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Industry research from the American Press Institute conducted in partnership with ItzBelden and Belden Interactive on understanding Online Revenue Opportunities and where the news industry is now and where it is going in the near future.
Citation preview
Revenue Initiatives 2009Presented by ITZBelden
September 14, 2009p ,Reston,VA
Belden Interactive 1
Introduction & MethodologyIntroduction & Methodology
This morning’s sessions discuss industry research API conducted in partnership with g y p pItzBelden and Belden Interactive. Our aim was, and will remain, understanding Online Revenue Opportunities and where the news industry is now and where it is going in the near future.
Methodology -- Our discussion will principally revolve around 118 online interviewsbased on self-administered questionnaires taken by industry executives in thought leadership positions at newspapers across the U.S. & Canada. This study is and will be ongoing over at least the next year. It’s not too late to submit your data!
The entire universe of U.S. and Canadian dailies is 1,529 enterprises, and we solicited responses from 1,380 of these. Thus, fully 90% of all such potential universe members were invited. The final sample of 118 represents the thinking of 7% of the universe and reflects a broad and balanced range of newspapers as to geographic location, circulation size, corporate and independently owned companies, and very highly placed executives.
Belden Interactive2
The slides we present are the story they told us.
Industry ParticipantsIndustry Participants
Sit f 30 tSites from over 30 corporate groups participated, plus over 20 Independents. No corporate group submitted for more than 7 g psites, most submitted for 1-4 enterprises.
Position %Position %Pres/Publisher 40%
GM 7%
VP/SVP 16%
N M di Di /M 11%(N = 118)
New Media Dir/Mgr 11%
Editor 6%
Other Dir/Mgr 20%
Belden Interactive3
Enterprises responded from around the nation
(N = 118)
Belden Interactive4
(N 118)
Blue dots are plotting of ZIP codes of responding enterprises.
Today’s ProgramToday s Program
1 API industry survey results1. API industry survey resultsProvider perspectives — What “we” think.Visitor perspectives from Belden Interactive localVisitor perspectives from Belden Interactive local market research — What “they” think.
2. Audience and Opportunity2. Audience and Opportunity
3. Benchmarking data
4 Case studies4. Case studies
Belden Interactive 5
Provider PerspectivesProvider Perspectives
What U S newspapers are thinking and doingWhat U.S. newspapers are thinking and doing regarding revenue from paid access:
ePapersPaid access sites, livePaid access plansPaid access, plansRegistrationsLog-insLog insPerceptions of audience
Belden Interactive 6
Re-publishing ContentRe publishing Content
10. Does your Website publish most or all print articles to the Web in some form?
Publish Most/All Articles
20%
80%
No
Yes
20%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
No
N = 118
Publish Articles in Full
91%Yes
11. Does your site publish print articles in full?
9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
No
N = 118
Belden Interactive 7
Adoption of selected best practices for dend-user engagements
12. Which of the following content programs do you have on your site?
N = 118
13. E-paper issues: Do you have an e-paper reproduction (Olive or other solution) available on your Website?
Belden Interactive 8
solution) available on your Website?
Subscription levels required for e-paperp q p p16. If you have an additional charge for access to the e-paper, how much is it?
19 If yes what is the charge for an online only
$30 00
$35.00
19. If yes, what is the charge for an online-only subscription?
17 What print subscription level is required for free
$20.00
$25.00
$30.00
N = 72
Median = $5.99 17. What print subscription level is required for free access to e-paper? [Select one.]
$5.00
$10.00
$15.00
Range of online-only subscriptions varied based on a
Median = $4.99Median $5.99
$-
Subsciber Upcharge Online Only Price
Range of online only subscriptions varied based on a variety of factors.
Mean, users accessing: 3875Mean, online-only: 706
Net: 18% “Web only” [55 sites reporting]• Subscriber up-charge price reported N=25 • Online-only charge price reported N=64
Belden Interactive 9
Net: 18% Web only [55 sites reporting]Online only charge price reported N 64
ePaper Revenue Usep14. Is access to your e-paper paid in any way? N = 79
15. Do current print subscribers have access to the e-paper without additional charge? N =72
• Are not charging…or
• Not charging much…and
• As always, discounting convenience…
Belden Interactive 10
1 in 10 have paid sites; nearly all maintain some kind of free sitemaintain some kind of free site
22. Does your enterprise maintain a paid-access Website that is not an e-paper?
23. (Those with a paid site:) Do you have BOTH a paid and an open/free site (or paid/free sections) for yoursite (or paid/free sections) for your main news and information content?
N = 118
Belden Interactive 11
Six of 10 are consideringpaid access initiativespaid access initiatives
36. Are you considering initiating paid access of any type to your main,currently open/free news and information content?
N = 118
Timeframe
12%10%
Q4 2009Now, Q3
37. What is your expected timeframe for implementing any new paid strategies?
N = 68
49%2%
10%18%
12%
0% 10% 20% 30% 40% 50% 60%
UndecidedQ3 2010Q2 2010Q1 2010Q4 2009
Belden Interactive 12
0% 10% 20% 30% 40% 50% 60%
Various approaches being consideredbeing considered
[BLUE BARS] 38. Which of the following types of paid content for your currently open/free site are you actively considering? [Select all that apply.]
(1 of 2)
[RED BARS] 39. Which of the following do you think your enterprise is most likelyto adopt? [Select all that apply.]
N = 68
Belden Interactive 13
Various approaches being consideredbeing considered (2 of 2)
[BLUE BARS] 38. Which of the following types of paid content for your currently open/free site are you actively considering? [Select all that apply.]p y y g [ pp y ]
[RED BARS] 39. Which of the following do you think your enterprise is most likelyto adopt? [Select all that apply.]
N = 68N = 68
Belden Interactive 14
New revenue and preserving print are the primary driversare the primary drivers
[BLUE BARS] 42. In considering introducing paid access to online content, which of the following are important strategic goals? [Select all that apply.]
[RED BARS] 43. Of the following goals, which do you think is or will be the most important factor in driving any final decision? [Select one only.]
N = 68
Belden Interactive 15
Decision Location
44. Do you expect that decisions with respect to adopting a paid solution will be…
40%
41%
Approved by corporate but following a localdecision by your enterprise team
Locally determined and implemented
2%
18%
Other
Mandated by corporate to follow a commonprogram at all your associated papers
N = 68
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Belden Interactive 16
Prospects for Micropayments ModelsMicropayments Models
40. There are many possible approaches to specific micropayments models that might be implemented for non-subscribers. How likely to succeed do you think any of these models might be?p y y y g
Belden Interactive 17
N = 68
Some concern about content piracy but little actioncontent piracy, but little action
46. How concerned are you about unauthorized/ uncompensated use of your content?
N = 118
47. Are you actively engaged in tracking unauthorized/ uncompensated use of your content across the Web?
Active Tracking
75%25%
NoYes
content across the Web?
N = 118
Belden Interactive 18
0% 10% 20% 30% 40% 50% 60% 70% 80%
Registration — Most allow, few require, some considering few monetizingsome considering, few monetizing
48. Does your site accept user registrations? N = 11849. Does your Website require user registrations? N = 84y q g50. Is your enterprise considering some type of required registration as an alternative to paid access to content? N = 6153. Does your site have a specific program or programs for monetizing registration information that is in active use now? N = 84/
Belden Interactive 19
Registration — Of 34 sites reporting, average i fis 11% of UV count
Sites reporting indicated that 62% of registered visitors logged on in the last 30logged on in the last 30 days.
N = 34
Belden Interactive 20
Registration Data CollectedRegistration Data Collected
55. Which of the following types of information do you include in your registration form?
61%77%
86%
GenderZIP Code
Email Address
37%45%
60%61%61%
Phone NumberPhysical Address (Residence)
AgeFull Name
Gender
6%13%14%
18%37%
Marital Status
Education LevelPersonal Interests (Hobbies)
Household Income
Phone Number
7%5%6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
OtherShopping Habits
Marital StatusN = 84
Belden Interactive 21
Log-in ProgramsFew sites use ZAG and just 1 in 4 who do use for ad targetingFew sites use ZAG, and just 1 in 4 who do use for ad targeting
57. Does your site use ZIP, Age, Gender (ZAG) log-ins?
ZAG Programs in Place
85%15%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
NoYes
N = 118
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
ZAG Programs for Ad Targeting
72%28%
NYe
58. Does your site use ZAG information for ad targeting?
N = 18
72%
0% 10% 20% 30% 40% 50% 60% 70% 80%
No
Belden Interactive 22
Providers vs. Visitors Perception:Value of site news and informationValue of site news and information
60. How would your users rate the news and information posted at your main
25. In general, how valuable do you think the news and information posted at p y
news and information site? p
LOCALSITE.com is to you?
Providers Visitors
N = 118
Source: Belden Interactive 2009Local Market Surveys (N = 4,113)
Belden Interactive 23
y ( , )
Providers vs. Visitors Perception: Value of print content on WebsiteValue of print content on Website
61. How valuable is it for your users to be able to access all of your print
l d
40. In general, how valuable is it to you to be able to access all of local daily
lcontent online at your main news and information site?
news print content online at LOCALNEWS.com?
Providers Visitors
N = 118 Source: Belden Interactive 2009 Local Market Surveys (N =4,113)
Belden Interactive 24
Providers vs. Visitors Perception: Difficulty of replacing siteDifficulty of replacing site
62. If your main site stopped posting its news and information to the Web, how easy do you think it
26. If LOCALSITE.com stopped posting its news and information to the Web, how easy do you think it would
would be for your users to find a replacement for that news and information they are currently getting from your site?
be to find a replacement for that news and information you are currently getting from LOCALSITE.com?
Providers Visitors
Source: Belden Interactive 2009 Local Market Surveys (N = 4,113)N = 118
Belden Interactive 25
y ( , )
Providers vs. Visitors Perception: Market Options to WebsiteMarket Options to Website
27. What other media/sources do you think you would use if news and information
63. What other media/sources do you think your users would use if news and information from your
from LocalSite.com were no longer available? [Select all that apply.]
Visitors
main news and information site were no longer available? [Select all that apply.]
Providers
Source: Belden Interactive 2009 Local Market Surveys (N = 4,113)N = 118
Belden Interactive 26
Providers vs. Visitors Perception: Online options to WebsiteOnline options to Website
28. Which, if any, online sources would you be most likely to turn to if LOCALSITE.com were
64. Which, if any, online sources do YOU think YOUR USERS would be most likely to turn to if y
no longer available? [Select all that apply.]
VisitorsProviders
your main news and information site were no longer available? [Select all that apply.]
Source: Belden Interactive 2009 Local Market Surveys (N = 4,113)N = 118
Belden Interactive 27
Paid Future — Silver Bullet?No consensusNo consensus
65. How likely do you think it is that newspapers will succeed in charging for content in such h h ill i ifi l ib h f f ?a way that these new revenues will significantly contribute to the future of newspapers?
39%
12%
Somewhat likely
Very likely
5%
36%
Not at all likely
Not very likely
5%
3%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Don''t know
Complete failure nearly certain
N = 118
Belden Interactive
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
28
Challenge:A di d O t itAudience and Opportunity
If we do not accurately understand your audience we cannot calibrate…
Opportunity
• Any possibility of converting to paid content or any other revenue
OpportunityROI
• Any possibility of converting to paid content — or any other revenue opportunity — depends upon key variables:
Knowing audience size
K i di b h iKnowing audience behaviors
Knowing user price points
Articulating user benefits from their perspective
Belden Interactive 29
Omniture and Google Analyticsg y
• Omniture and Google analytics’ UV counts raise g yconcerns, such as…
• Unique Visitor counts equal to local population or more
• Unique Visitors counts 10x circulation
• Unique Visitors counts 2.5x visiting per month
U i Vi i i di l f k• Unique Visitors counts indicate mostly out of market
Let’s look at what the Omniture data are telling usLet s look at what the Omniture data are telling us.
NOTE: Most sites say they do not believe Omniture UV but have no other source except
Belden Interactive 30
y y p
Nielsen/Comscore, which have significant limits, notably the focus on top markets only.
UV counts are 10 times circulation and 1.3 times greater than local populationstimes greater than local populations
Average UV Count: 4,957,772Average Market Pop: 3,828,973
UV reports were on average 133% of local population for
large markets.
Average UV Count: 347,446A M k t P 375 997Average Market Pop: 375,997UV reports were on average 92%
of local population for mid-sized markets.
A UV C t 157 229Average UV Count: 157,229Average Market Pop: 97,474
UV reports were on average 161% of local population for
small markets.
Average UV Count: 58,519Average Market Pop: 40,285
UV reports were on average 145% of local population for
very small markets.
Belden Interactive 31
very small markets. N = 99
Reported “Unique Visitors” exceed l l l ti i ll k t ilocal populations in all market sizes
Large Market Sites: +100K Circ. (N = 20) Mid-Size Market Sites: 25K to 99K Circ. (N = 30)
Small Market Sites: +10-25K Circ. (N = 26) Very Small Market Sites: <10K Circ. (N = 23)
Belden Interactive 32
N = 99
Overall Traffic Patterns – Nearly every market t th tt f 10 PV 2 5V 1UVreports the same pattern of 10 PV : 2.5V : 1UV
Large Market Sites: +100K Circ. (N = 15) Mid-Size Market Sites: 25K to 99K Circ. (N = 27)
Small Market Sites: +10-25K Circ. (N = 26) Very Small Market Sites: <10K Circ. (N = 16)
Belden Interactive 33
N = 84
Overall Traffic Patterns – Nearly every market t th tt f 10 PV 2 5V 1UVreports the same pattern of 10 PV : 2.5V : 1UV
Large Market Sites: +100K Circ. (N = 15) Mid-Size Market Sites: 25K to 99K Circ. (N = 27)
S ll M k t Sit +10 25K Ci (N 26) V S ll M k t Sit <10K Ci (N 16)Small Market Sites: +10-25K Circ. (N = 26) Very Small Market Sites: <10K Circ. (N = 16)
Belden Interactive 34
N = 84
Visits Per Month – Excluding 3 outliers, the average site shows 2 5 visits per monthaverage site shows 2.5 visits per month
60 of 96 sites report 2.00-3.99 visits per month.
There has been no increaseThere has been no increase in the Omniture/Google analytics net monthly visits rates in reported data since
Mean 2.5
p2003.
Mean 2.5
N = 96
Belden Interactive 35
N 96
Local Market Reach: i i54 Sites Reporting
Local Market Reach90 0%
70.0%
80.0%
90.0%While the overall average is 31% reported reach, the overall range of 1% to 85%
40.0%
50.0%
60.0%overall range of 1% to 85% strongly suggests a random distribution.
10 0%
20.0%
30.0%
0.0%
10.0%
N = 54
Belden Interactive 36
NOTE: Local market reach data are NOT typically reported from Omniture/GA data
Why?Why?• Why is this pattern always the same?y p y
–10 x circ?
–1.3 x local pop?
–2.5 x per month?
–Large implied out of market
Regardless of market, circulation size, or
seemingly anything…
Belden Interactive 37
Belden Interactive 38
Loyalist Audience FrequencyLoyalist Audience Frequency(Incidental and Core Visitors – excludes fly-bys)
Source: Belden Interactive 2009
Belden Interactive 39
Source: Belden Interactive 2009 Local Market Surveys (N = 4,113)
Newspaper Website Audiencesi h lCome in Three Flavors
Fly-byy y•1 time per month•Sourced from Search•Wide variation in In- vs. Out-of-Market mixVaries between 25% & 80% of total•Varies between 25% & 80% of total
people visiting in a month.
Incidental Loyalists•1 3 days per month 1 2 times•1-3 days per month, 1-2 times on days visiting. •Predominantly local.
Core LoyalistsCore Loyalists •20 days per month, 2-3 times on days visiting•Mostly to overwhelmingly local.
Belden Interactive 40
Local market definitions may vary.
Loyalists are the f hiBase for Everything
Loyalists drive the vast majority of pageviews at all local newspaperpageviews at all local newspaper Websites. As a group they have known characteristics:
V j i f i•Vast majority of pageviews•Vast majority of over-counting
Belden Interactive 41
How does this affect strategy?How does this affect strategy?
• Core audience has engagement.
• Higher engagement is higher opportunity.pp y
Belden Interactive 42
The Friction Challenge Saying “pay” is easy. Getting it is hard.
• Single-story fees. Likely to appeal only to fly-by visitors; large resistance can be expected.
• Single-day pass. Likely viable for all types; greatest total revenue opportunity and least resistance of
llall types.
• Subscriptions. Likely to appeal only to core l li t i t d tloyalists; some resistance; capped revenues; most familiar, and easiest to implement.
Belden Interactive 43
Paid Opportunity by Profilepp y y
Fly-by audience: Frequency 1 day per month,Fly by audience: Frequency 1 day per month, not returning. Typically driven by search or other reference to some specific story or content item. Best opportunity: Single-story fees?
Incidental loyalist audience: Frequency 1-3 days per month, returns on a semi-regular basis. returning. Typically driven by desire to see some specific content for news ads classifiedssome specific content for news, ads, classifieds, etc. Best opportunity: Single-story fees? Day passes?
C l li t di F 18 dCore loyalist audience: Frequency 18+ days per month, 2-3 times per weekday. Typically driven local and breaking news. Best opportunity: Day pass? Subscriptions?
Belden Interactive 44
Revenue Strategy by Profilegy y
Fly-by audience: Frequency 1 day per month, not returning. Leveraging the API
Incidental loyalist audience: Frequency 1-3 days per month, returns on a semi-regular basis. returning. Leveraging
Core loyalist audience: Frequency 18+ daysCore loyalist audience: Frequency 18+ days per month, 2-3 times per weekday. API
Belden Interactive 45
Digital Delivery: What you want, h hwhen you want, where you want
• Isaacson recommended iTunes• Isaacson recommended iTunes or similar micropayments.
• Why iTunes and other onlineWhy iTunes and other online payments work — despite very strong initial resistance.
Belden Interactive 46
A Consumer Perspective - MusicA Consumer Perspective MusicThis is the problem iTunes solves.
1 of 14 Songs Wanted•You love one song on this album, “Treetop Flyer.” But it is not available as a single, you must buy the whole
lb f 14 f $14 99album of 14 songs for $14.99 to get the one you want.
•93% of purchase price “wasted.”
•In iTunes you can go in and find the one song you want to add to o r pla list and b it
1 of 1 Song Wanted
add to your playlist and buy it for $0.99.
•100% of purchase price delivers what I want, when I
Belden Interactive47
want, and where I want.
A Consumer Perspective: Subscriptions?Subscriptions?
This is the problem with print.1 of 5 Sections Interest
•In subscribing to printed newspapers, people must buy all the content to get what they want — news, sports, ads, etc. No one wants all the content —perhaps only 1 of 5 sections on aperhaps only 1 of 5 sections on a regular basis.
-75% of purchase price “wasted.”
An online subscription does not solve the problem if the same “buy all to get
Problem is worse with online subscription.
some” rule applies. People typically read 4 of perhaps 40 newly available online articles on any day.
•90% of purchase price “wasted ”
Belden Interactive 48
•90% of purchase price wasted.
What do the data imply?What do the data imply?• Missed opportunities for…
ePaperInteractivityInteractivityRegistration
• “Print” precepts still driving our thinking.Comfort with words, not interactivity, yObsession with “credibility” and professionalControl of conversation– not trusting visitorsPrice to end user focused on advertisingCost to end user consistently discounted or freeNo focus on user benefitsNo focus on user benefits
• Potentially deep disconnect between “us” and “them” — content creators and end-users, our visitors.
• Visitors’ focus is on Internet and TV, not print.
• Little audience understanding of basic reach and behaviors.
Belden Interactive 49
• Faulty models likely in place for assessing opportunity and ROI.
Hands-onHands on
• How many people?• How many people?
• How much opportunity for core?
• Subscription Opportunityp pp y
• Micropay Opportunity
Belden Interactive 50
Worksheet
AudienceUnique Visitors
XVisits per
month XPages
per visit=
Page-views
Revenue Opportunity
Omniture x x =
Site Estimate
Flavors:
Fly-by x 1.0 x =
id lIncidental x x =
Core x x =
Total
Belden Interactive 51
Case StudiesCase Studies
Enterprise Ownership Site Linkp p
Pittsburgh PA Post-Gazette
Independent PGPlus
Newport RI IndependentNewport RI Independent
Little Rock, ARArkansas Democrat-Gazette
Independent ArkansasOnline.com
Lima, OHThe Lima News
Freedom Communications
LimaNews.com
Kankakee, ILThe Daily Journal
Small Newspaper GroupThe Daily Journal Group
Manchester, CT Independent
Erie, PAE i Ti N
Independent GoEire.com
Belden Interactive52
Erie Times-News
Experimental Matrixki f l !Looking for Volunteers!
Pay Model Test 1 Test 2 Pricing NotesPay Model Test 1 Test 2 Pricing Notes
Subscription Model
Allow Current Subs Free
All Pay $6 to $10/month We may consider that this has been done.
L i t hi h
Day Pass 24 Hrs.Allow Current Subs Free
All Pay $1.00 to $1.50
Lower resistance, higher revenue. Allows to get some revs from Fly-bys & incidentals, though not much. Revs per visitor likely to be 2x subs model per + more participation.
All C t All P WithDay: $1.00 to
May want to introduce some flavor of FinTimes model on
Day Pass/Single Article
Allow Current Subs FreeWith Single Article
All Pay With Single Article
y $$1.50 Single Article: $.50 to $.75
flavor of FinTimes model on this, but not much, as there is no real solution for the cookie problem. Prompt at 2
ndvisit, for sure.
Belden Interactive53
Revenue Initiatives 2009Revenue Initiatives 2009Benchmarking print revenues
Belden Interactive54
Contribution to print revenues from national retailBy enterprise scale
Actual 2008 Projected 2009
100%100%
92%
70%
80%
90%
100%
nse
100%100%
100%70%
80%
90%
100%
nse
Very SmallUnreported
0% 0% 0% 0%0% 0% 0% 0%
92%
0%
92%
8%
86%
20%
30%
40%
50%
60%
Mea
n R
espo
n
Very SmallUnreported
0% 0% 0% 0%0% 0% 0% 0%0%
91%
9%
83%
20%
30%
40%
50%
60%
Mea
n R
espo
n
0 - 19% 20 - 39%40 - 59%
60 - 79%80 - 100%
Large
Mid-Range
SmallVery Small0%0%
0% 0% 8%8%
0% 0% 0%0% 14%
0%0%
0%
10%
Large Mid Range Small Very Small Unreported
0 - 19% 20 - 39%40 - 59%
60 - 79%80 - 100%
Large
Mid-Range
SmallVery Small0% 0%0%
0% 0% 0%
9%
0% 0% 0%0%
17%
0%0%
0%
10%
Large Mid-Range Small Very Small UnreportedLarge Mid-Range Small Very Small Unreported g g y p
Belden Interactive
Sample Size = 42
Percentage of total print revenue from national adsby enterprise size
1516
by enterprise size
15
10
15
12
14
16
se
6
66
8
10
Mea
n R
espo
n
LMean 2008
22
22
1
0
2
4
LargeMid-Range
Very SmallSmall
Unreported
Mean 20091
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 40
Contribution to print revenues from local retail By enterprise scale
Actual 2008 Projected 2009
50%
60%
70%
e60%
70%
80%
e
0%17%
50%
17%17%0%
22%
67%
11%
67%
33%
55%
27%
67%
20%
30%
40%
50%
Mea
n R
espo
nse
0%17%
50%
17%17%0%
38%
63%58%
42%
75%
71%
20%
30%
40%
50%
Mea
n R
espo
nse
0 - 19%20 -39% 40 -
59% 60 -80
LargeMid-Range
SmallVery Small
Unreported11%
0%0%
0%0%
18%
0%0%0%
33%
0%0%
0%
10%
0 - 19%20 -39% 40 -
59% 60 -80
LargeMid-Range
SmallVery Small
Unreported0%
0%0%
0%0%
17%8%
0%0%
14%14%
0%0%
0%
10%
79% 80 -100%
Large Mid-Range Small Very Small Unreported
79% 80 -100%
Large Mid-Range Small Very Small Unreported
Belden Interactive
Sample Size = 44
Contribution to print revenues from local Inserts
By enterprise scale
90% 90%
Actual 2008 Projected 2009
80%89%83%
60%
70%
80%
90%
pons
e 83%88%
75%
60%
70%
80%
90%
pons
e
Very SmallUnreported
20%
0% 0% 0%11%
0% 0% 0%
17%
0% 0%
70%
30%
83%
10%
20%
30%
40%
50%
Mea
n R
esp
Very SmallUnreported
17%
0% 0% 0%13%
0% 0% 0%
75%
25%
0%
55% 45%
43%57%
20%
30%
40%
50%
Mea
n R
esp
0 - 19% 20 - 39%40 - 59%
60 - 79%80 - 100%
Large
Mid-Range
Small0% 0% 0%0% 0% 0%17%
0%0%
0%
0%
10%
0 - 19% 20 - 39%40 - 59%
60 - 79%80 - 100%
Large
Mid-Range
Small0% 0% 0%0% 0% 0%
0%0%
0%
0%
10%
Large Mid-Range Small Very Small Unreported
S l Si 42
Large Mid-Range Small Very Small Unreported
Belden Interactive
Sample Size = 42
Percentage of total print revenue from national inserts
12
910
7
12
8
10
12
se
44
88
64
6
8
Mea
n R
espo
n
Mid RMean 2008
4
0
2
Mid-RangeLarge
Very SmallUnreported
Small
Mean 2009
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 36
Percentage of total print revenue from niche pubs
1818
12
1112
12
14
16
nse
5
12
76
8
10
Mea
n R
espo
n
V S llMean 2008
25
54
0
2
4
Very SmallLarge
SmallUnreported
Mid-Range
Mean 2009
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 40
Percentage of total print revenue from classifieds
27 3030
24
22
19
27 27
2320
25
30
se
1918
10
15
20
Mea
n R
espo
n
LMean 2008
0
5
LargeMid-Range
SmallVery Small
Unreported
Mean 2009
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 44
Revenue Initiatives 2009Revenue Initiatives 2009Benchmarking online revenues
Belden Interactive62
Percentage of total online revenue from display ads (ROS)
6060
5150
53
4440
50
60
se
333138
37
3220
30
40
Mea
n R
espo
n
V S llMean 2008
0
10
Very SmallSmall
UnreportedLarge
Mid-Range
Mean 2009
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 45
Contribution to online revenues from behavioral targetingBy enterprise scale
Actual 2008 Projected 2009
100%90%
100%
100%
50%
100%
100%100%50%
60%
70%
80%
90%
espo
nse
100%100%
100%
100%100%50%
60%
70%
80%
90%
Res
pons
e
SmallVery Small
Unreported0% 0% 0% 0%
50% 50%
0% 0% 0%0%0% 0% 0%
0%0% 0% 0%
100%
10%
20%
30%
40%
50%
Mea
n R
Mid-Range
SmallVery Small
Unreported0% 0% 0% 0%0% 0% 0% 0%0%
0% 0% 0%0%
0% 0% 0%0%
10%
20%
30%
40%
Mea
n R
0 - 19% 20 - 39%40 - 59%
60 - 79%80 - 100%
Large
Mid-Range0%0%
0%0%
0%
0%
Large Mid-Range Small Very Small Unreported
0 - 19% 20 - 39%40 - 59%
60 - 79%80 - 100%
Large
Mid-Range0%
0%0%
0%
0%
Large Mid-Range Small Very Small Unreported
Belden Interactive
Sample Size = 21
Percentage of total online revenue from behavioral targeting
10 10
8
7
8
9
10
e
4
254
5
6
7
ean
Res
pons
e
Mean 2008
0
2
0 02
0
1
2
3M
Very Small Large Mid-Range Small Unreported
Mean 200900
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 21
Percentage of total online revenue from local search
4
g
344
33
4
4
se
1
23
22
2
3
Mea
n R
espo
n
S llMean 2008
00
0
1
1
SmallLarge
UnreportedMid-Range
Very Small
Mean 2009
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 23
Contribution to online revenues from mobileBy enterprise scale
Actual 2008 Projected 2009
90%
100%
90%
100%
100%100%
100%
100%100%
40%
50%
60%
70%
80%
an R
espo
nse 100%
100%100%
100%100%50%
60%
70%
80%
n R
espo
nse
0 19% L
Mid-Range
SmallVery Small
Unreported0% 0% 0% 0%0% 0% 0% 0%0%
0% 0% 0%0%
0% 0% 0%0%
0%0%
10%
20%
30%
40%
Mea
Mid-Range
SmallVery Small
Unreported0% 0% 0% 0%0% 0% 0% 0%0%
0% 0% 0%0%
0% 0% 0%0%
0%
10%
20%
30%
40%
Mea
n0 - 19% 20 - 39%
40 - 59%60 - 79%
80 - 100%
Large0%0%
0%
Large Mid-Range Small Very Small Unreported
0 - 19% 20 - 39%40 - 59%
60 - 79%80 - 100%
Large0%
0%0%
0%
Large Mid-Range Small Very Small Unreported
Belden Interactive
Sample Size = 18
Percentage of total online revenue from national or regional remnant
88
56 67
66
7
8
e
2
5
3
4
5
ean
Res
pons
e
Mean 2008
2
3
2
0
1
2
3
M
Unreported Very Small Large Small Mid-Range
Mean 20090
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 28
Percentage of total online revenue from Search Engine Optimization
77
5
5
6
7
se
2
3
4
Mea
n R
espo
n
V S llMean 2008
0 0 00 0
0
0
1
2
Very SmallMid-Range
LargeSmall
Unreported
Mean 20090
00
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 19
Percentage of total online revenue from Search Engine Marketing
4
34
3
4
4
se
12
2
3
Mea
n R
espo
n
Mid RMean 2008
0 0 0
1
0
1
1
Mid-RangeLarge
SmallVery Small
Unreported
Mean 20090 0
0
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 18
Percentage of total online revenue from Video Advertising
8
68
6
7
8
se
3
5
43
4
5
Mea
n R
espo
n
Mid RMean 2008
1
00
10
1
2
Mid-RangeLarge
Very SmallSmall
Unreported
Mean 20090
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 28
Contribution to online revenues from Classifieds ActualBy enterprise scale
Actual 2008 Projected 2009
60%
70%
80%
e 60%
70%
80%
e
33%
67%
0%
50% 50%56%
11%
58%
33%
71%
20%
30%
40%
50%
%
Mea
n R
espo
nse
50% 50%
0%
57%
43%
67%
11%
64%
36%71%
20%
30%
40%
50%
%
Mea
n R
espo
nse
0 - 1
9%
20 -
39%
40 -
59%
- 79%
0% arge
d-R
ange Sm
all
Very
Sm
all
Unr
epor
ted
0%0%
0%0%
0%0%
11%11% 22%
0%0% 8%
0%0%
29%
0%0%
0%
10%
0 - 1
9%
20 -
39%
40 -
59%
- 79%
0% arge
d-R
ange Sm
all
Very
Sm
all
Unr
epor
ted
0%0%
0%0%
0%0%
11%11%
11%
0%0%
0%0%
14%14%
0%0%
0%
10%
4
60 -
80 -
100 La
Mid
Large Mid-Range Small Very Small Unreported
4
60 -
80 -
100 La
Mid
Large Mid-Range Small Very Small Unreported
Belden Interactive
Sample Size = 37
Percentage of total online revenue from classifieds
2225 22 22 22
171618 17
20
25
se 17
1515
1510
15
Mea
n R
espo
n
U t dMean 2008
0
5
UnreportedSmall
Mid-RangeLarge
Very Small
Mean 2009
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 38
Percentage of total online revenue from Sponsorships
7
4
7
5
6
7
se
3
32
3
4
Mea
n R
espo
n
V S llMean 2009
0
1
0
2
110
1
2
Very SmallMid-Range
UnreportedLarge
Small
Mean 2009
Mean 2009 Mean 2009
Belden Interactive
Sample Size = 22
Percentage of total online revenue from business directories
18
10
17
12
14
16
18
nse
176
8
10
Mea
n R
espo
n
SmallMean 2008
0
3
1
6
4
20
2
4
SmallUnreported
Very SmallMid-Range
Large
Mean 2009
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 25
Average Sell-Through (% Inventory sold)
7054
43
58
5461 6160
5850
60
70
se
29
3520
30
40
Mea
n R
espo
n
LMean 2008
0
10
20
LargeMid-Range
Very SmallUnreported
Small
Mean 2009
Mean 2009 Mean 2008
Belden Interactive
Sample Size = 44
Case StudiesCase Studies
• PG Plus
• Newport RI
• Arkansas• Arkansas
• Lima OH
• Kankakee
• Manchester, CT
• GoErie
Belden Interactive 77