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Trends in mobile: Mobiletech and The Globe

and MailGrowth and monetization strategies

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Mobile Context

Workflow

Integration

Business Models

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Learn more

Visit Mobiletech at booth 1.501,Hall 1

Visit our partners

Vizrt and Escenic at booth# 1.410

CCI Europe at booth# 1.310

Saxotechat booth# 1.335

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Globe and Mail Mobile: Our story so far

Angus Frame

Vice President, Digital Media

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Who are we? A Newspaper

Canadas NationalNewspaper, almost onemillion print-editionreaders a month

Considered Canadas

paper of record forBusiness and Nationalnews

Popular with nationalbrand advertisers seekinginfluential affluent

audience

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Who are we? A family of websites

Globeandmail.com -- a LeadingCanadian news destination,around 100M page views/month

Globeinvestor.com -- DominantCanadian finance site(globeinvestor.com) focused oninvestors; includes successfulsubscrition service

GlobeInvestorGOLD.com Collection of smaller vertical sitesin niche categories (Automotive,Education, Lifestyle etc.)

Steady revenue growth driven bydisplay advertising for nationalclients. Growing focus on premiumsponsorships and sophisticatedintegrated solutions andpartnerships with advertisers

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Only 1.5 years ago our mobile business was

insignificant

Mobile site hosted

and managed

externally

Minimal traffic

Minimal revenue

Low priority internally

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Then opportunity knocked

Vendor hosting ourmobile site terminatedour relationship

Invested intechnology fromMobiletech thatintegrated with ourCMS (CCI+Escenic)

Internal team

assumed control ofm.globeandmail.com

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Why Mobiletech?

Seamless integration with Escenicplatform (Globe went live on Escenic in

May, 2009)

Gave us full control and flexibility overrevenue model

Gave us full control over content and

presentation decisions

Were able to meet our very tight deadline

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Results: Organizational Change

Globeandmail.mobi wentlive on July 1, 2009

(exactly on deadline)

Globe created small

internal team to focus on

mobile (product manager,editor)

Refined experience and

carefully directed traffic to

new mobile site with

email, SMS etc.

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Results: Traffic

Monthly unique visitors went from 45,807

in June 2009 to 544,887 in June 2010, anincrease of more than 1000%

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Results: Revenue

Once traffic volume was established, significantadvertising opportunities were available

Created mobile sponsorship packages for major

brand advertisers that allowed them to purchase

a portion of all mobile inventory Mobile revenue forFY10 was 229% of plan, with

almost all of the revenue coming in final two

months of the year (Globe fiscal ends Aug. 31)

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Whats next?

Mobile a corporate priority for FY11,believe growth in FY10 is only the

beginning

Focused on product enhancements and

revenue generation

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Thank-you