Clear Lake Dental Care

June 2011 Product Update

Reach Your Customers – Where Ever They Are

Leverage our Expertise, Technology and Local Knowledge of Houston:

• Chron.com – sponsor editorial and classified content that reaches your customers

• Houston Chronicle – display and classified ad, zoned to reach your customers

• Direct Marketing- demographic and geographic distribution available

• Search Engine Marketing – reach users looking to do business with you in Houston

599,140

882,101

594,072

2,679

Houston ChronicleDaily

Houston ChronicleSunday

Chron.com KPRC-AM

Each Of Houston Chronicle’s Properties Reach Over HALF A MILLION Houstonians

(Number of adults reached by media vehicle: used a dentist in the past 12 months)

(M-F/6am-10am aqh)(past 30 days)(average)

Source: Scarborough Recontact 2, 2010; Houston DMA.

Index = 100 (Compared to total Houston dentist visitors) 117 115 129 89

Our daily readers are 17% more likely to visit dentists than the total Houston population, while our chron.com audience is 29% more likely. KPRC-AM’s audience is 11% less likely to visit dentists.

63,259

99,495

64,488

117

Houston ChronicleDaily

Houston ChronicleSunday

Chron.com KPRC-AM

Houston Chronicle’s Audience Is More Likely To Have Had Cosmetic Dentistry Performed

(Number of adults reached by media vehicle: non-surgical cosmetic dentistry: veneers, whitening, etc., past 3 years (HH))

(M-F/6am-10am aqh)(past 30 days)(average)

Source: Scarborough Recontact 2, 2010; Houston DMA.

Index = 100 (Compared to total Houston population: cosmetic dentistry) 115 122 131 36

Our daily readers are 15% more likely to have had cosmetic dentistry procedures than the total Houston population, while our chron.com audience is 31% more likely. KPRC-AM’s audience is 64% less likely to have had cosmetic dentistry procedures.

Houston Chronicle Main News Section Audience Profile

Pop. % Pop.Male 613,565 52%Female 569,406 48%Hispanic 238,731 20%A18-34 320,076 27%A35-49 257,711 22%A50+ 605,184 51%Married (Yes) 695,281 59%Children In HH 436,702 37%Own Residence 655,464 77%HHI $75,000+ 551,772 47%

Reader Snapshot Main News Section Audience

Retail Categories

Demographic Profile

Source: Scarborough Research, 2010 & 2009 Recontact 2; Houston DMA. Base (2010): 4,480,492 A18+. (*) Omniture Jan-Dec 2010, chron.com

Every week, the Main News section reaches 1.9 million Houstonians.

1.5 million are reached every Sunday with the Main News section.

49% of the Main News section readers feel that the advertising source that is more helpful in planning where to shop is newspaper ads. Followed by Internet (16%.)

Internet and Wireless Habits: Main News Section Readers

3 in 4 (76%) access the Internet.

Top Ways They Are Using The Internet:

1. E-mail: 72%2. Weather: 50%3. Social Networking: 41%4. Pay Bills: 39%5. National News: 37%6. Find a business address

or phone number: 36%7. Local News: 34%

26% currently have a Smartphone.

76,000 plan to purchase a Smartphone in the next 12 months.

Main News Section

chron.com Main News Section* (2010)

14.8 million average monthly page views.

Our younger audience is growing!

+28%(2009-2010)

Type of Store Shopped(past 12 mos.) Pop. % Pop.

Clothing Store (past 3 mos.) 1,015,782 86%Home Accessory Store 939,296 79%Bookstore 906,284 77%Shoe Store (past 3 mos.) 868,199 73%Office Supply/Service Store 811,050 69%Music/Video Store 578,645 62%Gift Card (bought) 577,372 49%Pet Supply Store 578,645 49%Sporting Goods Store (past 3 mos.) 569,201 48%Toy Store 528,145 45%Dry Cleaner 488,278 41%Jewelry Store 279,538 24%Any Florist (excluding grocers) 234,089 20%Fabric Store 148,511 13%Day Spa 80,707 7%Bridal Shop 55,061 5%

(avg. weekday)

(adults)

Source: Scarborough 2010 Release 1, Local DMA Daily/Sunday Newspaper Penetration Report*Integrated Newspaper Audience is 5 insertions daily, 1 insertion Sunday and one week of Chron.com

The Houston Chronicle Has The 2nd Highest Print and Online Penetration

Among The Nation’s Top 10 DMA’s

Daily Avg. Readership

%

Reach Sunday Avg. Readership%

Reach Weekly Print & Online (INA)

%

Reach

1. Washington Post 30% 1. Washington Post 42% 1. Washington Post 61%

2. Houston Chronicle 22% 2. Houston Chronicle 34% 2. Houston Chronicle 50%

3. Chicago Tribune 19% 3. Chicago Tribune 33% 3. Chicago Tribune 46%

4. Philadelphia Inquirer/Daily News 17% 4. Atlanta Journal-Constitution 29% 4. Atlanta Journal-Constitution 44%

5. Atlanta Journal-Constitution 16% 5. Philadelphia Inquirer 24% 5. Boston Globe 42%

6. Dallas Morning News 15% 6. Dallas Morning News 24% 6. Dallas Morning News 38%

7. Boston Globe 15% 7. Boston Globe 24% 7. Philadelphia Inquirer/Daily News 37%

8. Chicago Sun-Times 15% 8. Los Angeles Times 21% 8. Los Angeles Times 33%

9. Los Angeles Times 15% 9. San Francisco Chronicle 17% 9. San Francisco Chronicle 33%

10. San Francisco Chronicle 14% 10. New York Daily News 16% 10. Chicago Sun-Times 30%

US Online Social Network Ad Spending by Venue

A New ModelLocal Advertisers develop deep relationships with their audience

1. Build a page 2. Advertise to get fans

3. Publish to your network

U.S. SEO Spending

U.S. Search Advertising Spending

Clear Lake Dental – HMS versus Reach Local

What You Get• Get the most clicks at the best price to

achieve advertiser’s goals (no guarantee on number of clicks)

• More campaign flexibility

• Multiple ad groups allowed

• Multiple DMA targeting

• Up to 50 geo-modifiers

Managed Programs

You get greater control and flexibility• Keyword and text ad review permitted prior to go-live

(adds 72 hours to the projected launch date)

• No restrictions on keyword changes

• Keyword-level detail provided in reports

• Daily, weekly or monthly reports

Managed Programs

Why Hearst SEM versus Somebody Else? Relationship & Support Packaging & Bundling Pacing & Optimization (PCOE) Proxy Pages = Tracking Complete Reporting Transparency

What Makes Us Different?

PCOE is a big competitive advantage• Automatically optimizes and paces campaigns

• Generates the most clicks at the most efficient spend

• Ties post-click behavior to keywords searched

Pacing & Optimization?

Proxy pages are a big competitive advantage• M4M creates a duplicate of the advertisers website on-

the-fly every time their ad is clicked

• Any changes to the website will be captured since the proxy is generated on-the-fly

• Proxy enables M4M to capture and track all post-click activity

• Proxy enables a provable ROI on SEM

M4M Proxy Technology

What CANNOT be Proxied• Flash pages or flash elements to a page (banners,

animated logos, slide shows, etc.)

• Static images are a work-around• Custom-built Flash elements are a work-around

• Secure pages or secure sites

• Imbedding tracking codes are a work-around

M4M Proxy Technology

Monitor Your Results

Human safety net for PCOE• Daily monitoring of every campaign you have running• Flagging of potential pacing issues

Proactive Communication• Informing you and your M4M regional manager of

possible pacing problems• Recommend solutions

Weekly review calls and variance reports• M4M wants to always be ahead of a potential issue

Performance Manager

Yahoo! Offers Reach, Engagement and the Ability to Target the Right People for Each Advertiser’s Unique Message

Yahoo! offers many unique targeting

capabilities to find an advertiser’s most

valued customers, eliminate waste and

improve return on investment.

The Right Message to the Right User at the Right Time

Yahoo! Banners in Houston Community Zones

16 GEO-TARGETED ZONES Zone 1 Conroe

Zone 2 Kingwood/Humble

Zone 3 Pasadena/Baytown

Zone 4 The Woodlands/

So. Montgomery Co.Zone 5 Katy

Zone 6 Bay Area

Zone 7 Pearland/Friendswood/AlvinZone 8 East End/3rd WardZone 9 Bellaire/River Oaks/West UZone 10 Heights/NeartownZone 11 Aldine/North HoustonZone 12 Memorial/Spring BranchZone 13 Alief/SouthwestZone 14 Spring/Klein/TomballZone 15 Fort BendZone 16 Cy-Fair

• Demographics

• (Registration)

• Interests

• (Declared)

• Behavior

• (Clickstream)

• Interests

• (Inferred)

• Shopping

(Research/Transactions)

• Search Interests

• (Keywords)

• Campaign Response

• (View/Click)

• Attitudinal

• (Survey)

• Geo-location

• (IP address, Inferred)

Information Captured Anonymously Across the Yahoo! Network

Pinpoint an Advertiser’s Most Valuable Prospects

Source: comScore Media Metrix, June 2007

Yahoo! v. Other Sites(Monthly)

75% 72%66% 66%

46%

Yahoo! Google

Time Warner/AOL

Microsoft

Fox Interactive

Yahoo! reaches nearly 180 million users each month in the U.S. –

the equivalent to 84% of all internet users.

Yahoo! Reaches 3 Out Of 4 Internet Users

Health | Dental

Folks who care about their pearly whites.

+79.8% CTR Lift

Dentist Teeth Dental Braces Dental Insurance

1800 Dentist Invisalign Root Canal Sonicare

Oral Care topics in Health

Dental Health related questions in Answers

Dental Conditions section in Health

Includes users anywhere on the Yahoo! Network who have demonstrated active interest in dental health. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. Example search terms qualified for this target:

Example Yahoo! Pages visited: