© 2000, TFA/Leo Burnett Technology Group Employease 2000 Media Proposal Tuesday, April 4, 2000

© 2000, TFA/Leo Burnett Technology Group

Employease 2000 Media Proposal

Tuesday, April 4, 2000


Table of Contents

• Overview• Parameters

– Budget– Timing– Geographic Coverage

• Target Audience Review• Objectives• Strategies

– Tactics

• Digital 1/0 Media Selection Process

• Media Evaluation Criteria• Schedule Development

Process

• Recommended Schedule– Digital 1/0 Rankers– Digital 1/0 Summary– Vehicle Selection

• Rationale

– Schedule/Flowchart

• Budget Summary • Value Added Merchandising• Online Program• Appendix

– Closing Dates– Circulation Comparison– Editorial Comparison– Publication Duplication– Syndicated Summary


Overview

• Purpose of this plan is to launch Employease corporate brand identity and brand positioning to a national target audience

• Both business and HR audiences will be targeted

• The plan will seek to build a high level of awareness in an efficient and effective manner


Parameters

• Timing: May 2000 through February 2001

• Budget: $2,500,000

• Geographic Coverage– Domestic U.S.

• Ad Unit: Spread, 4C, Page 4C, Online units


Target Audience Review

• Job Titles/Functions

– Top management and CxO level of companies:• Searching for methods of streamlining the efficiencies

of their business operations• Seeking to achieve a higher level of strategic benefit

from their HR departments

– HR management in need of more effective means of managing their departments and their company’s personnel

• Those who recognize the value of and the benefits of higher level HR functions


Objectives

• Develop a media program that targets those having influence over their company’s business processes and human resource strategies

• Launch with a heavy-up flight at campaign launch. Sustain with maintenance level

• Choose media based on their ability to reach the specific target audiences

• Seek budget-extending, value-add programs capitalizing on trade show and seminar events


Strategies

• Deliver flighted brand awareness program to CxO and top management– Maximize exposure with weekly business journals

• Support brand building efforts to HR audiences with longer shelf life media – Monthly trade media that reach the individual target

audience titles

• Select media that is editorially suited to those companies that have adopted the value of strategic HR

• Launch with Spreads. Follow with full pages


Strategies

• Support brand online with an Internet program– Banners,email newsletters, direct email, content

sponsorships and partnerships– Build brand and deliver information in addition to

increasing web site traffic

• Develop high frequency levels in-flight across key target segments to achieve objectives– With budget in mind, develop a schedule consisting

of compressed flights to maximize awareness• Launch heavily• Follow with maintenance


Strategies

• Ensure relevant context for message positioning:

– Business Methods Business Success

– Human Resource Issues Human Resource

Success

• Use business focused media for relevant alignment with Employease business benefits

• Use HR focused media for relevant alignment with Employease Human Resource specific benefits


Strategies

• Establish exacting criteria for media evaluation– Ensuring cost-efficient and effective reach of all

target audience segments

• Institute specific process for measuring, rating, and selecting media using these criteria

• Establish Metrics Evaluate Score Select


The Digital 1/0 Selection Process

• Numerical evaluative process placing strategic selection criteria behind the numbers

• Establishes and controls the selection process parameters

• Provides logical rationale for media selection• Captures qualitative evaluators and translates

to quantitative


The Digital1/0 Selection Process• Measurement criteria translated into logical (the 1/0)

values– Setting minimum thresholds for each measurement

• Example - for business publications, target audience threshold settings are:

– 30% + of circulation must be Cxo’s– 95% of circulation must be qualified within one year

• Media ranked by cumulative ratings across multiple criteria– Detailed ratings and threshold values shown in Appendix

CPM Target Audience

Circ Qualification

Time Spent Reading

Ad/Edit Ratio

Ad Page Growth

Company Revenue

Company Size

Editorial Affinity

Syndicated Measurements

<$50 >60% >95% >40 Min <50% >0% >$30M >300 >70% >Top Ten


Media Evaluation Criteria

• Target audience coverage– Percent of circulation that matches target audience

definition (job title)– Percent of circulation reaching companies in the

“mid-market” as defined by revenue and employee size

– “Plan to buy/involved in purchase of” rankings from syndicated research

• Involved in acquisition of Accounting/Payroll Software• Plan to Acquire Accounting/Payroll Software


Media Evaluation Criteria

• Editorial quality– Measured by ratio of ads to editorial content and

growth in ad pages– Topic Affinity. Does the medium cover the relevant

issues?

• Circulation Vitality/Readership– Measured by percent re-qualified within one year– Measured by percent direct written request/paid– Measured by time spent with publication

• Cost-efficiency– Measured by cost per thousand on total circulation


Schedule Development Process

• Front load schedule for effective and fast brand building

• Using recommended media, maximize impact by determining effective in-flight frequency– Establish criteria corresponding to issue frequency:

• Weeklies: Minimum 2 out of 4 insertions• Bi-Weeklies: Minimum 1 out of 2 insertions


Digital 1/0 Criteria: The Numbers

• Top Management Ranker• Chairman/CEO Ranker• Treasurer/CFO Ranker• Involved in acquisition of Accounting/Payroll

Software• Plan to Acquire Accounting/Payroll Software• Digital 1/0 Summaries: Business and HR


Digital 1/0 Criteria: Top Management Ranker

Source: Intelliquest CIMS v6.0

Unwgt (000) %Cov Rank %Comp Index

Totals 1074 5732 100 20.1 100Wall Street Journal 435 893 15.58 1 25.95 129Business Week 226 394 6.87 2 21.96 109New York Times 184 363 6.33 3 21.63 108Inc. 160 347 6.05 4 36 179Forbes 182 345 6.02 5 26.08 130Fortune 178 307 5.36 6 22.81 113Wired 87 233 4.06 7 23.44 117Entrepreneur 96 230 4.01 8 29.87 149Computerworld 95 210 3.66 9 15.63 78CFO 145 171 2.98 10 42.86 213Investor's Bus Daily 64 163 2.84 11 34.75 173SmartMoney 87 163 2.84 12 20.69 103PC Week 81 148 2.58 13 11.7 58Barron's 82 119 2.08 14 22.62 113Economist 51 118 2.06 15 24.43 122InfoWorld 69 107 1.87 16 10.3 51Harvard Business Rev 61 100 1.74 17 28.17 140Smart Computing 33 99 1.73 18 20.25 101


Digital 1/0 Criteria: Chairman/CEO

Source: Intelliquest

Unwgt (000) %Cov %Cov %Comp %Comp Index

Totals 201 927 100 3.25 100USA Today 101 210 22.65 1 4.52 27 139Wall Street Journal 89 199 21.47 22 5.78 13 178People 88 177 19.09 3 2.81 68 87PC World 55 109 11.76 4 3.5 51 108PC Magazine 52 99 10.68 5 2.88 67 88Business Week 49 94 10.14 6 5.24 20 161Kiplinger's Prs Fin 37 88 9.49 7 7.54 3 232Time Digital f 78 81 8.74 8 3.94 37 121New York Times 44 78 8.41 9 4.65 24 143PC Computing 34 73 7.87 10 3.55 48 109Home Office Computg 25 70 7.55 11 7.48 4 230Forbes 38 67 7.23 12 5.06 23 156Money Top Demo h 48 66 7.12 13 5.23 21 161Time Top Zips f 78 66 7.12 14 3.16 62 97Popular Science 28 66 7.12 15 3.22 60 99Smithsonian 26 65 7.01 16 3.96 36 122Computer Shopper 32 64 6.9 17 3.23 59 99Inc. 31 58 6.26 18 6.02 10 185


Digital 1/0 Criteria: Controller/ Treasurer/CFO


Rank Rank Unwgt (000) %Cov %Cov %Comp %Comp Index Totals 283 792 100 2.78 100Wall Street Journal 157 178 22.47 1 5.17 8 186USA Today 139 130 16.41 2 2.8 34 101CFO 117 125 15.78 3 31.33 1 1128PC Magazine 82 102 12.88 4 2.96 26 107Time Business-Tim Es f 106 91 11.49 5 2.71 36 98Business Week 81 90 11.36 6 5.02 9 181Time Top Mgmt-Tim Es f 106 90 11.36 7 4.33 12 156NWK Business+-Tim Es f 112 69 8.71 8 2.62 38 94Inc. 55 62 7.83 9 6.43 3 232PC Computing 52 58 7.32 10 2.82 33 102Fortune 65 57 7.2 11 4.23 13 152


Digital 1/0 Criteria: Involved in acquisition of Accounting/Payroll


Rank Rank Unwgt (000) %Cov %Cov %Comp %Comp Index

CFO 68 63 3.39 52 15.79 1 242CIO Magazine 145 56 3.01 59 14.78 3 227Network Computing 217 108 5.81 30 13.33 4 205Network World 104 57 3.07 57 12.81 5 197Industry Standard j 213 48 2.58 63 12.8 6 196Wired 108 117 6.29 25 11.77 7 181Network Magazine 68 48 2.58 65 11.48 9 176Home Office Computg 71 107 5.76 31 11.43 10 175PC Week 219 142 7.64 18 11.23 11 172Computerworld 188 147 7.91 16 10.94 14 168American Way 47 51 2.74 60 10.9 15 167InformationWeek 200 90 4.84 39 10.3 17 158InfoWorld 191 105 5.65 32 10.11 18 155Macworld 41 97 5.22 36 9.15 21 140PC Magazine 321 308 16.57 3 8.95 22 137PC Computing 196 183 9.84 11 8.9 23 136Wall Street Journal 235 301 16.19 5 8.75 24 134Internet World 62 48 2.58 64 8.56 28 131Inc. 89 82 4.41 43 8.51 29 130


Digital 1/0 Criteria: Plan to acquire Accounting/Payroll Software


Rank Rank Unwgt (000) %Cov %Cov %Comp %Comp Index

CFO 68 63 3.39 52 15.79 1 242Performance Compting 28 26 1.4 83 15.03 2 231CIO Magazine 145 56 3.01 59 14.78 3 227Network Computing 217 108 5.81 30 13.33 4 205Network World 104 57 3.07 57 12.81 5 197Industry Standard j 213 48 2.58 63 12.8 6 196Wired 108 117 6.29 25 11.77 7 181Communication News 25 26 1.4 82 11.61 8 178Network Magazine 68 48 2.58 65 11.48 9 176Home Office Computg 71 107 5.76 31 11.43 10 175PC Week 219 142 7.64 18 11.23 11 172Data Communications 61 34 1.83 72 11.18 12 172Independent Business 8 18 0.97 92 10.98 13 168Performance Compting 18 19 8.68 25 10.98 1 1430Computerworld 188 147 7.91 16 10.94 14 168American Way 47 51 2.74 60 10.9 15 167US Airways Attache 37 28 1.51 78 10.81 16 166InformationWeek 200 90 4.84 39 10.3 17 158InfoWorld 191 105 5.65 32 10.11 18 155Inter@ctive Week 68 42 2.26 70 10.05 19 154Smart Computing 36 45 2.42 68 9.2 20 141


Digital 1/0 Summary: BusinessTarget

Audienc

PublicationTotal Circ Net Rate CPM

CPM Score CXO Score Treasurer Score

0-999 emp. Score

Business PublicationsBusiness 2.0 215,000 $18,338 $85 1 43% 1 1% 0 62% 1Business Week 922,862 $49,853 $54 1 25% 0 9% 0 51% 1Fast Company 326,695 $28,543 $87 1 23% 0 2% 0 49% 1Forbes 798,899 $30,899 $39 1 66% 1 2% 0 50% 1Harvard Business Review 236,084 $20,117 $85 1 65% 1 0% 0 53% 1Fortune 790,240 $43,271 $55 1 31% 1 0% 0 44% 0Red Herring 175,000 $20,770 $119 0 19% 0 0% 0 86% 1Upside 166,869 $20,240 $121 0 34% 1 0% 0 76% 1Wall Street Journal 1,895,859 $61,849 $33 1 48% 1 0% 0 23% 0The Industry Standard 125,000 $15,980 $128 0 27% 1 3% 0 65% 1eCompany Now 200,000 $11,424 $57 1 0% 0 0% 0 0% 0

