Strategy Eye PUBLISHER Introduction November 2009 “ Become the iTunes for your target audience” – Media Client

Publishing Industry Situation

Things are changing fast with two forces at work ... Continued – and inevitable – shift from offline to offline media consumption Growing power of search engines ... giving online audiences fully transparent choice of articles on a topic Massive shake-out will occur over next few years A new natural equilibrium will be reached in publishing with many old brands lost and new, niche ones created Publishing Industry Situation Aggregators RSS Readers Transparent Choice Your Brand? Spotify fund raising Source: Private Eye

Things are changing fast with two forces at work ...

Continued – and inevitable – shift from offline to offline media consumption

Growing power of search engines ... giving online audiences fully transparent choice of articles on a topic

Massive shake-out will occur over next few years

A new natural equilibrium will be reached in publishing with many old brands lost and new, niche ones created

Publishing Industry Situation Offline revenue continuing to decline fast Google and other search engines taking control And taking large slice of available advertising pie – coupled with economic downturn impact Online channels continue to explode Search engines give easy access to rival “equivalent quality” journalist articles Dilution through massive growth in number of online sources – and those that break news faster than old publishers Future value of traditional brands to audiences uncertain Current brands maintain strong trust and authority factor – although rarely now break major news Future generations of online-savvy users may put higher value on features and ease of “good enough” content access Large traditional editorial / writer teams now inefficient Move to combination of ‘in-depth’ writers and ‘curators’ summarising stories more effective Users demanding personalization and focus They will access through online and mobile interfaces that filter for best, most relevant content – wherever it originated Massive shake-out will occur – lower profits, job cuts, closures, mergers Surviving brands need to reinvent their content models and be ready to rapidly exploit new market opportunities

Offline revenue continuing to decline fast

Google and other search engines taking control

And taking large slice of available advertising pie – coupled with economic downturn impact

Online channels continue to explode

Search engines give easy access to rival “equivalent quality” journalist articles

Dilution through massive growth in number of online sources – and those that break news faster than old publishers

Future value of traditional brands to audiences uncertain

Current brands maintain strong trust and authority factor – although rarely now break major news

Future generations of online-savvy users may put higher value on features and ease of “good enough” content access

Large traditional editorial / writer teams now inefficient

Move to combination of ‘in-depth’ writers and ‘curators’ summarising stories more effective

Users demanding personalization and focus

They will access through online and mobile interfaces that filter for best, most relevant content – wherever it originated

Massive shake-out will occur – lower profits, job cuts, closures, mergers

Surviving brands need to reinvent their content models and be ready to rapidly exploit new market opportunities

One in four swap newspapers for free online content Oct 09 - StrategyEye Murdoch calls for search engines to pay for content Oct 09 - StrategyEye Print presses close as readers move online Sep 09 – StrategyEye Condé Nast ad income to plunge by USD1bn Sep 09 – StrategyEye Times newspapers reveal new subscription scheme Sep 09 – StrategyEye AP may charge for early news access Sep 09 – StrategyEye Just 5% of UK readers will pay for online news Sep 09 – StrategyEye MSN moves into news aggregation Sep 09 – StrategyEye The Independent newspaper to close by Christmas, says shareholder Sep 09 – StrategyEye Newspaper execs out of step with their readers Sep 09 – StrategyEye

Publishing Industry Situation Open vs Paid Walls Debate Current vogue to move open content to behind paid subscription walls Dangerous – shifting to subscription would lead to collapsed near-term revenue and negative cycle for brand At just the point in time when defending brand is critical – and it has never been easier for users to migrate to rival sites Only possibly applicable in unique content situations (eg Nursing Times) – not in ‘well-catered’ content areas Offline Revenue Online Revenue (Ad / Affiliate) Subscription Revenue Offline Revenue Online Revenue (Ad / Affiliate) Subscription Revenue Brand Awareness Brand Awareness Declining Quickly Rising Slowly Typically Minimal Continue to Decline Quickly Fall Dramatically Rise Quickly but Small Proportion of Audience Strong due to current audience Pay Walls Rapid brand fade as offline decline continues and online eyeballs cut massively $ Now Pay Wall Scenario

Current vogue to move open content to behind paid subscription walls

Dangerous – shifting to subscription would lead to collapsed near-term revenue and negative cycle for brand

At just the point in time when defending brand is critical – and it has never been easier for users to migrate to rival sites

