1. The Subscriber Content Initiative Hasn’t it always been Paid? Mark Medici Director of Audience Development B2C Print and Digital mmedici@dallasnews.com 214-977-7729 Grant Moise General Manager of Digital Content and Advertising gmoise@dallasnews.com 214-977-7768

2. The world has changed and innovation is required Here is what happens when you forget to innovate The Subscriber Content Initiative The Evolution of Content Management

3. The 1990’s; Scale The dawn of the information age – everyone could get access to content and everyone wanted it. 2000 – ’05; Search and Link Moved from a consumption environment to a “search” environment. “Just Google it.” Everyone wanted to share everything – except the music industry. 2006 – ‘10; Web 2.0 and Share (or something like that) Web 2.0 was born and with it came open software platforms where search was no longer enough. Preferred search and “decision engines were born.” Site scraping, reorganizing of original content and cease and desist begin to take shape. 2010; the great equalizer - Platforms Platforms are now the rage – and in the short term, they are the future.

4. Print iPad iPhone Sub. Services DallasNews. com The Subscriber Content Initiative How platform management levels the playing field

5. Sub. Services DallasNews. com Subscriber The Subscriber Content Initiative Adoption First; Engagement Always

6. First and Foremost, content is king – it always has been. Remember, ultimately, the consumer defines content. Music, Apps, Books, Podcasts, Publishing Content, Magazine Content, Video, Broadcast Manage your content There are very few business models that scale – Google, Yahoo and Facebook are the exception – not the rule. If Quality is the King, then quantifying and qualifying your audience is the Prince. Be who you are and believe in what you are The Dallas Morning News is not the New York Times or the Wall Street Journal but we are relevant to our local audience. Provide easy access – and create a relationship for that access Long term monetization is hard to achieve without a relationship. This goes for B2B and B2C. The Subscriber Content Initiative Why paid content will work

7. The Subscriber Content Initiative Q&A Mark Medici Director of Audience Development B2C Print and Digital mmedici@dallasnews.com 214-977-7729 Grant Moise General Manager of Digital Content and Advertising gmoise@dallasnews.com 214-977-7768