Generate Value from your Online Ad Inventory

Generating Value from your Online Ad Inventory II How Publishers Can Survive & Thrive in an Ad Recession presents featuring…

Dave Hendricks EVP, Sales & Planning Moderator: Panelists: Copyright 2009, Datran Media Corp. All Rights Reserved Julie Rutherford VP, GM Email Fox Digital Media, Beliefnet.com Marc Kiven Chief Revenue Officer Examiner.com

The Past and Present of Publishing Advertising Before Public Internet… Non- Interactive Less Measurable Latent and Long-Tailed Advertising Today… Mobile Web sites Social Media Email Interactive Targeted Measurable Timely Copyright 2009, Datran Media Corp. All Rights Reserved Blogs

Copyright 2009, Datran Media Corp. All Rights Reserved *Zenith Optimedia, 2009 Media Forecast Times Are Tough for Older Media Channels… But Not Every Channel is Bleeding NEWSPAPERS MAGAZINES INTERNET Newspaper ad expenditures will drop 14.7% in 2009* Ad spending in magazines will fall 16.7%* The Internet is the only medium Zenith expects to grow this year*

But Online Readership continues to GROW. The average monthly reach for magazine Web sites grew to 45.1% of the total U.S. Internet population in Q1 ‘09. The time spent by consumers on magazine sites also rose, registering a 1.3% increase . *Magazine Publishers of America, 5/09 The number of visits to consumer magazine Web sites averaged 75.8 million unique users per month , a new record* Declines in print readership are being offset by INCREASES in online readership. Copyright 2009, Datran Media Corp. All Rights Reserved

Where did you read your news today?

traditional paper

online paper

news aggregator

mobile device

town crier

Your Online Assets are Very Valuable to Advertisers: FREQUENCY CREDIBILITY TARGETED PURCHASING POWER CONTENT QUANTIFIABLE MULTI-CHANNEL HIGH PROFILE CUTTING EDGE ACTIONABLE A Treasure Chest of Benefits For Internet Advertisers Copyright 2009, Datran Media Corp. All Rights Reserved

Advertisers Demanding Increasingly Narrow Targeted Audiences… Female, 22 College Student Male, 33 Married, Home Owner And consumers are embracing the proliferation of choices that online publishers offer in forms of Web and Newsletter content. Male, 28 Single, Rents Female, 41 Single Mother Copyright 2009, Datran Media Corp. All Rights Reserved

Is email advertising an acceptable exchange for free content supplied by your favorite sites? Yes No

What is Examiner.com?

Launched April, 2008

A Network of 90 Local Market Content Websites

Growing to 120 markets by September

Examiner.com Content Covers 24 Channels

Building the Largest library of local interest articles

Over 13,000 Examiners Contribute Content

Fully and continually vetted

Examiners are independent credible Experts , who are knowledgeable community insiders that create compelling local content “ Examiners want to share what they know about their communities” Copyright 2009, Datran Media Corp. All Rights Reserved

Now more then ever consumers are seeking a sense of connection with brands and local business as a means to help them make sense of their daily lives… Copyright 2009, Datran Media Corp. All Rights Reserved

Would you pay a subscription fee to eliminate ads sent to you via email? Yes No

About.com listed Beliefnet as one of the Coolest Websites of 2008 . The criteria stated that sites must evoke emotion and be memorable and stimulating. Beliefnet was chosen specifically because it provides "something deep for everyone." Leading authority on spiritual information for the major US news organizations .