Data-Driven Dollars

THE ROUNDTABLE: VAIL,

COLORADO AUG UST 22 , 2014

• Bring innovation to our communities

by adapting technology to improve

communications.

• The Database evolves into the central

nervous system of the business.

Positioning 2

Technology

improves content

delivery to multiple

platforms.

Better content

enhances value to

readers and wins

new customers.

Database and

Marketing content

creators connect

buyers to sellers.

Information Company Culture Newsroom supplies journalism information

Marketing supplies commercial information

Database drives consumer revenue growth

Database connects buyers and sellers

Reverse Audience Declines Database targets towns for start pressure

Waterford, Lymes, Groton, Stonington

Daily enhanced coverage in target towns

Expand registered user database

Advertising Content Marketing Marketing Writers produce content for hire

Advertorial content appears on all platforms

Database distribution of digital I-mags

3

Strategic

Goals

What we now know of our “members”

The Targeted Town

Subscriber Initiative

Membership Drive 5

6

Targeting New Members

1. Analyze active, former and prospective groups according to age, income,

education, length of residence and occupation.

2. Score each demographic characteristic based on the subscriber index.

3. For each household assign an “opportunity score” based on demographic

scores and historical retention data.

4. Organize high scoring segments into life stage groups; targeted for

acquisition marketing.

5. Assign specific membership offers to those Opportunity groups.

6. Those metrics project member growth both by index group and by market.

7. Customize offers to specific model clusters to maximize response and

retention utilizing email, direct mail and telemarketing.

8. With news, identify coverage resources in emerging markets

7

Marketing Campaigns Stressing Increased Local Coverage

Print – Web – Email – Tab On – Direct Mail - Telemarketing

Nearly 350,000 Touches Monthly

Targeted Growth Campaigns

View this email in your browser

You listen but you’re somewhere else. Was that a real person in the checkout line or a

zombie? Am I supposed to grab dinner on the way home? I just need a few minutes. To

think.

Look forward to it with The Day.

Here's a special offer just for

you: Subscribe to The Day and enjoy All

Access membership, which includes

Sunday home delivery + full digital

access for as low as $1.00 per week for

the 1st 12 weeks!

8

Targeted

Growth

Model

New Lifestyle Email

Campaigns and

New Engagement

Platforms

Email – Direct Mail

View this email in your browser

Are the merits of Greek yogurt a good conversation starter? Probably not. Unless product

labels are all you’ve been reading lately. There’s a lot going on in your community. Let’s

talk about it at the table.

Look forward to it with The Day.

Here's a special offer just for

you: Subscribe to The Day and enjoy All

Access membership, which includes

Sunday home delivery + full digital

access for as low as $1.00 per week for

the 1st 12 weeks!

9

Expand Staff for The Day & day.com

Waterford, Stonington, Groton, the Lymes, Mystic focus

Add three reporters to focus on targeted town coverage

Editorial Board Freelance for purchase of targeted town

commentary

Goal of 2-3 incremental local news stories per day per town

No incremental spending. All funding achieved through cost

diversions.

Task editors with monitoring added focus on targeted towns

Add Local News Coverage

Measuring News

Coverage

10

Story volume increased an average of 55% year over year

Proof of

Concept

11

Targeted Growth Model Communities

As of July 31, consumer

Membership revenues

were up 1% over 2013

year-to-date. This is

being achieved without a

rate increase.

Overall Membership

volume is flat year over

year.

Membership

2011-2014

Three-year trend shows

strong growth in digital

membership, steady

growth in less frequent

print subscriptions.

Database marketing

gains are offsetting

losses from declining 7-

day print subscriptions.

12

13

Data mining opens a new marketplace for advertisers

Creates new audience for email marketing, I-magazines

Creates a target-rich prospecting list for new Membership

Registered users have increased 18% since January, 2013

Registered User Audience

MARKETING

CONTENT TEAM

Advertising Content 14

15

Initiatives Convert HomeSource and Wheels into “Day Marketing” publications

Launch I-Mag versions for theday.com and through email marketing

Storytelling solutions for Advertisers to market products and services

Create Sponsored Content avails in all print and digital platforms

Objectives Create a culture of innovation narrative within Marketing &

Advertising

Create a content-generation infrastructure for Marketing and

Advertising

Establish the company in the “commercial journalism” business

Create content for database marketing via email distribution

Overview

Sponsored Contet Print Platform Marketing Publications

16

Sponsored platform

Digital publication for each

Deployed on web and through behavioral emails

17

Annual Publication:

$15,000 incremental revenue

Monthly Digital-Only Publication:

$96,000 incremental revenue

Sponsored Content Marketing Publications

Sponsored Content Engages Readers

18

Sponsored Content

Enhanced engagement opportunities can link to customized landing pages, video, and websites

20

Sponsored

Platforms

One additional FTE

hired as a writer for

marketing is

producing the local

advertiser sponsored

content.

Advertising Creative

Services edits and

designs the sections.

The Newsroom

wrote guidelines and

standards for

sponsored content.

Existing Weekly Publications

HomeSource: Up 14% over 2013

Wheels: Up 8% in June over 2013

New Marketing Magazines

CT Family: $117,000 with three issues

Wine & Dine: $15,000 one annual

issue

Homes of Distinction: $50,000

annual

Digital-only magazine published monthly

Email marketed to target audience

Nativo: Online provider, $30,000 in

2014

20

Sponsored Content

and Marketing

Publications

More than $300,000

in new revenues

associated with

commercial

marketing and

sponsored content

21

YTD Annualized Prior Net New Annualized

Homesource 279,000$ 558,000$ 510,000$ 48,000$

Wheels 208,000$ 425,000$ 421,000$ 4,000$

CT Family 77,000$ 117,000$ -$ 117,000$

Wine &Dine 15,000$ 15,000$ -$ 15,000$

Homes of Distinction 16,000$ 96,000$ -$ 96,000$

Online 3,400$ 30,000$ -$ 30,000$

Print 5,000$ 10,000$ -$ 10,000$

Total 603,400$ 1,251,000$ 931,000$ 320,000$