Be Web Now Public Distribution - Belden Associates

2. About This Report Data reported in this presentation: – 81 online studies – 66,613 total interviews – 46,393 interviews from local area residents • Comparative data from Belden 2001-2006 surveys 2 Belden Associates Belden Associates © 2008 Be WeB Now

3. Sales and Site Survey (S3) • Measurement of users and their activities around a website; not page flow through the site • Comparability of measure to how editors and advertisers have understood audiences in relation to print • Not a comscore type of measure • www.northjersey.com as an example 3 Belden Associates Belden Associates © 2008 Be WeB Now

4. Methodology • Respondent receives “pop-up” box • Nth selection method • No duplicates • Self administered • 15-20 minutes to complete • Sweepstakes /contest eligilbilty • 1,000-2,000 targeted interviews per site • Sample period from 21-28 days • 90 data points 4 Belden Associates Belden Associates © 2008 Be WeB Now

5. Survey Topics • Demographics • Internet and print behaviors • Content and advertising issues • Purchase intentions • Local shopping • Web impact upon print • 1-2 other topics 5 Belden Associates Belden Associates © 2008 Be WeB Now

7. HIGHLIGHTS Value…Newspaper Sites have it. The Perfect Profile for Local AND National Advertisers! Gender 45% Men 55% Women Median Age 45 Years Median Income $67,600 Education 48% College Graduate or More Residence 70% Local Area 7 Belden Associates Belden Associates © 2008 Be WeB Now

8. HIGHLIGHTS Visitor Behaviors Daily Visitors Profile Use the Internet 6.6 days per week Visit local Belden Client site 4.6 days per week Loyal and long-term 80% visiting year or more Repeat usage Weekdays visiting 2.8 times 8 Belden Associates Belden Associates © 2008 Be WeB Now

10. DEMOGRAPHICS Growing the younger audience poses an ongoing challenge Site Users’ Median Ages: 2001-2007 4 4 .9 4 4 .2 4 1 .6 4 0 .3 4 0 .6 3 9 .5 3 7 .9 2 0 01 20 0 2 2 0 03 20 0 4 2005 2 00 6 2 0 07 Highlights: • Visitors’ age composition has remained under 13% for the 18-24 group. • The 25-44 group has shown a steady decline. • Older cohorts (55+) have increased their proportions. 10 Belden Associates Belden Associates © 2008 Be WeB Now

12. DEMOGRAPHICS Most Newspaper Site visitors live in the Local Area Highlights No Answer 1% • Visitors are primarily local residents. • There is wide variation in out of market use. Out of Market • Very large and “destination” 29% ZIPs Core markets typically exhibit highest 70% out of market use. • Visitors’ locale also appears to have some seasonal bias – especially for seasonal destination markets 71% report being permanent full-time Local residents and 69% answer “Yes” to “live in the LOCAL and Metro area.” 12 Belden Associates Belden Associates © 2008 Be WeB Now

13. DEMOGRAPHICS Newspaper Sites visitors are educated, employed and in white-collar jobs Not Employed 20% Employed 80% EVERY site should have Top Jobs, Top Cars, Top Real Estate, and Top Rentals programs. Everyone. Sample N = 66,613 13 Belden Associates Belden Associates © 2008 Be WeB Now

14. DEMOGRAPHICS Most Newspaper Site visitors are also married home-owners. Site Visitors’ characteristics are also reflected in their purchase intentions, showing their intense value to local advertisers. Top Consumer Intentions to Buy Sample N = 66,613 14 Belden Associates Belden Associates © 2008 Be WeB Now

15. DEMOGRAPHICS 91% of Newspaper Site visitors are registered voters Every politician of every stripe would be well advised to take out space on local newspaper sites. And, not only are 91% of users registered voters, in 2007 a net of 51% reported they intended to vote in the next 12 months—a number certain to increase as we move closer to the Presidential election in 2008. Sample N = 66,613 15 Belden Associates Belden Associates © 2008 Be WeB Now

16. REACH Most Newspaper Site visitors have a relationship to Local Site area More than just living locally, 89% of ALL site visitors report shopping the client site area in the last 12 months. Sample N = 66,613 16 Belden Associates Belden Associates © 2008 Be WeB Now

17. READERSHIP Newspaper Site Visitors reach beyond local print readership Did NOT Read Print Highlights: Last 7 days 33% Read Print • Three in ten site visitors did not read the Edition print edition in the prior 7 day period. Last 7 days 67% • Proportions of site visitors not reading the print edition has been growing slowly since 2001. Sample Base: Local ZIPs N = 46,393 17 Belden Associates Belden Associates © 2008 Be WeB Now

18. AUDIENCE Building Reach -- Most sites have not even come close to reaching their total opportunity Telephone Data Belden Composite Telephone Survey Data 32 Markets Reporting Building Reach -- Belden TELEPHONE Data 18 Belden Associates Belden Associates © 2008 Be WeB Now

19. AUDIENCE The Belden Understanding of Newspaper Site Audiences All newspaper sites have three basic types of users:  Fly-bys  Loyalist Incidentals  Core Loyalist Audiences appear very differently when examined by daily, weekly, and monthly composition 19 Belden Associates Belden Associates © 2008 Be WeB Now

20. AUDIENCE The Belden Growth Model Non-Users – Reach into the local market Fly-bys--- of Internet users and give them Give them a reasons to visit your site. reason to visit again Go beyond in-print promotion. Core Loyalists – Loyalist Incidentals – Drive pageviews by creating and These are your promoting reasons to visit main opportunity for growth. multiple times during the day. Create and promote reasons for them to visit again soon. 20 Belden Associates Belden Associates © 2008 Be WeB Now

21. AUDIENCE The Daily Visitor base includes both “Incidental” (8%) and Core Loyalists. Fly-bys are an unpredictable proportion of daily visits/visitors based on random news and other events during any month. Belden 2007 Surveys Sample Base: N = 66,613 21 Belden Associates Belden Associates © 2008 Be WeB Now

23. AUDIENCE Monthly audiences are composed of Core Incidental Loyalists, as well as “Fly-bys” Large market pattern Belden 2007 Surveys Sample Base Fly-bys can drive a large proportion of total Unique Visitor counts during any month— especially larger markets with nationally covered stories or even with big sports teams. 23 Belden Associates Belden Associates © 2008 Be WeB Now

24. AUDIENCE Belden believes this model represents the true underlying structure of newspaper Web Sites Market-specific research studies—both telephone Large market pattern and directly off your site—are the only ways to accurately know who your audience really is, how frequently they visit, and what their value is to your advertisers. 24 Belden Associates Belden Associates © 2008 Be WeB Now

25. Iron Law of Marketing “Give customers more of what they say they want and less of what you think they need!” - Ries and Trout 25

27. Content The Only Content Area Newspaper Web Sites Clearly “Own” Is Obituaries. Scores given to Interest and Satisfaction on 1-10+/- based on percents “Very interested” Percent “Very Interested” and “Mostly satisfied.” Sample N = 66,613 27 Belden Associates Belden Associates © 2008 Be WeB Now

28. BELDEN CLIENT SITES Key local interest items reveal often unrealized opportunity Scores given to Interest and Satisfaction on 1-10+/- based on percents “Very interested” and “Mostly satisfied.” Percent “Very Interested” Sample N = 66,613 28 Belden Associates Belden Associates © 2008 Be WeB Now

29. BELDEN CLIENT SITES Lower interest/Higher satisfaction items often indicate “niche opportunities” Scores given to Interest and Satisfaction on 1-10+/- based on percents “Very interested” and “Mostly satisfied.” Percent “Very Interested” Sample N = 66,613 29 Belden Associates Belden Associates © 2008 Be WeB Now

30. BELDEN CLIENT SITES Given the profile of the online audience, many niche opportunities are missed Lower Interest/Lower Satisfaction Major Goods/Service to be bought next 6 months Scores given to Interest and Satisfaction on Percent “Very Interested” 1-10+/- based on percents “Very interested” Sample N = 66,613 and “Mostly satisfied.” 30 Belden Associates Belden Associates © 2008 Be WeB Now

32. SITE USE Of special note is that only 3 in 10 visitors believe the content is unique to sites Page 2 of 2 32 Sample Base: 9 Sites Reporting Respondents N = 9,891 Belden Associates Belden Associates © 2008 Be WeB Now

33. ADVERTISING Site Visitors are interested in a wide variety of local advertising All items refer to “Local Ads” Percent “Very Interested” Sample N = 64,728 33 Belden Associates Belden Associates © 2008 Be WeB Now

34. CONTENT The Internet allows sites to respond more broadly to user- interests in ways that a “print- only” world did not. Content managers have vast opportunities to “think outside the box” given the range of interests that audiences report. Percent expect to do in next 12 months Sample N = 46,305 * = Response not available in all markets 34 Belden Associates Belden Associates © 2008 Be WeB Now

36. COMPETITION Back in the Breaking News Business Belden 2007 Surveys Sample Base: Local N = 36,928 (Question not asked in all markets) Sites Checked for Breaking News 36 Belden Associates Belden Associates © 2008 Be WeB Now

40. THE ONLINE AUDIENCE PRINT Good: Newspaper Sites are reaching beyond local print readership Bad: Most of the Newspaper Sites’ audience is driven from the local print readership Sample Base: Belden Client Sites area Local ZIPs N = 46,393 40 Belden Associates Belden Associates © 2008 Be WeB Now

43. EFFECTS OF SITE Belden continues to see very little direct impact of the Sites themselves on circulation Since you started visiting this site: The sites themselves do not appear to be the “problem” relative to print circulation so much as the Internet in general and the larger media environment. Note: 2006 data based on 39 Sites Reporting 2007 data based on 81 Sites Reporting 43 Belden Associates Belden Associates © 2008 Be WeB Now

44. Ten Truths About Local Newspaper Web 1. Your Web site is not your business problem. 2. Your Web site in not your newspaper. 3. You neither own nor control your audience. 4. User-Submitted content is not optional. 5. Your Web site must predominantly contain Web unique content and information. It is not a place simply to republish print content—either editorial or advertising. 6. Your Web site must contain a substantial amount of real-time content. 7. Your mission remains unchanged at its core—being the central forum for local news, information, advertising, business, and politics. 8. Your users ARE your content. 9. Limiting access to your content will limit your audience and ultimately serve to destroy your brand and enterprise. 10. You are responsible to transform your enterprise. 44 Belden Associates Belden Associates © 2008 Be WeB Now

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