Print Online Integration – Key Themes Customer-Driven Change Follow the lead of the advertisers: Mirror the advertisers’ own structure Create intuitive bundles to do what they need Make it easy to buy Price to compete realistically with online Think through fulfilment & customer service Provide the freedom needed for online: Accept sales channel conflict Realise that online does sell against print Allow online to manage its business aggressively

Print Online Integration – Key Themes Product Design Approach Play to the strengths of each medium: Leverage the reach & browsing style of print Use print to generate interest in online Create best-of-breed online listings Leverage online to strengthen print: Adapt to a world where online is the lead product Publish the best online content in print

Print Online Integration – Key Themes Organisational Changes Drive change from the top: Communicate clearly that this is not optional Do away with institutional denial Play to your strengths with test markets Celebrate early wins Align the organisation behind integration: Co-ordinate or integrate the teams Provide training & regular support Create incentives Consider bundling & combined contracts

CareerBuilder Background Market-leading US-based online recruitment site Owned by Gannett, Tribune and McClatchy Independent governance structure Print section re-branded with shared editorial Links from newspaper.com sites Significant marketing investment to compete with Monster and HotJobs Upsells from print contact centres A strong print / online success story

CareerBuilder Sales Approach Print Contact Centres: Lead with print / online bundles Make fulfilment easy Outside Print Sales Teams: Simplify combined rate cards Move to combined revenue contracts CareerBuilder SME Sales Team: Outbound SME sales team in newspaper markets Simplified product set Developed overall outbound calling skill set

CareerBuilder Keys to Success Fully independent organisation Clarity of purpose – be number one online Senior level shareholder support Freedom to sell as required Significant online marketing budget Reformatted print sections

Truelocal Background Leading online directory site in Australia Part of the News Digital Media network National website with comprehensive listings Focus on key categories such as restaurants, trades, health & beauty, medical Recently redesigned to emphasise ratings & reviews One brand in print & online Distribution online, via mobile & on iPhone

Truelocal Combined Content Approach Local Business Owner Features: Community newspaper feature Editorial selection of one local owner Featured Local Listings: Reverse publication of ratings & reviews Managed by local editors Selected based on user reviews & general interest Linked to daily features sections

Truelocal Sales Strategy Leveraging Print Contact Centres: Print / online bundles in all contact centres Dedicated training resources & frequent refreshers Sales incentives Weekly reporting of results Combined Employer Branding: Print & online in combined sales collateral Combined advertiser presentations Keys to Success: Senior support & visibility Constant training support Softening market Competition from the online sales team