Only possibly applicable in unique content situations (eg Nursing Times) – not in ‘well-catered’ content areas

Publishing Industry Situation User Expectations Users do not like having to search for what they really want across multiple sites or RSS feeds Spotify Social Media VC deals New Cleantech Companies Leona Lewis My Personal Interests Current Sources News Sites Social Networks Search Engines Untargeted Feeds RSS Google Alerts Social Media Intel Cleantech Intel Spotify Intel Mass Feeds News Sites Subscription Research Search Engines News Sites Recommendation Sites Blogs

Users do not like having to search for what they really want across multiple sites or RSS feeds

RSS

Google Alerts

Publishing Industry Situation User Expectations “ MyPortal” – Users want to have relevant, trusted content in one single place – or pushed in personalized alerts Single Intelligent Source My Personal Interests Leona Lewis Social Media Cleantech Intelligent Portal Application Personalised Alerting Social Media > VC articles Cleantech > New Companies Spotted Spotfiy > All articles Leona Lewis > All articles Trusted global sources Spotify Social Media VC deals New Cleantech Companies Leona Lewis

“ MyPortal” – Users want to have relevant, trusted content in one single place – or pushed in personalized alerts

Social Media > VC articles

Cleantech > New Companies Spotted

Spotfiy > All articles

Leona Lewis > All articles

Publishing Industry Solution?

5 Key Action Points For Publishers There is no silver bullet Shareholders need to defend existing brand and enhance audience relationship throughout shake-out period There are 5 key action points they need to consider through both changing technology and content approach Truly Comprehensive Content Approach for Next Generation of Audiences Semantic Indexing Intelligent Aggregation Personalized Alerting New Editorial: “Curation” Agile Technology 1 2 3 4 5

There is no silver bullet

Shareholders need to defend existing brand and enhance audience relationship throughout shake-out period

There are 5 key action points they need to consider through both changing technology and content approach

5 Key Action Points For Publishers “ Don’t think your own content alone is enough – users want centralised access to all content, wherever originated. Promote your brand to be the ‘referrer’ to best content available on web” Aggregate content to give truly comprehensive coverage 3 rd party news and blog articles Twitter feeds Direct partner feeds Blend seamlessly with your proprietary content Position brand to become “iTunes” of your content domain Proprietary Content Intelligent Aggregation Global News & Blogs 1

“ Don’t think your own content alone is enough – users want centralised access to all content, wherever originated. Promote your brand to be the ‘referrer’ to best content available on web”

Aggregate content to give truly comprehensive coverage

3 rd party news and blog articles

Twitter feeds

Direct partner feeds

Blend seamlessly with your proprietary content

Position brand to become “iTunes” of your content domain

5 Key Action Points For Publishers “ Make it as easy as possible for users to quickly link between relevant content, whether your own articles or 3 rd party content” Real-time indexing of content as added to system Applied your own and 3 rd party related content Gives consistent global meta data for searching and linking across Properly define structures in advance to ensure accuracy Add Categories (eg Online Music, Actresses) Add Companies or Brands (eg Spotify, Goldman Sachs) Add People (eg Barack Obama, Sienna Miller) Add Topics (eg Afghanistan War, Healthcare Reform) Definitions enable powerful vertical search options by topic or area And allow ranking of entities by “buzz” mentions in articles Semantic Indexing Define Entities to Index Define Categories 2

“ Make it as easy as possible for users to quickly link between relevant content, whether your own articles or 3 rd party content”

Real-time indexing of content as added to system

Applied your own and 3 rd party related content

Gives consistent global meta data for searching and linking across

Properly define structures in advance to ensure accuracy

Add Categories (eg Online Music, Actresses)

Add Companies or Brands (eg Spotify, Goldman Sachs)

Add People (eg Barack Obama, Sienna Miller)

Add Topics (eg Afghanistan War, Healthcare Reform)

Definitions enable powerful vertical search options by topic or area

And allow ranking of entities by “buzz” mentions in articles

5 Key Action Points For Publishers Personalized Alerting “ During current media turmoil, it is vital to defend brand awareness. Personalized email alerts on content are a powerful tool to maintain daily contact with your audience and understand true user interests” Real-time alerting of your content and 3 rd party content User chooses specific companies, categories or topics Delivered on demand and through email or App alerts Daily interaction keeps the brand at the forefront of users mind Publishers can ascertain exactly what the user is interested in One of supposed benefits of subscription Can therefore offer tailored advert or affiliate promotion opportunities ! 3