Company Size

Ad Page Growth Time Spent w/ Pub

Score Score Score ScoreTOTAL SCORE

65%100% 1 50% 1 250% 1 115 1 7 89% 0 55% 1 22% 1 90 1 5 80% 0 50% 1 64% 1 108 1 5 77% 0 55% 1 7% 0 108 1 5 0% 0 65% 0 13% 1 120 1 5

62% 0 60% 0 8% 1 110 1 4 100% 1 55% 1 44% 1 60 0 4 88% 0 55% 1 3% 0 90 1 4 74% 0 49% 1 9% 1 49 0 4 0% 0 65% 0 78% 1 39 0 3 0% 0 0% 1 0% 0 - 0 2

% AdsCirculation Vitality


Digital 1/0 Summary: VerticalTarget

Audienc

PublicationTotal Circ Net Rate CPM

CPM Score CXO Score VP Finance Score Treasurer Score VP of HR Score

Vertical PublicationsWorkforce Magazine 30,434 $4,023 $132 0 7% 0 0% 0 0% 0 0% 0CFO 400,042 $43,851 $110 1 24% 0 20% 1 3% 0 0% 0HR Executive 50,014 $10,119 $202 0 6% 0 0% 0 0% 0 40% 1Business Finance 50,595 $8,364 $165 0 35% 1 6% 0 3% 0 0% 0Employee Benefit News 60,561 $9,652 $159 0 16% 0 15% 1 0% 0 39% 1Business Insurance 50,400 $10,608 $210 0 17% 0 8% 0 10% 0 28% 1HR Magazine 123,053 $7,395 $60 1 3% 0 0% 0 0% 0 9% 0HR News 121,247 $8,245 $68 1 3% 0 0% 0 0% 0 9% 0Strategic Finance 69,958 $7,748 $111 1 19% 0 0% 0 4% 0 0% 0Human Capital Strategies & News 40,000 $6,195 $155 0 13% 0 8% 0 0% 0 19% 0

Ad Page Growth

Dir. Of HR ScoreBenefits Manager Score HR Manager Score

0-999 emp. Score Score Score Score

TOTAL SCORE

27% 1 0% 0 42% 1 55% 1 86% 1 50% 1 1% 1 60% 0 0% 0 0% 0 22% 0 100% 1 55% 1 25% 1 5

34% 1 0% 0 14% 0 27% 0 90% 1 50% 1 10% 1 50% 0 0% 0 0% 0 0% 0 98% 1 45% 1 28% 1 40% 0 19% 0 0% 0 49% 0 77% 0 65% 0 10% 1 30% 0 27% 1 0% 0 22% 0 80% 0 40% 1 -2% 0 3

19% 0 0% 0 29% 1 44% 0 75% 0 60% 0 7% 1 319% 0 0% 0 29% 1 43% 0 76% 0 60% 0 17% 1 30% 0 0% 0 0% 0 19% 0 93% 1 45% 1 -1% 0 3

0% 0 0% 0 0% 0 5% 0 100% 1 55% 1 0% 0 2

% AdsCirculation VitalityCompany Size


Recommended Media

• Business 2.0• Fast Company• Wall Street Journal• CFO• HR Executive• HR Magazine• Workforce


Print Recommendation: Recommended

PublicationEarned

Rate

Negotiated Net Cost

P4C

Negotiated Net Cost

Sp4C

Savings off Earned

Rate

# of Spread

4C# of

Page 4C Total Cost CirculationTotal

Impressions Total CPM

Total Ratio to Budget

Business 2.0 $16,158 14,689$ 27,889$ 9% 2 55,778$ 210,000 420,000 133$ 2%rate increase Aug 00 $21,069 19,830$ 37,648$ 6% 10 198,300$ 300,000 3,000,000 66$ 8%

Fast Company $27,302 $27,302 54,604$ 0% 2 6 163,812$ 326,695 1,960,170 84$ 7%109,208$

Wall Street Journal $39,038 39,038$ 39,038$ 0% 21 819,798$ 1,895,859 39,813,039 21$ 33%4col x 148 lines

Wall Street Journal $101,809 101,890$ 203,780$ 0% 3 305,670$ 1,895,859 5,687,577 54$ 12%Full page B&W

CFO $46,774 43,851$ 87,702$ 6% 2 2 87,702$ 400,042 800,084 110$ 4%21,926$ 4 87,702$

175,404$

HR Executive $10,931 9,486$ 17,077$ 13% 3 6 56,916$ 50,014 300,084 190$ 2%51,230$

$8,216 7,590$ 8% 1 7,590$

HR Magazine $7,565 7,100$ 13,600$ 6% 3 6 42,600$ 123,053 738,318 58$ 2%40,800$

Workforce $4,942 4,023$ 8,046$ 19% 3 6 24,138$ 30,434 182,604 132$ 1%24,138$

Total Domestic Buy: 15 65 2,250,786$ 52,901,876 43$ 90%Online 250,000$

Total Online Buy: 250,000$ 10%10%

Total Insertions: 80Total Media Cost: 2,500,786$ 52,901,876 47$ 100%

Total Print Budget: 2,500,000$ (Over)/Under (786)$

WSJ rates based on 10,000 line rate

June 2000 - February 2001 Employease Recommended Budget Summary


Print Recommendation: Option A

PublicationEarned

RateNegotiated Net Cost

Savings off Earned Rate

# of Page 4C Total Cost Circulation

Total Impressions

Total CPM

Total Ratio to Budget

Business 2.0 $16,158 14,689$ 9% 2 29,378$ 210,000 420,000 70$ 1%rate increase Aug 00 $21,069 19,830$ 6% 9 178,470$ 300,000 2,700,000 66$ 7%

Business Week $68,638 49,853$ 27% 15 747,788$ 923,786 13,856,790 54$ 29%$68,638 37,389$ 46% 2 74,778$ 923,786 1,847,572 40$ 3%

1

Fast Company $28,543 28,543$ 0% 6 171,258$ 326,695 1,960,170 87$ 7%

Wall Street Journal $39,038 39,038$ 0% 14 546,532$ 1,895,859 26,542,026 21$ 21%4col x 148 lines

Wall Street Journal $61,849 61,849$ 0% 2 123,698$ 1,895,859 3,791,718 33$ 5%1/2 pg H

CFO $46,774 43,851$ 6% 6 263,106$ 400,042 2,400,252 110$ 10%

HR Executive $10,931 9,486$ 13% 9 85,374$ 50,014 450,126 190$ 3%$8,216 7,590$ 8% 1 7,590$

HR Magazine $7,565 7,100$ 6% 9 63,900$ 123,053 1,107,477 58$ #DIV/0!

