Deborah Esayian/Co-President Kevin Pickard/Director, Affiliate Sales Support Selling Engagement – The Path to Building a Successful Local Interactive Business

 Emmis Interactive is a Software as a Service (SaaS) provider  Formed in 2002; now a wholly owned subsidiary of Emmis Communications  We provide local media companies with technology and sales consulting services to help them develop a profitable interactive business  We provide services to local media companies in the US, Canada and UK  Based in Chicago, IL, USA Who We Are

Our team is comprised of 58 technology and media professionals: Customer Service Technical Support Product Training Marketing Direct Sales Senior Management Product Designers Software Engineers Quality Assurance Graphic Designers Flash Animators Systems Personnel Who We Are

Technology Platform Built for Local Media Proven Sales Training and Support Great Customer Service Experience What We Do

Who We Serve Astral Media Radio Corus Entertainment Canadian Broadcasting Corp Greater Media Emmis Communications Lincoln Financial Media Renda Broadcasting Maverick Media Big League Broadcasting Carter Broadcasting Capitol Broadcasting Gross Communications Dittman Group Oasis Broadcasting Riviera Group WLFM-FM, LLC Monitor Latino NY State Broadcasters Assoc. Radio Publishing, TV, Sports and Entertainment National Hockey League (Canada) Vancouver Canucks Comcast SportsGroup Texas Monthly Los Angeles Magazine Atlanta Magazine Hudson Valley Magazine Westchester Magazine Main Line Magazine KUSC – FM Entravision Bustos Media Enterprise Marshall KKCK-FM UKRD Group/United Kingdom Impact Radio Group Radio Milwaukee. C Sparks Entertainment Pacific Radio Group Manhattan Media Delaware Today Magazine Frontiers Magazine The Wine Experience.com RadioAlaire.com Rebecca-Burns.com Requisitefilms.com Wawascene.com MichaelMahonen.com State of California/DDTP Metro Custom GolfAlliance 180 Radio Tracking Data Disc Jock Pro Ripley Entertainment Texas Monthly Custom Pub IHSAA.org Ecolifest.com

Audience Engagement System

Channel Tool w/Syndication Text Polling Podcasting Tool Blogging Tool New Release Flash Rotator Google Search Performance Calendar Event Calendar Photo Gallery Tool Audio/Video Player School Closing Tool On-air Now/ Now PlayingRSS Consumer Standard Tools

Engagement Tools User Profiles Multi-Poll Tool User Mixes Audio Poll Soundboard® Music Testing Review Channel Tool YouTube® Video Channel Showcase Tool Various Interactive Games iTunes® Music StorefrontsAssociated Press ** Third-Party Integration: * Available Fall 2009 ** Requires AP Online Agreement Survey Tool *

Recent Project Astral Calgary CIBK-FMcutestkid.vibemorningshow.com

Newsletters Alerts Automated Birthday Greetings User Sub-groups Contesting Tool Affinity Club Database Time Card Feature Member Query Tool Member Database Exporting Ready-made Reports Audience Geo-Mapping Analytics/Database Tools

Engage. Measure. Monetize.

Local Media’s Advantage A Relationship of Trust

U.S. Internet Advertising Revenue Source: IAB 2009 $22.7 (-3.4%) 2008 $23.4 (+24%) 2007 $21.2 (+24%) 2006 $17.0 (+36%) 2005 $12.5 (+30%) 2004 $ 9.6 (+32%) 2003 $ 7.3 (+22%) 2002 $ $ $ $ 4.6

Local Internet Advertising Revenue Source: Borrell Associates 2009 $13.3 (+ 3%) 2008 $12.9 (+70%) 2007 $ 7.7 (+12%) 2006 $ 6.9 (+45%) 2005 $ 4.8 (+78%) 2004 $ 2.7 (+29%) 2003 $ 2.1 (+22%) 2002 $ $ $ $ 0.4

BROADCAST RADIO “ONE-TO-MANY” APPROACH

INTERACTIVE MEDIA “ONE-TO-ONE” APPROACH

BROADCAST RADIO Integrated Media The Strength of Both Worlds INTERACTIVE MEDIA

360 BRAND STRATEGY: FOLLOW THE CONSUMER mobilewebsites live media/ events e-commerce social media broadcast media affinity programs/ database marketing websites mobile podcasts/ on-demand content streaming media

“Bringing Small Groups Of Very Interested People To The Advertiser”

Superior Advertising Solutions Require Two Main Ingredients Integrated Multi- Touchpoint Campaigns Measured Campaign Results

Terminology - Glossary of Terms - Website Terms - Traffic Measurement Terms(Metrics)

Traffic Measurement Terms Total Page Views Measurement of the # of pages requested by visitors to a web site. One way of judging the total activity on a site. Unique Visitors Each DIFFERENT visitor to a website during a specified period of time (5 minutes) - Similar to unduplicated cume, this is a measure of reach. Total Visitors Total number of visitors to the site – includes duplication. Time Spent (Average Session Length) How much time a user spends on a site during a certain period of time. Average Page Views per Session Number of pages people view in a session. Database Size Total number of opt-in members.

