Indispensable?

Average Total Page Views News & Information Category Source: Nielsen//NetRatings NetView

Classification A: What is your gender? -- Q. B: What is your age group? – SES = Socio-Economic Status (based on income, education, occupation) Source: Online Publishers Association, Brand Affinity Study, Spring 2004 Overall Sample Demographics Gender Age SES

Q. 30(A-J): Compare SITE and OFFLINE PROPERTY. Which of the two is…? BASE: Those who use offline property frequently/occasionally. Source: Online Publishers Association, Brand Affinity Study, Spring 2004 More useful Faster to find what you are looking for Easier to use Playing a more important role in your day More informative Online Properties Offer Functional Advantages…

Q. 32: Overall, if both SITE and OFFLINE PROPERTY were available to you at the same time at the same place, which one would you prefer to use? BASE: Total sample (N=25,852) Source: Online Publishers Association, Brand Affinity Study, Spring 2004 Overall, Slight Majority Prefers Online Over Offline Prefer offline property (45%) Prefer Web site (55%)

Offline Use FrequentInfrequent Segments Based On Online/Offline Brand Usage Frequency BASE: Total sample (N=25,852) Definitions: Frequent online use = Several times a week or more (Q. 3). Infrequent online use = several times a month or less (Q. 3). Frequent offline use = frequently/occasionally (Q. 20). Infrequent offline use = rarely/never (Q. 20). Source: Online Publishers Association, Brand Affinity Study, Spring 2004 Onliners Dabblers Online Use Frequent Infrequent Multi Channelers Offliners 29% 8% 51% 13%

Gender: 34% male, 66% female Age: 30% age 18-34, 70% age Gender: 53% female, 47% male Age: 35% age 18-34, 65% age Gender: 51% male, 49% female Age: 33% age 18-34, 67% age Gender: 70% male 30% female Age: 40% age 18-34, 60% age Online Use Frequent Infrequent Offline Use FrequentInfrequent Segment Profiles Multi Channelers Offliners Dabblers Onliners Source: Online Publishers Association, Brand Affinity Study, Spring 2004

Adults with Internet access at work say nearly every major category of transaction and research is made simpler online.  Nearly two-thirds agree that they keep current on news events more online than they would without Internet access. Source: Netratings/WPNI: Working Women Online, Spring 2004 (Results shown above are from entire sample – male and female.) Benefits of Online Activity

Source: AdWorks National Segmentation Study, Summer 2003 More than half of all active Internet users say that they read news on the Internet. Among those who indicate an interest in online news, there are varying levels of interest by specific category of news.  General breaking news is widely sought after, with nearly two-thirds of online news readers indicating that they are ‘very interested’ in the genre.  In-depth analysis and editorial/opinion pieces are much less appealing to a mass audience – less than 25% of online news readers indicate strong interest in these areas. Interest in Specific Types of News

Attributes of a Good News and Information Site Source: M&RR Local Market Segmentation Study, Spring, 2004 (Results above refer to LOCAL Web users only.) Community and transactional features draw more limited interest among local online news readers than do general news topics such as international news or political coverage.  Less than 20% of local news users feel it is important for a news Web site to allow you to buy and sell merchandise.  Video and audio features are not widely viewed as essential for a news Web site, although use of these features has grown steadily over the years.

It’s Still About Journalism Continuous News Use the Medium Be More than the Paper

Is There a Business Here? Advertising Registration Subscription Model What about Google and Yahoo (Overture)