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API ITZ Belden Revenue Initiatives Survey

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API ITZ Belden Revenue Initiatives Survey API ITZ Belden Revenue Initiatives Survey Presentation Transcript

  • 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