media

Media

Direct MailDirect MailDirect MailDirect MailNewspaperNewspaperNewspaperNewspaper

Broadcast TelevisionBroadcast TelevisionBroadcast TelevisionBroadcast TelevisionCable TelevisionCable TelevisionCable TelevisionCable Television

Yellow PagesYellow PagesYellow PagesYellow PagesOutdoorOutdoorOutdoorOutdoor

RadioRadioRadioRadio

Total Advertising Revenues

$-

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

DIRECT M

AIL

BROADCAST TV

NEWSPAPER

CABLE T

V

RADIO

YELLOW

PAGES

OUT OF H

OME

Millions

58.6

46.9 46.6

25.0 21.7

14.46.7

Sources: Universal McCann released 9/07 for 2006; Radio from RAB released 2/07 for 2006

Local Advertising Revenues

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

Newsp

aper

Radio

Broadca

st TV

Yellow P

ages

Cable T

V

Millions

Sources: Universal McCann released 9/07 for 2006; Radio from RAB released 2/07 for 2006

Direct Mail:The Up Side

TargetabilityTargetabilityTargetabilityTargetabilityReachReachReachReach

MaintenanceMaintenanceMaintenanceMaintenance

TrackingTrackingTrackingTracking

PrecisionPrecisionPrecisionPrecision

Direct Mail:The Down Side

Low Response Low Response RateRate

Low Response Low Response RateRate

Limited AttentionLimited AttentionLimited AttentionLimited Attention Doesn’t Move Doesn’t Move New New

CustomersCustomers

Doesn’t Move Doesn’t Move New New

CustomersCustomersDoesn’t Build Doesn’t Build Customer Customer LoyaltyLoyalty

Doesn’t Build Doesn’t Build Customer Customer LoyaltyLoyalty Consumer Consumer

PerceptionPerceptionConsumer Consumer PerceptionPerception

Outdated Mailing Outdated Mailing ListsLists

Outdated Mailing Outdated Mailing ListsLists

ExpensiveExpensiveExpensiveExpensive

Direct MailPlus Radio

Draw Draw attentionattention

Draw Draw attentionattention

Reach new Reach new prospectsprospects

Reach new Reach new prospectsprospects

Radio lends receptive Radio lends receptive environment to environment to

messagemessage

Radio lends receptive Radio lends receptive environment to environment to

messagemessage

Newspaper:The Up Side

History and HeritageHistory and HeritageHistory and HeritageHistory and Heritage

Visual Visual Component Component (Tangible)(Tangible)

Visual Visual Component Component (Tangible)(Tangible)

Mass AudienceMass AudienceMass AudienceMass AudienceVariety of Ad Variety of Ad

SizesSizesVariety of Ad Variety of Ad

SizesSizesDetailsDetailsDetailsDetails

Easy to Easy to TrackTrack

Easy to Easy to TrackTrack

48

50

52

54

56

58

60

62

64

'90 '91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06

Newspaper:The Down Side

Daily CirculationDaily CirculationSource: Editor and Source: Editor and

PublisherPublisher

Daily CirculationDaily CirculationSource: Editor and Source: Editor and

PublisherPublisher

Decreasing Decreasing market market

penetrationpenetration


penetrationpenetration 62

53


Low Section/ Low Section/ Ad Noting Ad Noting

scoresscores

Low Section/ Low Section/ Ad Noting Ad Noting

scoresscores

Not as targetedNot as targetedNot as targetedNot as targeted Requires Requires consumer actionconsumer action

Requires Requires consumer actionconsumer actionAd clutter Ad clutter

& & separationseparation

Ad clutter Ad clutter & &

separationseparationNew New

competitioncompetitionNew New

competitioncompetition





Circulation Circulation scandalscandal

Circulation Circulation scandalscandal

NewspaperPlus Radio

Radio reaches light Radio reaches light readers and readers and

younger customersyounger customers

Radio reaches light Radio reaches light readers and readers and

younger customersyounger customers

Ad size makes little impact on Ad size makes little impact on recall; reduce newspaper, add recall; reduce newspaper, add

radioradio

Ad size makes little impact on Ad size makes little impact on recall; reduce newspaper, add recall; reduce newspaper, add

radioradio

Radio creates Radio creates attention, interest, attention, interest, desiredesire

Radio creates Radio creates attention, interest, attention, interest, desiredesire

Newspaper credited for Newspaper credited for actionactionNewspaper credited for Newspaper credited for actionaction

