(727) 847-2464 good afternoon!

(727) 847-2464 www.mikeblinder.com (727) 847-2464 www.mikeblinder.com

Good afternoon!Good afternoon!


The Power of the PackageThe Power of the Package

Grand Haven, Grand Haven, MIMICirculation: 11kCirculation: 11k$12,000 - 1 day$12,000 - 1 day

Ogden, UTOgden, UTCirculation: 69kCirculation: 69k$7,500 - 1/2 day$7,500 - 1/2 day

Grand Island, NBGrand Island, NBCirculation: 23kCirculation: 23k$14,000 - 1.5 days$14,000 - 1.5 days

Kingsport, TNKingsport, TNCirculation: 43kCirculation: 43k$20,000 - 1week$20,000 - 1week

Norwalk, OHNorwalk, OHCirculation: 9kCirculation: 9k$3,800 - 1/2 day$3,800 - 1/2 day

Fredericton, NBFredericton, NBCirculation: 44kCirculation: 44k$28,000 - 1/2 day$28,000 - 1/2 day


TrendsTrends

• What users & advertisers wantWhat users & advertisers want

Online revenue streamsOnline revenue streams

• What’s working & what’s notWhat’s working & what’s not

A formula working- “real world examples”A formula working- “real world examples”

• Takeaway ideas you can implement today!Takeaway ideas you can implement today!


20 solid 20 solid money making money making

ideasideas2020

• Takeaway ideas you can implement today!Takeaway ideas you can implement today!


Users are turning more to the Web for local info Users are turning more to the Web for local info

TrendsTrends

““Over the last year, did you gather local informationOver the last year, did you gather local information (e.g. events, restaurants, maps, traffic) (e.g. events, restaurants, maps, traffic)

online more frequently?”online more frequently?”

5 3 %

4 7 % YesNo

1998previousprevious year year

Source: Jupiter Consumer Survey/NF0; N=2,222 in 1998; N=3,000 in 1999

5 8 %

4 2 %

YesNo

1999currentcurrent year year


Local .. Local.. Local interests!Local .. Local.. Local interests!

““What are your top ten interests?”What are your top ten interests?”

Source: Belden Assoc. Client study 2000. Sample Base: 8123

6 5 %

5 4 %

5 4 %

5 1 %

4 6 %

4 5 %

4 1 %

3 9 %

3 7 %

3 5 %

0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 %

E n v i r o n m e n t a l N e w s

I n t l N e w s

H e a l t h & F i t n e s s

E d u c / L o c a l S c h o o l s

C r i m e N e w s

S t a t e / R e g . N e w s

W e a t h e r

N a t l N e w s

C i t y N e w s

C o m m / N g h b r d N e w s

TrendsTrends


Breaking and local news have the most appeal!Breaking and local news have the most appeal!

““What has the broadest appeal for you on the Web site?”What has the broadest appeal for you on the Web site?”


TrendsTrends


Source: Jupiter Executive Survey, N=31

TrendsTrends

Incremental dollarsIncremental dollars

From online budgetFrom online budget

0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 %

48%48%

39%39%

6%6%

6%6%

6%6%

6%6%

3%3%

3%3%

----

Decrease spending on magazinesDecrease spending on magazines

Decrease spending on outdoorDecrease spending on outdoor

Decrease spending on radioDecrease spending on radio

Decrease spending on national TVDecrease spending on national TV

Decrease spending on local TVDecrease spending on local TV

Decrease spending on newspapersDecrease spending on newspapers

Decrease promo spendingDecrease promo spending

““How will you fund your local advertising efforts?”How will you fund your local advertising efforts?”

Advertisers won’t cannibalize their traditional Advertisers won’t cannibalize their traditional budgetsbudgets


TrendsTrends

Nearly 1/2 of users access site 5 days or more in a Nearly 1/2 of users access site 5 days or more in a weekweek

““How many days did you use the newspaper’s Web site last week?”How many days did you use the newspaper’s Web site last week?”


8 %

1 1 % 1 1 %

1 2 %

1 1 %

4 7 %

5 +

D a y s

4321N o n e


80% are mostly or completely satisfied with Web 80% are mostly or completely satisfied with Web sitesite

““How satisfied are you with the newspaper’s Web site?”How satisfied are you with the newspaper’s Web site?”


