MONICA WESOLOWSKI Audience Development Best Practices Audience Development Best Practices

2 Source 2013 Neilson

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6 Best Practices

7 Winning Direct Mail Creative OBJECTIVE Increase response rate SALES SOURCE Direct Mail TARGET AUDIENCE Formers and targeted prospects RESULTS LA Times:.60% Hartford Courant:.65%

8 Direct Mail Effectiveness OBJECTIVE Test self-mailer creative against control letter package to save costs. SALES SOURCE Direct Mail TARGET AUDIENCE Formers Targeted Prospects RESULTS Control letter package: 1.3%. CPO $27 Test self-mailer: 1.3% CPO $24 Cost savings of $5,993

9 Themed Campaigns OBJECTIVE Test holiday themed sales approach SALES SOURCE FSI TARGET AUDIENCE Single Copy buyers RESULTS.1% response rate, $7.82 CPO OBJECTIVE Test March Madness themed sales approach SALES SOURCE TARGET AUDIENCE Former subscribers flagged as sports enthusiasts RESULTS 28 new print/digital subscribers

10 Offer Presentation OBJECTIVE: Promote home delivery rate per issue for a comparison to single copy. SALES SOURCE FSI TARGET AUDIENCE Single Copy readers RESULTS Increased response rate from.08% to.11% versus percent off or dollar amount

11 Control: Everyday $3.10, Wednesday- Sunday $2.13, Weekend $ % 1.19% Test 1: Everyday $3.10, Wednesday- Sunday $2.73, Weekend $1.52 Test 2: Everyday $3.80, Wednesday- Sunday $3.53, Weekend $2.02 Test Revenue Thresholds OBJECTIVE: Maintain response rate and increase revenue with higher price points. SALES SOURCE Direct Mail TARGET AUDIENCE Formers and targeted prospects RESULTS 1.19% response rate on two test versions with higher pricing. Control version response rate was 1.18%.

12 Sales Response Testing Metro PCS Call In Contest PURL – Personalized response URLs OBJECTIVES: Test new ways to engage with prospects and entice them to respond. SALES SOURCE Inbound Telemarketing and Direct Mail TARGET AUDIENCE Metro PCS users and Prospects RESULTS Metro PCS Call In Contest generated 800 calls and converted 70 to subscribers.

13 Telemarketing Opportunities Telemarketing Opportunities OBJECTIVES: Expand calling material Reach more prospects SALES SOURCE Telemarketing TARGET AUDIENCE Callable households Verafast “Disconnect” program New wireless dialing policy Using Direct Response channel to drive inbound calls −Sweepstakes programs −Rest.com give away Managing a DNC cleanse program Dialing strategies

14 Partnerships OBJECTIVE: Reach new single copy audiences by offering the paper over the counter in participating locations. TARGET AUDIENCE Single Copy readers RESULTS 79 participating locations to date Improvement in sales compared to previous outside rack program

15 Optimizing for Mobile OBJECTIVE Make s more mobile friendly recognizing that many s are read on a mobile device. SALES SOURCE TARGET AUDIENCE Former subscribers or prospects RESULTS tbd

16 Lead Generation OBJECTIVE Geo-target offers through OptIntelligence affiliate websites SALES SOURCE Online ads TARGET AUDIENCE Visitors of 100+ websites that require registration RESULTS 2% lead conversion rate: $27 CPO

17 Retarget Ads OBJECTIVE Convert unpaid users of the LA Times website to paid digital subscribers SALES SOURCE Online ads TARGET AUDIENCE 60+ networks with access to 95% of the webs ad inventory, such as: rubicon, appnexus, collective, AOL, yahoo!, Pubmatic, Google and the Facebook Exchange, etc. RESULTS 14 total Digital Subscription sales  2,030,198 Impressions total .03% CTR

18 Online Channel Development Comcast.net Sign In Takeover Groupon OBJECTIVES: Find additional ways to reach prospects online. SALES SOURCE: Partnerships TARGET AUDIENCE Online users RESULTS Xfinity/Comcast.net: Local cable company and provider Sign in screen takeover CPO of $32. Groupon Thousands of orders per campaign Revenue share cost structure

19 Targeted Stop Save and Winback OBJECTIVE Save and renew high revenue, high risk subscribers with last rate pricing. SALES SOURCE Direct Mail TARGET AUDIENCE Stops from previous week Expired subs in grace RESULTS Stops: 1.86% Expired subs in grace: 3.7%

20 Digital Only Winback Tier Pricing OBJECTIVE Test pricing thresholds based on last rate SALES SOURCE TARGET AUDIENCE Formers digital only subscribers RESULTS Went from single digit to double digit response rates at higher revenue price points

21 Digital Strategy

22 Sample Web Ads

23 Daily Press Extra E-Edition Daily Press Extra E-Edition OBJECTIVE Upgrade 7-day print subscribers with E-Edition product SALES SOURCE Spadeas, in-paper ads, TARGET AUDIENCE 7-day print subscribers RESULTS Up 24% in print subscriber upgrades Up 41% in Digital Lite sign ups among non-print subscribers sampling the product Up 24% in Digital only sign ups

24 Digital Copy Campaign OBJECTIVE Create awareness and drive trial of digital copy, especially among segments with some to high print affinity. SALES SOURCE Outdoor/transit advertising Digital kiosk & Free trial cards In-paper ads TARGET AUDIENCE Current and former newspaper readers Suburban commuters Event and festival attendees RESULTS 3,584 total conversions for 2 week free trial Increases in usage and time spent with product

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26 Engage Non-Subscribers New and Revamped Products

27 Engage Non-Subscribers Reinforce value and capture user information Tie into paid product promotion

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