presentation demonstrating how Microsoft Tags can be used in Editorial news for the San Diego Union Tribune

1. Microsoft Tags for Editorial By Brandy Stemen Emerging Media Product Manager The San Diego Union Tribune

2. What if? … with the click of a mobile barcode our readers could see live breaking news information, compelling action videos, or in depth details on the story they are reading? …within seconds readers could share the headline story to their friends on Facebook? …readers could easily enter contests, answer poll questionnaires or join our social networks using their mobile device?

3. Solution = Microsoft TAG With Microsoft TAG all of this and more are possible. Tag is a free software created by Microsoft that creates a barcode When the printed barcode is scanned with the “Tag Reader” application using a mobile device, the barcode directs the consumer to information The information the “Tag Reader” application displays to consumers is one of these features: To a URL or Mobile Website To Dial a phone number To display a free text message To upload a contact to the mobile device (vcard) No fees to use Microsoft TAG Easy to create a TAG barcode in less than 2 minutes from start to finish Printed barcodes can be reused or redirect changes instantly via the Tag system, so if you want to use a stagnant printed barcode, but change the url in regards to what people see, it can be changed at any time.

4. Why Mobile Solutions?

5. Three things your readers never leave home without: Mobile is High touch, High Connection, High Action: Why Mobile Solutions? 82% of the U.S. adult population own a mobile device.# San Diego is 2nd in the nation in smart phone usage.* Mobile Internet usage has grown approximately 25% per year over the last three years.† 88% of iPhone users access mobile Web approximately five times greater than the average cell phone consumer. Sources: # Pew Internet & American Life Project, *Scarborough Local Market Studies among top 25 DMAs for adult population, Release 2, 2008 (12 months), and 2009 San Diego Scarborough Report, Release 1. †Waves 1-5. Oct. 2005 - March 2009. †*Neilsen Mobile. 98% of those are read within 3 minutes 94% of all text messages are read 44% of people access news via their mobile phones, social media, online

6. Why Mobile Solutions? To Reach Today's Audience. For the first time, the internet has surpassed TV as the “most essential” medium, according to the latest Infinite Dial study by Arbitron and Edison Research. 04.06.10

7. Samples BREAKING NEWS Scan the barcode below with your mobile device to be connected with the latest breaking news. 24/7 THE WORLD BREAKING NEWS Scan the barcode below with your mobile device to be connected with the latest breaking news. 24/7

8. Samples Galapagos Tortoise Video Scan the barcode below with your mobile device to see a video Note: zoo video at http://www.sandiegozoo.org/videos/?bcpid=4552241001&bctid=590964785001 must be made mobile capable prior to phone reading.

9. Samples Padres Video Scan the barcode below with your mobile device to see a video

10. Samples Weather Scan the barcode below with your mobile device to be connected with the latest weather conditions

11. Samples Book Your Sonoma-Cutrer Tour Scan the barcode below to see the Sonoma-Cutrer website or to tour the winery

12. Samples Connect to Videos Scan the barcode to watch Jeff share his vision of the new U-T

13. Samples Connect to in Depth Stories Scan the barcode to be linked to another TV story on Signon.mobi website

14. Samples Join Facebook Conversations Scan the barcode to be linked to our facebook Page, where you can share your opinion on this. Join Facebook Conversations

15. Statistics See complete Report at: http://www.pewinternet.org/Reports/2008/Mobile-Access-to-Data-and-Information/Data-Memo-Findings.aspx

16. Statistics See complete Report at: http://pewinternet.org/Reports/2010/Mobile-Access-2010/Part-2.aspx

17. Reports The Beauty of Microsoft Tag is that it also has a reporting function, where you can track how many “scans” there are of a single barcode, and view heat maps of where the codes were scanned.

18. Questions? Feel Free To contact me at any time: