Revenue Initiatives 2009
Presented by ITZBelden
September 14, 2009
p ,
Reston,VA
Belden Interactive 1

Introduction and Methodology
The study:
API conducted research in partnership with Itz Publishing and Belden
Interactive to understand online revenue opportunities, and where the news
industry is and where it is going.
The methodology:
• 118 online interviews, based on questionnaires self-administered by industry
executives at newspapers across the U.S. and Canada.
• 2 400 executives at 1 380 enterprises solicited using the API Partner email list
2,400 1,380 list.
• Study will be ongoing over at least the next year. It’s not too late to submit your
data!
Belden Interactive 2

Industry Participants
Sites from more th 30
Sit f than
corporate groups and 20
independents participated.
No corporate g p submitted
p group
for more than 7 sites; most
submitted for 1-4 enterprises.
Position %
Pres/Publisher 40%
GM 7%
VP/SVP 16%
New M di Dir/Mgr
N Media Di /M 11%
Editor 6%
(N = 118)
Other Dir/Mgr 20%
Belden Interactive 3

Today s
Today’s Program
1.
1 API industry survey results
Provider perspectives — What “we” think.
Visitor perspectives from Belden Interactive local
market research — What “they” think.
2. Audience and Opportunity
3. Benchmarking data
4.
4 Case studies
Belden Interactive 4

Provider Perspectives
What U.S. newspapers are thinking and doing
US
regarding revenue from paid access:
ePapers
Paid access sites, live
Paid access, plans
access
Registrations
Log ins
Log-ins
Perceptions of audience
Belden Interactive 5

Re publishing
Re-publishing Content
10. Does your Website publish most or all print articles to the Web in some form?
Publish Most/All Articles
Yes 80%
No 20%
N = 118
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
11. Does your site publish print articles in full?
Publish Articles in Full
Yes 91%
No 9%
N = 118
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Belden Interactive 6

Adoption of selected best practices for
end-user engagements
d
12. Which of the following content programs do you have on your site?
N = 118
13. E-paper issues: Do you have an e-paper reproduction (Olive or other
solution) available on your Website?
Belden Interactive 7

Subscription levels required for e-paper
p q p p
16. If you have an additional charge for access
to the e-paper, how much is it?
19. yes
19 If yes, what is the charge for an online only
online-only
subscription?
$35.00
$30.00
$30 00
N = 72
$25.00
$20.00
Median = $5.99 17.
17 What print subscription level is required for free
$15.00
Median = $4.99 access to e-paper? [Select one.]
$10.00
$5.00
Range of online-only subscriptions varied based on a
online only
variety of factors.
$-
Subsciber Upcharge Online Only Price Mean, users accessing: 3875
Mean, online-only: 706
• Subscriber up-charge price reported N=25
• Online-only charge price reported N=64
Online only N 64 Net: 18% “Web only
Web only” [55 sites reporting]
Belden Interactive 8

ePaper Revenue Use
p
14. Is access to your e-paper paid in any way? N = 79
15. Do current print subscribers have access to the e-paper without additional charge? N =72
• Are not charging…or
• Not charging much…and
• As always, discounting
convenience…
Belden Interactive 9

1 in 10 have paid sites; nearly all
maintain some kind of free site
22. Does your enterprise maintain
a paid-access Website that is not
an e-paper?
23. (Those with a paid site:) Do you
have BOTH a paid and an open/free
site (or paid/free sections) for your
main news and information content?
N = 118
Belden Interactive 10

Six of 10 are considering
paid access initiatives
36. Are you considering initiating paid access of any type to your main,
currently open/free news and information content?
N = 118
37. What is your expected timeframe for implementing any new paid strategies?
Timeframe
Now, Q3 10% N = 68
Q4 2009 12%
Q1 2010 18%
Q2 2010 10%
Q3 2010 2%
Undecided 49%
0% 10% 20% 30% 40% 50% 60%
Belden Interactive 11

Various approaches
being considered (1 of 2)
[BLUE BARS]38. Which of the following types of paid content for your currently
open/free site are you actively considering? [Select all that apply.]
[RED BARS] 39.Which of the following do you think your enterprise is most likely
to adopt? [Select all that apply.]
N = 68
Belden Interactive 12