“ During current media turmoil, it is vital to defend brand awareness. Personalized email alerts on content are a powerful tool to maintain daily contact with your audience and understand true user interests”

Real-time alerting of your content and 3 rd party content

User chooses specific companies, categories or topics

Delivered on demand and through email or App alerts

Daily interaction keeps the brand at the forefront of users mind

Publishers can ascertain exactly what the user is interested in

One of supposed benefits of subscription

Can therefore offer tailored advert or affiliate promotion opportunities

5 Key Action Points For Publishers “ Publishers need to change editorial mix to talented, investigative journalists who research deep article alongside ‘curators’ who write succinct, informative commentary. The Facebook generation just want to be quickly ‘in the loop’ on what’s happening and more succinctly that can be told, the better” Deliver broader coverage for audiences: In-depth commentary from “Investigative” Writers Succinct commentary of global stories occurring from “Curator” Writers Shift editorial structure to add “curators” of global content Succinctly summarise global stories Automatic dynamically-built links to global commentary on stories Extract data points (eg entities involved in a story, deal values etc) to also enable structured searches (eg show all Partnerships involving Twitter) New Editorial: “Curation” “ Curator” Writers “ Investigative” Writers 4

“ Publishers need to change editorial mix to talented, investigative journalists who research deep article alongside ‘curators’ who write succinct, informative commentary. The Facebook generation just want to be quickly ‘in the loop’ on what’s happening and more succinctly that can be told, the better”

Deliver broader coverage for audiences:

In-depth commentary from “Investigative” Writers

Succinct commentary of global stories occurring from “Curator” Writers

Shift editorial structure to add “curators” of global content

Succinctly summarise global stories

Automatic dynamically-built links to global commentary on stories

Extract data points (eg entities involved in a story, deal values etc) to also enable structured searches (eg show all Partnerships involving Twitter)

5 Key Action Points For Publishers Agile Technology B2C : New Micro-sites B2B : New Subscription Services Existing Core Propositions and Audience Reach “ Identify new content areas that lend to standalone subscription or ad / affiliate models. Use technology allowing experimenting and delivery well ahead of competitors” Establish process to identify new areas beyond core proposition May be sub-sets of your content – or entirely new growth areas eg B2B : Environmental, Financial Trading Technology eg B2C : American Idol Finalists, AllAboutLeonaLewis.com Experiment quickly with prototypes into new areas Leverage own content asset but outsource technology for speed Critical to deliver fast given traditional infrastructure challenges In era of cloud computing no need for costly in-house tech resource 5

“ Identify new content areas that lend to standalone subscription or ad / affiliate models. Use technology allowing experimenting and delivery well ahead of competitors”

Establish process to identify new areas beyond core proposition

May be sub-sets of your content – or entirely new growth areas

eg B2B : Environmental, Financial Trading Technology

eg B2C : American Idol Finalists, AllAboutLeonaLewis.com

Experiment quickly with prototypes into new areas

Leverage own content asset but outsource technology for speed

Critical to deliver fast given traditional infrastructure challenges

In era of cloud computing no need for costly in-house tech resource

StrategyEye PUBLISHER

StrategyEye PUBLISHER StrategyEye PUBLISHER powers both B2B and B2C partner products and our own ENTERPRISE products Strategy Eye Creation of micro-sites on consumer hot topics Driven by focused aggregated news and selected editorial Affiliate advertising revenue White-label creation of new B2B intelligence services – or integration into existing sites or applications Partner sales teams promote products Subscription or Ad revenue Direct sales into major corporate and advisory clients Subscription revenue Currently Digital Media and Cleantech PUBLISHER B2C PUBLISHER B2B ENTERPRISE

StrategyEye PUBLISHER powers both B2B and B2C partner products and our own ENTERPRISE products

Creation of micro-sites on consumer hot topics

Driven by focused aggregated news and selected editorial

Affiliate advertising revenue

White-label creation of new B2B intelligence services – or integration into existing sites or applications

Partner sales teams promote products

Subscription or Ad revenue

Direct sales into major corporate and advisory clients

Subscription revenue

Currently Digital Media and Cleantech

StrategyEye PUBLISHER StrategyEye PUBLISHER enables media companies to rapidly deliver innovative new intelligence products Global content aggregation – and live integration with proprietary content Semantic content indexing – by company, category, people (or any other entity required) Personalized content alerts B2B Subscription and B2C Micro-site portals – optional pre-built interfaces Editorial and writer support tools Newsletter builder and user management tools Go commercially live within 8-12 weeks

