1. Press in the World – Digital against Paper 4th Annual Conference of Press Publishers and Distributors Kiev, 26.10.2011 Katja Riefler Director Europe AIM Group//Classified Intelligence LLC katjar@aimgroup.com tel. +49 89 621 460-44 © 2011 AIM Group LLC

2. Publishing in a Digital World 2 | Press in the World – Digital against Paper | Katja Riefler © 2011 1.What is happening to the newspaper, classifieds, revenue? 2.Where is the audience going? 3.What role has distribution? 4.Digital Against Paper - Is this a war? 5.How will you earn money in the future?

3. WHAT IS HAPPENING TO THE NEWSPAPER, CLASSIFIEDS, REVENUE? 1. 3 | Press in the World – Digital against Paper | Katja Riefler © 2011

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9. Estimated Revenues European Newspapers 9 | Press in the World – Digital against Paper | Katja Riefler © 2011 Source: Gregor Waller, presentation at WNC2011, Vienna, 14. Oct 2011

10. WHERE IS THE AUDIENCE GOING? 2. 10 | Press in the World – Digital against Paper | Katja Riefler © 2011

13. 13 | Press in the World – Digital against Paper | Katja Riefler © 2011 Network access High speed connectivity Accelerometer Responds to motion Microphone Used to “hear” providing audio inputs within the context of its environment Integrated camera Provides the means to “see” media and objects in its surroundings Proximity sensor Senses closeness GPS Knows where you are

14. Example: VG in Norway 14 | Press in the World – Digital against Paper | Katja Riefler © 2011 Source: Torry Pedersen, presentation at INMA 2011, New York, May 2011

15. Print readership falling, digital gains 15 | Press in the World – Digital against Paper | Katja Riefler © 2011 Source: Torry Pedersen, presentation at INMA 2011, New York, May 2011

16. WHAT ROLE HAS DISTRIBUTION? 3. 16 | Press in the World – Digital against Paper | Katja Riefler © 2011

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20. DIGITAL AGAINST PAPER - IS THIS A WAR? 1. 20 | Press in the World – Digital against Paper | Katja Riefler © 2011

21. Digitilazation – „Disruptive Innovation“ 21 | Press in the World – Digital against Paper | Katja Riefler © 2011

22. Aggressive Growth Projected Email Subscribers in North America (Growing at over 1M new subscribers a week!)

23. Aggressive Growth Groupon filed with the SEC on Friday. “We increased our revenue from $1.2 million in the second quarter of 2009 to $430.2 million in the third quarter of 2011. “We expanded from 5 North American markets as of June 30, 2009 to 175 North American markets and 45 countries as of September 30, 2011. “The number of subscribers to Groupon’s e-mail list climbed 24 percent to 142.9 million in the third quarter from the previous three months. Of those, 29.5 million purchased a coupon.”

24. Clayton Christensen: Disruptive Innovations © Clayton M. Christensen 1998-2011 Performance Time Performance that customers can utilize or absorb Pace of Technological Progress Sustaining innovations Disruptive innovations Incumbents nearly always win Entrants nearly always win 24 | Press in the World – Digital against Paper | Katja Riefler © 2011

25. Quality of integrated mills’ steel Little boys beat giants by disruption © Clayton M. Christensen 1998-2011 7% 4% Quality of minimill-produced steel 12% 8% 18% 22% % of tons Steel Quality 1980 1975 1985 1990 Rebar Angle iron; bars & rods Structural Steel Sheet steel 25–30% 55% 25 | Press in the World – Digital against Paper | Katja Riefler © 2011

26. Newspapers underestimate growth potential established business disruptive modell New growth Start outside Replacement 26 | Press in the World – Digital against Paper | Katja Riefler © 2011

27. HOW WILL YOU EARN MONEY IN THE FUTURE? 7. 27 | Press in the World – Digital against Paper | Katja Riefler © 2011

28. Learnings from around the world 1.Make sure you get distribution right! 2.Make succeeding in digital media a priority 3.Build your brand, use all media channels (print, web, mobile, tablet) 4.Invest in your audience (revenue will follow) 5.Serve your advertisers well, care for their needs 6.Go for small money 7.Allow internal competition 8.Experiment and try as much as you can 9.Allow failures, correct errors fast 28 | Press in the World – Digital against Paper | Katja Riefler © 2011

29. 10. START ACTING NOW! 29 | Press in the World – Digital against Paper | Katja Riefler © 2011

30. QUESTIONS? 30 | Press in the World – Digital against Paper | Katja Riefler © 2011

31. Thanks for your kind attention 4th Annual Conference of Press Publishers and Distributors Kiev, 26.10.2011 Katja Riefler, Director Europe, AIM Group // Classified Intelligence LLC Phone: +49 89 621 460 44 – katjar@aimgroup.com © 2011 AIM Group LLC