Various approaches
being considered (2 of 2)
[BLUE BARS]38. Which of the following types of paid content for your currently
open/free site are y actively considering? [
p you y g [Select all that apply.]
pp y ]
[RED BARS] 39.Which of the following do you think your enterprise is most likely
to adopt? [Select all that apply.]
N = 68
Belden Interactive 13

New revenue and preserving print
are the primary drivers
[BLUE BARS] 42.In considering introducing paid access to online content, which of
the following are important strategic goals? [Select all that apply.]
[RED BARS]43. Of the following goals, which do you think is or will be the most
important factor in driving any final decision? [Select one only.]
N = 68
Belden Interactive 14

Decision Location
44. Do you expect that decisions with respect to adopting a paid solution will be…
Locally determined and implemented 41%
Approved by corporate but following a local
decision by your enterprise team
40%
Mandated by corporate to follow a common
program at all your associated papers
18%
Other 2% N = 68
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Belden Interactive 15

Prospects for
Micropayments Models
40. There are many possible approaches to specific micropayments models that might be
implemented for non-subscribers. How likely to succeed do you think any of these models might be?
p y y y g
N = 68
Belden Interactive 16

Some concern about
content piracy, but little action
piracy
46. How concerned are you about unauthorized/ uncompensated use of your content?
N = 118
47. Are you actively engaged in tracking unauthorized/ uncompensated use of your
content across the Web?
Active Tracking N = 118
Yes 25%
No 75%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Belden Interactive 17

Registration — Most allow, few require,
some considering few monetizing
considering,
48. Does your site accept user registrations? N = 118
49. Does your Website require user registrations? N = 84
y q g
50. Is your enterprise considering some type of required registration as an alternative to paid
access to content? N = 61
53. Does your site have a specific program or programs for monetizing registration information that
is in active use now? N = 84/
Belden Interactive 18

Registration — Of 34 sites reporting, average
is
i 11% of UV count
f
Sites reporting indicated that
62% of registered visitors
logged on in the last 30
days.
N = 34
Belden Interactive 19

Registration Data Collected
55. Which of the following types of information do you include in your registration form?
Email Address 86%
ZIP Code 77%
Gender 61%
Full Name 61%
Age 60%
Physical Address (Residence) 45%
Phone Number 37%
Household Income 18%
Personal Interests (Hobbies) 14%
Education Level 13%
Marital Status 6%
N = 84
Shopping Habits 5%
Other 7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Belden Interactive 20

Log-in Programs
Few sites use ZAG and just 1 in 4 who do use for ad targeting
ZAG,
57. Does your site use ZIP, Age, Gender (ZAG) log-ins?
N = 118
ZAG Programs in Place
Yes 15%
No 85%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
58. Does your site use ZAG information for ad targeting?
ZAG Programs for Ad Targeting N = 18
Ye 28%
No
N 72%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Belden Interactive 21

Providers vs. Visitors Perception:
Value of site news and information
60. How would your users rate the news 25. In general, how valuable do you think
and information posted at y
p your main the news and information posted at
p
news and information site? LOCALSITE.com is to you?
Providers Visitors
N = 118
Source: Belden Interactive 2009
Local Market Surveys (N = 4,113)
y ( , )
Belden Interactive 22

Providers vs. Visitors Perception:
Value of print content on Website
61. How valuable is it for your users to 40. In general, how valuable is it to you
be able to access all of your print to be able to access all of local daily
content online at your main news and
l d news print content online at
l
information site? LOCALNEWS.com?
Providers Visitors
N = 118 Source: Belden Interactive 2009
Local Market Surveys (N =4,113)
Belden Interactive 23

Providers vs. Visitors Perception:
Difficulty of replacing site
62. If your main site stopped posting its news and 26. If LOCALSITE.com stopped posting its news and
information to the Web, how easy do you think it information to the Web, how easy do you think it would
would be for your users to find a replacement for that be to find a replacement for that news and information
news and information they are currently getting from you are currently getting from LOCALSITE.com?
your site?
Providers Visitors
Source: Belden Interactive 2009
N = 118 Local Market Surveys ( = 4,113)
y (N , )
Belden Interactive 24

