Daniel Williams presentation at The 2017 ROUNDTABLE in Vail, CO

1. TREATING THE CUSTOMER AS A STRATEGIC ASSET:
MULTI-PLATFORM AUDIENCE GROWTH AT THE DAY PUBLISHING COMPANY

2. ABOUT THE DAY PUBLISHING COMPANY
THE ROUNDTABLE | VAIL, CO
• Independently-owned daily publishing company based in New London, CT
• Owned by a split-interest trust, established in 1939:
• Operate the daily newspaper serving New London County, CT
• Support a charitable foundation (the Bodenwein Public Benevolent Foundation)
• All earnings distributed to the community through the Foundation
• The board of trustees cannot sell The Day unless it loses money in consecutive years

3. 2010: SITUATIONAL ASSESSMENT
THE ROUNDTABLE | VAIL, CO
• Continued erosion of print circulation, national pre-prints and private party advertising
• Digital advertising insufficient to offset traditional advertising declines
• 40% sell-through rate on digital
• Too much inventory!
• Downward pressure on advertising rates (print and digital)
• Must look increasingly to the consumer to fund the organization

4. 2010: INDUSTRY LANDSCAPE
THE ROUNDTABLE | VAIL, CO
• Paid content models were unproven as an approach
• Limited technology options for managing access control and authentication
• Those that existed were sub-optimal (poor UI/UX and “black box”)
• Apple and Amazon commanding 70% revenue “share” for purchases made in-app
• Confusion/lack of clarity from audit bureau on the definition of digital customer relationship
• Internal resistance to any form of digital content access control

5. LAYING THE FOUNDATION
THE ROUNDTABLE | VAIL, CO
2010: Strategic process to clarify mission and move into the future as a comprehensive hub of content
and conversation with a local connection
2010

6. THE ROUNDTABLE | VAIL, CO
We will derive a fair value for the
content and services provided to
readers and advertisers
DEFENDING THE POSITION

7. THE ROUNDTABLE | VAIL, CO
Technology decisions must fit
the business strategy
DEFENDING THE POSITION

8. THE ROUNDTABLE | VAIL, CO
We will preserve our direct
relationship with the customer
DEFENDING THE POSITION

9. THE ROUNDTABLE | VAIL, CO
RE LA TION SHIP
“the way in which two or more concepts, objects, or
people are connected, or the state of being connected.”

10. THE ROUNDTABLE | VAIL, CO
RE LA TION SHIP
“the way in which two or more concepts, objects, or
people are connected, or the state of being connected.”

11. THE ROUNDTABLE | VAIL, CO
metering is not a strategy

12. THE ROUNDTABLE | VAIL, CO
strategy is to build customer
relationships that can be monetized

13. BUILDING THE INFRASTRUCTURE
THE ROUNDTABLE | VAIL, CO
2011: Investment in data infrastructure to support a consumer-centered business model
2010 2011
HOUSEHOLDS
CUSTOMERS
DEMOGRAPHICS
CONTESTING
NEWSLETTERS
MERCHANT DATA

14. BUILDING THE “AUDIENCE OF THE FUTURE”
THE ROUNDTABLE | VAIL, CO
2010 2011 2012
2012: Membership model launch to provide value-added benefits to those who support us financially

15. HOW DO WE CAPTURE DATA?
THE ROUNDTABLE | VAIL, CO

16. HOW DO WE USE THE DATA?
THE ROUNDTABLE | VAIL, CO
• Drive activation through engagement
• Target legacy and sponsored content
features to location and device
• Develop new products driven by
market preferences
• Leverage social networks for
consumers of content to become
distributors of content

17. USER REGISTRATION: BUILDING BLOCKS OF THE AUDIENCE DATABASE
THE ROUNDTABLE | VAIL, CO
30,000
60,000
90,000
120,000
150,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
SiteRegistrationontheday.com
Site Registration
Site Registrations

18. USER REGISTRATION: BUILDING BLOCKS OF THE AUDIENCE DATABASE
THE ROUNDTABLE | VAIL, CO
30,000
60,000
90,000
120,000
150,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
SiteRegistrationontheday.com
Site Registration Membership
Site Registrations
Membership

19. USER REGISTRATION: BUILDING BLOCKS OF THE AUDIENCE DATABASE
THE ROUNDTABLE | VAIL, CO
30,000
60,000
90,000
120,000
150,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
SiteRegistrationontheday.com
Site Registration Membership Newsletters
Site Registrations
Membership
Newsletters

20. USER REGISTRATION: BUILDING BLOCKS OF THE AUDIENCE DATABASE
THE ROUNDTABLE | VAIL, CO
30,000
60,000
90,000
120,000
150,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
SiteRegistrationontheday.com
Site Registration Membership Newsletters Contesting
Site Registrations
Membership
Newsletters
Contesting

21. USER REGISTRATION: BUILDING BLOCKS OF THE AUDIENCE DATABASE
THE ROUNDTABLE | VAIL, CO
30,000
60,000
90,000
120,000
150,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
SiteRegistrationontheday.com
Site Registration Membership Newsletters Contesting Deals
Site Registrations
Membership
Newsletters
Contesting
Deals

22. OUTCOME: TRANSFORM RAW CUSTOMER DATA INTO STRATEGIC ASSETS
THE ROUNDTABLE | VAIL, CO
Total household
income +$150,000
Homeowner
since 2006
Active Sunday home
delivery subscriber
Registered online as
msmith74@gmail.com
Interested in
Foreign Travel
Available home
equity +$200,000
Indexes high for
contest participation
$931.11 in consumer
revenues since 2012
Female - 44
years of age
11B - Fortunes & Families
Personicx lifestage segment
Married with
3 children
Masters degree
education
Enrolled in breaking
news email alerts
Interest in furniture
& home decorating
AMEX Platinum
card holder
Mail order buyer
prefers direct mail
Ms. Mary Smith
2415 Willow Glen Dr
Old Lyme, CT 06371
Ms. Mary Smith
2415 Willow Glen Dr
Old Lyme, CT 06371

