Adapting to the Changing Media Landscape From newspaper

Let’s state the obvious The Digital Revolution is shaking the foundation of all business

We’re all touched by the Revolution l l l Local and National Broadcast Television

Adjustment Strategies l Adjust cost structures to correspond to revenue flow. l Concentrate on

Core Competencies l Independent & Credible Local Content Provider – Community Watchdog l Highly-Effective

The Importance of Content l Original content separates us from the pack l Journalism

What do our customers tell us? l Our long-term readers and advertisers depend on

Mlive. com is #1 in Michigan October 2010 Total Unique Visitors (000) MLive. com

mlive. com/jackson - January l 1, 804, 769 total page views l 281, 025

Our Marketing Strength has never been greater l l l Multi-Platform solutions with online

Product Line: Traditional Print Jackson Citizen Patriot Sunday: 77, 000+ readers; Daily: 65, 000+

Digital Ads l Online display advertising impression campaigns Leaderboards l Rectangles l Half-page ads

Business Listings l Print & Online Enhanced Business Listings to help your business be

Data Distribution We distribute the data from MLive. com Business Listing Profiles to over

Search Engine Marketing MLive. com manages your paid search campaign on search engines such

New Business Model Tuesday, Thursday, Sunday home delivery of print newspaper l Single copy

There is a future--just different --We must change with the times --We’re doing it

How Does This Affect Nonprofits You must think differently when developing a marketing plan.

Working with the Media Effectively l l l Developing a relationship, knowing who to

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Adapting to the Changing Media Landscape From newspaper to multi -media company

Let’s state the obvious The Digital Revolution is shaking the foundation of all business models and altering forever the media landscape. l This revolution is largely positive for consumers. l Our lingering economic crisis is forcing the pace of change to accelerate. l Newspapers are often singled out, but far from alone in this disruption. l

We’re all touched by the Revolution l l l Local and National Broadcast Television Cable Local Radio Postal Service Education Your Organization – No one is left out.

Adjustment Strategies l Adjust cost structures to correspond to revenue flow. l Concentrate on core competencies. l Embrace change rather than living in a state of denial.

Core Competencies l Independent & Credible Local Content Provider – Community Watchdog l Highly-Effective Marketing Solutions l Excellent Area-wide Distributor

The Importance of Content l Original content separates us from the pack l Journalism rises above “commodity” – credible, relevant, independent, local l The need for a free press in a democracy is clear - watching the powers that rule over us

What do our customers tell us? l Our long-term readers and advertisers depend on what is in print – and we intend to deliver. l People want information in different ways Facebook and other social media l Mobile phones l Tablets l l Local news is highly valuable

Strength in Multi-Platform l l l Daily and Sunday Citizen Patriot Email Newsletters i. Pads and other tablet i. Phones & Androids Laptops & Desktops Mlive. com – the most popular news website in Michigan, and Jackson!

Mlive. com is #1 in Michigan October 2010 Total Unique Visitors (000) MLive. com 2 876 freep. com 2 281 detnews. com 1 829 myfoxdetroit. com 1 109 clickondetroit. com 812 woodtv. com 534 wzzm 13. com 350 lansingstatejournal. com 303 wxyz. com 247 wnem. com 170 0 500 Source: com. Score Unified Digital Measurement, October 2010 1 000 1 500 2 000 2 500 3 000

mlive. com/jackson - January l 1, 804, 769 total page views l 281, 025 unique views l 60, 000 daily page views l 5, 000 unique visitors daily on Jackson homepage

Our Marketing Strength has never been greater l l l Multi-Platform solutions with online power -Packaging print & digital Online display ads, business listings and shopping databases Email Newsletters Search Engine Marketing, Site Visibility solutions, mobile, text and video Coupons, in print and online Powerful Analytics Capabilities

Product Line: Traditional Print Jackson Citizen Patriot Sunday: 77, 000+ readers; Daily: 65, 000+ readers

Digital Ads l Online display advertising impression campaigns Leaderboards l Rectangles l Half-page ads l

Email Advertising • Real-Time Newsletter • Top Headlines • Obits • Shopping • Entertainment • Weather • Lottery

Business Listings l Print & Online Enhanced Business Listings to help your business be visible

Data Distribution We distribute the data from MLive. com Business Listing Profiles to over 130 directory sites l

Search Engine Marketing MLive. com manages your paid search campaign on search engines such as Google, Yahoo and Bing. l

New Business Model Tuesday, Thursday, Sunday home delivery of print newspaper l Single copy editions Monday, Tuesday, Friday, Saturday l E-Edition 7 days l Updated news 24/7 at www. mlive. com/jackson l

There is a future--just different --We must change with the times --We’re doing it from a position of strength --We MUST preserve journalism in our local community for a long time to come.

How Does This Affect Nonprofits You must think differently when developing a marketing plan. l Digital needs to be a part of any marketing plan l People are accessing information on your organization via search. How do you fare? l We can help you understand the new world l

Working with the Media Effectively l l l Developing a relationship, knowing who to call Reporters are still reporters--but doing many different things Know how to write a press release Know where to send it; follow up Make it easy for us Learn how to contribute content online