Change Happens. Embrace it. Love it.
Ellen F. Siminoff
President and CEO
Shmoop University, Inc.
November 2, 2008
Associated College Press / College Media Advisers NaFonal Conference
Shmoop University, Inc. ConfidenFal 1

‘Man plans and God laughs.’
Very o?en, in life and business, you won’t end up doing what you think you’re going to do
Shmoop University, Inc. Confidential 2

I Fell in Love with Business and Media
(Dad Forgave Me. Eventually.)
Shmoop University, Inc. Confidential 3

Then I Met My Husband
Shmoop University, Inc. Confidential 4

The World Was Changing
Shmoop University, Inc. Confidential 5

The Newly Liberated Masses Were
Hungry…
Shmoop University, Inc. Confidential 6

…for Arnold and Care Bears
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Media Was About to Change
DrasOcally
LATimes.com
Dec 21, 1996
Shmoop University, Inc. Confidential 8

Don’t UnderesOmate the Importance
of Luck and Timing
Shmoop University, Inc. Confidential Yahoo! in 1995 9

Rule #1 of a Cambrian Explosion:
Run Fast or Get Eaten
Yahoo! in 1996

We Evolved Constantly, Relentlessly
Shmoop University, Inc. Confidential Yahoo! in 1997 11

Now with Email, Sports,
Entertainment, Local, …
Shmoop University, Inc. Confidential Yahoo! in 1999 12

… Shopping, IM, …
Shmoop University, Inc. Confidential Yahoo! in 2000 13

…Finance, Kids, Jobs, Music, Movies,
etc.
Shmoop University, Inc. Confidential Yahoo! in 2001 14

Then Along Came Google
Shmoop University, Inc. Confidential Google in 2000 15

Google Spawned a New Ecosystem
Shmoop University, Inc. Confidential 16

Great Companies O?en Fail to Adapt
Shmoop University, Inc. Confidential 17

Next Act:
EducaOon
Shmoop University, Inc. Confidential 18

Do You Love Your Textbooks?
Shmoop University, Inc. Confidential 19

Introducing
Check Your Dossier for Deets
Shmoop University, Inc. Confidential 20

Shmoop: (v)
“To Move Something Forward”
www.shmoop.com
Shmoop University, Inc. Confidential 21

Shmoop Will Make You a Be^er Lover
(of Literature, History, Poetry, and WriOng)
Shmoop University, Inc. Confidential 22

Organize Your Thoughts
Shmoop University, Inc. Confidential 23

WD‐40 for Writer’s Block
Shmoop University, Inc. Confidential 24

Vietnam War for YouTube Learners
Shmoop University, Inc. Confidential 25

Tell Us How We Did
NEW: History of Journalism in America
Joseph Pulitzer, owner and editor of the New York World, \"Spanish Treachery.” Front page of William Randolph
and the benefactor behind the Pulitzer Prize. Hearst's New York Journal after the sinking of the USS
Maine.
Shmoop University, Inc. Confidential 26

Trivia Break – Win a Shmoop Tee
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Trivia
(from Shmoop’s History of Journalism in America)
1: In what decade was the first American newspaper
published?
2: What turn‐of‐the‐century media baron was mercilessly
saOrized by Orson Welles in CiOzen Kane?
3: In a 2008 poll, what percentage of Americans aged
18‐34 said that they believe that newspapers are
trustworthy?
4: What was Supreme Court JusOce Po^er Stewart's
famous definiOon of obscenity in the 1963 case, Jacobellis
v Ohio?
5: How many ciOes were served by Craigslist in 1999?
Shmoop University, Inc. Confidential 28

More Recent History Hasn’t Been So Kind to the
Newspaper Industry
Shmoop University, Inc. Confidential 29

Newspapers Everywhere are Facing
Similar Challenges
Gannett, McClatchy, Wash. Post Co., NTY, Scripps
Shmoop University, Inc. Confidential 30

Explosion of Choices for
AdverOsers and Consumers
Shmoop University, Inc. Confidential

Very Tough AdverOsing Climate for
Everyone (Including New Media)
Shmoop University, Inc. Confidential 32

Pardon Me, I’m StarOng to Sound Like
this Guy
“The picture’s pre^y bleak, gentlemen … the world’s
climates are changing, the mammals are taking over,
and we all have a brain about the size of a walnut.”
Shmoop University, Inc. Confidential “The Far Side” by Gary Larson 33

But, there are Some Bright Spots
Heavy Heavy Heavy Radio Heavy TV
Newspaper Magazine & &
& & Heavy Internet Heavy Internet
Heavy Internet Heavy Internet
HHI: $100K+ 166 162 147 128
HHI $150K+ 188 169 148 130
OccupaOon:
173 167 166 135
Mgmt
3+ DomesOc
149 141 134 116
Trips
Uses
Financial
Planning / 147 127 120 107
Money
Mgmt Svcs
Source: Newspaper National Network LP, 2006 MRI Doublebase, Base= Top 3 Market Adults 18+

And Opportunity for Those Willing to
Adapt
Estimated Share of $361m Spent
on Local Online Video Advertising, 2007
Source: Borrell Associates

College Newspapers are Feeling the
Pain, Too
“Nobody is making money online and
print is hurFng.” – anonymous college
newspaper adviser (not from Princeton)
Shmoop University, Inc. Confidential 36

Remember, You’re Running a Business
“We think that most of our online visitors
are alumni, but we’re not really sure.”
– anonymous college newspaper adviser
(not from Stanford)
Shmoop University, Inc. Confidential 37

You Are in a Great PosiOon,
Believe it or Not
You have one of the most highly sought‐
aaer and most difficult to reach audiences
for marketers
>70% of college students have read their
newspaper at least once in the past week
Shmoop University, Inc. Confidential 38

Smart: Bloggers, Video, and
Photo Galleries
Shmoop University, Inc. Confidential 39

Smart: Video, Podcasts, Bloggers, AP Video,
Robust Classifieds and Apartment Search
Shmoop University, Inc. Confidential 40

Love this:
the217 from The Daily Illini
Shmoop University, Inc. Confidential 41

And There are More OpportuniOes
• Email alerts and daily news with ads
• Blog / RSS with ads ‐ Feedburner
• SMS alerts with ads – 4INFO
• Widgets – they have to be fun or useful to consume on Facebook
/MySpace, not just a news feed – e.g. try a “today on campus”
calendar widget, sports trivia, sports video highlights
• TargeFng alumni/student ediFons of your website
• New brands for your online property
• SEO – it’s free and it’s the best online markeFng
• Partner with your student radio staFon – stream and podcast
• Partner with your visual arts – try mulFmedia online storytelling
Shmoop University, Inc. Confidential 42

Not All Dinosaurs Died.
Some Adapted.
Shmoop University, Inc. Confidential 43

Thank You!
www.shmoop.com
Shmoop University, Inc. Confidential 44