Providers vs. Visitors Perception:
Market Options to Website
63. What other media/sources do you think your 27. What other media/sources do you think
users would use if news and information from your you would use if news and information
main news and information site were no longer from LocalSite.com were no longer
available? [Select all that apply.] available? [Select all that apply.]
Providers Visitors
Source: Belden Interactive 2009
N = 118 Local Market Surveys (N = 4,113)
Belden Interactive 25

Providers vs. Visitors Perception:
Online options to Website
64. Which, if any, online sources do YOU think 28. Which, if any, online sources would you be
YOUR USERS would be most likely to turn to if most likely to turn to if LOCALSITE.com were
y
your main news and information site were no no longer available? [Select all that apply.]
longer available? [Select all that apply.]
Providers Visitors
Source: Belden Interactive
2009 Local Market Surveys
N = 118 (N = 4,113)
Belden Interactive 26

Paid Future — Silver Bullet?
No consensus
65. How likely do you think it is that newspapers will succeed in charging for content in such
a way that these new revenues will significantly contribute to the f
h h ill i ifi l ib h future of newspapers?
f ?
Very likely 12%
Somewhat likely 39%
Not very likely 36%
Not at all likely 5%
Complete failure nearly certain 3%
N = 118
Don''t know 5%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Belden Interactive 27

Challenge:
Audience and Opportunity
A di dO t it
If we do not accurately understand
y
our audience we cannot calibrate…
Opportunity
ROI
• Any possibility of converting to paid content — or any other revenue
opportunity — depends upon key variables:
Knowing audience size
Knowing audience behaviors
K i di b h i
Knowing user price points
Articulating user benefits from their perspective
Belden Interactive 28

Omniture and Google Analytics
g y
• Omniture and Google analytics’ UV counts raise
g y
concerns, such as…
• Unique Visitor counts equal to local population or more
• Unique Visitors counts 10x circulation
• Unique Visitors counts 2.5x visiting per month
• Unique Vi i
U i Visitors counts i di
indicate mostly out of market
l f k
Let s
Let’s look at what the Omniture data are telling us
us.
NOTE: Most sites say they do not believe Omniture UV but have no other source except
y y p
Nielsen/Comscore, which have significant limits, notably the focus on top markets only.
Belden Interactive 29

UV counts are 10 times circulation and 1.3
times greater than local populations
Average UV Count: 4,957,772
Average Market Pop: 3,828,973
UV reports were on average
133% of local population for
large markets.
Average UV Count: 347,446
Average M k t P
A Market Pop: 375 997
375,997
UV reports were on average 92%
of local population for
mid-sized markets.
Average UV C
A Count: 157 229
t 157,229
Average Market Pop: 97,474
UV reports were on average
161% of local population for
small markets.
Average UV Count: 58,519
Average Market Pop: 40,285
UV reports were on average
145% of local population for
very small markets.
N = 99
Belden Interactive 30

Reported “Unique Visitors” exceed
local
l l populations in all market sizes
l ti i ll k t i
Large Market Sites: +100K Circ. (N = 20) Mid-Size Market Sites: 25K to 99K Circ. (N = 30)
Small Market Sites: +10-25K Circ. (N = 26) Very Small Market Sites: <10K Circ. (N = 23)
N = 99
Belden Interactive 31

Overall Traffic Patterns – Nearly every market
reports the same pattern of 10 PV : 2.5V : 1UV
t th tt f 2 5V
Large Market Sites: +100K Circ. (N = 15) Mid-Size Market Sites: 25K to 99K Circ. (N = 27)
Small Market Sites: +10-25K Circ. (N = 26) Very Small Market Sites: <10K Circ. (N = 16)
N = 84
Belden Interactive 32

