I had no idea my phone could do that! delightful solutions on-the-go from Hearst (mobile)

our brand new digital network Hearst digital media, part of Hearst Magazines: 16 new brand dotcom sites 3 new shopper properties 3 acquisitions 9 mobile sites 8 text clubs

largest magazine publisher in: content 9 mobile sites 8 text clubs traffic 4 MM page views & distribution off-deck & across all Tier-1 carriers: Verizon, Sprint, at&t mobile at Hearst

multiple mobile revenue streams: 1. mobile advertising (banners) 2. mobile advertising (SMS/text) 3. application sales 4. wallpapers 5. fake calls wallpapers: vintage covers & Varga Girls

mobile market overview 237 M wireless subscribers in the USA 1 billion text messages sent a day (up 130% YOY) wireless data revenues = $10.5 billion (up 63% YOY) CTIA Jun M are “active mobile internet users” Nielsen Mobile Oct 07 /IM/text then information-gathering and sharing M Metrics 2006 advertisers will spend more than $11 billion by 2011 on mobile marketing Informa Telecoms & Media

Hearst Women’s Network mobile market research 4 out of 5 own a mobile phone VZW (24%), at&t (22%), Sprint (10%) 1 in 5 sent a text message yesterday 22% downloaded mobile content in last 30 days 10% subscribed to an alert in last 30 days Winter 07-08: survey of 36,000 online adults/HWN

1. meet un-met needs: location-based, timely tips 2. be simple: deliver bite-size/bijou content pieces 3. reach many: distribution/off-deck & across-carriers 4. any device: make your mobile content device agnostic 5. discover: learn the new rules of search 6. layer digital to RL: user-generated tags & more 7. be engaging, comforting & delightful 7 suggestions: what works in mobile?

practical solutions: dude decoder, cocktail recipes decision-makers: Cosmo fake calls, quizzes location-based info: hot cities guide timely tips: bedside astrologer stories to engage: bedroom blog + voting/polls talk to us & send to a friend user-generated content: tell us about YOUR Hot City! Cosmo Mobile

practical solutions: the information (how to) decision-makers: laws of fashion location-based info: best bars timely tips: drinks database stories to engage: funny joke from a beautiful woman + voting/polls talk to us & send to a friend user-generated content: know any great bars? Esquire

practical solutions: stainbuster, product safety alerts decision-makers: recipe of the day, tipping location-based info: Good Housekeeping Seal timely tips: expert advice, diet & beauty, house/home stories to engage: good grief, constant dieter + voting/polls talk to us & send to a friend user-generated content: your recipes, your tips Good Housekeeping

wide range of SMS ad programs text blasts text quiz text2win text2sample (& buy) text sweeps text coupons store/cinema locator mobile web (on/off-deck) sales mobile banners sponsored sections mobile microsites mobile advertising

innovation “a call-back service that, for 99 cents, lets women escape from a bad date - has to be one of the cleverest brand extensions of the year” Adweek: brand leaders 2007 hot list

industry recognition best mobile sites 2007: Ziff Davisnominated for global mobile awards

in-book promotion

online promotion

20th Century Fox Home Entertainment: text quiz to drive retail sales advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!

TRESemme: opt-in to receive 4 x text alerts from hair stylist expert advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!

text alerts sweepstakes text2buy text2win text2sample voting & polls quizzes store locator coupons and many more! store locator: users see message in-book and send zip code to shortcode advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!

Walgreens: text2win advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!

Clinique: testing response (different keywords): in-book & text blast Text blast: 17% response rate! advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!

at&t: text2win advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more!

re-cap: largest magazine publisher in content, traffic & distribution: content 9 mobile sites 8 text clubs traffic 4 MM page views & distribution off-deck & across all Tier-1: VZW, Sprint, at&t

re-cap: multiple revenue streams: 1. mobile advertising (banners) 2. mobile advertising (SMS/text) 3. application sales 4. wallpapers 5. fake calls

contact: sophia stuart director, mobile