News: (Covered Health Seekers)Dayton Daily News is a daily newspaper serving the Dayton, OH area. Coverage includes local, regional, and national news, sports, entertainment and recreation. The Life sections covers entertainment and lifestyle topics, as well as health and food.

Circulation 121,797. Ad Rate- $600 x 1page = $600
Greeley Tribune: (Covered Health Seekers) Greeley Tribune is a daily local newspaper for residents of Greeley and Weld County, CO. Its mission is to provide its readers with community news, events and information.

Circulation: 27,356. Ad Rate-$500x 1page = $500
Stephenville Empire-Tribune: (Quoted Dr. Mancini on yard and garden release) Stephenville Empire-Tribune's editorial mission is to be the premiere source of local information to the residents of Erath County, TX.

Circulation: 4,752 Ad Rate-$450x 1 page= $450
Estimated Editorial Advertising TOTAL=$ 449,570.
(Including Chiropractic Publications)

? Matte Release Advertorials

Estimated Advertising Value To Date: $425,000.00

- Sarah Harding
This release generated 152 newspaper articles in 20 different states with a readership of 3,533,152 based on the fact that when placements are reported 75% of the inquiries come from places from which there are no clippings in hand. Based only on clippings listed above, this release has appeared in 13 of the top 50 markets, 20 of the top 100 markets, and 30 of the top 300 markets. There are 60 placements from the top 50 markets, 88 placements from the top 100 markets, and 152 from the top 300 markets. Listed above are clips sent to you and placements known to exist because when a story appears in one newspaper, it automatically appears in one or more others in that group. Estimated value: $100,000.00

- Backpack
This release generated 704 newspaper articles in 34 different states with a readership of 48,184,224 based on the fact that when placements are reported 75% of the inquiries come from places from which there are no clippings in hand.
Based only on clippings listed above, this release has appeared in 20 of the top 50 markets, 35 of the top 100 markets, and 57 of the top 300 markets. There are 464 placements from the top 50 markets, 572 placements from the top 100 markets, and 704 from the top 300 markets. Listed above are clips sent to you and placements known to exist because when a story appears in one newspaper, it automatically appears in one or more others in that group. Estimated value: $250,000.00

-Cubicles
This release generated 264 newspaper articles in 25 different states with a readership of 15,676,272 based on the fact that when placements are reported 75% of the inquiries come from places from which there are no clippings in hand.
Based only on clippings listed above, this release has appeared in 14 of the top 50 markets, 22 of the top 100 markets, and 35 of the top 300 markets. There are 144 placements from the top 50 markets, 196 placements from the top 100 markets, and 264 from the top 300 markets. Listed above are clips sent to you and placements known to exist because when a story appears in one newspaper, it automatically appears in one or more others in that group. Estimated Value: $75,000

? Online Pick-ups
Estimated Advertising Value: $1,500- 2,500 per ad
Total 206x $2,500: $515,000

