Matthew Ipsan Executive Vice President Community Newspaper Holdings, Inc.

Goal: Provide essential and entertaining news and information wherever our audience wants. Subscriptions 2

Best ideas are stolen. Subscriptions 3

The general store carries a broad selection of merchandise, sometimes in a small space, where people from the town and surrounding rural areas come to purchase all their general goods. Subscriptions 4

Customer Approach Any platform. Seamless purchase. Easy log in/log out. Great customer service. Subscriptions 5

Partnered with Tecnavia for E-paper product in Partnered with Press+ for meter in Subscriptions 6

Model didn’t fit the customer approach criteria. Purchase was clunky. Log in/log out was not easy. Customer service was challenging with four parties (including circulation system) in the mix. Subscriptions 7

Press+ experiment showed metered subscriptions could work. The four-party model did not work. Tecnavia had been working on metered technology before partnership. Subscriptions 8

Added Tecnavia’s meter technology to partnership. Beta site was selected in May Launched Total Access (print + digital) and Digital Access (digital desktop only). CSRs went through 30 days of training, role-play, etc. Subscriptions 9

Extremely successful in three metrics. Seamless purchase. Easy log in/log out. Great customer service. Subscriptions 10

Launched both products in 25 daily newspapers by the end of Plans made to roll out both products in all 68 daily newspapers by end of Disparate circulation systems made it challenging to deploy at a faster rate. Subscriptions 11

As locations rolled out, an obvious audience trend intensified. The rush to consume content on mobile devices accelerated. Several Key Performance Indicators (KPI) were in the tank. Subscriptions 12

KPI – 2013 Digital display revenue was down 12.3%. YOY uniques were down 5.9%. YOY desktop page views decreased by 29.4%. YOY site visits were down 3.9%. Subscriptions 13

One KPI metric was NOT in the tank: YOY mobile page views increased by 35.2%. One success metric was missing as well: Any platform. Subscriptions 14

Mobile partner – Verve Founded as a provider of mobile sites and apps for publishers. Moved business model to mobile programmatic ad exchange. New model proved difficult for metered subscription opportunities. Subscriptions 15

Approached Tecnavia about building apps in January By the summer, they had successfully tested a minimally viable product. Three apps (Droid, iOS & Kindle) for each of the 75 CNHI daily locations built. 225 apps had been successfully launched by the end of Subscriptions 16

Special app sauce On a suggestion by Tecnavia, all apps were built with ability to toggle between web content and E-paper. Better and easier functionality for end-user. Subscriber had options. Raised the profile of the E-paper to a younger demographic. Subscriptions 17

Google Analytic tags on all products/platforms. Promoted subscription options on all platforms. Thorough CSR training at each location. Rate increase included with each launch. Subscriptions 18

Meter – websites (110 sites in all) 75 mobile sites 225 apps Subscriptions 19

January 2016 One (1) web-based transaction process for all subscription options (Seamless purchase). Total Access and Digital Access (Any platform). Cutting-edge meter technology (Easy log in/ log out). Thorough training regimen for audience teams at each location (Great customer service). Subscriptions 20

KPI – 2015: YOY uniques increased 23.8%. YOY desktop, mobile and app page views increased by 23.5%. YOY desktop page views increased by 41.9%. YOY mobile site and app page views increased by 4.9%. YOY visits on all platforms increased 47%. Subscriptions 21

December 2015 total page views were 9 million more than December o Reason: YOY app page views increased 1.99 million. o Desktop page views increased 8.12 million, with the E- paper generating 5.24 million more page views than 2014! Digital display revenue increased nearly 10% in Subscriptions 22

Meter technology enhancements. Improved E-paper product (rolling out now). E-paper only subscriptions. Metered print and digital magazine subscriptions. Apps for events, entertainment, sports, etc. Subscriptions 23

Questions? Subscriptions 24