The World Has Changed

Since 1996, NYTimes.com has been a leader in online advertising solutions.

• Consumers have changed • Marketing has changed• Online advertising has changed

199619982004

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A Trusted Source

84% of registered users trust the news on NYTimes.com more than on other sites.*

NYTimes.com Unique Users Growth 1997 – 2003

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*Sources: Roper ASW Survey of NYTimes.com registered users, July 2003; Chart Source: NYTimes.com Internal DDS.

Why Do Readers Choose NYTimes.com?

NYTimes.com editorial awards

• 2003 EPpy Award for Best Overall Newspaper Site from Editor & Publisher magazine

• 2003 EPpy Award for Best Special Feature, for “102 Minutes: Inside the Towers”multimedia feature from Editor & Publisher magazine

• 2003 Digital Edge (or “Edgie”) award for Best Overall News Site from NewspaperAssociation of America (NAA)’s New Media Federation

• 2003 Breaking News Award for NYTimes.com’s coverage of the war in Iraq from the Online News Association (ONA)

• 2003 Excellence in Online Journalism Award from National Press Foundation (NPF)

• 2003 Media Tenor’s International Online Media Award

NYTimes.com Sales Awards

• ASPY Award for Best Overall Web Site Representation from the Aspen Group

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88% rate the quality of the reporting on NYTimes.com higher than on other sites.*

*Sources: Roper ASW Survey of NYTimes.com registered users

NYTimes.com Reaches an Audience of Top Influencers

Worldwide Readership13.6 million

outside the U.S.in the U.S.

20%

80%

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According to Roper ASW, 50% of NYTimes.com readers are Influentials®.

These readers are affluent, educated and in positions of power and leadership in their work and in their communities. They are the leaders who are admired by friends and colleagues.

• Educated – 73% College Grads or Post-Graduate• Affluent – 32% have household incomes over $100,000

*Sources: Roper ASW Survey of NYTimes.com registered users; Chart Source: Nielsen-NetRatings, December 2003

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The New York Times Audience Tops 16 Million

The total combined audience of The New York Times, Including both NYTimes.com and the print newspaper in the U.S. equals 16.3 millionOf that total audience, the duplication (people who read both online and print) is 16%

Source: Nielsen NetRatings @Plan, Fall 2003; NYTimes.com audience equals 10 million; NYT newspaper audience equals 9 million

NYTimes.com past 30 days readers

New York Times print yesterday’s readers16%

Among NYTimes.com Readers Among New York Times Print Readers

27% of people who read NYTimes.com in the past 30 days, also read the NYT newspaper yesterday

30% of people who read the NYT newspaper yesterday, also read NYTimes.com in the past 30 days

27% 30%

Connect With a Large and Influential Audience

NYTimes.com has an extensive database of reader-supplied information allowing you to access your ideal audience.

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Connect to People, Not Impressions

NYTimes.com is a leader in developing innovative, results-driven advertising programs, including:

Surround Sessions• Control every major ad position• Maintain total share of voice across consecutive pages of user’s session

Site Sessions• Take Surround Sessions one step further by targeting by Dayparts• Reach readers during the day, especially the at-work audience

Behavioral Targeting• Pinpoint readers based on demonstrated interests• Place readers into contextual categories based on editorial usage

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Surround Sessions Movie

The Perfect Marketplace for Your Message

Business

• Marketplace and economic news

• Personal finance columns linked to a robust company research area

Travel

• More than 400 destination guides

• Online planning and booking tools

• Virtual destination tours

Movies

• More than twenty years of The New York Times reviews

• “Critic Picks” with recommendation from Times film critics Stephen Holden, Elvis Mitchell and A.O. Scott

• Exclusive reader forums

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Automobiles • Edmunds.com patented True Market Value® Tool• Industry news and analysis• Robust database of reviews, advice and dealer listings

Business • Marketplace and economic news• Personal finance columns linked to a robust company research area

Movies • More than twenty years of The New York Times reviews• “Critic Picks” with recommendation from Times film critics Stephen Holden, Elvis Mitchell and A.O. Scott• Exclusive reader forums

Travel • More than 400 worldwide destination guides• Online planning and booking tools• Virtual destination tours

Real Estate • Largest database of residential and commercial listings in New York• Exclusive catalog of luxury and vacation homes nationwide

Dynamic Advertising Programs

NYTimes.com is a leader in developing and implementing a variety of online advertising units and programs – from traditional formats to groundbreaking innovations.

• HomePage Positions • Full-Page Interstitials • Pop Ups/Pop Unders• Video Ads • Search Sponsorships • Site For A Day• Text Links • Partner Registration Boxes • Sponsored Archives

Half page InterstitialsDhtml

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Enhance Your Advertising Message

Benefit not only from our extensive marketing experience, but also from our trusted brand.• Leverage 150 years of content for a custom Sponsored Archive• Exclusive environment to fully integrate your message• Build around the image of your brand or product

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Sponsored Archives

Crossword Puzzles Sweepstakes

Reach Out To Your Audience

NYTimes.com’s suite of e-mail products brings the quality and integrity of The New York Times directly to readers’ inboxes.

Daily Newsletters• Today’s Headlines• DealBook

Advertiser Exclusive Newsletters• NYTimes.com Ad Mail• Great Getaways• TicketWatch• Sophisticated Shopper

Weekly Newsletters• In Advertising• Circuits• Travel Dispatch• DriveTimes• Movie Update• New York Style• Your Money• Books Update

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FAQ – Site Statistics

Q.How often is the site updated?A. NYTimes.com provides continuous news coverage, updated every 10 minutes,

which is 144 times each day.

Q.Is all of the content from The New York Times newspaper available on NYTimes.com?

A. Yes, all of the newspaper content—including the Sunday Magazine—is on the site, with the exception of some graphs and photos. In addition, the site provides a variety of multimedia content and useful tools, such as the ability to get mortgage rates, look up movie show times and book airline reservations, that can only be found online.

Q.Do you have to pay to read NYTimes.com?A. No, the site content is free. There is a nominal fee for archived articles.

Q.Why do you have to register to use the site?A. Weighing the pros and the cons of registration, NYTimes.com has determined

from the beginning that the value of the information we learn about our readers and the ability to offer demographic targeting to our advertisers continue to make registration worthwhile.

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FAQ – Audience Statistics

Q.How many people visit NYTimes.com?A. Over 1 million unique readers per day and over 10 million unique readers per

month visit NYTimes.com from the U.S. alone.

Q.What percentage of readers are in the NY DMA?A. 16% of the U.S. readers are in the NY DMA.

Q.What is the duplication with The New York Times newspaper?A. 26% of NYTimes.com readers also read The New York Times newspaper daily.

Q.What is the average age of NYTimes.com readers?A. The mean age is 43 years.

Q.What is the average annual HH income of NYTimes.com readers?A. The mean HH income is $86,648.

Q.What is the education of NYTimes.com readers?A. 73% are college graduates and 44% have post-graduate education.

Q.What is the reach of NYTimes.com?A. NYTimes.com is the #1-reaching newspaper site on the Web, and has been for

years. In July, the site reached 6% of all online users in the U.S.

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Source: Nielson-Net Ratings, January 2004; @Plan, Winter 2004

The top four most popular (or least unpopular) Web ad formats are:

1.Banners 2.Skyscrapers 3.Pop-in Between Ads / Interstitials 4.Ads with Audio