Overall Traffic Patterns – Nearly every market
reports the same pattern of 10 PV : 2.5V : 1UV
t th tt f 2 5V
Large Market Sites: +100K Circ. (N = 15) Mid-Size Market Sites: 25K to 99K Circ. (N = 27)
Small M k t Sit
S ll Market Sites: +10-25K Circ. (N = 26)
+10 25K Ci Very S ll M k t Sit
V Small Market Sites: <10K Ci
Circ. (N = 16)
N = 84
Belden Interactive 33

Visits Per Month – Excluding 3 outliers, the
average site shows 2.5 visits per month
25
60 of 96 sites report
2.00-3.99 visits per month.
There has been no increase
in the Omniture/Google
analytics net monthly visits
rates in reported data since
p
2003.
Mean 2.5
N = 96
Belden Interactive 34

Local Market Reach:
54 Sites Reporting
i i
Local Market Reach
90.0%
90 0%
80.0% While the overall average is
31% reported reach, the
70.0%
overall range of 1% to 85%
60.0% strongly suggests a random
50.0% distribution.
40.0%
30.0%
20.0%
10.0%
10 0%
0.0%
N = 54
NOTE: Local market reach data are NOT typically reported from Omniture/GA data
Belden Interactive 35

Why?
• Why is this pattern always the same?
y p y
–10 x circ?
–1.3 x local pop?
–2.5 x per month?
–Large implied out of market
Regardless of market, circulation size, or
seemingly anything…
Belden Interactive 36

Belden Interactive 37

Loyalist Audience Frequency
(Incidental and Core Visitors – excludes fly-bys)
Source: Belden Interactive 2009
Local Market Surveys (N = 4,113)
Belden Interactive 38

Newspaper Website Audiences
Come i Three Flavors
in h l
Fly-by
y y
•1 time per month
•Sourced from Search
•Wide variation in In- vs. Out-of-
Market mix
•Varies between 25% & 80% of total
Varies
people visiting in a month.
Incidental Loyalists
•1-3
•1 3 days per month 1 2 times
month, 1-2
on days visiting.
•Predominantly local.
Core Loyalists
•20 days per month, 2-3 times
on days visiting
•Mostly to overwhelmingly local.
Local market definitions may vary.
Belden Interactive 39

Loyalists are the
Base f Everything
for hi
Loyalists drive the vast majority of
pageviews at all local newspaper
Websites. As a group they have
known characteristics:
•Vast majority of pageviews
V j i f i
•Vast majority of over-counting
Belden Interactive 40

How does this affect strategy?
• Core audience has engagement.
• Higher engagement is higher
pp y
opportunity.
Belden Interactive 41

The Friction Challenge
Saying “pay” is easy. Getting it is hard.
• Single-story fees. Likely to appeal only to fly-by
visitors; large resistance can be expected.
• Single-day pass. Likely viable for all types; greatest
total revenue opportunity and least resistance of
all types.
ll
• Subscriptions. Likely to appeal only to core
loyalists;
l li t some resistance; capped revenues; most
it d t
familiar, and easiest to implement.
Belden Interactive 42

Paid Opportunity by Profile
pp y y
Fly by
Fly-by audience: Frequency 1 day per month,
not returning. Typically driven by search or other
reference to some specific story or content item.
Best opportunity: Single-story fees?
Incidental loyalist audience: Frequency 1-3
days per month, returns on a semi-regular
basis. returning. Typically driven by desire to see
some specific content for news ads classifieds
news, ads, classifieds,
etc. Best opportunity: Single-story fees? Day
passes?
Core l
C loyalist audience: Frequency 18+ days
li t di F 18 d
per month, 2-3 times per weekday. Typically
driven local and breaking news. Best opportunity:
Day pass? Subscriptions?
Belden Interactive 43

Revenue Strategy by Profile
gy y
Fly-by audience: Frequency 1 day per month,
not returning. Leveraging the API
Incidental loyalist audience: Frequency 1-3
days per month, returns on a semi-regular
basis. returning. Leveraging
Core loyalist audience: Frequency 18+ days
per month, 2-3 times per weekday. API
Belden Interactive 44

Digital Delivery: What you want,
when you want, where you want
h h
• Isaacson recommended iTunes
or similar micropayments.
• Why iTunes and other online
payments work — despite very
strong initial resistance.
Belden Interactive 45

A Consumer Perspective - Music
This is the problem iTunes solves.
1 of 14 Songs Wanted
•You love one song on this
album, “Treetop Flyer.” But it
is not available as a single,
you must buy the whole
album of 14 songs f $14 99
lb f for $14.99
to get the one you want.
•93% of purchase price
“wasted.”
•In iTunes you can go in and
1 of 1 Song Wanted
find the one song you want to
add to your pla list and b it
o r playlist buy
for $0.99.
•100% of purchase price
delivers what I want, when I
want, and where I want.
46
Belden Interactive

A Consumer Perspective:
Subscriptions?
This is the problem with print.
1 of 5 Sections Interest
•In subscribing to printed newspapers,
people must buy all the content to get
what they want — news, sports, ads,
etc. No one wants all the content —
perhaps only 1 of 5 sections on a
regular basis.
-75% of purchase price “wasted.”
Problem is worse with online subscription.
An online subscription does not solve
the problem if the same “buy all to get
some” rule applies. People typically
read 4 of perhaps 40 newly available
online articles on any day.
•90% of purchase price “wasted ”
wasted.
Belden Interactive 47

What do the data imply?
• Missed opportunities for…
ePaper
Interactivity
Registration
• “Print” precepts still driving our thinking.
Comfort with words, not interactivity
, y
Obsession with “credibility” and professional
Control of conversation– not trusting visitors
Price to end user focused on advertising
Cost to end user consistently discounted or free
No focus on user benefits
• Potentially deep disconnect between “us” and “them” — content creators and end-
users, our visitors.
• Visitors’ focus is on Internet and TV, not print.
• Little audience understanding of basic reach and behaviors.
• Faulty models likely in place for assessing opportunity and ROI.
Belden Interactive 48

Hands on
Hands-on
• How many people?
• How much opportunity for core?
• Subscription Opportunity
p pp y
• Micropay Opportunity
Belden Interactive 49

Worksheet
Visits per Pages Page-
Unique = Revenue
Audience X month X per visit views
Visitors Opportunity
Omniture x x =
Site Estimate
Flavors:
Fly-by x 1.0 x =
Incidental
id l x x =
Core x x =
Total
Belden Interactive 50

Case Studies
Enterprise
p Ownership
p Site Link
Pittsburgh PA Independent PGPlus
Post-Gazette
Newport RI Independent
Little Rock, AR Independent ArkansasOnline.com
Arkansas Democrat-Gazette
Lima, OH Freedom LimaNews.com
The Lima News Communications
Kankakee, IL Small Newspaper
The Daily Journal Group
Manchester, CT Independent
Erie, PA Independent GoEire.com
Erie Times-News
E i Ti N
51
Belden Interactive

Experimental Matrix
Looking for Volunteers!
ki f l !
Pay Model Test 1 Test 2 Pricing Notes
Subscription Allow Current We may consider that this
All Pay $6 to $10/month has been done.
Model Subs Free
Lower resistance, hi h
L it higher
revenue. Allows to get some
revs from Fly-bys &
Allow Current
Day Pass 24 Hrs. All Pay $1.00 to $1.50 incidentals, though not
Subs Free much. Revs per visitor likely
to be 2x subs model per +
more participation.
May want to introduce some
Day: $1.00 to
y $ flavor of FinTimes model on
Allow Current
All C t All Pay With
P
Day Pass/Single $1.50 Single this, but not much, as there
Subs FreeWith Single is no real solution for the
Article Article: $.50 to
Single Article Article cookie problem. Prompt at
$.75 nd
2 visit, for sure.
52
Belden Interactive

