1. 1 Paying for Journalism The Old Fashioned Way International Symposium on Online Journalism Austin, Texas | April 2005 ‘Don’t joke about economics because that is how you get food.’ - Kurt Vonnegut, Jr.

2. 2 Audience Demographics And Usage Online Use: –Work/Home Use –Broadband –Content

3. 3 Days Access The Internet Home Work Less than once per week Q: How many days in a typical week do you access the Internet from …

4. 4 Type of Internet Connection % Q: How do you access the Internet?

5. 5 Content: Most Frequent Behaviors % Frequent UseDaily Use Q: Thinking of reasons you go online, how often do you use the Internet to...

6. 6 Content Leader Boards Sites used for News, Sports or Entertainment Information Online Newspaper Users Rank Market 1 Market 2Market 3 Market 4 1 NP.com: 87%NP.com: 86%NP.com: 88%NP.com: 84% 2 Google.com: 39%Google: 36%TV Site.com:51%Google: 41% 3 MSN.com: 32%TV Site:31%Google: 44%TV Site.com: 36% 4 TV Site.com: 26%TV Site2: 30%TV Site2.com: 33%TV Site2.com: 34% 5 CNN.com: 24%MSN: 27%CNN.com: 29%CNN.com: 26% Used Most Often Rank Market 1 Market 2Market 3 Market 4 1 NP.com: 59%NP.com: 58%NP.com: 55%NP.com: 57% 2 Google.com: 9%TV Site.com: 8%TV Site.com: 9%Google.com: 8% 3 MSN.com: 8%Google: 7% TV Site.com: 5% 4 Yahoo! Local: 4%TV Site2: 5%MSN.com: 5%MSN: 5% 5 MSNBC.com: 3%MSN: 5%TV Site2.com: 3%TV Site2.com: 4% Past 30-day Use

7. 7 Content Leader Boards Sites Used for News, Sports or Entertainment Information General Online Users Rank Market 1 Market 2Market 3Market 4 1 NP.com: 42%NP.com: 37%NP.com: 57%NP.com: 38% 2 Google.com: 32%Google: 27%TV Site.com: 43%Google: 33% 3 Yahoo! Local: 26%TV Site.com: 26%Google: 33%TV Site.com: 26% 4 MSN.com: 21%MSN: 22%TV Site2.com: 29%TV Site2.com: 26% 5 TV Site.com: 18%AOL: 20%MSN.com: 21%MSN: 17% Used Most Often Rank Market 1 Market 2Market 3Market 4 1 NP.com: 24% NP.com: 29%NP.com: 21% 2 Google.com: 15%AOL: 15%TV Site.com: 16%Google: 12% 3 Yahoo! Local: 15%TV Site.com: 10%Google: 11%TV Site.com: 11% 4 MSN.com: 12%MSN: 10%AOL.com: 6%AOL: 9% 5 AOL.com: 10%Google: 9%TV Site2.com : 6%TV Site2.com: 8% Past 30-day Use

8. 8 Why They Use Site Most Often % Q: What are the main reasons you use the site for local news, sports or entertainment information? (multiple)

9. 9 Silence of the Blogs Possibility. Hype. Evangelists. Orphans. Blog Audience* Three in four U.S. online users have “never heard” of blogs 3% of Americans read blogs daily 15% read blogs at least monthly Blog Updating** 66% of blogs have not been updated in two months 26% of blogs have not been updated since the first day Source: *Gallup (March 2005), **Perseus Development Corp. (Oct. 2004) ‘The milk in the ‘fridge is about to go bad. … And there it goes.’ - Bobby Hill, ‘King of the Hill’

10. 10 Classifieds. Gritty. Profitable. Endangered. What Users Want Where They Go Where They Go Most Motivating Factors

