1. Newspaper Association of America Do Great Brands Beget Great Brands?

2. Our Speakers üSheryl Oliver, National Advertising Dir., NAA üLance Adeszko, Interactive Sales Manager, Tribune Interactive üTom Kelley, National Sales Manager, Real Cities Network

3. Today’s Focus üThe Newspaper Association of America (NAA) and our distinguished panel of newspaper interactive experts will share new research, breakthrough ad vehicles and solutions for marketers utilizing newspaper websites. üIn addition, we will share actual case studies on branding effectiveness and provide examples of new media platforms such as podcasts, VODcasts, print and online circulars and more. üQ&A

4. Research Overview üOPA, Millward Brown, comScore - Affinity Study, 2002 üMORI - Power Users, 2006 üOPA - Day in the Life, 2006 ü comScore - Buying Power Index, April 2005 - April, 2006 ü Dynamic Logic MarketNorms®, 2006

5. Content Site Audiences Have Higher Affinity Source: OPA Audience Affinity Study, 2002

6. OPA Study Implications High-Affinity audiences are more valuable to advertisers. Advertisers will experience greater advertising efficiency with high-affinity audiences. Advertisers will have greater efficiency in reaching high-affinity users by including content sites in their media plan.

7. Source: Online newspaper impact on purchase intent from Dynamic Logic MarketNorms® -- see the full report on The Digital Edge (www.digitaledge.org).

8. Source: MORI/Power Users 2006 ’06 NP site’06 Non-users Male 50% Female 50 18-34 4036 35-54 4939 55+ 1125 <$50K 3743 $50K-$99K 4140 $100K+ 2217 HS or less 1531 Some college/v-tech 3334 College grad+ 5235 Gender Age HH Income ’06 Mean Age (NP site users): 39.1 ’06 Mean Age (Non- users): 42.7 ’06 Mean Income (NP site users): $73,200 ’06 Mean Income (Non-users): $65,900 Education Newspaper Web Site Users

9. ü 91 percent recently shopped online ü 89 percent recently bought online ü 90 percent are employed ü 71 percent are online daily @ work ü 63 percent check news daily ü 70 percent frequently bank online ü 64 percent recently checked classifieds online ü 68 percent have home broadband ü 52 percent have college degrees Source: MORI/Power Users 2006

10. Content Used When Visiting Newspaper Web sites

11. Source: MORI Research Base: Online respondents (43% use Web site in addition to print) Reasons Use Newspaper Web Sites in Addition to Print

12. 44% 17% 44% 11% 46% 12% 75% 39% Reach for newspapers + Web vs. Newspapers alone Source: OPA, Day in the Life 2006 Web Adds to Newspapers’ Reach

13. Online Newspaper Readers’ Buying Power Outperforms that of Portals by a Wide Margin üOf 158 online newspapers whose users’ “buying power” is tracked by comScore MediaMetrix on a monthly basis, only 4 failed to rise above the norm. üMore than half online newspapers tracked had a “buying power index” or BPI score greater than one and a half times comScore’s average ranking. üBPI is a measure of a site’s visitors’ online buying expenditure indexed to the total Internet population. Source: comScore Buying Power Index April 2005-April 2006

17. Smart Media Examples – CVS on latimes.com When a consumer scrolls over the CVS ad unit the rich media ad expands to display items from the CVS circular

18. Smart Media Examples – Walgreen’s on Topix

19. Examples of Powerful Brands Using Powerful Brands

22. Resources üHot New Research: http://www.adconnections.org/hotnewresearch2.cfm http://www.adconnections.org/hotnewresearch2.cfm üAdvertising success stories: http://www.adconnections.org/hotnewresearch2.cfm http://www.adconnections.org/hotnewresearch2.cfm üOnline Newspaper Reach (quarterly Nielsen numbers): http://www.naa.org/advertiser/http://www.naa.org/advertiser/ üWhere NAA's New Media Federation Congregates: www.digitaledge.org www.digitaledge.org

23. NAA Contact Information üNational Director: Sheryl Oliver, Sheryl.Oliver@naa.orgSheryl.Oliver@naa.org üOnline Business Development Director: Melinda Gipson, Melinda.Gipson@naa.org Melinda.Gipson@naa.org üRetail Director: Charleen Stewart, charleen.stewart@naa.org charleen.stewart@naa.org üLet us know how we can help.

24. THANK YOU!