1. Advertising Innovation Eric Christiaens Commercial Director Concentra Media León - november 17th, 2006

2. Testimonial one editor’s view on defending newspapers vs other media on the advertising market our experience over the last years, our truth, not the truth

3. Agenda A.Belgian Market Overview B.Reasons for growth C.Conclusions

4. Belgium 10,4 mio inhabitants 30.000m² 3 communities 3 official languages Brussels1.000.000 Antwerp457.000 Ghent231.000 Charleroi201.000 Liège186.000 B A G L C longest distance between 2 points = 280 km… A. Market overview

5. Dailies in Belgium 28 paid for dailies 1 free daily 1 free sundaypaper cover price: single copy : 0.95-1.60 subscription: 0.67-1.05 daily reach: 51% total population format: Belgian berliner tabloid no broadsheets source : WAN-World Press Trends 2006 A. Market overview

6. Belgian Dailies Source: BVDU Data 2005 average 12 mths  Het Laatste Nieuws - De Nieuwe Gazet287.001- 0,23 % Het Nieuwsblad /De Gentenaar208.485- 1,12 % Gazet van Antwerpen111.445- 2,50 % Het Belang van Limburg99.250- 1,20 % De Standaard81.983+ 2,73 % Het Volk74.977- 7,13 % De Morgen50.890+ 0,15 % De Tijd36.395- 6,53 % Total Flemish Dailies950.426- 1,36 % Sud Presse127.906- 2,97 % Editions de l'Avenir98.580- 1,15 % Le Soir97.075- 0,91 % La Dernière Heure/Les Sports86.407+ 1,08 % La Libre Belgique47.038+ 0,33 % L'Echo18.489+ 5,04 % Grenz-Echo9.830- 1,81 % Total French Dailies485.325- 0,85 % TOTAL1.435.751- 1,19 % A. Market overview

7. Belgian advertising market flat market –2005 : dramatic losses for TV –2006 : -15% vs 2005 in display ads national market fight for market share –radio is main competitor for newspapers –TV is picking up –development of internet A. Market overview

8. Trend in ad spendings source : WAN-World Press Trends 2006 A. Market overview

9. Concentra Media Print +21% A. Market overview

10. Share per ad market A. Market overview

11. Share per title A. Market overview

12. B. Reasons for growth 1.Community 2.Brand building 3.Innovation 4.Cooperation 5.Creativity 6.Simplicity

13. 1. Community clear focus on a target audience B. Reasons for growth “…For this reason the title of our daily newspaper is a programme, to which all who will lead our paper in the future have to remain loyal….” Frans Theelen, about “Het Belang van Limburg” in 1955

14. 1. Community ambitious positioning B. Reasons for growth Luc Rademakers Chief Editor Gazet van Antwerpen “I like things to happen after we’ve written about them in our newspaper”

15. Our newspapers go for the head, the heart and the soul of our target audience 2. Brand building B. Reasons for growth

16. 2. Brand building from the cradle to the grave B. Reasons for growth

17. …tap into audience’s emotions… 2. Brand building B. Reasons for growth

18. 3. Innovation only free daily in Belgium only bilingual daily in Belgium strong community builder open to creative ads B. Reasons for growth

19. 3. Innovation content-related products target audience adapted to objectives of advertiser B. Reasons for growth

20. 4. Cooperation between publishers : –common products for all newspapers NP-deals –buy an ad in all newspapers –run it 3 times, in order to build impact –get 40-50% off B. Reasons for growth

21. NP3 Offer

22. 4. Cooperation between departments : –management of newspaper by committee : 2 editors in chief + commercial director –joint decisions on all topics : editorial advertising marketing B. Reasons for growth

23. 5. Creativity allow the advertiser to stand out create “intrusive ads” by playing with layout of the newspaper one size only : full page B. Reasons for growth

24. 5. Creativity B. Reasons for growth KICK …. SHAKE…. DRESS …. THE PAGE

25. 5. Creativity B. Reasons for growth

26. 5. Creativity never intrude the content beware of audience even advertisers are conservative B. Reasons for growth

27. 5. Creativity Conditions : –approval concept & visual by chief editor –approval of visual by prepress manager –deadline visual = 10 days –restrictions on pages, days… Price : –+70% vs 1/1 rate card ! B. Reasons for growth

28. 5. Creativity create events with the advertiser distribute 70 tons of strawberries in one day ! B. Reasons for growth

29. 6. Simplicity try to make offer simple for advertisers lower the treshold to enter newspapers –modules vs mm/col –tabloid = tabloid align technical specs –constant # columns, constant breadth of columns

30. D. Lessons from Hollywood Errol Flynn ? Cary Grant ? Gary Cooper ?

31. D. Lessons from Hollywood W.C. Fields !

32. “I try harder...” D. Lessons from Hollywood

33. More information? Eric Christiaens Managing Director Concentra Media Regie +32-11-878369 echristiaens@concentra.be