23. THE ROUNDTABLE | VAIL, CO
With the audience foundation in place,
business transformation accelerated
BUSINESS TRANSFORMATION

24. KNOWLEDGE OF AUDIENCE DRIVES DECISION-MAKING
THE ROUNDTABLE | VAIL, CO

25. MODELING & SEGMENTATION ENABLES MARKETING OPTIMIZATION
THE ROUNDTABLE | VAIL, CO

26. MODELING & SEGMENTATION ENABLES MARKETING OPTIMIZATION
THE ROUNDTABLE | VAIL, CO

27. MODELING & SEGMENTATION ENABLES MARKETING OPTIMIZATION
THE ROUNDTABLE | VAIL, CO

28. MODELING & SEGMENTATION ENABLES MARKETING OPTIMIZATION
THE ROUNDTABLE | VAIL, CO

29. LEVERAGING AUDIENCE DATA TO DRIVE REVENUE DIVERSIFICATION
THE ROUNDTABLE | VAIL, CO
2010 2011 2012 2013
2013: Restructured to place consumer revenues and product development under the audience division
50%
10%
10%
25%
5%
OLD PARADIGM
Display Classified Digital Circulation Other
50%
45%
5%
NEW PARADIGM
Ad Inventory Audience Other

30. CONNECTING ADVERTISERS WITH AUDIENCES (PRINT)
THE ROUNDTABLE | VAIL, CO
2010 2011 2012 2013 2014
2014: Content marketing division launched with dedicated copywriter and marketing campaign manager

31. CONNECTING ADVERTISERS WITH AUDIENCES (DIGITAL)
THE ROUNDTABLE | VAIL, CO
2010 2011 2012 2013 2014 2015
2015: Affinity newsletter curriculum unveiled to connect local advertisers with engaged consumers

32. LAUNCH OF AUDIENCE-BASED MARKETING SOLUTIONS DIVISION
THE ROUNDTABLE | VAIL, CO
2010 2011 2012 2013 2014 2015 2016
2016: D2 Media Solutions launched to leverage data for providing end-to-end marketing services to SMBs

33. TRADITIONAL CONSUMER (PRINT SUBSCRIPTION) REVENUES
THE ROUNDTABLE | VAIL, CO
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
5,500,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
ConsumerRevenuesinMillions
Print Subscriptions

34. MONETIZING AUDIENCE “DIRECTLY” & “INDIRECTLY”
THE ROUNDTABLE | VAIL, CO
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
5,500,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
ConsumerRevenuesinMillions
Print Subscriptions
Promotional Contests
Second Street Promotional Marketing Platform

35. MONETIZING AUDIENCE “DIRECTLY” & “INDIRECTLY”
THE ROUNDTABLE | VAIL, CO
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
5,500,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
ConsumerRevenuesinMillions
Print Subscriptions
Promotional Contests
Daily Deals
Second Street Promotional Marketing Platform

36. MONETIZING AUDIENCE “DIRECTLY” & “INDIRECTLY”
THE ROUNDTABLE | VAIL, CO
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
5,500,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
ConsumerRevenuesinMillions
Print Subscriptions
Promotional Contests
Daily Deals
Digital Subscriptions
LEAP Dimensions Audience Platform Deployed / Membership Launched

37. MONETIZING AUDIENCE “DIRECTLY” & “INDIRECTLY”
THE ROUNDTABLE | VAIL, CO
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
5,500,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
ConsumerRevenuesinMillions
Print Subscriptions
Promotional Contests
Daily Deals
Digital Subscriptions
Newsletter Sponsorships
Consumer Revenues Organized Under Audience

38. MONETIZING AUDIENCE “DIRECTLY” & “INDIRECTLY”
THE ROUNDTABLE | VAIL, CO
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
5,500,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
ConsumerRevenuesinMillions
Print Subscriptions
Promotional Contests
Daily Deals
Digital Subscriptions
Newsletter Sponsorships
Sponsored Content Marketing
Content Marketing Division Established

39. MONETIZING AUDIENCE “DIRECTLY” & “INDIRECTLY”
THE ROUNDTABLE | VAIL, CO
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
5,500,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
ConsumerRevenuesinMillions
Print Subscriptions
Promotional Contests
Daily Deals
Digital Subscriptions
Newsletter Sponsorships
Sponsored Content Marketing
D2 Marketing Solutions
D2 Marketing Solutions Launched

40. THE ROUNDTABLE | VAIL, CO
30/70
PARTING THOUGHTS
At best, 30% of your audience will pay for access to content (print or digital). Your success rests in
your ability to monetize the other 70% in non-traditional or “indirect” ways.

41. THE ROUNDTABLE | VAIL, CO
Direct vs. Indirect
PARTING THOUGHTS
“Direct” revenues are where a reader pays you directly in the form of currency, whereas “Indirect”
revenues are where the publisher monetizes a customer based on the existence of a relationship

42. THE ROUNDTABLE | VAIL, CO
you cannot monetize a customer
relationship that does not exist
PARTING THOUGHTS

43. THE ROUNDTABLE | VAIL, CO
thank you
Dan Williams | Co-Founder/CEO
LEAP Media Solutions
daniel.williams@leapmediasolutions.com
860.710.5942 | @leap_ceo