Workforce $4,942 4,023$ 19% 9 36,207$ 30,434 273,906 132$ 1%

Total Domestic Buy: 85 2,328,079$ 55,350,037 42$ 90%Online 250,000$

Total Online Buy: 250,000$ 10%16%

Total Insertions: 85Total Media Cost: 2,578,079$ 55,350,037 47$ 100%

Total Print Budget: 2,500,000$ (Over)/Under (78,079)$

WSJ rates based on 10,000 line rate

June 2000 - February 2001 Employease Budget Summary A


Print Recommendation: Recommended Budget Summary

May June July August September October November December January February Total Total

1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 2 9 16 23 30 4 11 18 25 Insertions Cost

Publication

Business Publications

Business 2.0 Sp Sp 12 $254,078

Fast Company Sp Sp 8 $273,020

Wall Street Journal 21 $819,7984 col x 148 lines

Wall Street Journal 3 $305,670Full page black and white

CFO Sp Sp 8 $350,808

HR Executive Sp Sp Sp Resource Guide 10 $115,736

HR Magazine Sp Sp Sp 9 $83,400

Workforce Sp Sp Sp 9 $48,276

Total Insertions: 80 $2,250,786

Daily publication Monthly Publication Weekly Publication Bi-Weekly publication Sp Spread Creative

EmployeaseRecommended Schedule

Media Flowchart


Print Recommendation: Option A Budget Summary

May June July August September October November December January February Total Total

1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 2 9 16 23 30 4 11 18 25 Insertions Cost

Publication


Business 2.0 11 $207,848

Business Week 18 $822,566

Fast Company 7 $199,801

Wall Street Journal 14 $546,5324 col x 148 lines

Wall Street Journal 1 $101,890Full page Black and White

CFO 6 $263,106

HR Executive Resource Guide 10 $92,964

HR Magazine 9 $63,900

Workforce 9 $36,207

Total Insertions: 85 $2,334,814

Daily publication Monthly Publication Weekly Publication Bi-Weekly publication

EmployeaseSchedule A

Media Flowchart


Print Value Added Merchandising

• Business 2.0– Rate Structure

• 18x frequency rate, 9% discount off earned rate• $14,689 net per page 4C, $37,648 net per spread 4C

– Merchandising Package• Website Hotlink for duration of program• Two Advertising Studies• Sponsorship of conferences/ seminars



• Fast Company– Rate Structure

• 10x frequency rate• $27,302 net per page 4C, $54,604 net per spread 4C

– Merchandising Package• One Starch advertising study, opportunity to add one

question to study• Hotlink on website for every month advertised• 7,000 Direct Mail names• Premium positioning charge waived



• Wall Street Journal– Rate Structure

• 10,000 line rate contract• Mix of half page black & white and fractional pages• $101,890 net full page black & white, $39,038 net for

fractionals

– Merchandising Package• Cocktail party to be hosted by WSJ in conjunction with

a tradeshow (TBD)• Inserts into various Airport copies of WSJ• Three Starch (advertising studies) Reports



• CFO– Rate Structure

• 24x frequency rate, 6% discount off 6x earned rate• $43,851 net per page 4C, $87,702 net per spread 4C,

for each page over 6x (pages 7 & 8) there will be a 50% discount off the page rate

– Merchandising Package• Web banners for 6 months• Complimentary exhibitor package at eCFO confernce

(Atlanta, September 2000)



• HR Executive– Rate Structure

• 12x frequency rate, 13% discount off 6x earned rate• $9,486 net per page 4C, $17,077 net per spread 4C• $7,590 net for one page listing in Resource Guide

– Merchandising Package• Benefit Sales Locator Database Reports • Complimentary literature release• Web site guide listing• Maximum discount on the Resource Guide



• HR Magazine– Rate Structure

• 18x frequency rate, 6% discount off 12x earned rate• $7,100 net per page 4C, $13,600 net per spread 4C

– Merchandising Package• Direct mail lists• Ad Reprints• Merchandising Letter from the publisher



• Workforce– Rate Structure

• 24x frequency rate, 19% discount off 6x earned rate• $4,023 net per page 4C, $8,046 net per spread 4C

– Merchandising Package• Product information listing• Three Workforce Tools online listing to run for a 12

month period• Tools HR and Product service directory listing• List rental of either the subscriber list or opt-in

registered user list


Online Program


Online Program Objectives

• Support offline efforts to build brand• Sites are considered based on @Plan syndicated

rankers and site profiles • Sites will be chosen based upon ability to

effectively and efficiently deliver the target audience

• Target 10-20,000,000 impressions over flight– 50% banner type creative – 30% email sponsorship, direct email– 20% site content sponsorship/partnership

• Allocated budget of $250-500,000• Flight length of 4-6 months


Online Program Strategies

• Optimize buy as it progresses– Closely monitor site performance and change

accordingly

• Effective tracking– Third party ad serving is recommended– Pixel dot cookie tracking


Target Online Site Rankings:

Senior Management

All Sites % Comp. Online IndexInc. Online 29.7 259Edgar Online 23 201Barron's Online 22.4 195WallStreetCity 21.8 190TheStreet.com 21.5 187Bloomberg.com 20.7 180GeoCities Business & Finance 20.6 179HotBot Business 20.1 175Lycos Personal Finance 19.9 173Hoover's Online 19.8 172Wall Street Journal Interactive Edition 19.8 172Netscape Netcenter Business 19.6 170MSN Money Central 19.3 168AltaVista Business & Finance 19.3 168Internet.com 19.2 167Financial Times 18.9 165Match.com 18.8 164Mercury Center 18.8 164Forbes.com 18.3 159WebCrawler Money & Investing 18.2 158Drudge Report 18.1 157BusinessWeek Online 18 157Quicken.com 18 156New Republic 17.9 156Motley Fool 17.9 156CNET Search.com Classifieds 17.8 155Yahoo! Los Angeles 17.8 155AOL.com Personal Finance 17.8 155Lycos Business 17.8 155American Express Travel & Entertainment 17.8 155StockMaster 17.7 154Yahoo! Business & Economy 17.6 154ZDTV 17.6 153MSN.com Stock Quotes 17.5 152CBS MarketWatch 17.3 151MSN.com MSN Insider 17.3 151ZDNet/Inter@ctive Week 17.2 150


Target Online Site Rankings: Personnel/HR/

Training (Dept.)