Radio reaches Radio reaches shoppers closest shoppers closest

to purchaseto purchase

Radio reaches Radio reaches shoppers closest shoppers closest

to purchaseto purchase

NewspaperPlus Radio

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

8 Spots8 Spots8 Spots8 Spots



Newspaper Ad Newspaper Ad RunsRuns

Newspaper Ad Newspaper Ad RunsRuns

NetworksNetworks

NetworksNetworks

Broadcast TV

Broadcast TV

NetworksNetworksABCABC

CBSCBS

FoxFox

NBCNBC

CWCW

IonIon

MyNetworkTVMyNetworkTV

NetworksNetworksABCABC

CBSCBS

FoxFox

NBCNBC

CWCW

IonIon

MyNetworkTVMyNetworkTV

IndependenIndependen

tsts

IndependenIndependen

tsts

Broadcast TV:The Up Side

Widespread Widespread reachreach

Widespread Widespread reachreach

High time High time spent spent

viewingviewing

High time High time spent spent

viewingviewingA way of A way of

lifelifeA way of A way of

lifelife Mass Mass exposureexposure

Mass Mass exposureexposure

Visual appealVisual appealVisual appealVisual appealHigh agency High agency

interestinterestHigh agency High agency

interestinterest

Broadcast TV:The Down Side

Decreasing Decreasing audience audience (67%-(67%-

41%)41%)


41%)41%)

VCR / VCR / DVD / DVR DVD / DVR

useuse


useuse

“Will prime time be nibbled

to death by digital video

recorders, broadband and

on-demand options?”

ABC Backs Off On Including

DVR Users In Ad RatesDOW JONES NEWSWIRESJune 6, 2006 6:45 p.m.

By David B. Wilkerson The ABC Television Network said it would no longer insist that advertisers include viewers who use digital video recorders to watch its shows as part of the audience used to set advertising rates.

All of the U.S. TV networks are currently trying to sell commercial time for the fall season, in a process known as the "upfront."

In setting its ad rates, ABC had been attempting to have advertisers recognize Nielsen Media



41%)41%)


41%)41%)


useuse


useuse

ABC Backs Off On Including DVR Users In Ad Rates



41%)41%)


41%)41%)


useuse


useuse

Audience Audience fragmentatifragmentati

onon


onon

SurfinSurfingg

SurfinSurfingg

TV Industry Frets

As Nielsen to Unveil Ad Ratings

By BRIAN STEINBERG

September 25, 2006; Page B3

For many television executives, particularly at cable channels that carry a lot of

commercials, Nov. 18 might be a good day to be out of the office.

That is the day Nielsen Media Research is scheduled to release, for the first time, formal

ratings for commercial breaks. The ratings will show advertisers how many people watch

TV Industry FretsAs Nielsen to Unveil Ad Ratings



41%)41%)


41%)41%)


useuse


useuse


onon


onon

SurfinSurfingg

SurfinSurfingg

Relationship Relationship to incometo income

Relationship Relationship to incometo income

Skyrocketing Skyrocketing production production

costscosts

Skyrocketing Skyrocketing production production

costscosts

Broadcast TelevisionPlus Radio

Radio Radio doubles your doubles your

impact on impact on upscale HHsupscale HHs

Radio Radio doubles your doubles your

impact on impact on upscale HHsupscale HHs

Theater of the Theater of the mind transfers mind transfers

the video the video imageimage

Theater of the Theater of the mind transfers mind transfers

the video the video imageimage

Radio offers efficiency in Radio offers efficiency in productionproduction

Radio offers efficiency in Radio offers efficiency in productionproduction

Radio offers efficiency in Radio offers efficiency in schedulesschedules

Radio offers efficiency in Radio offers efficiency in schedulesschedules

Cable TV

Cable:The Up Side

Growth: Growth: 67% 67%

penetratiopenetrationn

Growth: Growth: 67% 67%

penetratiopenetrationn

Relatively Relatively inexpensivinexpensiv

ee

Relatively Relatively inexpensivinexpensiv

ee

TargetinTargetingg

TargetinTargetingg

Consumer Consumer acceptanceacceptanceConsumer Consumer

acceptanceacceptance

Better ratings in Better ratings in the summer, year the summer, year

aroundaround

Better ratings in Better ratings in the summer, year the summer, year

aroundaround

Cable:The Down Side

Relatively Relatively small small

audiencesaudiences


audiencesaudiences

Cable:The Down Side

Source: www.nielsenmedia.com

5.2 5.2

÷ ÷ 283 283 = = 1.

