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IFRA XMA Cross Media Awards 2007

About Royal Wegener NVIn November �903, Johan (J. F.) Wegener started a newspaper and advertiser in Apeldoorn, the Netherlands: the forerunner to the Apeldoornse Courant. This small, local publisher would grow into the leading media group that it is today. Royal Wegener NV is located in Apeldoorn and is registered at Euronext. Every day, Wegener delivers 0.9 million newspapers to its readers in a sizeable area of the Netherlands. Each week, Wegener turns out more than 7 million newspapers and free door-to-door papers. In addition, Wegener also develops and operates Internet products and services. Furthermore, Wegener provides graphics products and services.

Wegener’s regional newspapers cover the vast majority of the Netherlands. They are published in various regions, from the North Sea coast all the way to the German border. Total circulation is around 869.254 copies that are read by 2,6 million consumers. The Wegener newspapers have a long tradition in the regions. Some titles have even been around for more than a century. They are characterised by strong reader loyalty and a large readership.

Wegener’s regional newspapers and their daily circulations are:Brabants Dagblad �37 746 BN/DeStem �25 532De Gelderlander �65 547De Stentor �42 405De Twentsche Courant Tubantia �24 62�Eindhovens Dagblad ��4 2�3Provinciale Zeeuwse Courant 58 �90

About Mensenlinq.nlMensenlinq.nl is a co-operation between Koninklijke Wegener NV (65% of the shares) en NCD Mediagroep (35% of the shares) and founded in March 2006. Mensenlinq.nl is an online platform where visitors can publish, search for and respond to obituaries and birth announcements. In addition to these announcements Mensenlinq.nl offers lots of practical information and a diversity of services like sending flowers or postcards.

AdressGroup office visiting addressKoninklijke Wegener NV Laan van Westenenk 4 7336 AZ Apeldoorn The Netherlands

Group office postal address(invoice addess)P.O. Box 26 7300 HB Apeldoorn The Netherlands

ContactAntoinette van DijkT + 3� 55 538 90 69E a.vdijk@wegenerdagbladen.nl

Anne-Marie RaijmakersT + 3� 55 532 87 42E a.raijmakers@wegenerdagbladen.nl

Project title“Ik ben de leukste”, verkiezing van de leukste baby van 2006 (Dutch)“ I am the cutest”, election of the cutest baby of the year 2006

www.mensenlinq.nl\geboorte

Objective of the projectTo create a consumer database with the highly interesting target audience consisting of parents of new-born baby’s by developing an online platform for publicising newborn-announcements, viewing, responding and gaining information. (= introduction www.mensenlinq.nl/geboorte)

Consumer insights The regional newspapers have a high marketshare in family announcements in the categories obituaries,

marriage, engagements and birth. Pages with these ads are, next to the front-page, the best read pages. There is a need for close to home, personal information.

“Your baby in the paper for free” is considered to be a very attractive proposition and therefor believed to be the perfect promise, to boost the online subscriptions.

Description of the activity Together with Mensenlinq.nl and NDC Media Group, Wegener Dagbladen organised the baby election “I am the cutest of 2006”. Parents and Grandparents could submit their baby for the election on the site www.mensenlinq.nl/geboorte. All baby’s, participating in the election where placed, with photo, name, date of birth and a vote-number online and in special pages in our newspapers. Everybody could vote for the favourite baby on line, by SMS and a special phonenumber as often as they wished.Per district, the 25 baby’s with the highest number of votes where than again published online and in special pages in our newspapers for the second round of the election. In the final round three baby’s per district won the title “I am the cutest of 2006”. Of course, these three babies where than again publicised both on line as in print and the received nice gifts from our sponsors. The community aspects are reflected in the high involvement with the election as in a short period of time, the 3500 mothers, fathers, their friends and family visited the site, leaving success wishes, voting for the favourite baby and requesting extra copies of the particular newspapers. All adding to the brandvalue and relation with our customers.