Revenue Initiatives 2009
Benchmarking print revenues
Belden Interactive
53

Contribution to print revenues from national retail
By enterprise scale
Actual 2008 Projected 2009
100% 100%
90% 90%
80% 80%
100% 100%
70% 100% 70% 100%
nse
nse
100%
Mean Respon
Mean Respon
60% 92% 60%
50% 92% 91%
50%
40%86% 40%83%
30% 0% 30% 0%
0% 0% 0%
0% 0% Unreported 0%
0% 0%
0% 0% Unreported
20% 0% 20% 0%
8%0% 0% Very Small 9%0% 0% Very Small
0% 8% 0%
10% 0% 0% Small 10% 0%
0% 0% 0% 0% Small
0% 0%
0% 14% Mid-Range 0% 17% Mid-Range
0% 0%
0 - 19% Large 0 - 19% Large
20 - 39% 0% 20 - 39% 0%
40 - 59% 0% 40 - 59% 0%
60 - 79% 60 - 79%
80 - 100% 80 - 100%
Large Mid-Range
Mid Range Small Very Small Unreported Large
g Mid-Range
g Small Very Small
y Unreported
p
Sample Size = 42
Belden Interactive

Percentage of total print revenue from national ads
by enterprise size
16 15
14 15
12
Mean Response
10
10
8 6
6
6
4
2
2
2
2
0 2
Mean 2008
Large
L 1
Mid-Range Mean 2009
Very Small
Small
Unreported
Mean 2009 Mean 2008
Sample Size = 40
Belden Interactive

Contribution to print revenues from local retail
By enterprise scale
Actual 2008 Projected 2009
80% 70%
70% 60%
60%
50%
Mean Response
e
Mean Response
e
50% 67%
75% 40% 67%
63% 50% 50%
40% 58% 55%
38% 30% 67%
71%
30% 17% 22% 17%
42%
0% 17% 20% 0% 33% 17%
20% 0% 17% 0% 27% 17%
0% 18%0% 11%
17% Unreported 10% Unreported
10% 8% 0% 33%
14% 0% Very Small 0% Very Small
0% 0%
0% 0% 0% Small 0% 0% 0% 0% Small
14% 0% 0%
0 - 19% Mid-Range 0 - 19% Mid-Range
20 - 0% Large 20 - 0% Large
39% 40 - 39% 40 -
60 - 0% 60 - 0%
59% 59%
79% 80 - 79% 80 -
100% 100%
Large Mid-Range Small Very Small Unreported Large Mid-Range Small Very Small Unreported
Sample Size = 44
Belden Interactive

Contribution to print revenues from local Inserts
By enterprise scale
Actual 2008 Projected 2009
90% 90%
80% 80%
70% 70%
89%80% 83%
ponse
88%
ponse
60% 60%
83%
75%
Mean Resp
Mean Resp
50% 50%
40%83% 70% 40%
20%
55% 45% 17%
30% 30%
30% 11% 0% 25%13%
17% 0% 57% 0% 0%
20% 0% 0% Unreported 0% Unreported
0% 20%43% 0%
0% Very Small 0%
0% 0% Very Small
10% 0% 10% 0%
0% 0% 0% Small 0% 0%
0% Small
17% 0% 0%
0% Mid-Range 0%
0% Mid-Range
0 - 19% 0% Large 0 - 19% 0%
20 - 39% 0% 20 - 39% 0% Large
40 - 59% 0% 40 - 59% 0%
60 - 79% 60 - 79%
80 - 100% 80 - 100%
Large Mid-Range Small Very Small Unreported Large Mid-Range Small Very Small Unreported
Sample Si = 42
S l Size
Belden Interactive

Percentage of total print revenue from national inserts
12
12 10
9
10
7
Mean Response
8
8
8
6
4
6 4
4
2 4
0
Mean 2008
Mid-Range
Mid R
Large Mean 2009
Very Small
Unreported
Small
Mean 2009 Mean 2008
Sample Size = 36
Belden Interactive

Percentage of total print revenue from niche pubs
18 18
16
12
14
11
nse
12
Mean Respon
12
10
8
6 7 5
4 2
5
2 5
4
0
Mean 2008
Very Small
V S ll
Large Mean 2009
Small
Unreported
Mid-Range
Mean 2009 Mean 2008
Sample Size = 40
Belden Interactive

Percentage of total print revenue from classifieds
27 30
30
27 24
27
25
22
23
Mean Response
20 19
15 19
18
10
5
0
Mean 2008
Large
L
Mid-Range Mean 2009
Small
Very Small
Unreported
Mean 2009 Mean 2008
Sample Size = 44
Belden Interactive

