1. 1 Brand Equity in a Fragmented Media Landscape Goli Sheikholeslami April 29, 2010

2. What is Brand Equity? Added value for consumers of news from …versus news from any other source 2

3. Background: Consumers’ choice for media channels have mushroomed…. Growth of cable television and the Internet has fragmented traditional media 92% of Americans use multiple platforms to get news on a typical day Only 7% typically get their daily news from a single media platform3 The Internet has become a mainstream medium Projections indicate there will be more than 220 million internet users in the United States by the end of this year1 67 million US adults accessed the internet via a mobile browser last December This December, 84 million are expected to do so2 1eMarketer, February 2010 2eMarketer, November 2009 3Pew Research Study; Understanding the Participatory News Consumer; 2010

5. Local-interest magazines

6. Niche local newspapers

8. The “New” World Order: More Consumer Choice in Media Vehicles 6 Market: The world Platform: ALL!!

9. Act Early 7 What Have We Done to Stay Competitive? 2. Take Advantage of New Storytelling Tools 3. Utilize New Methods of Audience Acquisition 4. Take our Content Directly to Audiences: Where They Want It, When They Want It

10. Act Early: Protect Stakeholders 8 Advertisers Readers Community Journalists

11. Our 1995 Home Page 9

12. 1999 10

13. 2005 11

14. 2010 12

15. New Storytelling Tools 13

16. New Storytelling Tools 14

17. New Storytelling Tools 15

18. Acquiring New Audiences: Three Sources of Traffic 16 Partnerships (Website Referral) Natural Search (SEO Optimization) The Loyalists (Typed/Bookmarked)

19. New Methods to Acquire Audience Network News: Easily share wp.com content with your Facebook friends 17

20. Bringing Our Content to Users: Where they want it, when they want it 18

22. Understanding that the job only begins with publication

23. In other words, recognizing that we still had to do everything we did before WHILE doing all the new stuffUser Engagement Content Multi-format Publishing

24. 21 Questions?