1. 1 Online Daypart Study How Time of Day Affects Online Use & Attitudes Rusty Coats Director of New Media, MORI ‘We must use time as a tool, not as a crutch.’ - John Fitzgerald Kennedy ‘Bearing an Hourglass,’ © Michael Whelan

2. 2 About the Daypart Study Based on 2002 NAA Online Consumer Study Questionnaire designed to capture daypart interests 9 surveys markets in 8 distinct regional markets Respondents recruited via pop-up invitation Survey targets daytime & nighttime users 11,133 total completed interviews Report: www.moriresearch.com * Not included in national/net The sites AJC.com AZCentral.com DeseretNews.com Gazette-Online.com* JSOnline.com KnoxNews.com Nando.net* SFGate.com Sltrib.com

3. Use Web for local news, entertainment Splitting the online audience in half NewsEntertainment Source: NAA Telephone survey (n=2,000)

4. 4 Accessing the Internet Base: Total market % % WhenWhere

5. 5 Using the Newspaper Website Base: Total market Current Use Future Use 35% 34% 22% 7% 3% %

6. 6 Daypart Content Interests Times Use Media Content by Daypart –8 a.m. to 11 a.m. –11 a.m. to 1 p.m. –1 p.m. to 6 p.m. –6 p.m. to 10 p.m. ‘There is time for everything.’ - Thomas Edison ‘Initiations,’ © Jim Harter

7. 7 Dayparting: What it Means to Others TV & Radio Definitions TV Early Morning: 5 a.m-9 a.m. Daytime: 9 a.m.-4 p.m. Early Fringe: 4 p.m.-7 p.m. Early News: 4 p.m.-7 p.m. Prime Access: 7 p.m.-8 p.m. Prime Time: 8 p.m.-11 p.m. Late News: 11 p.m -11:35 p.m. Late Fringe: 11:35 p.m.-2 a.m. Overnight: 2 a.m.-5 a.m. Radio Morning Drive: 5 a.m.-10 a.m. Midday: 10 a.m.-3 p.m. Afternoon Drive: 3 p.m.-7 p.m. Evening: 7 p.m.-12 a.m. Overnight: 12 a.m.-5 a.m.

8. 8 Base: Total market Before 8 am 8 to 11 am 11 to 1 pm 1 to 6 pm 6 to 10 pm After 10 pm Don’t Use Newspaper Website2749323528132 Printed Newspaper13167613250 Internet (excluding e-mail)3059485250251 Radio5334233626812 Television22761178357 Time Use Media on Average Weekday

9. 9 Base: Total market Before 8 am 8 to 11 am 11 to 1 pm 1 to 6 pm 6 to 10 pm After 10 pm Don’t Use Newspaper Website15291618221130 Printed Newspaper1326876246 Internet (excluding e-mail)17362734422315 Radio1929262919931 Television1325263772368 Time Use Media on Average Weekend Day

10. 10 Online Content Interest by Daypart If used 8 am-11 am, 11 am-1 pm, 1 pm-6 pm, 6 pm-10 pm Services E-mail Maps & directions Online banking & bill- paying Message boards, instant messaging or online chat Research for business reasons Research for a personal hobby News Weather conditions or forecasts Breaking news Local or regional news National or world news Business & financial news, such as stocks Offbeat news Medical/health info Sports scores/info ET & Leisure Local events & things to do Movie, theater or event times Travel or destination information Multimedia features, such as movie clips Online games & interactive features Downloading music or other file-sharing

11. 11 News Interests across Temporal Zones Combining ‘Most Days’ & ‘1-3 Days’

12. 12 Leisure Interests across Temporal Zones Combining ‘Most Days’ & ‘1-3 Days’

13. 13 Service Interests across Temporal Zones Combining ‘Most Days’ & ‘1-3 Days’

14. 14 Base: Total market 8 am to 11 am 11 am to 1 pm 1 pm to 6 pmAfter 6 pm E-mail89878876 Breaking news70656345 Local news67615841 National news67615943 Business research40423815 Weather40343327 Business news35312920 Sports information33282627 Personal research24252725 E-mail89878876 Online Content Interest by Daypart (Most Days) 13 25 26 24 25 13 6 1 From Morning to Night 15