All Sites % Comp. Online IndexNewyorktoday 7.6 272PBS Kids 7.2 258Essence Online 6.4 230MSBET 6 214Career Mosaic 5.7 205College Jeopardy Online * 5.4 193MSN.com WomenCentral 5.4 191Excite Education 5.2 186Go Women 5.1 183SNAP Science & Technology 5.1 182BLACK VOICES.COM 5 179Yahoo! GeoCities Family 5 179Ebony 5 177Yahoo! Education 4.9 175Nick at Nite and TV Land 4.8 173Disney Store.com 4.8 171WebCrawler Education 4.7 169ZDNet Careers 4.7 167Yahoo! Yahooligans For Kids 4.7 167Go Careers 4.6 164Lycos Reference 4.6 163ZDNet/Equip 4.6 163Headhunter.net 4.6 163WebCrawler Arts & Books 4.5 162Film.com 4.5 159Careercity.com 4.4 159CourtTV Online 4.4 157JobTrak 4.4 156SNAP Education 4.3 154Entertainment Tonight Online 4.3 153Backpacker.com 4.3 153WebCrawler Careers 4.3 152CareerPath.com 4.3 152

Un-Measured Sites•SHRM

•Workindex.com

•Workforce.com


Recommended Online Program

• Recommended Sites (Potential)

•CFO

•24/7 email

•Postmaster Direct

•SHRM

•Workindex.com

•Workforce.com

Full plan to follow upon budget approval

•Individual.com

•BusinessInsurance.com

•BenefitsLink.com


Increased Budget Scenario: $4.5M

• Increase print budget allocation– Launch campaign with spreads (all options)– Increase reach to a broader business and HR

audience• Add additional business books (Business Week, Forbes,

Fortune)• Add Time demographic and geographic editions (some

tests)

• Add national radio– National networks

• ESPN Radio, Dow Jones Money Report, Wall Street Journal Report, CBS News Network, CBS Marketwatch


Increased Budget Scenario: $4.5M

• Mobile billboards• Show site billboards• Airport dioramas• Handouts• Windshield litter• Aerial• Trade show programs

• Pre-trade show issues• NPR radio in trade show market• Local newspaper/business

publication placements• Hotel distributions/in-room

programs• Physical banners• Sandwich boards

• Identify key industry trade shows• Create promotional programs to build

awareness of Employease’s presence at the show– Both pre and at-show programs:


Next Steps

• Reach consensus on recommended schedule– Discuss client preferences

• Provide editorial calendars for recommended issues

• Provide Schedule Approval Forms• Provide Merchandising Schedule• Deliver quarterly Positioning Report


TFA/LBTG and Employease: A Winning Relationship


Your Approval:

_________________________ _______________

Virginia Bart Date


Appendix


Immediate Closing DatesUpcoming Close Dates

Publication Ad SizeAd Copy -

New/Pickup Ad Position Issue DateSpace Close

Materials Close Net Rate Sub Total

Business 2.0 Spread 4C TBD - New mats TBD Jun-27-00 Apr-25-00 May-2-00 $14,689.00Spread 4C TBD - Pickup TBD Jul-25-00 May-23-00 May-30-00 $14,689.00Page 4C TBD - New mats TBD Aug-22-00 Jun-20-00 Jun-27-00 $19,830.00 $49,208.00

Fast Company Spread 4C TBD - New mats TBD Jul-00 May-1-00 May-5-00 $27,302.00Spread 4C TBD - Pickup TBD Aug-00 May-29-00 Jun-2-00 $27,302.00Page 4C TBD - New mats TBD Sep-00 Jun-26-00 Jun-26-00 $27,302.00 $81,906.00

Wall Street Journal Page B&W TBD - New mats TBD May-15-00 May-1-00 May-1-00 $101,809.00Page B&W TBD - Pickup TBD May-29-00 May-15-00 May-15-00 $101,809.004col x 148 TBD - Pickup TBD Jun-12-00 May-29-00 May-29-00 $39,038.00 $242,656.00

CFO Spread 4C TBD - New mats TBD Jun-00 Apr-17-00 May-3-00 $87,702.00Spread 4C TBD - Pickup TBD Jul-00 May-15-00 Jun-1-00 $87,702.00Page 4C TBD - Pickup TBD Aug-00 Jun-15-00 Jun-30-00 $43,851.00 $219,255.00

HR Executive Spread 4C TBD - New mats TBD Jun-00 May-3-00 May-3-00 $17,077.00Spread 4C TBD - Pickup TBD Jun-00 May-17-00 May-17-00 $17,077.00Spread 4C TBD - Pickup TBD Jul-00 Jun-1-00 Jun-1-00 $17,077.00 $51,231.00

HR Magazine Spread 4C TBD - New mats TBD Jun-00 Apr-24-00 May-1-00 $13,600.00Spread 4C TBD - Pickup TBD Jul-00 May-24-00 May-31-00 $13,600.00Spread 4C TBD - Pickup TBD Aug-00 Jun-23-00 Jun-30-00 $13,600.00 $40,800.00

Workforce Spread 4C TBD - New mats TBD Jun-00 Apr-25-00 May-1-00 $8,046.00Spread 4C TBD - Pickup TBD Jul-00 May-25-00 Jun-1-00 $8,046.00Spread 4C TBD - Pickup TBD Aug-00 Jun-26-00 Jun-30-00 $8,046.00 $24,138.00