81.8

1.5 Rating

Less

17%Less

17%

= = 1.51.5

Cable:The Down Side


audiencesaudiences


audiencesaudiences

Limited Limited reach reach (67%)(67%)


Cable:The Down Side


audiencesaudiences


audiencesaudiences



FragmentatioFragmentationn


Cable:The Down Side


audiencesaudiences


audiencesaudiences





Cable:The Down Side


audiencesaudiences


audiencesaudiences





Ad clutterAd clutterAd clutterAd clutter

Poor ad Poor ad qualityqualityPoor ad Poor ad qualityquality

Cable TVPlus Radio

Radio Radio increases increases

reachreach

Radio Radio increases increases

reachreachBuild frequency by Build frequency by combining the right combining the right radio programs with radio programs with the right Cable TV the right Cable TV

programsprograms

Build frequency by Build frequency by combining the right combining the right radio programs with radio programs with the right Cable TV the right Cable TV

programsprograms

Radio offers Radio offers promotionspromotionsRadio offers Radio offers promotionspromotions

Radio improves quality of Radio improves quality of creative cost-effectivelycreative cost-effectively

Radio improves quality of Radio improves quality of creative cost-effectivelycreative cost-effectively

Outdoor:The Up Side

Strategic Strategic placemeplaceme

ntnt

Strategic Strategic placemeplaceme

ntnt

Attention Attention grabbinggrabbingAttention Attention grabbinggrabbing

Fairly low Fairly low costcost

Fairly low Fairly low costcost

24-hour24-hour24-hour24-hour

DirectionalDirectionalDirectionalDirectional

New technology New technology and more and more optionsoptions

New technology New technology and more and more optionsoptions

Outdoor:The Down Side

BrevityBrevityBrevityBrevity Limited Limited availabilitavailabilit

yy

Limited Limited availabilitavailabilit

yyLack of Lack of measurememeasureme

ntnt

Lack of Lack of measurememeasureme

ntnt Low Low recallrecallLow Low

recallrecall

Poor imagePoor imagePoor imagePoor image

InflexibleInflexibleInflexibleInflexible

OutdoorPlus Radio

Radio Radio improves improves

reachreach

Radio Radio improves improves

reachreach Radio can add Radio can add details to outdoor’s details to outdoor’s

brief messagebrief message

Radio can add Radio can add details to outdoor’s details to outdoor’s

brief messagebrief message

Radio and outdoor together reach Radio and outdoor together reach driversdrivers

Radio and outdoor together reach Radio and outdoor together reach driversdrivers

Yellow Pages:The Up Side

WidespreWidespread ad (97% of (97% of

HH)HH)

WidespreWidespread ad (97% of (97% of

HH)HH)Usage Usage (58% (58%

weekly)weekly)Usage Usage (58% (58%

weekly)weekly)

Reference Reference tool tool (50% (50%

undecided on undecided on company before)company before)

Reference Reference tool tool (50% (50%

undecided on undecided on company before)company before)

Targets Targets customercustomer

ss

Targets Targets customercustomer

ss

Yellow Pages:The Down Side

Limited Limited exposure exposure (42% (42%

don’t use)don’t use)

Limited Limited exposure exposure (42% (42%

don’t use)don’t use)

Minimal Minimal consumer consumer awarenessawareness

Minimal Minimal consumer consumer awarenessawareness

Ad clutterAd clutterAd clutterAd clutterInconvenieInconvenie

ntntInconvenieInconvenie

ntnt

InflexibleInflexibleInflexibleInflexible Too many Too many booksbooks

Too many Too many booksbooks

Interactive Interactive directoriesdirectoriesInteractive Interactive directoriesdirectories

Yellow PagesPlus Radio

Create Create demanddemandCreate Create

demanddemand Make copy revisionsMake copy revisionsMake copy revisionsMake copy revisions

Increase top of mind Increase top of mind awarenessawareness

Increase top of mind Increase top of mind awarenessawareness

Draw attention to your Yellow Draw attention to your Yellow Pages adPages ad

Draw attention to your Yellow Draw attention to your Yellow Pages adPages ad

Influence buyers before they decide Influence buyers before they decide to buyto buy

Influence buyers before they decide Influence buyers before they decide to buyto buy

How to Out-SellYour Media

CompetitionLearn about Learn about competitive competitive

mediamedia

Learn about Learn about competitive competitive

mediamedia

Understand Understand client’s media client’s media perceptionsperceptions

Understand Understand client’s media client’s media perceptionsperceptions

Have empathy for Have empathy for client’s media client’s media

thinkingthinking

Have empathy for Have empathy for client’s media client’s media

thinkingthinking

““And at the same And at the same time, one of my time, one of my

concerns …”concerns …”

““And at the same And at the same time, one of my time, one of my

concerns …”concerns …”

Show dangers of Show dangers of putting $$ in one putting $$ in one

media basketmedia basket

Show dangers of Show dangers of putting $$ in one putting $$ in one

media basketmedia basketHelp client get Help client get

comfortable comfortable reallocating $$$reallocating $$$

Help client get Help client get comfortable comfortable

reallocating $$$reallocating $$$Start small … grow Start small … grow

bigbigStart small … grow Start small … grow

bigbig

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