1. Digital bootcamp

2. Agenda Importance of digital media Newspaper websites
To our business
To our advertisers
Newspaper websites
How you can sell digital
Impressions
Ad sizes
Targeting
Understanding share of voice
Applying the sales process
Q&A

3. Importance of digital media
Why is digital media so important? In the next few slides we will first talk about what digital media means to our business and what it means for our advertisers.

4. Importance of digital media
Overall ad spend is up
Newspapers currently losing share to traditional and emerging media
Growth in digital advertising spend represent and great opportunity for growth
FOR OUR BUSINESS:
- Final estimates show 2010 advertising spend showed 1.4% growth overall
Newspaper spend -8% for 2010 (Gannett -5.2%) and - 6% for 2011 (Gannett budgeted -1.2%)
Digital advertising up- Search and display both up in 2011 with continued projected growth for 2011
Means advertisers are shifting dollars, not stopping advertising
More fragmentation
Cable and tv (for the most part) have and will continue to see growth.
Estimates based on prior year percentage growth.

5. Importance of digital media
Overall ad spending expected to show steady but nominal growth through 2015 – total of 1% growth
Online ad spending broke records in 2010
Digital expected to continue to take share from most traditional media, except TV
TV represents biggest opportunity to shift share
FOR OUR BUSINESS:
US ad spending on television, internet, print, radio, directories and outdoor will reach $154.6 billion in 2011 and continue to make incremental gains through Closer look at spending shows
-overall ad market is shifting
-digital takes significant share mainstay advertising media
- Overall dollars inching up just 1%
Online ad spending broke records in 2010
Will do so repeatedly between 2011 and 2015.
Internet ad dollars have already shot past newspaper spending, and will surpass all of print by 2013.
Overall, digital is now a must-have for marketers
Signs are not bad for all traditional media.
Television ad spending will see healthy growth and maintain a market share of around 39%
Tv’s ongoing slice of the advertising pie suggests TV is not being hurt by the transition to digital.
Projected tv dollars project one of our greatest opportunities to shift share to digital without shifting share from print.

6. Importance of digital media
In 2010, digital represented 11.6% of total advertising revenue for USCP
To-date in 2011, digital represents 13.3% of total advertising revenue
The goal is for digital to represent 20% of total advertising revenue
FOR OUR BUSINESS:
For the US Community publishing division, digital revenues represented 11.6% of all ad revenue in % year- to-date in 2011.
South was at 12% for 2010 and 13% year-to-date for 2011.
Overall goal is to get to digital ad revenue representing 20% of total, without coming at the expense of print.

7. Importance of digital media
1995: AOL introduces flat rate access to 16M users
1998: Google founded and accessed by 147M users
2006: 1 Billion online users
2010: 1.6 Billion online users
Internet Users in the World:
Growth from 1995 to 2010
FOR OUR ADVERTISERS:

8. Importance of digital media
FOR OUR ADVERTISERS:

9. Importance of digital media
The Internet’s impact on retail sales is not limited to what is bought online.
Cross-channel shoppers are using the web as a product research tool, regardless of whether a purchase takes place on a website or in a brick-and-mortar establishment.
In 2012 cross-channel sales is supposed to account for 38% of total U.S. retail sales.

10. Importance of digital media
57% of shoppers do their research using a combination of store visits &
online investigation before making a purchase
57%
What is most important during their online investigation:
54% cited retailer website
50% cited search engines
Source: Multichannelmerchant.com; wholesalecentral.com

11. Importance of digital media
71% went to the store to shop
62% bought
After online research
Source: Multichannelmerchant.com; wholesalecentral.com

12. Newspaper websites
Why is digital media so important? In the next few slides we will first talk about what digital media means to our business and what it means for our advertisers.

13. Newspaper websites
Show high value to consumers for online local content
The most used source for online local content
Rank first among all sources for trustworthiness, credibility,
and being the most informative place to find local content of all types – including news, information, entertainment, sports and classifieds content
Consumers consider them the most trusted source of online advertising
Advertising is perceived to be current, credible and relevant to them
perceived to be more current, credible, and relevant to them

14. Newspaper websites One site versus many
Local newspaper sites compete most closely with local TV station
Most markets have one primary newspaper site but many have an abundance of TV station sites
Diminishes the presence of each TV site, leaving the newspaper site as the clear leader for local online news

15. Newspaper websites
Total newspaper.com users in the community: (Unique visitors)
Newspaper.com is the #1 Source for online news and information in the community.
77%

16. Newspaper websites
Minutes spent on our newspaper.com each month: (Insert total minutes)
Newspaper.com users visit often, x times per month and are highly engaged, viewing x number of pages during each visit.
Example only:
Omniture GRAPH
Total minutes
Minutes per visit
Visits per month

17. Newspaper websites An appealing audience Both men and women (50/50)
Middle to upper incomes (7 in10 earn $50K+)
Home owners (79%)
Work in the community (83%)
Several households with children
Boomers account for 54% of all users on the site
Young professionals account for 29% of all users
Adults 55+ are the fastest growing segment (25%)

18. How to sell digital
Why is digital media so important? In the next few slides we will first talk about what digital media means to our business and what it means for our advertisers.

19. How to sell digital
A digital display/ banner ad is a graphic used as an advertisement.
An impression is the number of times an ad is served and/or displayed on a page. When the entire page loads into your computer, we can deliver one ad impression per page view (set of eyeballs).
A click through is when a site visitor clicks on a link or banner ad (request for information).

20. Sits on top/bottom of the Page
How to sell digital
The Leaderboard
Size: 728 x 90
Sits on top/bottom of the Page

21. Sits on left or right rail; or Center of Content
How to sell digital
Skyscraper
Size: 160 x 600
Sits on left or right rail; or Center of Content

22. Sits within Page Content
How to sell digital
Large rectangle/
Poster/ Island
Size: 300 x 250
Sits within Page Content

23. How to sell digital Magazine Size: 300x600 High impact ad Sits within
Page Content
FLEX AD POSITION
300x600

24. Pencil/ Sliding Billboard
How to sell digital
Launchpad/
Pencil/ Sliding Billboard
Size: 940x30
High impact ad
Expands to 940x600
Pushes down content

25. Pencil/ Sliding Billboard
How to sell digital
Launchpad/
Pencil/ Sliding Billboard
Size: 940x30
High impact ad
Expands to 940x600
Pushes down content

26. What their interests are
How to sell digital
Where they are
Who they are
What their interests are
Geography
Zip, Age and Gender
Section or
niche site 26

27. How to sell digital Understand share of voice
We are selling a piece of the pie
Percentage of total impressions by section or site
3% to 5% frequency minimum recommended
10 to 15% frequency optimal for high impact
25%+ frequency is targeted section/ sponsorship- type