Adapting to the Changing Media Landscape

From newspaper to multi-media company

Let’s state the obvious

The Digital Revolution is shaking the foundation of all business models and altering forever the media landscape.

This revolution is largely positive for consumers.

Our lingering economic crisis is forcing the pace of change to accelerate.

Newspapers are often singled out, but far from alone in this disruption.

We’re all touched by the Revolution

Local and National Broadcast Television Cable Local Radio Postal Service Education Your Organization – No one is left out.

Adjustment Strategies

Adjust cost structures to correspond to revenue flow.

Concentrate on core competencies.Embrace change rather than living in a

state of denial.

Core Competencies

Independent & Credible Local Content Provider – Community Watchdog

Highly-Effective Marketing SolutionsExcellent Area-wide Distributor

The Importance of Content

Original content separates us from the pack

Journalism rises above “commodity” – credible, relevant, independent, local

The need for a free press in a democracy is clear - watching the powers that rule over us

What do our customers tell us?

Our long-term readers and advertisers depend on what is in print – and we intend to deliver.

People want information in different waysFacebook and other social mediaMobile phonesTablets

Local news is highly valuable

Strength in Multi-Platform

Daily and Sunday Citizen Patriot Email Newsletters iPads and other tablet iPhones & Androids Laptops & Desktops Mlive.com – the most popular news

website in Michigan, and Jackson!

Mlive.com is #1 in Michigan

wnem.com

wxyz.com

lansingstatejournal.com

wzzm13.com

woodtv.com

clickondetroit.com

myfoxdetroit.com

detnews.com

freep.com

MLive.com

0 500 1,000 1,500 2,000 2,500 3,000

170

247

303

350

534

812

1,109

1,829

2,281

2,876

October 2010 Total Unique Visitors (000)

Source: comScore Unified Digital Measurement, October 2010

mlive.com/jackson - January

1,804,769 total page views281,025 unique views

60,000 daily page views

5,000 unique visitors dailyon Jackson homepage

Our Marketing Strength has never been greater

Multi-Platform solutions with online power -Packaging print & digital Online display ads, business listings and

shopping databases Email Newsletters Search Engine Marketing, Site Visibility

solutions, mobile, text and video Coupons, in print and online Powerful Analytics Capabilities

Product Line: Traditional Print

Jackson Citizen PatriotSunday: 77,000+ readers; Daily: 65,000+ readers

Digital Ads

Online display advertising impression campaigns

Leaderboards Rectangles Half-page ads

Email Advertising

• Real-Time Newsletter

• Top Headlines• Obits• Shopping• Entertainment• Weather• Lottery

Business Listings

Print & Online EnhancedBusinessListings to help your business be visible

Data Distribution

We distribute the data from MLive.com Business Listing Profiles to over 130 directory sites

Search Engine Marketing

MLive.com manages your paid searchcampaign on searchengines such asGoogle, Yahoo and Bing.

New Business Model

Tuesday, Thursday, Sunday home delivery of print newspaper

Single copy editions Monday, Tuesday, Friday, Saturday

E-Edition 7 days Updated news 24/7 at

www.mlive.com/jackson

There is a future--just different

--We must change with the times--We’re doing it from a position of

strength--We MUST preserve journalism in

our local community for a long time to come.

How Does This Affect Nonprofits

You must think differently when developing a marketing plan.

Digital needs to be a part of any marketing plan

People are accessing information on your organization via search. How do you fare?

We can help you understand the new world

Developing a relationship, knowing who to call Reporters are still reporters--but doing many

different things Know how to write a press release Know where to send it; follow up Make it easy for us Learn how to contribute content online

Working with the Media Effectively