Make Your Online Advertising More Effective A Case For Using Local Newspaper Web sites

Newspaper Web sites = Localmotion!

“ Everything important is local …” -Bill Schrier, Chief Technology Officer, City of Seattle

"Successful brands are ones that have been able to turn the local market place into the local marketing place.” - AllAboutBranding.com All Business Is Local

“ Localization is a key component of Macy ’ s strategic formula for continued growth and success … As we provide for more local decision making in every Macy ’ s community, we are tailoring our merchandise assortments, space allocations, service levels, visual merchandising and special events store-by-store. ” - Source: Macys Inc, 2008 Annual Report, page 2

The Value Proposition of Newspaper Web sites

Five Good Reasons …

Newspaper Web sites … #1 – Reach engaged audiences. #2 – Are continually growing. #3 – Offer engaging products and services. #4 – Extend local reach for advertisers. #5 – Encourage action.

Reason #1 Newspaper Web sites Reach Engaged Local Audiences.

40% of those employed in management, financial operations or professional & related occupations. 40% of those have at least a four-year college degree. 44% of those have a post- graduate degree. 46% of those have an individual income of $150,000 or more. Source: Scarborough Research, Multi-Market Release 2, months. Visited newspaper website in past 30 days. Newspaper Web site Visitors:

Women Use Newspaper Web sites! % Composition Index to Total Women Index to Total Online Age25 to 34 22% to 44 24% HH Income$75, % EducationCollege Graduate s 38% Home Ownership Own their Home 75% Base: 22,560,463 Female Adults who visited newspaper website past 30 days Source: 2008 Scarborough Multi-Market Report

Men Use Newspaper Web sites! % Composition Index to Total Men Index to Total Online Age25 to 34 22% to 44 24% HH Income $75, % EducationCollege Graduates 46% Home Ownership Own their Home 78% Base: 22,555,774 Male Adults who visited newspaper website past 30 days Source: 2008 Scarborough Multi-Market Report

Hispanics Use Newspaper Web sites! % Composition Index to Total Hispanics Age25 to 34 30% to 44 25%113 HH Income$75, %174 EducationCollege Graduates 26.8%233 Home Ownership Own their Home 75%124 Base: 4,762,882 Adult Hispanics who visited newspaper website past 30 days Source: 2008 Scarborough Multi-Market Report

“As consumers become more sophisticated in navigating the Web, they are turning to trusted sources of news and information, like newspapers, instead of content aggregators or portals.” - Shawn Riegsecker, President, Centro

#1 Local Site in Top Markets Newspaper Web sites #1 in Top 10 Markets Newspaper Web sites #1 in 22 of the Top 25 Markets Source: Newspaper National Network LP comScore – December 2008– 12 Month Average Unique Visitors

Newspapers Own the #1 Local Web site in 22 of the Top 25 Markets Source: comScore January 2008 – December 2008 Average Unique Visitors 18+ DMA 1 -12DMA New York - NYTimes.comTampa/St. Petersburg – Baynews9.com Los Angeles - LATimes.comSeattle – SeattleTimes.com Chicago - Chicagotribune.comMinneapolis/St. Paul – StarTribune.com Philadelphia - Philly.comMiami/Ft. Lauderdale – Sentinel.com Dallas/Ft. Worth - Dallasnews.comCleveland – Cleveland.com San Francisco – SFGate.comDenver – 9News.com NBC Boston - Boston.comOrlando – OrlandoSentinel.com Atlanta - AJC.comSacramento – SacBee.com Washington DC - WashingtonPost.comSaint Louis – STLToday.com Houston - Chron.comPortland – Oregonlive.com Detroit - ClickonDetroit.com – Channel 4 NBCPittsburgh- Post-Gazette.com Phoenix – AZCentral.comCharlotte – Charlotte.com Indianapolis – IndyStar.com

Reason #2 Newspaper Web sites Are Continually Growing.

Audience Growing At More Than Twice the Rate of The Internet Source: //NetRatings NetView Custom Analysis 2009 Percent Growth In Unique Visitors, Same Period, Year-Ago

Accelerating Growth Unique visitors to newspaper web sites totaled 73.3 million in the 1st quarter of 2009 – 11% increase over the same period last year. Page views averaged over 3.5 billion per month throughout the quarter, compared with 3.1 billion during the same period last year. 44% of all active internet users visited newspaper web sites. Source: Nielsen Online – Adults

Online Newspaper Audience Continues to Grow Unique Users January 2004 – January ,330 73,308,926 Up 77% Source: Nielsen Online – Adults

Local online users trust Newspaper Web sites more than local TV station sites, portals, online yellow pages, city guides, local magazines sites and classifieds! Source: Online Publishers Association (OPA) and Jupiter Research, 2008

77% of frequent web visitors are more satisfied with local content on Newspaper Web sites vs. portals Q: About how often do you visit the following sites? (select one) Q: How satisfied are you with the way your local community is covered by the following Web sites? (select one for each) Source: Online Publishers Association - Local Online Media: From Advertising to Action – Jupiter Research - August 2008

Reason #3 Newspaper Web sites Offer Engaging Products and Services.

Newspaper Web sites Provide Functionality and Web 2.0 Features Some of the types of interactive features offered on the web sites of the top 100 US Newspapers in 2007 and 2008 are as follows: RSS Blogs Niche Video Online Portals Social Networking (Facebook) Mobile Source: Bivins Group 2008

Reason #4 Newspaper Web sites Extend Local Reach For Advertisers.

“ Local businesses of all types are realizing that they need a visible online presence in order to compete in their marketplace. ” - Blizzard Internet Marketing, August 2008

Currently, 66% of Newspaper Online Revenue is Local Total= Approximately $3.2 Billion $1.1 Billion $2.1 Billion Local National Source: Borrell Associates May 2008

Source: Borrell Associates, 2008

“ With strong brands and trusted environments, local media sites deliver concrete results for advertisers. ” - Pam Horan, President Online Publisher’s Association

Reason #5 Newspaper Web sites Encourage Action!

46% of local online content users took action after seeing ads on a local Newspaper Web site. Action! Online Publishers Association and Jupiter Research’s Spring 2008

“ Brands are starting to realize just because content and advertising is delivered digital doesn ’ t mean the rules for successful advertising have changed. Amazing creative placed with highly- regarded and well-respected media brands, like online newspapers, is still the most effective way to build brands and drive ROI. ” - Shawn Riegsecker, President, Centro

Newspaper Web site Visitors Spend More Online 44% of those who visited newspaper web sites in the past 30 days spent $500 or more in online purchases in the twelve months. That compares with 37% of Internet users overall. Source: Scarborough Research, Multi-Market Release 2, months.

56% of adults trust ads on a Newspaper Web site. Source: OPA and Jupiter Research, August 2008

Why Use Newspaper Web sites?

Five Good Reasons …

Newspaper Web sites … #1 - Reach engaged audiences. #2 – Are continually growing. #3 – Offer engaging products and services. #4 – Extend local reach for advertisers. #5 – Encourage action.

Don ’ t Miss The Train Newspaper Web sites = Localmotion!

Include Newspaper Web sites in your advertising plans today!