1. Primedia: “The New Tradition in Media”
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Primedia: “The New Tradition in Media”
Beverly Chell
Vice Chairman -- Primedia
April 27, 2001
Bear Stearns Conference

2. What is Primedia? Largest traditional “targeted” media company
Largest producer of magazine pages and ad pages
Largest producer of niche video in U.S.
#3 magazine company on newsstand
With About:
Largest creator of content on the Internet
#1 news and information site on the Internet
#6 Internet company overall
More salespeople selling combined traditional/Internet ad programs: 1,700
Largest niche media company in the world

3. What is Primedia? Niche: Targeted, highly specific market segments.
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What is Primedia?
Niche: Targeted, highly specific market segments.
Provides information in hundreds of niches such as fishing, crafts, canoeing and quilting to hog farming, cable television finance
Consumer: “My personal obsession is satisfied by reading that.”
B2B: “I’m afraid to go to lunch without reading it.”
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4. Brand Dominance Touches 200 Million Users
Primedia
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Brand Dominance Touches 200 Million Users
Other Positions
18%
#1 or #2
Brands
82%
More than 1,400 Niche Products with About
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5. Primedia is King of Niche Content
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Primedia is King of Niche Content
2000 Sales of $1.6 billion
PRODUCT Class Sales
231 Magazines $1,148 MM
143 Information Products $290 MM
18 Video Networks and TV Packages $175 MM
120 Trade Shows $41 MM
1000 Web Sites (with About) $140 MM
No Matter What the Platform
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6. We Reach More Teens than Anyone Else

7. Life Events = Big Spending