11. 11 Employment Leader Boards Online Newspaper Users RankMarket 1Market 2Market 3Market 4 1 NP.com: 35%NP.com: 28%NP.com: 37%NP.com: 33% 2 Monster: 23%Monster: 16%Monster: 25%Monster: 26% 3 CareerBuilder: 13%CareerBuilder: 10%CareerBuilder: 13%CareerBuilder: 14% 4 Yahoo!/H.J. : 10%Other NP.com: 9%Co. websites: 12%Co. site: 12% 5 Co. websites: 9%Other NP2.com: 9%Yahoo!/H.J.: 9%Y! HotJobs: 11% Used Most Often RankMarket 1Market 2Market 3Market 4 1 NP.com: 45%NP: 43%NP: 46%NP.com: 39% 2 Monster: 18%Monster: 14%Monster: 18%Monster: 22% 3 CareerBuilder: 5%Other NP.com: 7%Co. websites: 6%Co. sites, CB: 6% 4 Co. websites: 5%CareerBuilder: 4%CB: 5%Google, HW: 4% 5 HelpWanted: 3%Other NP2.com: 4%Google: 4%Y! HotJobs: 3% Past 30-day Use

12. 12 Employment Leader Boards General Online Users RankMarket 1Market 2Market 3Market 4 1 Monster: 17%Monster: 16%NP.com: 18%Monster: 24% 2 Yahoo!/H.J.: 11%NP.com: 11%Monster: 17%NP.com: 15% 3 NP.com: 11%Other NP.com: 10%CareerBuilder: 8%Other NP.com: 13% 4 CareerBuilder: 10%CareerBuilder: 9%Yahoo!/H.J.: 6%Yahoo!/HJ: 13% 5 Jobs.com: 9%JobSearch: 6%Co. websites: 5% Co. websites : 8% Used Most Often RankMarket 1Market 2Market 3Market 4 1 Monster: 34%Monster: 22%NP.com: 33%Monster: 26% 2 NP.com: 18%NP.com: 17%Monster: 23%NP.com: 18% 3 Yahoo!/H.J.: 7%Other NP.com: 12%Yahoo!/H.J.: 5%CareerBuilder: 12% 4 CareerBuilder: 7%Company sites: 7%CareerBuilder: 4%Co site: 8% 5 Google: 5%CareerBuilder: 6%Co. websites: 4%Yahoo!/HJ: 6% Past 30-day Use

13. 13 Motivating Factors: Employment % Q: What are the main reasons you use the site most often for local help- wanted job listings or career-related information?

14. 14 Automotive Leader Boards Online Newspaper Users RankMarket 1Market 2Market 3Market 4 1 KelleyBlueBook: 18%KBB: 18%KBB: 20%KBB: 18% 2 AutoTrader.com: 13%NP: 13%NP.com: 15%NP.com: 12% 3 NP: 13%AutoTrader: 10%CarMax: 15%CarMax: 10% 4 Edmunds.com: 7%Ebay Motors: 9%Ebay Motors: 11%AutoTrader: 10% 5 Manf. site: 6%CarMax: 9%AutoTrader: 9%Ebay Motors: 8% Used Most Often RankMarket 1Market 2Market 3Market 4 1 NP.com: 18%NP: 17%KBB: 16%NP.com: 17% 2 KelleyBlueBook: 17%KelleyBlueBook: 13%NP.com: 16%KBB: 17% 3 AutoTrader: 15%Ebay Motors: 11%CarMax: 13%AutoTrader: 12% 4 Ebay Motors: 7%AutoTrader: 10%Ebay : 11%CarMax: 8% 5 Edmunds: 6%CarMax: 8%Manf.: 8%Edmunds: 7% Past 30-day Use

15. 15 Automotive Leader Boards General Online Users RankMarket 1Market 2Market 3Market 4 1 KelleyBlueBook: 17%KelleyBlueBook: 16%NP.com: 15%KBB: 14% 2 AutoTrader: 13%AutoTrader: 8%CarMax: 12%AutoTrader: 10% 3 Manf. site: 8%CarMax: 8%Manf. site: 7% NP.com : 8% 4 Ebay Motors: 8%Edmunds: 8%Edmunds: 6% 5 Edmunds: 7%Ebay Motors: 6% Dealer: 5% Used Most Often RankMarket 1Market 2Market 3Market 4 1 AutoTrader: 19%KelleyBlueBook: 19%CarMax: 18%KBB: 18% 2 KelleyBlueBook: 16%AutoTrader: 13%KBB: 17%AutoTrader : 12% 3 Manf. site: 10%CarMax: 10%Manf. site: 8%Ebay Motors : 11% 4 Ebay Motors: 8%Manf. site: 9%AutoTrader: 8%CarMax: 7% 5 Edmunds: 7%Ebay Motors: 9%NP.com: 8% Yahoo, Dealer 5% Past 30-day Use