Circulation Comparison

Publication6/99

Audit Primary Readers CEO % CFO % COO % CIO % CXO % Treasurer % VP IS/IT %IS

Managers %


Business 2.0 215,000Internet savvy professional management 66,650 31% 21,500 10% 4,300 2% 92,450 43% 2,150 1% 21,500 10% 40,850 19%

Business Week 922,862 middle & upper level management 155,964 17% 46,328 5% 18,457 2% 7,383 1% 228,131 25% 83,980 9% 49,835 5%eCompany Now 200,000 Internet professionals 0 0%

Fast Company 326,695Internet savvy professional management 64,032 20% 7,187 2% 4,900 2% 76,120 23% 7,187 2% 4,900 2%

Forbes 798,899 executive management 222,893 28% 118,237 15% 130,221 16% 56,722 7% 528,072 66% 17,576 2%Fortune 790,240 upper level management 237,072 30% 7,902 1% 244,974 31%

Harvard Business Review 236,084business influencers/ decision makers 127,138 20% 88,805 14% 126,499 20% 75,388 12% 154,399 65%

Red Herring 175,000business & technology savvy management 25,375 15% 1,750 1% 3,500 2% 1,750 1% 32,375 19% 0 0

The Industry Standard 125,000 Internet professionals 28,000 22% 3,875 3% see CEO 2,250 2% 34,125 27% 3,875 3% 0 0Upside 166,869 business savvy investors 37,379 22% 11,347 7% see CEO 8,010 5% 56,735 34% 0 0Wall Street Journal 1,895,859 executive management 257,837 14% 187,690 10% 225,607 12% 231,295 12% 902,429 48% 121,335 6% 36,021 2%



Publication6/99

Audit Primary Readers CEO % CFO % COO % CIO % CXO % VP IS/IT %IS

Managers %

IT PublicationsCIO 125,000 executive management 6,500 5% 4,000 3% 4,125 3% 21,625 17% 36,250 29% 39,500 32% 39,375 32%Computerworld 221,006 IT executives/professionals 13,260 6% 4,420 2% see CEO 7,956 4% 25,637 12% 41,991 19% 68,733 31%Enterprise Systems Journal 80,025 0 0% 0Information Week 400,000 IT executives/ professionals 52,800 13% 6,800 2% see CEO 10,400 3% 70,000 18% 14,800 4% 144,400 36%InfoWorld 370,566 IT executives/professionals 86,712 23% 23,346 6% see CEO 110,058 30% 220,116 59% 64,478 17%Internet Week 215,000 networking professionals 29,885 14% 10,750 5% 40,635 19% 51,600 24% 88,365 41%PC Week 400,095 IT executives/professionals 34,408 9% 2,401 1% see CEO 10,002 3% 46,811 12% 20,805 5% 67,216 17%



Publication6/99

Audit Primary Readers CXO %VP

Finance % Treasurer % VP of HR % Dir. Of HR %Benefits Manager %

HR Manager %

Vertical Publications

Business Credit 28,577credit managers, and those associated with lending 8,002 28% 3,143 11% see HR manager 1,372 5%

Business Finance 50,595 financial decisions makers 17,708 35% 3,036 6% 1,518 3%Business Insurance 50,400 management involved in benefits 8,417 17% 4,032 8% 4,838 10% 13,860 28% 13,457 27% see Benefit managerCFO 400,042 senior financial executives 96,010 24% 80,008 20% 12,001 3%Context 30,104 top management 15,654 52%Employee Benefit News 60,561 Benefits managers, directors 9,629 16% 9,205 15% 23,437 39% see VP HR 11,567 19% see VP HRHR Executive 50,014 HR managers, executives 3,001 6% 20,156 40% 17,005 34% see HR manager 7,052 14%HR Magazine 123,053 HR managers, executives 3,692 3% 10,583 9% 23,749 19% 35,193 29%HR News 121,247 HR managers, executives 3,637 3% 10,912 9% 23,401 19% 34,555 29%Human Capital Strategies & News 40,000 corporate and HR managers 5,200 13% 3,200 8% 7,600 19%Strategic Finance 69,958 finance managers 13,502 19% 2,868 4%Workforce Magazine 30,434 HR personnel and management 2,130 7% 8,217 27% 12,782 42%

Human Capital Strategies & News is not currently audited


Editorial Comparison

Publication Publisher Freq Size Primary Edit FocusCirc

Vitality*Ad % 1999

'99 Ad Pages

% Ad Page

Change '98 to '99

Average Time Spent

Reading

Average Ad

Response

Action Taken due to

ad seenBusiness Publications

Business 2.0Imagine Media 12x Magazine

business in the new economy 100% 50% 1,280 250% 115 74% web

Business Week Time Inc. 52x Magazine latest news and information 89% 55% 5,121 22% 90 83% 60% webeCompany Now Time Inc. 6x Magazine new economy

Fast Company

US News & World Report 12x Magazine

new economy and workplace solutions 80% 50% 1,723 64% 108 95%

57% to web

Forbes Forbes 24x Magazine

business information on management, strategy, finance, technology & global economics 77% 55% 5,063 7% 108

59% recall ad

Fortune Time Inc. 24x Magazine business information 62% 60% 3,899 8% 110 82%

Harvard Business Review

Harvard Business School Pub. 6x Magazine Business information 65% 470 13% 120

12.5% bought product

Red HerringRed Herring Comm. 12x Magazine business and investing focus 100% 55% 1,451 44% 60

The Industry Standard IDG 12x Magazine Internet industry 65% 3,130 78% 39Upside Upside 12x Magazine business and investing focus 88% 55% 1,083 3% 90

Wall Street Journal Dow Jones Daily NewspaperFinancial, Business & Technology News 74% 49% 7,570 9% 49

38% call 800 number




Vitality*Ad % 1999

'99 Ad Pages

% Ad Page

Change '98 to '99

Average Time Spent

Reading

Average Ad

Response

Action Taken due to

ad seenIT Publications

CIO IDG 23x Magazinebusiness solutions as it pertains to the CIO 100% 50% 2,789 30% 65

42% more info from vendor

Computerworld IDG 51x TabloidIT as it relates to business technology 99.6% 50% 2,920 1% 56