Revenue Initiatives 2009
Benchmarking online revenues
Belden Interactive
61

Percentage of total online revenue from display ads (ROS)
60
60
50
51
50 53
44
Mean Response
40
33
38 31
30 37
32
20
10
0
Mean 2008
Very Small
V S ll
Small Mean 2009
Unreported
Large
Mid-Range
Mean 2009 Mean 2008
Sample Size = 45
Belden Interactive

Contribution to online revenues from behavioral targeting
By enterprise scale
Actual 2008 Projected 2009
100%
100%
90%
90%
80%
100% 80%
100% 100%
70%
Mean Response
100% 70%
Mean Response
100%
60%
100% 60%
100%
50%100%
R
50%100% 50% 50%
40%
40%
30% 0%
0% 0% 30% 0%
0%
0% 0% Unreported 0% 0%
20% 0% 0% 0% Unreported
0% 0% Very Small 20% 0%
0% 0% 0% 0% Very Small
10% 0% 0% 0%
0% 0% 0% Small 10% 0%
0% 0% 0% 0% Small
0% Mid-Range 0%
0% 0% Mid-Range
0 - 19% 0% Large 0%
20 - 39% 0% 0 - 19% 0% Large
40 - 59% 0% 20 - 39% 0%
60 - 79% 40 - 59% 0%
80 - 100% 60 - 79%
80 - 100%
Large Mid-Range Small Very Small Unreported
Large Mid-Range Small Very Small Unreported
Sample Size = 21
Belden Interactive

Percentage of total online revenue from behavioral targeting
10 10
9
8
8
7
Mean Response
e
6 4
5
5
4
2
3 0
2 0 0
2
1
Mean 2008
0
Mean 2009
Very Small 0
Large Mid-Range Small
Unreported
Mean 2009 Mean 2008
Sample Size = 21
Belden Interactive

Percentage of total online revenue from local search
g
4
4 4 3
4
3 3
Mean Response
3
3 2
2
2 1 2
1 0
0
1
0
Mean 2008
Small
S ll
Large Mean 2009
Unreported
Mid-Range
Very Small
Mean 2009 Mean 2008
Sample Size = 23
Belden Interactive

Contribution to online revenues from mobile
By enterprise scale
Actual 2008 Projected 2009
100%
100%
90%
90%
80%
100% 80%
70% 100% 100%
Mea Response
100% 70% 100%
Mean Response
60% 100%
100% 60%
100%
50%100% 50%100%
an
40%
n
40%
30% 0%
0% 0% 30% 0%
0%
0% 0% Unreported 0% 0%
20% 0% 0%
0% 0% Unreported
0% 0% Very Small 20% 0%
0% 0% 0% 0% Very Small
10% 0% 0% 0%
0% 0% 0% Small 10% 0%
0% 0% 0% 0% Small
0% Mid-Range 0%
0% 0% Mid-Range
0 - 19% 0% Large
L 0%
20 - 39% 0% 0 - 19% 0% Large
40 - 59% 0% 20 - 39% 0%
60 - 79% 40 - 59% 0%
80 - 100% 60 - 79%
80 - 100%
Large Mid-Range Small Very Small Unreported Large Mid-Range Small Very Small Unreported
Sample Size = 18
Belden Interactive

Percentage of total online revenue from national or regional remnant
8
8
7 7 6 6
5
6 6
Mean Response
e
5
4 5
3 2
3
2
1 2
Mean 2008
0
Mean 2009
Unreported Very Small Large Small
Mid-Range
Mean 2009 Mean 2008
Sample Size = 28
Belden Interactive

Percentage of total online revenue from Search Engine Optimization
7
7
6
5
5
Mean Response
4
3
2
1
0
0
0
0 0
0 Mean 2008
Very Small
V S ll 0
Mid-Range 0 Mean 2009
Large 0
Small
Unreported
Mean 2009 Mean 2008
Sample Size = 19
Belden Interactive

Percentage of total online revenue from Search Engine Marketing
4
3
4 4
3
Mean Response
3
2
2 1
1
1
1
0
0
0
0
Mean 2008
Mid-Range
Mid R 0
Large 0 Mean 2009
Small 0
Very Small
Unreported
Mean 2009 Mean 2008
Sample Size = 18
Belden Interactive

Percentage of total online revenue from Video Advertising
8
8
6
7
6
Mean Response
5 5
4 3
3 4
2 1
1 0
0
0
1 Mean 2008
Mid-Range
Mid R
Large Mean 2009
Very Small 0
Small
Unreported
Mean 2009 Mean 2008
Sample Size = 28
Belden Interactive

Contribution to online revenues from Classifieds Actual
By enterprise scale
Actual 2008 Projected 2009
80% 80%
70% 70%
60%
% 60%
%
Mean Response
e
Mean Response
e
50% 67% 50%
67% 57% 50%
40% 56% 50% 50% 40% 50%
33% 64%
71% 58% 71% 43%
30% 30%
33% 36%
20% 20%
11% 0% 11% 0%
10% 11% 22%
0% 0% 10% 11% 0% 0%
0% 0% 11% 0% 0%
29% 0% 8% 14% 0%
0% 0% 0% 0%
Unreported
Unreported
0% 14% 0% 0%
0%
Very Small
Very Small
0 - 19%
0 - 19%
0% 0%
20 - 39%
20 - 39%
Small
Small
40 - 59%
40 - 59%
0% 0%
d-Range
d-Range
60 - 79%
60 - 79%
0% 0%
arge
arge
0%
0%
80 - 100
La
80 - 100
La
4
4
Mid
Mid
Large Mid-Range Small Very Small Unreported Large Mid-Range Small Very Small Unreported
Sample Size = 37
Belden Interactive

Percentage of total online revenue from classifieds
25 22
22 22
20
17
18
Mean Response
17 16
15
15
15
15
10
5
0
Mean 2008
Unreported
U t d
Small Mean 2009
Mid-Range
Large
Very Small
Mean 2009 Mean 2008
Sample Size = 38
Belden Interactive

Percentage of total online revenue from Sponsorships
7
7
6
5 4
Mean Response
4 3
3
3
2
1
1 2
0
1 0
0
1 Mean 2009
Very Small
V S ll
Mid-Range Mean 2009
Unreported
Large
Small
Mean 2009 Mean 2009
Sample Size = 22
Belden Interactive

Percentage of total online revenue from business directories
18
16
17
14
nse
12 10
Mean Respon
10
8
1
6 7
4 6 3
2 0 4 1
0
Mean 2008
2
Small
Unreported Mean 2009
Very Small
Mid-Range
Large
Mean 2009 Mean 2008
Sample Size = 25
Belden Interactive

Average Sell-Through (% Inventory sold)
70
54 58
60 61 61 54
60
50 43 58
Mean Response
40
30 29
35
20
10
0
Mean 2008
Large
L
Mid-Range Mean 2009
Very Small
Unreported
Small
Mean 2009 Mean 2008
Sample Size = 44
Belden Interactive

Case Studies
• PG Plus
• Newport RI
• Arkansas
• Lima OH
• Kankakee
• Manchester, CT
• GoErie
Belden Interactive 76

Appendices
Belden Interactive 77

Content Initiatives
Social networks links/presence 86%
E-commerce storefronts 80%
N = 118
Email subscriptions/alerts 70%
Niche sites (moms, gardens, etc.) 70%
Premium-content site/section 8%
• Facebook (79%) and Twitter (80%) most-often cited social networks.
• Photos (75%) and paid archives (48%) most common ecommerce elements.
• 1 of 83 with email subscriptions with payment.
• 59 of 83 (71%) sold advertising into email subscription/alert p g
( ) g p / programs.
Belden Interactive 78

Digital Delivery
35. Do you provide access to stories or information such as sports scores,
headlines, stock quotes, etc., by any of these digital delivery platforms?
[Select all that apply.]
[S l ll h l ]
N = 118
Belden Interactive 79

Current Registrations
59. Have you registered to receive emails, alerts or permission-based advertising at
any of the following media or businesses? [Select all that apply.]
Sample Base: All
Respondents N = 795
Belden Interactive 80