2 %

2 %

1 7 %

5 8 %

2 2 %C o m p l e t e l y

M o s t l y

P a r t l y

D i s s a t i s f i e d

N o t S u r e

TrendsTrends


Sites have a small but POSITIVE impact on Sites have a small but POSITIVE impact on subscriptionssubscriptions

““Since you started visiting the site, what impact has it had onSince you started visiting the site, what impact has it had on

Source: Belden Assoc. Client study 2000. % who read the site-sponsoring newspaper in the past 7 days: n=4,917

8 4 %

3 %

6 %

S t a r t e d

S u b s c r i p t i o n

E n d e d

S u b s c r i p t i o n

N e i t h e r

yourself as a subscriber?”yourself as a subscriber?”

TrendsTrends


Sites have a POSITIVE impact on single copy Sites have a POSITIVE impact on single copy purchasespurchasesSource: Belden Assoc. Client study 2000. % who read the site-sponsoring newspaper in the past 7 days:

n=4,917

7 0 %

9 %

1 4 %

B o u g h t

M o r e

B o u g h t

L e s s

N e i t h e r

your purchase of single copies of the newspaper?”your purchase of single copies of the newspaper?”

““Since you started visiting the site, what impact has it had onSince you started visiting the site, what impact has it had on

TrendsTrends


The Forrester Report: Coping With Classifieds’ Erosion, May 24, 2000 ©2000 Forrester Research, Inc.

Online classified ad dollars are growingOnline classified ad dollars are growing

- Classifieds- Classifieds

2000 2001 2002 2003 2004 2005

Total online classifieds

Automotive

Recruitment

Real estate

$740

$373

$173

$1,286

$1,184

$653

$294

$2,131

$1,776

$1,045

$471

$3,292

$2,486

$1,567

$706

$4,760

$3,231

$2,194

$989

$6,414

$4,039

$2,852

$1,286

$8,177

2,000

4,000

6,000

8,000

$10,000($ in millions)

Recruitment

Automotive

Real estate

Numbers may not total due to rounding

Online Classifieds: $8.2 Billion By 2005Online Classifieds: $8.2 Billion By 2005

TrendsTrends


1999 Scarborough Internet Usage Study for the NAA

Internet users want Online classifiedsInternet users want Online classifieds

Reasons for using Internet:Reasons for using Internet:88%

75%69% 67%

57%52% 49%

38% 38%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

E-Mail

News & Info.Travel Info.

Classified Info.E-Commerce

Medical Info.Financial

ChatSports

- Classifieds- ClassifiedsTrendsTrends



Readers do look online for auto informationReaders do look online for auto information

Local (printed) newspapersLocal (printed) newspapers 42%42%Word of MouthWord of Mouth 41%41%Internet/WebInternet/Web 38%38%Weeklies/shoppersWeeklies/shoppers 30%30%"Trader"/printed mags"Trader"/printed mags 26%26%TVTV 21%21%RadioRadio 13%13%Used Any in CategoryUsed Any in Category 62% 62%

Sources for auto information:Sources for auto information:



1999 Marits Market Research Study for the NAA

Newspaper sites are not top of mindNewspaper sites are not top of mind

Manufacturer's SiteManufacturer's Site 39%39%Edmund'sEdmund's 25%25%AutobytelAutobytel 22%22%Dealership's SiteDealership's Site 16%16%CarPointCarPoint 15%15%Cars.comCars.com 12%12%Auto VantageAuto Vantage 8%8%Auto WebAuto Web 8%8%AutoConnectAutoConnect 5%5%Local Newspaper SiteLocal Newspaper Site 4%4%

Kelly Blue bookKelly Blue book 39%39%

Sources for Online auto information:Sources for Online auto information:



Department of Commerce from National Automobile Dealers Association, 1997

Readers prefer sites with large auto inventoriesReaders prefer sites with large auto inventories

““Access (a large amount of)Vehicle Inventory” Access (a large amount of)Vehicle Inventory” 50%50%““Schedule Sales Appointment”Schedule Sales Appointment” 28%28%““Apply for Financing”Apply for Financing” 26%26%““Order New and Used Cars”Order New and Used Cars” 22%22%

Preferences for Internet automotive Sources:Preferences for Internet automotive Sources:




Readers do look online for jobsReaders do look online for jobs

Local (printed) newspapersLocal (printed) newspapers 36%36%Word of MouthWord of Mouth 33%33%Internet/WebInternet/Web 31%31%Weeklies/shoppersWeeklies/shoppers 23%23%"Trader"/printed mags"Trader"/printed mags 14%14%TVTV 5%5%RadioRadio 5%5%Used Any in CategoryUsed Any in Category 46%46%

Sources for job information:Sources for job information:



NAA Study “Recruitment Advertising: 2000 and Beyond”


Monster.comMonster.com 21%21%Newspaper sitesNewspaper sites 15%15%

Sources for Online job information:Sources for Online job information:



NAA Study “Recruitment Advertising: 2000 and Beyond”


““Includes Jobs from areas besides where you live”Includes Jobs from areas besides where you live” 75%75%““Most complete listing of jobs for your field”Most complete listing of jobs for your field” 68%68%““Largest number of local job listings”Largest number of local job listings” 27%27%

Preferences for Internet recruitment sources:Preferences for Internet recruitment sources:

““Classified listings from local.. newspapers (only) Classified listings from local.. newspapers (only) were viewed …. with a utility less than the were viewed …. with a utility less than the

local/regional/ national alternative.”local/regional/ national alternative.” Newspaper Association of AmericaNewspaper Association of America




Readers do look online for homesReaders do look online for homes

Local (printed) newspapersLocal (printed) newspapers 28%28%Word of MouthWord of Mouth 24%24%"Trader"/printed mags"Trader"/printed mags 21%21%Internet/WebInternet/Web 20%20%Weeklies/shoppersWeeklies/shoppers 20%20%TVTV 6%6%RadioRadio 4%4%Used Any in CategoryUsed Any in Category 38%38%

Sources for Real Estate information:Sources for Real Estate information:



200 National Association of Realtors Profile of Homebuyers and Sellers


Sources for Online Real Estate informationSources for Online Real Estate information

Realtor.com 61%Real Estate Company Sites 44%Local Newspaper Sites 22%



Readers prefer a large, easy to use selectionReaders prefer a large, easy to use selectionNPD Online research Study 1999

Top reasons for visits to a site:Top reasons for visits to a site:““Property Selection” Property Selection” #1#1““Convenience”Convenience” #2#2““Speed”Speed” #3#3

Preferences for Internet Real Estate Sources:Preferences for Internet Real Estate Sources:



Added distribution = Added value?Added distribution = Added value?

Erin Coats- VP Classified AdvertisingErin Coats- VP Classified Advertising

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Up sell lineage with e-mail!Up sell lineage with e-mail!

Did you know that your classified ad will appear as part of our high traffic Web site at no extra charge? This means that your offer can now be seen by the millions and millions of Internet users here in town, and around the world. It will be easier for them to respond to you, both online and those who read your ad in the paper, if I include your e-mail address….

11

Classified revenuesClassified revenues


Take ads Online!Take ads Online!

22



New product revenues:New product revenues:

AutoChooserTM




33

Sell ancillary service Sell ancillary service providers!providers!



Use content services that Use content services that share revenues!share revenues!

44


55 Create “relo” leads for your Create “relo” leads for your advertisers!advertisers!




Form alliances for:Form alliances for:• more contentmore content• added distributionadded distribution

66


William S. Morris, Speech to National Press Club, Spetember 28, 1999


Form alliances for:Form alliances for:• more contentmore content• added distributionadded distribution

66

William S. “Billy” MorrisWilliam S. “Billy” Morris

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are needed to see this picture.


Generally “disappointing” revenuesGenerally “disappointing” revenues

Average: 100,000 circ. = $100 a week

"Right now, most newspapers "Right now, most newspapers are offering very limited are offering very limited archives online and bringing in archives online and bringing in revenue that could best be revenue that could best be described as anemic” described as anemic”

Mike BlinderMike Blinder

ArchivesArchives


29% 28%

17%14%

8%4%

0%

5%

10%

15%

20%

25%

30%

$0 - 200 $201 - 500 $501 -1000

$1001 -$2500

$2501 -$5000

Over$5000

Archive Sales Revenues -- Per Month

28%

67%

5%

0%

10%

20%

30%

40%

50%

60%

70%

Fees: $1 - $1.50/story

Fees: $1.50 - $2/story

Fees: by day, week ormonth

Archive Sales Pricing

ArchivesArchives


• Explore “mircopayment” systemsExplore “mircopayment” systems

• Explore access packagesExplore access packages

• Reduce pricesReduce prices

• Sell additional contentSell additional content

ArchivesArchives


Better Archive Pricing!Better Archive Pricing!

• $4.95 for a 24-hour ”pass”$4.95 for a 24-hour ”pass”

• $19.95 for a month “pass”$19.95 for a month “pass”

• $180 for a year “pass”$180 for a year “pass”

$85,000/ year and growing$85,000/ year and growing

77

ArchivesArchives


E-commerceE-commerce


3 months:3 months:• 3,666 sales 3,666 sales • 7,257 of merchandise7,257 of merchandise• $150,000 revenue$150,000 revenue

Newspaper based E-commerce!Newspaper based E-commerce!

88

E-commerceE-commerce

(727) 847-2464 good afternoon!

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