12/07/07- High Heels
BusinessWire.com
IndyStar.Com
bNet.com
Sacramento Bee Online
Forbes.com
106.3FrankFM.com
Yahoo! Finance
LSIS.com
TheMeltDown.com
EatWellBarbados.com
Kiss106.1FM.com
HOT96.3.com
10/17/07- The Wiggles
BusinessWire.com
Yahoo! Finance
Market Watch
Forbes.com
FML exchange
Managed Care Online
MomMD.com
Morningstar.com
NewsOK.com
Providence Journal
Sacabee
Security Sales.com
9/25/07- Rx Release
BusinessWire.com
Yahoo! Finance
Forbes.com
FML exchange
Infobolsa
Managed Care Online
MomMD.com
Morningstar.com
Providence Journal
Sacabee
Practical Chiro.com
Associated Content.com
7/05/07- Whiplash Release
BusinessWire.com
Yahoo! Finance
FML exchange
Managed Care Online
MomMD.com
BusinessMVP.com
Providence Journal
Sacramento Bee Online
Search the Web
WHAS11.com
WMSLUK.com
Practical Chiro.com
6/20/07- Ice Skaters Release
Business Wire
Yahoo! Finance
MarketWatch
Morningstar.com
Forbes.com
FML eXchange
Managed Care Online
MomMD.com
BusinessMVP.com
Providence Journal
Sacramento Bee Online
Search the Web
WHAS11.com
WMSLUK.com
5/25/07- AMI Study Release
BusinessWire.com
aol.com
Yahoo Finance.com
MarketWatch
Morningstar.com
Forbes.com
AM/Bestwire.com
Biospace.com
Pharmacueticalservicescorporation
ScienceandSociety.net
DeltaDental
DentonRC.com
FMLX
Hiploid Inc.
Managed Care Online
MomMD.com
BusinessMVP.com
PharmaNexus.com
Providence Journal
Sacramento Bee Online
WHAS11.com
WMSLUK.com
WorldPharmaweb.com
5/16/07- Red Sox Release
Business Wire
Yahoo Finance.com
Morningstar.com
Forbes.com
CapeCod Online
FML Exchange
Managed Care Online
MomMD.com
BuisnessMvp.com
Providence Journal
Sacramento Bee Online
Search the Web
WHAS11.com
WMSLUK.com
4/23/07- Atlas Adjustment
BusinessWire.com
Yahoo Finance.com
Market Watch
Morningstar.com
Forbes.com
Biospace.com
FML eXchange
Managed Care Online
MomMD.com
Business MVP.com
Providence Journal
Sacramento Bee Online
WHAS11.com
WMSLUK.com
4/17/07- Yard and Garden
BusinessWire.com
Yahoo Finance.com
Market Watch
Morningstar.com
Forbes.com
FML eXchange
Managed Care Online
MomMD.com
Business MVP.com
Providence Journal
Sacramento Bee Online
Security Sales.com
WHAS11.com
WMSLUK.com
Highbeam Encyclopedia.com
CamarilloAcron.com
Commoncold.com
Greeley Tribune.com
2/01/07- Military release
BusinessWire.com
Yahoo Finance.com
Market Watch
Morningstar.com
Forbes.com
FML exchange- BZ wire
Managed Care Online
MomMD.com
BusinessMVP.com
The Providence Journal Online
Security Sales.com
The Sacramento Bee Online.com
WMSLUK.com
WHAS11.com
1/10/07- Health Seekers Calendar
All Business.com
Yahoo Finance.com
Market Watch
Morningstar.com
Forbes.com
Hiploid Inc.
FML exchange- BZ wire
BusinessWire.com
WMSLUK.com
WHAS11.com
The Sacramento Bee Online.com
Security Sales.com
BusinessMVP.com
MomMD.com
Managed Care Online
Genetic Engineering and Biotechnology News
Goliath.com
Lanetteakpan.com
10/11/06- Sarah Harding
All Business.com
Market Watch
Morningstar.com
Forbes.com
Hiploid Inc.
FML exchange- BZ wire
WMSLUK.com
WHAS11.com
The Sacramento Bee Online.com
Security Sales.com
BusinessMVP.com
Maximum 365.com
Yahoo Finance.com
Topix.net
AANP.com
BusinessWire.com
SpineAligned.com
OnlyPunJab.com
BreakthroughCoaching.com
NYSCA.com
Additional Pickups
Wdvr.com
Stephenville Empire Tribune.com
NYSCA
Niftynuggets.com
Maximum365.com
FCER
Dynamic Chiropractic
Digtial50.com
Chiropractic Products
Chiropractic Economics
Canadian Chiropractic
Breakthrough Coaching.com
AANP SmartBrief All Access
ALLBusiness
Townsend Letter for Doctors and Patients
American Digital Networks.com

? Public Service Announcements
January: Being Healthy also in Spanish
February: Heart Month
March: St. Patrick’s Day
April: Ipods, Back-packs both in Spanish
May: Wheelies
June: Cubicles,
July: Whiplash
August: Discover Wellness Day
September: never too old
October: National Chiropractic Month
December: Dangers of High Heels

Radio Interviews:
-KBKS-FM is a commercial station owned by CBS Radio. The format of the station is Top 40/CHR. KBKS-FM broadcasts to the Seattle area at 106.1 FM. Did an interview on December PSA- High Heels with Dr. Butters. Ad Rate: $4,000 per 30 seconds x 20 minutes = $160,000

-WMYX-FM is a commercial station owned by Entercom Communications Corp. The format of the station is hot adult contemporary music. WMYX-FM broadcasts to the Milwaukee, WI area at 99.1 FM. CBS News Path. Did and interview on the heath seekers calendar with Dr. Clum. Ad Rate: $5,000 per 30 seconds x 14 minutes =$140,000.

