Primedia: “The New Tradition in Media” 12/7/2018 1:31:56 AM Primedia: “The New Tradition in Media” Beverly Chell Vice Chairman -- Primedia April 27, 2001 Bear Stearns Conference

What is Primedia? Largest traditional “targeted” media company Largest producer of magazine pages and ad pages Largest producer of niche video in U.S. #3 magazine company on newsstand With About: Largest creator of content on the Internet #1 news and information site on the Internet #6 Internet company overall More salespeople selling combined traditional/Internet ad programs: 1,700 Largest niche media company in the world

What is Primedia? Niche: Targeted, highly specific market segments. 12/7/2018 1:31:56 AM What is Primedia? Niche: Targeted, highly specific market segments. Provides information in hundreds of niches such as fishing, crafts, canoeing and quilting to hog farming, cable television finance Consumer: “My personal obsession is satisfied by reading that.” B2B: “I’m afraid to go to lunch without reading it.” Bear Stearns Conference

Brand Dominance Touches 200 Million Users Primedia 12/7/2018 1:31:56 AM Brand Dominance Touches 200 Million Users Other Positions 18% #1 or #2 Brands 82% More than 1,400 Niche Products with About Bear Stearns Conference

Primedia is King of Niche Content 12/7/2018 1:31:56 AM Primedia is King of Niche Content 2000 Sales of $1.6 billion PRODUCT Class 2000 Sales 231 Magazines $1,148 MM 143 Information Products $290 MM 18 Video Networks and TV Packages $175 MM 120 Trade Shows $41 MM 1000 Web Sites (with About) $140 MM No Matter What the Platform Bear Stearns Conference

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