Enterprise Systems Journal

Information Week CMP 52x MagazineIT as it relates to business technology 100% 60% 5,668 7%

InfoWorld IDG 51x TabloidIT with a product/services edit slant 100% 60% 3,836 -2% 75

Internet Week CMP 50x Tabloid networking infrastructure 100% 60% 1,839 3%

PC Week Ziff-Davis 52x TabloidIT with a product/services edit slant 100% 60% 4,448 -17% 84




Vitality*Ad % 1999

'99 Ad Pages

% Ad Page

Change '98 to '99

Average Time Spent

Reading

Average Ad

Response

Action Taken due to

ad seenVertical Publications

Business CreditNat'l Assoc. Credit Mngt. 10x Magazine

business and trade credit information 100% 35% 189 11%

Business Finance 12x Magazinefinance as it relates to the business community 98% 45% 888 28% 40

Business InsuranceCrain Comm. Inc. 52x Tabloid

news and information on insurance/ benefits 80% 40% 1,292 -2%

CFOCFO Pub Corp. 14x Magazine

news and analysis of the financial community 100% 55% 509 25% 86% 3/4

Context

Diamond Tech Partners 6x Magazine 98% 40% 146 25%

Employee Benefit NewsSecurities Data 15x Magazine

employee benefit options/ news 77% 65% 818 10% 34

18% bought product

HR Executive

LRP Magazine Group 17x Tabloid 90% 50% 1,285 10%

83% take action

HR Magazine SHRM 13x Magazine 75% 60% 1,235 7% 59 HR News SHRM 12x Tabloid 76% 60% 362 17%Human Capital Strategies & News

Hughes Comm. 8x Tabloid business benefits 100% 55% 64

Strategic FinanceInst. Mngt. Acct. 12x Magazine

finance as it relates to the business community 93% 45% 246 -1%

Workforce Magazine ACC Comm. 12x Magazine compensation and benefits 86% 50% 694 1% 69


Pub DuplicationEmployease

Publication Duplication

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Business PublicationsBusiness 2.0 X - - 49% 50% 57% - - - - - - - - - - - - - - - - - - - -Business Week - X - - - - - - - - - - - - - - - - - - - - - - -eCompany Now XFast Company 12% 43% - X 26% 38% - - - - - - - - - - - - - - - - - - - -Forbes - 25% - - X 21% - - - 47% - - - - - - - - - - - - - - - -Fortune - 32% - - 28% X - - - 39% - - - - - - - - - - - - - - - -Harvard Business Review - 31% - - 22% 28% - - - 43% - - - - - - - - - - - - - - - -Red Herring 24% - - 25% - - X 18% 15% - - - - - - - - - - - - - - - - -The Industry Standard 16% 34% - 21% 24% 20% 20% X 13% 48% - 1% - - - - - - - - - - - - - -Upside X - - - - - - - - - - - - - - - -Wall Street Journal - 18% - - 15% 15% - - - X - - - X - - - - - - - - - - - -

IT PublicationsCIO 4% 24% - 9% 18% 16% - 10% 11% 32% X 27% - 41% 27% 22% 27% - - - - - - - - -Computerworld - - - - - - - - - - - X - 53% 37% - 39% - - - - - - - - -Enterprise Systems Journal X - - - - - - - - -Information Week - - - - - - - - - - 13% 27% - X 32% - 32% - - - - - - - - -InfoWorld - - - - - - - - - - - - - 34% X - 35% - - - - - - - - -Internet Week - - - - - - - - - - 9% 26% - - 25% X 27% - - - - - - - - -PC Week - - - - - - - - - - - 7% - 20% 24% - X - - - - - - - - -

Vertical PublicationsBusiness Credit - - - - - - - - - - - - - - - - - X 20% - 34% - - - - -Business Finance - - - - - - - - - - - - - - - - - - X - 60% - - - 6% -Business Insurance - - - - - - - - - - - - - - - - - - - X - - - - -CFO - 32% - 5% 25% 25% - - - - - - - - - - - - - - X - - - - -Employee Benefit News - - - - - - - - - - - - - - - - - - - 11% - X 30% 41% - 12%HR Executive - 14% - - 12% 26% - - - 46% - - - - - - - - - - - 47% X 69% - 18%HR Magazine - - - - - - - - - - - - - - - - - - - - - 19% 22% X - 16%HR News - - - - - - - - - - - - - - - - - - - - - - - 95% - -Human Capital Strategies & News - - - - - - - - - - - - - - - - - - - - - - - - - -Strategic Finance - - - - - - - - - - - - - - - - - - - - - - - - X -Workforce Magazine - - - - - - - - - - - - - - - - - - - - - - 22% 56% - X


Company Employee Size

Employease

Company Size: Measured by Number of Employees

Publication 6/99 Audit

Business PublicationsBusiness 2.0 215,000 99,975 47% 32,250 15% 7,525 4% 19,350 9% 55,900 26%Business Week 922,862 177,190 19% 123,664 13% see previous 171,652 19% 35,069 4% 415,288 45% see previouseCompany Now 200,000Fast Company 326,695 85,594 26% 30,056 9% see previous 44,431 14% 19,928 6% 132,965 41% see previousForbes 798,899 230,083 29% 43,939 6% 47,934 6% 73,499 9% 36,749 5% 112,645 14% 253,251 32%Fortune 790,240 150,146 19% 39,512 5% 39,512 5% 118,536 15% 47,414 6% 126,438 16% 268,682 34%Harvard Business Review 236,084 38% 15% 6% 11% 30%Red Herring 175,000 50,750 29% 73,500 42% see previous 26,250 15% 10,500 6% 64,750 37% see previousThe Industry Standard 125,000 38,625 31% 13,500 11% 10,375 8% 19,250 15% 6,250 5% 11,750 9% 25,250 20%Upside 166,869 93,447 56% 33,374 20% see previous 40,049 24% see previousWall Street Journal 1,895,859 0 0 233,191 12% 199,065 11% 75,834 4% 187,690 10% 439,839 23%