StrategyEye PUBLISHER enables media companies to rapidly deliver innovative new intelligence products

Global content aggregation – and live integration with proprietary content

Semantic content indexing – by company, category, people (or any other entity required)

Personalized content alerts

B2B Subscription and B2C Micro-site portals – optional pre-built interfaces

Editorial and writer support tools

Newsletter builder and user management tools

Go commercially live within 8-12 weeks

StrategyEye PUBLISHER Key Features Each portal defined with entities eg companies, categories All articles indexed against entities own or 3 rd -party articles Dynamic links between articles – driving clicks and page views Semantic Indexing Aggregation of 400,000 articles daily from 3 rd party news & blog sources Full categorisation against portal definitions Live auto-grouping of related articles Partner and 3 rd -party content Global Content Integration Identification of key events in global content eg VC deal article eg exec movement Automatic routing of trigger articles to writers or editors Trigger Event Identification Personalised email agents allow users to set up detailed alerts on any relevant content partner content, and global news & blogs Personal settings enable partner to “know” user and tailor ads / promotions Personalized Media Alerts Article stream “dashboard” delivers relevant real-time articles to writers Automatic suggestion of new entities eg new companies or people Full proprietary article creation dynamic links to global articles Editorial Integration & Support Simple creation of newsletters built from own or global content Full subscriber and triallist management Newsletter & User Management

Each portal defined with entities

eg companies, categories

All articles indexed against entities

own or 3 rd -party articles

Dynamic links between articles – driving clicks and page views

Aggregation of 400,000 articles daily from 3 rd party news & blog sources

Full categorisation against portal definitions

Live auto-grouping of related articles

Partner and 3 rd -party content

Identification of key events in global content

eg VC deal article

eg exec movement

Automatic routing of trigger articles to writers or editors

Personalised email agents allow users to set up detailed alerts on any relevant content

partner content, and

global news & blogs

Personal settings enable partner to “know” user and tailor ads / promotions

Article stream “dashboard” delivers relevant real-time articles to writers

Automatic suggestion of new entities

eg new companies or people

Full proprietary article creation

dynamic links to global articles

Simple creation of newsletters built from own or global content

Full subscriber and triallist management

StrategyEye PUBLISHER Editorial Efficiencies StrategyEye enables significant editorial efficiencies and potential cost savings “ Article Stream” dashboards on desktops of writing teams – automatically delivering potentially relevant breaking news Publishers can shift to “curated” content – requiring a lower cost split of writer types High cost, experienced writers for deep investigative, analytical content Low cost, writers creation succinct summary articles – curating global content, leveraging system promoted breaking stories Articles filtered by writer required event topics (eg VC deal, People Movement) “ Curator” Writers “ Investigative” Writers Integrated News Output New Event Article Brief Commentary Data Extracted (eg deal value) StrategyEye Workflow Auto Identification of “Trigger Events” for routing to journalists eg VC deals Partnerships People Movement Article Stream New Feature Article In-depth Commentary Interviews

StrategyEye enables significant editorial efficiencies and potential cost savings

“ Article Stream” dashboards on desktops of writing teams – automatically delivering potentially relevant breaking news

Publishers can shift to “curated” content – requiring a lower cost split of writer types

High cost, experienced writers for deep investigative, analytical content

Low cost, writers creation succinct summary articles – curating global content, leveraging system promoted breaking stories

StrategyEye

Workflow

Auto Identification of “Trigger Events” for routing to journalists

eg

VC deals

Partnerships

People Movement

StrategyEye PUBLISHER Revenue Streams vs Costs Multiple revenue stream options: Subscription Jobs Company Profiles Affiliate Revenue CPM Advertising Costs based on combination of following: Development Fee Annual Licence Fee Revenue Share

Multiple revenue stream options:

Subscription

Jobs

Company Profiles

Affiliate Revenue

CPM Advertising

Costs based on combination of following:

Development Fee

Annual Licence Fee

Revenue Share

StrategyEye PUBLISHER Example Set-Up Process Initial set-up process now highly modular and structured and takes 8-10 weeks from definition to launch Create “map” of required coverage categories B2B – industry categories eg Online Music eg Auto Suppliers B2C – consumer categories eg Actresses eg Football teams 1 – Define Categories Add initial entities to populate categories Define entities for tracking B2B – companies eg Spotify eg Tesla Motors B2C – consumer types eg celebrity names eg footballer names 2 – Add Entities Define and add trigger events StrategyEye automatically identifies these for Categories and Entities Routes to relevant writers Allows editorial “curation” of content B2B eg VC deals eg Regulatory rumor B2C eg relationship news eg tranfer news 3 – Define Trigger Events From StrategyEye global feed engine we select relevant feeds for inclusion Two methods: Automatic addition Manual addition Ongoing addition of news feeds as required post-launch 4 – Prioritise Feeds Just 8-10 weeks to launch

Initial set-up process now highly modular and structured and takes 8-10 weeks from definition to launch

Create “map” of required coverage categories

B2B – industry categories

eg Online Music

eg Auto Suppliers

B2C – consumer categories

eg Actresses

eg Football teams

Add initial entities to populate categories

Define entities for tracking

B2B – companies

eg Spotify

eg Tesla Motors

B2C – consumer types

eg celebrity names

eg footballer names

Define and add trigger events

StrategyEye automatically identifies these for Categories and Entities

Routes to relevant writers

Allows editorial “curation” of content

B2B

eg VC deals

eg Regulatory rumor

B2C

eg relationship news

eg tranfer news

From StrategyEye global feed engine we select relevant feeds for inclusion

Two methods:

Automatic addition

Manual addition

Ongoing addition of news feeds as required post-launch

StrategyEye PUBLISHER Example Industry Map

StrategyEye PUBLISHER Pre-Built Interface Option StrategyEye Publisher already powers our own interface offerings – used by hundreds of clients: StrategyEye Digital Media StrategyEye Cleantech Currently delivered as subscription intelligence products Global coverage of both industries – combining our own editorial with global content 40+ StrategyEye articles daily – 50,000+ global news and blogs all highly indexed by company and category in real-time 400+ categories and 30,000+ companies monitored

StrategyEye Publisher already powers our own interface offerings – used by hundreds of clients:

StrategyEye Digital Media

StrategyEye Cleantech

Currently delivered as subscription intelligence products

Global coverage of both industries – combining our own editorial with global content

40+ StrategyEye articles daily – 50,000+ global news and blogs all highly indexed by company and category in real-time

400+ categories and 30,000+ companies monitored

However, Publisher is highly flexible for partners and allows data to be exported into any interface format: StrategyEye PUBLISHER Interface Options Use our ENTERPRISE platform framework Interface we use for Digital Media Simply white-label with your brand colours and logo throughout White-label StrategyEye Interface Create entire new application interface We integrate our modules directly into your new platform structure Own Interface Integration direct into your own application or web site Simple XML feeds / Javascript includes with bespoke tailoring Integration into Existing Site or Application

However, Publisher is highly flexible for partners and allows data to be exported into any interface format:

Use our ENTERPRISE platform framework

Interface we use for Digital Media

Simply white-label with your brand colours and logo throughout

Create entire new application interface

We integrate our modules directly into your new platform structure

Integration direct into your own application or web site

Simple XML feeds / Javascript includes with bespoke tailoring

StrategyEye Publisher Examples Textiles Industry Partnership with World Textiles Group – largest B2B publisher in textiles industry Premium subscription offer cross-selling to 1,000+ current clients Significant content across multiple magazines

Textiles Industry

Partnership with World Textiles Group – largest B2B publisher in textiles industry

Premium subscription offer cross-selling to 1,000+ current clients

Significant content across multiple magazines

StrategyEye Publisher Examples

StrategyEye Publisher Examples Guardian Cleantech 100 - Live Partnership with Guardian Media Group Live monitoring of industry buzz for 100 rated companies – drives page impressions and ad revenue

Guardian Cleantech 100 - Live

Partnership with Guardian Media Group

Live monitoring of industry buzz for 100 rated companies – drives page impressions and ad revenue

StrategyEye ENTERPRISE Example Clients Our own intelligence platforms tracking the Digital Media and Cleantech industries are used at CXO level by strategy, business development and information executives at 130+ enterprises including:

More Information For more information, contact: Nick Gregg, CEO StrategyEye [email_address] +44 (0) 20 7930 4158

For more information, contact:

Nick Gregg, CEO StrategyEye

[email_address]

+44 (0) 20 7930 4158