Profiting from Convergence Discovering and Retaining the Online

Profiting from Convergence Discovering and Retaining the Online Customer Scott Woelfel Vice President And Editor in Chief

The Mission of New Media To work through various delivery methods to extend and enhance a core brand, while being true to its character, and in doing so, make it more valuable.

A Well-Known Example Each day we must make Coca-Cola more acceptable, more available, more affordable to more people in more situations than the day before. Put another way, success largely depends on our ability to make it impossible for the consumer to escape Coca-Cola. ” Roberto C. Goizueta

The Mission of CNN Interactive Allow anyone anywhere in the world to receive branded CNN news when and how it is convenient to that person.

Editorial History z Division formed in January 1995 y. First business: Compu. Serve and CD-ROMs z First web site launched in August 1995 z Current staff — 160 employees y 110 editorial y 35 technical y 15 business and administrative (100 other employees employed in new media in other divisions. )

What is CNN Interactive? z 8 Web sites y 6 managed by CNN Interactive, 2 by sister networks CNNSI and CNNfn

The Web Sites z CNN. com - General News z All. Politics. com - U. S. Political News z CNNfn. com - Financial News from CNNfn TV z CNNSI. com - Sports News from CNNSI TV z Custom News - Personalized News Service z Svenska CNN - CNN in Swedish z CNN en Español - CNN in Spanish z CNN em Portugues - CNN in Portuguese

What is CNN Interactive? z 8 Web sites z. E-mail services y. Headline News Mail y. Topical e-mail and Alerts

What is CNN Interactive? z 8 Web sites z. E-mail services z. Wireless services y. Page. Net pagers

What is CNN Interactive? z 8 Web sites z. E-mail services z. Wireless services y. Page. Net pagers y. Mobile phones

What is CNN Interactive? z 8 Web sites z. E-mail services z. Wireless services z. Enhanced television y. More on this later

What is CNN Interactive? A common thread runs through all of CNN Interactive’s products—they are true to the network’s mission while enhancing and extending the core brand.

Extending the Brand Starr Report Clinton/ Terrorism Weather/ Sports Lewinsky Diana Mars U. S. Elections Olympics Stock Market Clinton Video

% Respondents A Pattern of Frequent Use

A Pattern of Alternate Hour Use

A Pattern of Global Use

A Pattern of Global Use Top 10 Countries, Oct 1998 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. United States Canada Japan United Kingdom Malaysia Australia Israel Germany Sweden Netherlands

New Competition Working on the Internet means re-evaluating who it is you are competing against.

New Partnerships Working on the Internet means finding new partners in order to serve your customer better.

New Cooperation Working on the Internet means finding better ways to cross-promote and integrate your core means of distribution with that of your new media.

How the Web Promotes TV

How the Web Promotes TV Program Notes Talent Bios On-air Highlights

How the Web Promotes TV

How the Web Promotes TV TV Branding

How the Web Promotes TV

How TV Promotes The Web

How TV Promotes The Web

Other Forms of Promotion Audio & Video

Other Forms of Promotion Daily & Topical E-Mail

Convergence Where do we go from here? z. Computers with the video characteristics of televisions y. Intel’s Intercast z. Televisions which think like computers y. Wink and beyond

Convergence New Media will lead the way y. Familiarity with the medium y. Content expertise y. Relevant partnerships and relationships y. Ability to turn promise into profit

Stay True to the Mission CNN Interactive is a success today, in part due to the fact that it has remained true to the character of CNN and meets consumers’ expectations.