IT PublicationsCIO 125,000 31,250 25% 15,000 12% 26,250 21% 52,500 42%Computerworld 221,006 17,680 8% 11,050 5% 11,050 5% 48,621 22% 22,101 10% 37,571 17% 77,352 35%Enterprise Systems Journal 80,025Information Week 400,000 102,000 26% 61,200 15% 28,400 7% 59,600 15% 131,200 33%InfoWorld 370,566 105,241 28% 52,991 14% 25,569 7% 57,438 16% 123,028 33%Internet Week 215,000 83,420 39% 16,340 8% 45,365 21% 69,875 33%PC Week 400,095 117,228 29% 53,213 13% 26,806 7% 59,214 15% 138,833 35%

Vertical PublicationsBusiness Credit 28,577 6,573 23% see previous see previous 22,004 77% see previous see previous see previousBusiness Finance 50,595Business Insurance 50,400 3,175 6% 7,963 16% 9,274 18% 17,489 35% 12,953 26%CFO 400,042 88,009 22% 28,003 7% 44,005 11%Context 30,104 5,118 17% 2,408 8% 6,623 22% see previousEmployee Benefit News 60,561 10,295 17% 19,380 32% 13,323 22% 12,112 20% 5,450 9%HR Executive 50,014 5,101 10% 8,552 17% 7,702 15% 14,254 29% 8,352 17%HR Magazine 123,053 19,688 16% 33,840 28% 13,905 11% 24,734 20% 30,640 25%HR News 121,247 19,157 16% 33,343 28% 13,822 11% 24,007 20% 30,433 25%Human Capital Strategies & News 40,000 1,800 5% 1,440 4% 4,840 12% 4,880 12%Strategic Finance 69,958 13,502 19% 6,016 9% 12,732 18% 5,876 8%Workforce Magazine 30,434 5,782 19% 10,956 36% 3,043 10% 4,261 14% 6,087 20%

5,000+500-9990-24 100-49950-9925-49 1,000-4,999


Company Revenue Size

Employease

Company Size: Measured by Annual Revenue

Publication 6/99 Audit

Business PublicationsBusiness 2.0 215,000 58,050 27% 40,850 19% 27,950 13% see previous 19,350 9% 6,450 3% 38,700 18%Business Week 922,862 - 498,345 54% 156,887 17% 61,832 7% 87,672 10% see previous 115,358 13%eCompany Now 200,000 - - - - - - - Fast Company 326,695 64,032 20% 50,964 16% 56,192 17% see previous 32,996 10% 16,335 5% 79,387 24%Forbes 798,899 151,791 19% 139,807 18% 107,052 13% see previous 88,678 11% 63,113 8% 248,458 31%Fortune 790,240 94,829 12% 110,634 14% 158,048 20% see previous 94,829 12% 63,219 8% 268,682 34%Harvard Business Review 236,084 22,664 10% 26,677 11% 28,802 12% 137,873 58% see previous see previousRed Herring 175,000 99,750 57% 19,250 11% see previous 7,000 4% 47,250 27%The Industry Standard 125,000 51,625 41% 13,500 11% 17,250 14% 6,375 5% 9,000 7% 4,875 4% 22,625 18%Upside 166,869 - Wall Street Journal 1,895,859 -

IT PublicationsCIO 125,000 1,250 1% 11,250 9% 20,000 16% 11,250 9% 51,250 41%Computerworld 221,006Enterprise Systems Journal 80,025 - Information Week 400,000 - InfoWorld 370,566 - Internet Week 215,000 - Network Computing 400,095 - PC Week 1,895,859 208,544 11% 94,793 5% 492,923 26%

Vertical PublicationsBusiness Credit 28,577 4,858 17% 23,719 83% see previous see previous see previous see previousBusiness Finance 50,595 8,095 16% 8,601 17% 7,589 15% 11,637 23% 6,071 12% 8,601 17%Business Insurance 50,400CFO 400,042Context 30,104 6,924 23% 10,837 36% 5,118 17% 7,225 24%Employee Benefit News 60,561HR Executive 50,014HR Magazine 123,053HR News 121,247Human Capital Strategies & News 40,000Strategic Finance 69,958Workforce Magazine 30,434

1Billion +100M - 499Mless then 1M 50M - 999M10M - 49M1M - 9.9M 500M - 999M


Recommended/Not

Recommended

PublicationTotal Circ Primary Readers

Total Score Rationale


Business 2.0 215,000Internet savvy professional management 6

targeted to internet business community, meets all target criteria

Business Week 922,862middle & upper level management 4

leading business weekly, target CXO level management, if budget allows

Forbes 798,899 executive management 4 not cost efficient

Harvard Business Review 236,084

business influencers/ decision makers 4 not cost efficient

Red Herring 175,000business & technology savvy management 4 does not meet target criteria

Upside 166,869 business savvy investors 4 does not meet target criteria

Wall Street Journal 1,895,859 executive management 4cost effcient, meets target criteria, gives "player" mentality

Fast Company 326,695Internet savvy professional management 3

meets most target criteria, editorially perfect fit

Fortune 790,240 upper level management 3 not cost efficient

The Industry Standard 125,000 Internet professionals 3 does not meet target criteriaeCompany Now 200,000 Internet professionals 2 new publication, does not meet criteriaVertical PublicationsWorkforce Magazine 30,434 HR personnel and management 7 meets all target criteria

Business Credit 28,577credit managers, and those associated with lending 6 does not meet target criteria

Business Finance 50,595 financial decisions makers 5 does not meet target criteriaCFO 400,042 senior financial executives 5 talks to CFO, meets most criteriaContext 30,104 top management 5 not cost efficientHR Executive 50,014 HR managers, executives 5 meets target criteriaEmployee Benefit News 60,561 Benefits managers, directors 4 not cost efficientBusiness Insurance 50,400 management involved in benefits 3 does not meet target criteria

HR Magazine 123,053 HR managers, executives 3

meets most target criteria, editorially perfect fit, SHRM publication

HR News 121,247 HR managers, executives 395% duplication with HR Magazine, do not need it

Human Capital Strategies & News 40,000 corporate and HR managers 3 does not meet target criteriaStrategic Finance 69,958 finance managers 3 does not meet target criteria

Documents

© 2000, TFA/Leo Burnett Technology Group Employease 2000 Media Proposal Tuesday, April 4, 2000