15. Base: Total market 8 am to 11 am 11 am to 1 pm 1 pm to 6 pmAfter 6 pm Offbeat news1918 13 Online banking1716 13 Message boards1518 17 Calendar of events1011 9 Health information10997 Online games77810 Downloading music67710 Movie, event times6776 Travel information6665 Maps & directions4664 Online Content Interest by Daypart (Most Days) 4 1 From Morning to Night 3 6 2 3 1 4

16. 16 Advertising & Commerce Times for Online Shopping Amount spent online Times for Advertising Use Primary ad source Influencing purchases ‘Time is on my side. Yes, it is.’ - Mick Jagger Far Side, © Gary Larson

17. 17 Base: Total market Before 8 am 8 to 11 am 11 to 1 pm 1 to 6 pm 6 to 10 pm After 10 pmNever Airline tickets7231822341125 Books514 18331034 Clothing4991429844 Computer hardware/software515131729941 DVD or videocassette movies3781124853 Electronic equipment411101428946 Furniture255715467 Games or toys276922757 Make hotel accommodations6191621321030 Music CDs or tapes4991327947 Theater/concert/sports tickets413121830938 Vehicles387922756 Time of Day Shop for Items on the Internet

18. 18 Shopping across Temporal Zones (1 of 2)

19. 19 Shopping across Temporal Zones (2 of 2)

20. 20 Amount Spent Online in Past 6 Months Base: Total market %

21. 21 Base: Total market Before 8 am 8 to 11 am 11 to 1 pm 1 to 6 pm 6 to 10 pm After 10 pm Never/No Interest Info about available jobs919131423843 Info about homes for sale487918559 Info about vehicles for sale4981021653 Participate in online auctions 477919764 Advertisements for singles/personals 12126383 Shopping for business- related purchases 421151810353 Shopping for personal- related purchases 716 20391225 Time of Day Go Online for Advertising

22. 22 Online Advertising Across Temporal Zones

23. 23 Primary Sources for Local Advertising Base: Total market %

24. 24 Media Influences on Purchases Base: Total market %

25. 25 Wrapping Up Looking Ahead vs. Looking Back

26. 26 Looking Ahead Reach & Frequency –Tout at-work reach: Newspaper.com is unbeatable during workday hours –Grow bookmark rate and homepage rates with pointed campaigns –Freshness is key to continue growing incredible ‘several-times-per-day’ use Growth –Grow new users by marketing via e-mail and Web-search sites –Build content and promote your sites as personal-interest/hobby resource –Lead categories: Travel, shopping, entertainment (music, dining) Advertising –Take Radio’s Money: Radio lacks Web’s workday reach & resonance –Capitalize on Web’s role in influencing shopping decisions –Push fiber/cyber: No medium can beat newspaper/online combination buy

27. 27 Looking Ahead Dayparting: Content –Break it: News dominates daytime; be aggressive with breaking news –Have Fun: Increase attention to entertainment and chat in afternoon/evening –Share it: Downloading music and other file-sharing can grow PM user base Dayparting: Advertising –Leverage Reach: Web is more powerful than all media during daytime –Get Competitive: Web is only medium to battle TV in primetime –Go with the Flow: Branding medium by day, shopping utility by night –Claim it: You’re the best source for local shopping; that’s night’s killer app Dayparting: Design –Mix it up: Shift design to match temporal attitudes & desires –How: Morning = News; Afternoon = Entertainment; Evening = Shopping

28. 28 Next Steps SFGate.com –Redesigning site to capitalize on research findings –Working closer with print to sell bundled buys to capitalize on fiber/cyber AZCentral.com –Selling daypart coupons –Redesigning homepage to emphasize entertainment & shopping in PM –Launched “AZCentral @ Night” in April JSOnline.com –Dedicating above-the-scroll space entertainment search functionality in PM –Selling two-pronged ad campaigns: Branding by day, call-to-action by night –Rolling out special classified employment listings at night

29. 29 Next Steps: Daypart 2.0 Advertising-focused study to build on Online Daypart Study Using time to make money Measuring online ad opportunities throughout the day Increasing advertising use & effectiveness using targeting Making Dayparts Work: –Selling Dayparts: Sales staff training –Telling the Story: Creating sales collateral –Momentum: On-site presentation to top advertising clients Launch: Fall 2003* –*Participation limited

30. 30 Thanks Rusty Coats MORI Research Biz: 952.835.3050 Cell: 952.239.2988 E: rusty_coats@moriresearch.com ‘The time for action is now. It’s never too late to do something.’ - Carl Sandburg