Planning the event

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Beginning of November 2006

Midst of November 2006

First week of January 2007

First week of February

Second and third week of February 2007

Second week of March

Second and third week of March 2007

Third week of March 2007

www.mensenlinq.nl/geboorte went live

start of the marcomcampagne in order to announce the

election and gathering subscriptions

- Radiocommercials

- Onlineadvertising

- Printadvertising

- DM to professionals (like midwifes)

- Co-ops with partners in DM

- On line voting (round �), with a starsystem

Closing the subscriptions for the real election

Publishing the participating baby’s on line and in print

Election round 2, voting by SMS and telephone

- Supported with online and print advertising

Announcement of the 25 sweetest baby’s per district online

and in paper

Election round 3, voting by SMS and telephone

- Supported with online and print advertising

Announcement of the 3 title winners per district on line and

in paper

3

The baby battle (or did we meet our objectives?)At the moment of introduction there where no birth-announcements on www.mensenlinq.nl/geboorteIn less than two month more than 3.500 baby’s had been administered in Mensenlinq. And these 3.500 babies received over 50 thousand votes.

And online, Mensenlinq.nl/geboorte welcomed at least a double amount of visitors during the election.

Which media where involved The world wide web: Www.mensenlinq.nl/geboorte and the 7 local newspapersites

of Wegener Dagbladen for publicity, subscriptions for the election, interaction between participants (mostly congratulations and success wishes)

Newspapers. 7 regional titles of Wegener Dagbladen, as well as used for advertising the election as well as publicising the baby’s

SMS and telephone for the voting and sending short text messages. Direct Marketing (branded Mensenlinq.nl) Radio (branded Mensenlinq.nl) E-mailmarketing (branded Mensenlinq.nl)

District number of baby’s

Drenthe* �92

Flevoland 46

Friesland* 384

Gelderland 5�7

Groningen* 224

Limburg 56

Noord-Brabant �.08�

Noord-Holland �38

Overijssel 367

Utrecht 70

Zeeland 249

Zuid-Holland �93

Total for election 3.5�7

District number of votes in two rounds

Drenthe 4.�88

Flevoland 64�

Friesland 3.708

Gelderland 7.965

Groningen 3.799

Limburg 373

Noord-Brabant �2.630

Noord-Holland 399

Overijssel 6.353

Utrecht 304

Zeeland 9.93�

Zuid-Holland 3�3

End total 50.604

*In these districts NDC Mediagroep contributed to the success of the election in these districts.

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Bezoeken Pageviews

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How did it look, examplesLandingpage and babypage www.mensenlinq.nl/geboorte

Advertising campaign print, babypresentation page and presentation of 25 nominees

Want to know more(or more visuals of supporting materials)

ContactAntoinette van DijkT + 3� 55 538 90 69E a.vdijk@wegenerdagbladen.nl

Anne-Marie RaijmakersT + 3� 55 532 87 42E a.raijmakers@wegenerdagbladen.nl

Uw baby gratis in

de krant!

Aalten

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Lieke Bergentheim09-07-2006

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Bets Draaisma12-03-2006

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Rinke Komen02-01-2006

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Lymphe Rondeltap23-05-2006

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Lieke Bergentheim09-07-2006

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Coby Esscha15-02-2006

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Firta Gromyko19-02-2006

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Rumpole Kazima03-09-2005

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Lofoten Krap17-03-2006

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Danielle Look12-07-2006

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Kaytlin Guzmur09-11-2005

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Gea Klimop18-03-2006

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Maria Berghem03-03-2006

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Antoinette Dijksma12-04-2006

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Glimza Otak13-04-2006

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Fred Harbrink09-07-2006

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Aagje Siepel02-09-2006

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Danielle Look12-07-2006

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Kaytlin Guzmur09-11-2005

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Gea Klimop18-03-2006

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Maria Berghem03-03-2006

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Antoinette Dijksma12-04-2006

