1. HEARST October 19, 2010 11:00am CORPORATION Alana Parsons Alyssa Hennessy Jennifer Alberts Manny Curling Samantha Hayden Skippy Natural Peanut Butter with Honey Media Proposal

2. MAGAZINE TRUTHS :48 http://www.youtube.com/watch?v=YmGSfVo2NUw&feature=related

3. AGENDA  Market Overview  Target  Why Us?  Media Plan  Budget Breakdown

4. NEEDS & GOALS  Awareness  Trial  Sales

5. SWOT ANALYSIS – Strengths  Brand awareness and loyalty  Health benefits- “natural”  Accessible nationwide  Great taste  Shelf life Weaknesses  Awareness  Level of nutritional value Opportunities  Healthy is trendy with food  Moms  Honey & peanut butter Threats  Competition for market share  Organic vs. natural  Nutritional benefits compared to competition

6. COMPETITON

7. TARGET AUDIENCE DemographicIndex Number Women 25-54115 White93 Graduated College Plus105 Now Married110 $40,000 +114 Children Aged 6 and Under120 Northeast149 County Size A124 Source: MRI+ Fall 2009

8. TARGET AUDIENCE Lifestyle StatementIndex Number “Kids have a significant impact on brands”135 “Hard to resist kids requests for non essentials”115 Source: Simmons, 2007

9. Meet Betty

10. WHY MAGAZINES? REACH Attention Audiences are growing Drive action Improve advertising ROI Source: The Association of Magazine Media

11. WHY MAGAZINES? “Magazines outperform other media in driving positive shifts in purchase consideration/intent.” Source: Dynamic Logic

12. Source: The Association of Magazine Media

13. WHY HEARST? “Hearst reaches more adults than any other publisher of monthly magazines.” (73.8 million total adults, according to MRI, Fall 2009)

14. WHY HEARST?  Specialized Content  Established brand  Innovation  Cross-platform

15. MAGAZINES

16. Source: O The Oprah Magazine 2010 Media Kit  Credible  Influential  Purpose  Target  #3 on Newsstands  120 Index Source: MRI+ Fall 2009

17. VALUE ADDED  “The O List”  “Love That”  Affiliation with the Oprah brand  Social media

18. #2 Epicurean Magazine Target Content “35% of readers purchased a product/service based on a recipe, article or feature in the magazine.” Source: Food Network Magazine Media Kit 2010

19. VALUE ADDED  Affiliation with Food Network  Coupons  “Food4Thought”  Lounge  Celebrity ad endorsement Sandra Lee of Semi Homemade Cooking

20. “Good Housekeeping is read by one out of every five American women each month.”  Longevity  Trusted  107 Index Source: Good Housekeeping Media Kit 2010 Source: MRI+ Fall 2009

21. VALUE ADDED  “Fuel the Family Fun” Sweepstakes  Association with Good Housekeeping brand  Social Media

22. JAN“Love That”Event “Food4Thought” Coupon FEBEvent MAREvent APR MAY JUNSweepstakes JULSweepstakes AUG“The O List”E-blast recipe Coupon Inside cover National SEPBack cover Coupon Endorsement National OCTEndorsement NOVE-blastEndorsement DECEndorsement

23. PROPOSED SPEND O, The Oprah Magazine - Total print: $2,147,762.40 - Value added: Included Food Network Magazine - Total print: $962,501 - Value added: $2,060,000 Good Housekeeping - Total print: $2,076,450 - Value added: $10,000

24. PROPOSED SPEND $7,256,713.40

25. PERFECT MATCH  Maximum reach  Target

26. Join the Hearst Corporation Family Any Questions?