Advertising Today and Tomorrow Lee Jones VP/Publisher Inc. Magazine February 14, 2003

Advertising Today and Tomorrow Agenda MAGAZINE MARKETPLACE TODAY  Circulation Challenges  Audience Trends  Ad Page Analysis  The Sales Environment  Profit Pressure OPPORTUNITIES FOR TOMORROW  Brand Extensions  Customization  Harnessing Technology

MAGAZINE MARKETPLACE TODAY

Circulation Challenges Newsstand  Awareness of Cover Treatment  Placement/Size of Publication  Concentration/Distribution in Key Metros Subscriptions  Stimulate Growth  Develop Strategic Partners  Invest in DTP Circulation Profitability  Tighter Management of Existing Draw  Increase Basic/Cover Price

Audience Trends Audience Declines  Business Book Analysis - Steady Decline over Past 5 Years  Marketplace Factors - Economy, Promotion, Competition Strategy: Focus on the Primary Reader  Position Magazine to its Core Audience  Identify with Your Audience Needs

Business Audience Trend Analysis Five Year Total Audience Trend Fall 1998 – Fall 2002 Inc. vs. BusinessWeek, Forbes, Fortune & Entrepreneur Audience (000’s)

Ad Page Analysis Ad Page Decline  Total Ad Pages in 2002 at Lowest in 6 Years  13,645 Total 2002 Ad Pages in Business Book Category - down 44.5% from a peak in 2000  $320 million in lost revenue!

Business Magazines - Ad Page Trend ( Inc., Fast Company, BusinessWeek, Forbes, Fortune, Entrepreneur, FSB ) 0 5,000 25,000 20,000 15,000 10,000 30, ,461 pgs. 20,147 pgs. 24,619 pgs. 15,424 pgs. 13,645 pgs.

Competitive Business Book Outlook Smart Business Your Company e-Company Industry Standard Line 56Darwin City Business Journals

The Sales Environment Challenges:  Reduced Staff  RFP Process  Shorter Turnaround Time  Limited Face-Time with Client/Buyer  Unique Added-Value Programs  Pricing/Discounts  “Established” Book Preference

Profit Pressure ROI Demands  Invest in the Brand  Enhance Editorial Product  Continue to Build Quality Circulation

OPPORTUNITIES FOR TOMORROW

Brand Extensions Expand the Brand  International Print Opportunities (i.e. Inc. China - April 2003)  Conferences and Seminars  Content Licensing  Strategic Partnerships (i.e. U.S. Chamber of Commerce, SCORE, SBA)  Develop Media Relationships (i.e. Radio, T.V.)

Customization Category/Industry Specific Efforts  Custom Published Magazines  Custom-Developed Inserts/Sections  Direct Response Initiatives  Vertical Business Segments

Harnessing Technology Production  Going Digital (FTP) Distribution  Digital/Electronic Delivery (ZINIO) CRM/Salesforce Automation  One Point of Interface (account information, production, billing etc.)

HAVE AN INC. REDIBLE VALENTINE’S DAY!