This document provides strategies and recommendations for newspapers to transition to online and web revenue sources. It suggests overhauling sales structures, compensation plans, and staff training to focus on cross-platform advertising sales. Specific tactics include creating web specialist roles, integrating web sales into all reps' responsibilities, and holding seminars to educate local businesses on online advertising options. The goal is for newspapers to become the dominant provider of local online news and advertising solutions.

1. Newspaper Transition & Web Revenue Strategy 2009 Mel Taylor Media Online Revenue Strategy for Local Media www.MelTaylorMedia.com 267-625-5313 A Pop Web Group Company. [email_address] 12/3/08

2. Newspaper Transition & Web Revenue Strategy 2009 This report is a ‘best practices’ summary of observations, experiences and facts that were collected over the past 18 months. We believe it’s a realistic roadmap for local Newspaper media to follow, in 2009. It’s primarily focused on business, sales structure, and web revenue models. It touches lightly on content. Much of the information contained within, applies to local Television & Radio Broadcasters as well. Contact us if you are interested in the Radio or Television version of this report.

4. Mel Taylor Media recent client list

5. challenge for newspapers stabilize & grow print business simultaneously grow share of web dollars current economy will accelerate this challenge, and force a quicker solution

9. first step

10. questions we ask local media managers your advertisers are moving online. are you offering web to all of them?

11. what % of your traditional clients use online advertising ? do your reps know? questions we ask local media managers

12. what % of your traditional clients want to use online advertising, but don’t know how ? questions we ask local media managers

13. BIG question we ask what % of your traditional clients are regularly offered web? typical answer: not sure, but probably well less than 25%

14. newspapers capture large share of local online revenue, yet they still leave a lot of money on the table that’s alot of upside for newspapers to gain… and for pure-plays/competitors to go after how pure-plays are gaining LOCAL share

20. how newspapers are fixing that issue management transition > legacy managers , no matter how successful they’ve been, may not be best suited to build the web business > creation of ‘vp advertising’ or ‘chief revenue officer’ understands and is responsible for all revenue opportunities.

21. how newspapers are fixing that issue management transition > consistent training for top & middle managers how can they manage what they don’t fully understand?

25. mandatory re-think all content/editorial staff must now think revenue too

31. notable newspaper initiatives specialty sites determine online content & revenue hole in market, and fill it with a separately branded web site. leverage power of legacy assets: content development, IT & design staff, marketing & sales staff, advertiser relationships, etc. www.Metromix.com www.LVBrideandGroom.com www.ToastedRav.com www.PHrequency.com

36. reverse value add

37. web advertising 101 seminars for local business another tactic to drive web revenue

53. reaching customers online Sample slides from seminar Presented by Mel Taylor

54. Your customers are spending more time online

55. Ad spend: out of whack

56. the economy

58. Bill segment

59. Radio 38 years TV 13 years Internet 5 years reaching critical mass 50 million users Phone 74 years

60. Ignored Amazon.com

61. Ignored MP3’s and I-tunes

64. is search enough?

65. would you only use yellow pages? to advertise your business

66. How do you stand out on this page?

67. How do you stand out ?

70. click-through rate what it does and does not measure.

71. measures immediate response not overall response click-through rate

75. Unique User – visitor to site Page Views – viewed web page. learn these EX: readership, viewership, listenership EX: quarter hours, rating points

76. CPM – “Cost Per Thousand” learn these If CPM is $10 My AD seen 100,000 times Total cost: $1,000.

77. http://tribads.chicagotribune.com/onlineadvertising/ http://essentials.baltimoresun.com/media_kit/design-dev/ rich media http://www.tihr.com/mediakit/

79. what sites should i use?

82. http://www.tmccreatives.com/ newspaper online

84. Source: NetRatings, September 2008 2 3 Million Top Local Websites

87. call or email for more info. we specialize in building web revenue. guaranteed. Mel Taylor Media Online Revenue Strategy for Local Media www.MelTaylorMedia.com 267-625-5313 A Pop Web Group Company. [email_address] 12/3/08