Presentation to DigiDay Mobile March 12, 2009 Lessons Learned in Creating Mobile Content

The Associated Press AP is World’s Largest and Oldest News Company 247 Bureaus in 97 countries 4, 000+ Journalists Photographers, and Employees Cover all Subject Areas Entertainment, Sports, Politics, Lifestyle, Business … All Media Types Text, Photos and Videos Core Principals Fast, Trustworthy, Comprehensive Half of all the world’s population sees news from the AP on any given day…

AP is World’s Largest and Oldest News Company

247 Bureaus in 97 countries

4, 000+ Journalists Photographers, and Employees

Cover all Subject Areas

Entertainment, Sports, Politics, Lifestyle, Business …

All Media Types

Text, Photos and Videos

Core Principals

Fast, Trustworthy, Comprehensive

AP Mobile: The Future of News

Overview of AP Mobile Comprehensive Local, national and international news In US: 1,000+ local news sources Award-winning photos and videos Complete set of vertical content Multi-lingual versions Customizable Unparalleled level of personalization Manage multiple locations Select specific local, trusted brands Integrate with LBS “ If you like your news comprehensive, you’ll want the AP Mobile News Network.” -- The New York Times

Comprehensive

Local, national and international news

In US: 1,000+ local news sources

Award-winning photos and videos

Complete set of vertical content

Multi-lingual versions

Customizable

Unparalleled level of personalization

Manage multiple locations

Select specific local, trusted brands

Integrate with LBS

“ If you like your news comprehensive, you’ll want the AP Mobile News Network.”

-- The New York Times

Sample List of Local Newspapers http://www.ap.org/mobilenews/contributors.html

AP Mobile: Growing Fast AP Mobile provides AP News content to mobile users. Mobile Web access for all phones @ www.apnews.com Client Applications for smart phones . iPhone – Web App and Client App Blackberry Client App Windows Mobile Client App Coming Q1 2009 Android G1 Mobile Client App Coming Q1 2009 Palm Pre, Nokia, and Java/J2ME Coming Q2 2009 Premium placement on mobile platforms: US Cellular deck Virgin Mobile Coming Q2 2009: AT&T

AP Mobile provides AP News content to mobile users.

Mobile Web access for all phones @ www.apnews.com

Client Applications for smart phones .

iPhone – Web App and Client App

Blackberry Client App

Windows Mobile Client App Coming Q1 2009

Android G1 Mobile Client App Coming Q1 2009

Palm Pre, Nokia, and Java/J2ME Coming Q2 2009

Premium placement on mobile platforms:

US Cellular deck

Virgin Mobile

Coming Q2 2009: AT&T

The User Came First Revolution not an Evolution Nearly 50% of respondents said that a poor experience on their initial use of the mobile Web made them “reluctant to access” the site on their mobile phone again. “ Don’t think about what’s going to make your company happy, think about what’s going to make the consumer happy.” Source: DotMobi (July 2008)

Revolution not an Evolution

Nearly 50% of respondents said that a poor experience on their initial use of the mobile Web made them “reluctant to access” the site on their mobile phone again.

Built the Ultimate Solution Invest in GUI If you don’t build it well , they won’t come Customize and Personalize Make it Comprehensive

Invest in GUI

If you don’t build it well , they won’t come

Customize and Personalize

Make it Comprehensive

Numerous Channels: Tech, Sports, Travel

Web 2.0 Features: High Engagement SAVE article Collect your favorites TEXT of EMAIL article Send articles to friends COMMENT on article Send a report to AP from device

Breakdown of Traffic World Technology Business U.S. News Photos Politics Lifestyles Elections Travel Video Viewership by News Category Top Stories Add’l Entertainment Sports Wacky Local National Footprint to Local News

Breakdown of Traffic by Time and Day 15% 17% 14% 14% 14% 14% 12% Traffic by Day of Week* * June 2008 Traffic by Day-Part

AP Mobile Demographic & Usage Demos Age: 85% under 45 years old Income: 74% with $50k+ HHI 50% with $75k+ HHI Gender: 68/32 Male:Female Usage Visits per Month: 10 times a month Page views per visit: 6 page views per visit Audience and Reach 600k monthly uniques and 35M impressions: Growing Quickly Source: Nielsen and Nielsen @Plan

Demos

Age: 85% under 45 years old

Income:

74% with $50k+ HHI

50% with $75k+ HHI

Gender: 68/32 Male:Female

Usage

Visits per Month: 10 times a month

Page views per visit: 6 page views per visit

Audience and Reach

600k monthly uniques and 35M impressions: Growing Quickly

The Mobile News Network is one of the fastest growing mobile destinations. Launched less than a year ago, it’s already one of the top mobile news sites . “ The Associated Press's news-on-demand app is the gold standard.” Time Magazine , December 22, 2008, Top 10 of Everything Issue “ Best in News iPhone App” New York Times Consumers agree: “ Very neat mobile news web app. I thought CNN:mobile was well done, but this is at a completely different level.” “ It’s like a newspaper in your phone.” “ Also have NYT and CNN but AP is better organized and easier to use.” AP Mobile: “The Gold Standard” 1 Source:

The Mobile News Network is one of the fastest growing mobile destinations. Launched less than a year ago, it’s already one of the top mobile news sites .

“ The Associated Press's news-on-demand app is the gold standard.”

Time Magazine , December 22, 2008, Top 10 of Everything Issue

“ Best in News iPhone App”

New York Times

Consumers agree:

“ Very neat mobile news web app. I thought CNN:mobile was well done, but this is at a completely different level.”

“ It’s like a newspaper in your phone.”

“ Also have NYT and CNN but AP is better organized and easier to use.”

2008 Industry Awards AP Mobile News Network Blackberry Developer Challenge FINALIST

Reaching the Audience By Subject Matter 15 Top level categories: Sports, Entertainment, … Sub-categories: Football, Soccer, … By Geographic Location Zip Code DMA LBS By Media Asset Photos Video By Campaign Type Banner, Pre-Roll, Full Screen Text SMS Any Combination of the Above Select your favorite news categories Enter your ZIP Code to personalize local news

By Subject Matter

15 Top level categories: Sports, Entertainment, …

Sub-categories: Football, Soccer, …

By Geographic Location

Zip Code

DMA

LBS

By Media Asset

Photos

Video

By Campaign Type

Banner, Pre-Roll, Full Screen

Text

SMS

Any Combination of the Above

In Conclusion Be driven by where users are. Provide the best user experience. Mobile requires editorial resources. Users want hyper-local content. Allow users to do more than share content. The AP is the gold standard for news on the mobile. Target users by interest, by location, by asset type, and by campaign type. For more information: Benjamin Mosse [email_address] 212.621.1926 @bmosse

Be driven by where users are.

Provide the best user experience.

Mobile requires editorial resources.

Users want hyper-local content.

Allow users to do more than share content.

The AP is the gold standard for news on the mobile.

Target users by interest, by location, by asset type, and by campaign type.