-WTIC-FM is a commercial station owned by CBS Radio. The format of the station is hot adult contemporary music. WTIC-FM broadcasts in the Hartford, CT area at 96.5 FM. Did an interview on the February PSA with Dr. Hoffman. Ad Rate: $5,000 per 30 seconds x 5 minutes= $50,000

-KRLD-AM is a commercial station owned by CBS Radio. The format of the station is news and talk programming. KRLD-AM broadcasts to the Dallas area at 1080 AM. Did an interview on the dangers of ipods with Dr. Mancini Ad Rate: $5,000 per 30 seconds x 7 minutes = $70,000

-KJR-AM is a commercial station owned by Clear Channel Communications. The format of the station is sports. KJR-AM broadcasts to the Seattle area at 950 AM. Did an interview on backpacks with Dr. Sportelli. Ad Rate: $4,000 per 30 seconds x 13.13 minutes = $104,000

-WBT-AM is a commercial station owned by Lincoln Financial Media. The format of the station is news and talk. WBT-AM broadcasts to the Charlotte, NC area at 1110 AM. Did an interview on backpacks with Dr. Yochum. Ad Rate: $2,500 per 30 seconds x 6.59 minutes= $35,000

-WQCS-FM is a non-commercial station owned by Indian River Community College. NPR- Treasure Coast. The format of the station is news, public affairs, and classical music. WQCS-FM broadcasts to the Melbourne, FL area at 88.9 FM. Did an interview on backpacks with Dr. Jones. Ad Rate: $4,000 per 30 seconds x 10 minutes= $80,000

-WAEB-FM is a commercial station owned by Clear Channel Communications. The format of the station is Top 40/CHR. WAEB-FM broadcasts to the Whitehall, PA area at 104.1 FM. Did and interview on Wheelies with Dr. Sportelli. Ad Rate: $4,000 per 30 seconds x 3 minutes =$24,000

-WHHH-FM is a commercial station owned by Radio One Inc. The format of the station is rhythmic Top 40/CHR music. WHHH-FM broadcasts to the Indianapolis area at 96.3 FM. Did an interview on December PSA- High Heels with Dr. Clum. Ad Rate: $2000 per seconds x 3 minutes = $12,000

Total estimated Advertising equivalent: $675,000

PSA Pickups-
Estimated Advertising Equivalent per 1 time 30 second Spot: $4,000-$5,000

Over 150 Radio Stations have aired multiple PSA’s totaling over 200 times. 200x $5,000
= $1,500,000.

Chiropractic Publications:
- Chiropractic Economics: (Did story on Sarah Harding, F4CP commercial, PR Campaign, Manici joining board, Chicago Study.)Dedicated to building and reinforcing professional and economic security for chiropractors through knowledge, information, education and service. Circulation- 30,000. Ad Rate-$3,140 x 5 pages =$15,700

- Chiropractic Products: (Did story on work with CPR, Health Seekers Calendar and, F4CP commercial.) Edited for personnel in the chiropractic industry. Covers a wide range of topics including rehabilitation and strengthening, imaging and diagnostics, office management, electrotherapy, sports and exercise programs, massage therapy, biomechanics, nutrition and new product and service information. Circulation- 35,000.- Ad Rate-$ 2,595 x 3 pages =$7,785

- DC Products Review: (Did cover story on Sarah Harding.) Published for members of the chiropractic community to help promote and market products and services that can aid both their practice and their patients. Features cover new therapeutic products, educational materials and methods of rehabilitation. Circulation- 40,000. Ad Rate-$2,555x1 page plus cover $3000 = $5,555

- Today's Chiropractic Lifestyle: (Did story on Kent and Gary, Sarah Harding, Foundation Progress.) Written for all involved in the chiropractic field. Editorial content focuses on health care, nutrition, chiropractic analysis, sports, techniques, practice development and management, computerization clinic design and current research. Features celebrity sports and entertainment figures who are chiropractic advocates. Circulation- 50,000. Ad Rate- $2,200x 2 pages =$4,400

- The American Chiropractor: (Did story on Sarah Harding.) Edited for chiropractors across the United States. Offers articles about chiropractic science, research, techniques and adjunctive therapies. Discusses diagnostic and historical perspectives, chiropractic philosophy, education and sports medicine. Includes new products and news affecting the field. Circulation- 35,000. Ad Rate-$2,555x1 page = $2,555

- Dynamic Chiropractics: Edited for doctors, suppliers and students of chiropractics. Written as an open forum dedicated to current news, research and education within the profession. Circulation- 80,188. Ad Rate- $2,465x 1 page =$2,465

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