16. 16 Motivating Factors: Automotive % Q: What are the main reasons you use the site most often for local new or used automotive listings? (multiple)

17. 17 Real Estate Leader Boards Online Newspaper Users RankMarket 1Market 2Market 3 1 NP.com: 23%NP.com: 32%NP.com: 27%NP.com: 17% 2 Realtor.com: 14%Realtor.com: 24%Realtor.com: 19%Realtor.com: 16% 3 Agency site: 7%Agency site: 10%Agency site: 9%Agency site: 14% 4 Yahoo! R.E.: 6%Other NP.com: 5%Google: 6%Yahoo! R.E.: 7% 5 Google: 5% Yahoo! R.E.:3%Google: 4% Used Most Often RankMarket 1Market 2Market 3Market 4 1 NP.com: 33%NP.com: 38%NP.com: 41%NP.com: 26% 2 Realtor.com: 19%Realtor.com: 28% Realtor.com: 25% 3 Yahoo! R.E.: 7%Agency site: 8%Agency site: 11%Agency site: 17% 4 Agency site: 7%Other NP.com: 3%Google: 4%Yahoo! R.E.: 7% 5 Google: 6%Google: 2%Yahoo! R.E.:2%Google: 4% Past 30-day Use

18. 18 Real Estate Leader Boards General Online Users RankMarket 1Market 2Market 3Market 4 1 Realtor.com: 13%Realtor.com: 17%Realtor.com: 15%Realtor.com: 10% 2 Agency site: 6%Agency site: 7%NP.com: 9%NP.com: 7% 3 NP.com: 6%NP.com: 5%Agency site: 8%Agency site: 5% 4 Yahoo! R.E.: 5%Other NP.com: 5%Google: 2%Google: 3% 5 HomeBuilder: 3%Google: 5%Yahoo! R.E.: 2% Used Most Often RankMarket 1Market 2Market 3Market 4 1 Realtor.com: 28%Realtor.com: 35%Realtor.com: 39%Agency site: 20% 2 NP.com: 13%Agency site: 9%NP.com: 19%Realtor.com: 19% 3 Agency site: 11%NP.com: 9%Agency site: 18%NP.com: 13% 4 Yahoo! R.E.: 8%Other NP.com: 6%AOL: 3%Yahoo! R.E.: 8% 5 Google: 5%Google: 6%Yahoo! R.E.: 3% Google.: 5% Past 30-day Use

19. 19 Motivating Factors: Real Estate % Q: What are the main reasons you use the site most often for local help-wanted job listings or career-related information?

20. 20 Local Search & Advertising Source For Search Topics Searched Online Advertising

21. 21 % Local Search % Sites Used Past 30 Days Topics Searched Several Times a Month or More Q: Thinking of reasons you go online, how often do you use the Internet to...

22. 22 Online Advertising Past six months % Q: Thinking of online advertising, in the past six months, have you...

23. 23 Top 5 Things to Remember 1.Remember the train/airplane/transportation analogy? It’s wrong. Passengers without cargo = bankruptcy. To win in online journalism, we have to win online classifieds. 2.It’s All About Time: Breaking News, Archives drive loyalty - and profit. TiVo your site. 3.Use advertising that works (contests & e-mail) and not what doesn’t (pop-ups/unders). 4.Leverage search engines to increase traffic and create new advertising models. 5.Mind the Gap: Invest in functionality for Classifieds - or die.

24. 24 Thanks Rusty Coats VP & General Manager TBO.com 813.259.8353 rcoats@tbo.com