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Glimza Otak13-04-2006

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Fred Harbrink09-07-2006

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Aagje Siepel02-09-2006

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Daan Workum04-03-2006

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Astrid Alhoven24-06-2006

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Lisa Benthe Klomp16-04-2006

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Kerme Trondhem03-11-2005

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Femke Bergentheim10-07-2006

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Willeke Ammelrooy04-02-2006

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Alwin Lawina25-09-2006

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Kaz Lopik23-04-2006

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Daan Workum04-03-2006

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Astrid Alhoven24-06-2006

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Lisa Benthe Klomp16-04-2006

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Kerme Trondhem03-11-2005

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Femke Bergentheim10-07-2006

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Willeke Ammelrooy04-02-2006

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Alwin Lawina25-09-2006

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Kaz Lopik23-04-2006

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Wally Eddy15-07-2006

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Kwinsem Ling21-02-2006

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Jan Lariks13-06-2006

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Ute Lemper08-05-2006

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Danielle Gastraa15-08-2006

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Jan Lariks13-06-2006

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Ute Lemper08-05-2006

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Danielle Gastraa15-08-2006

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Rimpe Lurfje07-06-2006

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Josef Krats14-08-2006

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Tooske Leferink12-05-2006

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Danielle Gastraa15-08-2006

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Rimpe Lurfje07-06-2006

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Josef Krats14-08-2006

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Tooske Leferink12-05-2006

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Frederieke Las13-08-2006

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Josefine Jansma06-04-2006

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Willemien Kepei15-09-2006

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Kolja Tempura03-06-2006

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Fazima Kilper01-02-2006

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Arretje Nof14-08-2006

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Jeff Pandoer19-03-2006

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Rene Kuik26-04-2006

Kijk voor meer info over uw leukste baby op www.mensenlinq.nl/geboorte

STEMMEN PER TELEFOONBreng uw stem uit door te bellen naar 0909-234 56 04,luister het bericht goed af! Er wordt u gevraagd uw 10-cijferige telefoonnummer in te toetsen en vervolgens uwstem uit te brengen met de code van uw favoriete baby.

€ 0,70 per minuut

U kunt t/m 20 maart a.s. uw stem uitbrengen

Deze 25 koddige knapperds heeft u gekozen als de 25 leukste baby’svan Overijssel. Maar welke van deze blije baby’s gaat ervan door met de eervolle titel:

Breng nu snel uw stem uit want misschien wordt uw kanjer wel de leukste van 2006.

U kunt op uw liefste, leukste, schattigste of stoerste baby stemmen! Stemmen kan heel eenvoudig via SMS of telefoon.

U mag zo vaak stemmen als u wilt.U kunt t/m 20 maart a.s. uw stem uitbrengen.

Op feestelijke wijze zal op 23 maart a.s.de leukste baby van de provincie bekend gemaaktworden. Hou hiervoor deze krant en de site www.mensenlinq.nl/geboorte in de gaten.Noppies biedt de 25 leukste baby’s van deze provincie alvast een aardigheidje aan.

STEMMEN PER SMSBreng uw stem uit door SPEEN spatie stemcode van uw favoriete baby te sms-en naar 2255. Zodra uw stembinnen is, ontvangt u van Mensenlinq.nl een ontvangstbevestiging. € 0,55 per ontvangen bericht

Kijk voor meer informatie op www.mensenlinq.nl/geboorte

Overijssel

Tijl Roan Maathuis3-3-2006

Sander Egberink20-5-2006

Anouk Egberink20-5-2006

Meike Tijans3-9-2006

Isa Beumer17-3-2006

Jasper Brink16-2-2006

Daan Krosse15-3-2006

Alyssa Felten17-4-2006

Tygo Veldstra11-6-2006

Tess Weerink10-8-2006

Tygo Hamer18-9-2006

Iris Ottenschot20-8-2006

Joep Croes4-9-2006

Vera Gobius du Sart28-5-2006

Iris Laak21-8-2006

Nikée Lange27-2-2006

Senna Elburg19-3-2006

Mare Altena3-7-2006

Jamie Linden19-8-2006

Marieke Albers4-3-2006

Jasmijn Scheer31-10-2006

Twan Kamperdijk2-9-2006

Stijn Jannink25-3-2006

Eline Evenboer14-5-2006

Dalisha Vermaning26-4-2006