Channel Sponsorships Channel Placements Cursor Ad Birthday Card Sponsorships Poll Sponsorship Feature Channels Interactive Contests Prediction, Trivia and Skill Games Custom Games and Interstitials Tip/Fact/Joke of the Day Integrated Product and Brand Placement Interactive Events Custom Microsites User Generated Content Cyber Remotes™ Pop Quiz Marketing Mobile Marketing Podcast Prerolls Streamed Audio and Video Prerolls On-Demand and Real Time Webcasts Video Infomercials Moderated Chat Brand Extensions Skyscrapers, Banners, Tiles Facebook/MySpace Takeovers Sponsored Widgets Cyber Street Teams Sponsored Lexycasting The Inventory of Ideas – Not CPM

8 Key Elements to Successful Interactive Campaigns Feature Key Communication Points Always an “Opt-In for More” Personalization Participation Entertainment Persuasive Component Viral Component Database Capture

Channel Sponsorships Channel Placements Cursor Ad Birthday Card Sponsorships Poll Sponsorship Feature Channels Interactive Contests Prediction, Trivia and Skill Games Custom Games and Interstitials Tip/Fact/Joke of the Day Integrated Product and Brand Placement Interactive Events Custom Microsites User Generated Content Cyber Remotes™ Pop Quiz Marketing Mobile Marketing Podcast Prerolls Streamed Audio and Video Prerolls On-Demand and Real Time Webcasts Video Infomercials Moderated Chat Brand Extensions Skyscrapers, Banners, Tiles Facebook/MySpace Takeovers Sponsored Widgets Cyber Street Teams Sponsored Lexycasting The Inventory of Ideas – Not CPM

SIMPLE, LOW ENGAGEMENT INVENTORY Component #1: CPM Base COMPLEX, HIGH ENGAGEMENT INVENTORY Component #1: CPM Base Component #2: Production cost Component #3: 20% premium for being on your site INTERACTIVE PRICING THEORY

Lessons Learned……

Classification of Capabilities Presentation Targets A – Currently advertising with us and might spend more if they see our capabilities Opportunity A – Not currently advertising with us but might start once they see our capabilities B – Interesting but not a pure A

What is the primary target audience of this account? Is this account already spending money on interactive advertising? Is this account already spending money with us? Which filter does this account satisfy? (circle any that apply) -They love a creative idea -They are heavy users of both TV/Radio and/or print -The internet is very important to their business Who is the key decision maker and can we present to them? The Prospecting Filter

Objective: To make station listeners that are interested in tattoos believe that Iron Age Studio is their number one choice in St. Louis for tattoos and body piercings. Concept: The Ink Gallery, sponsored by Iron Age Tattoo Station listeners will be driven to where they will be able to upload pictures of their tattoos and piercings onto a showcase webpage, along with their story. Listeners will check out everyone’s submission and rate each one from a scale of 1 – 10. At the end of each month, we’ll pick a winner and they will receive a $X gift certificate to Iron Age. Timing: 52 Weeks March – Feb 2011 The Pitch

Rationale: (Insert a story as to why it makes sense for the buyer to use your station to go after this target audience. Show audience index’s for tattoos, cross reference with age groups that are most likely to get tattoos, etc.) Execution: Station will support the Ink Gallery, sponsored by Iron Age Tattoo, with the following: On Air: Ten (10) paid :15sec promos to air per week, Mon-Sun 6a-12a Inclusion in one (1) blast per month. Iron Age will receive a graphic, a paragraph for text, and a link to the Ink Gallery website. Content receptacle on the station’s website home page with a graphic and some text to grab web viewers’ attention, minimum of 2 weeks out of every month. 24/7 listing in the Navigation Bar, under “Lifestyle” on the left hand column of every page on the station website

Measurement of Success: Site traffic metrics will be ed to Iron Age monthly, along with the number of new entries and the monthly winner.

Iron Age logo We’ll tell viewers what’s going on here Thumbnail images of submitted tattoos and piercings come up here.

Viral component Visitors rate the tattoo here Story here Visitors click here or here to submit their own photos

On Air: 12 month on-air schedule Spent $$$ per month On-line: 12 month on-line campaign Spent $$$ per month Annual Investment: $X

Iron Age Web Metrics Analysis: Mar 07 - Feb 08 PagePage ViewsVisitsVisitorsAvg Time Spent /InkGallery/View.aspx1,029,02560,42656,3292:28 /InkGallery/Browse.aspx407,47255,94751,5181:54 /InkGallery/Submit.aspx :29 /InkGallery/Thanks.aspx :31 /InkGallery/TellAFriend.aspx :04 Total1,441,598118,75856,329 Iron Age On Air Audience Impact Analysis: Mar 07 - Feb 08 Paid SpotsFreqReachGross Impressions A18-341, ,20017,102,800 The Recap

The Interactive Sales Process – STEP BY STEP

Staffing Support for Sales Emmis 58 Web specialists covering all areas, all expertise Technology A team of 18 people Technical product management Designers Innovation and integration team Local Digital Content Producer (DCP) Digital Sales Manager (DSM) Corporate Digital Sales Coordinator Digital Sales Designer Digital Research Manager

Step #1: Prospecting

Steps #2 -#4: Educating the Prospects

Step #5: Creating Idea Concepts and Finalizing the Proposal

Step #6: The Creative Brief

Step #7: Orders Signed

Step #8: Designing the Campaign

Step #9: All Materials In-House

Step #10: Campaign Management

Step #11: Recaps

Step #12: Archiving Success Stories

Questions & Discussion