Total Journal for Total Merrill

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• Total Journal for Total Merrill
• Presented by
• Sharan Shah, SVP Sales and Mktg
• Erin Howard, VP of Eastern Sales
• Pete Murray, Account Executive

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Total Merrill Objectives

• Reach individuals with a HHI of 100k and 500k
  investable assets
• Increase brand consideration and purchase intent
  by driving the Total Merrill Concept.
• Celebrate Merrill Lynch Financial Advisors who
  are experts with your clients TOTAL financial
  health.
• Cross Platform Opportunities

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How does the WSJ Compare?
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WSJ numbers dont lie!

• Average Age 49.2
• College Graduate 91.2
• Married 77.6
• Avg HHI 215,600
• Avg HH Net Worth 1,595,000
• Own Main Residence 87.9
• Value of Main Residence 471,000
• Own Second Home 20
• Value of Second Home 440,000
• Own 3 Cars 34.4

WSJ 2003 Subscriber Survey
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Why WSJ Online?

• Paid Subscribers Loyalty and Affinity
• Simple Transition from Print to Online with our
  Total Journal Program
• WSJ makes it easy to go online with programs
  tailored to our loyal print customers.
• E-Page
• PrintOnlineSignificant Bonus Placements
• Content from a brand that you know and trust.
• Merrill Lynch is a valued Wall Street Journal
  advertiser. Based on the success of your current
  campaigns, WSJ.com will help extend your reach
  and frequency to our growing online subscriber
  base.
• Targeting
• WSJ.com recently announced behavioral targeting
  capabilities.
• Because we ARE the Wall Street Journal!

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High Net Worth Online SubscribersAnyone who is
anyone

• Gates said he now reads about 60 of his
  information online vs. on paper,
• including daily online editions of the Seattle
  Times, The Wall Street Journal, and
• New York Times. Because I like to have the
  information immediately available,
• and I like to comment and share with other
  people, Im largely reading that online.
• Quote from Seattle Times, April 2003

Ive been using a computer for eight or ten
years now and I still really pay for only three
things on the Internet The Wall Street Journal,
online bridge, and books from Amazon.com. that
they are one of only three companies online that
have gotten money out of my pocket tells me they
are doing something right. Warren Buffett 
Fortune, May 12, 2003
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Total Journal for Total Merrill

• Total Journal
• E-Page
• Wealth Management Journal Report
• Exclusive Sponsorships
• Registration Targeting
• Barrons
• WSJ-Total Merrill Wealth Management Forum

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The Total Journal

• Print Advertisers How do you qualify?
• Commit to reaching their 2003 linage levels in
  2004
• Minimum commitment of 100,000 incremental spend
  on WSJ.com
• Merrill Lynch Benefit
• A bonus of 30 of the incremental online revenue
  to be used in either print or online revenue to
  be used in either print or online incremental
  space and/or impressions

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E-Page

• The Journal staff converts the digital file of
  your print ad to a graphics file  an e-Page  to
  be displayed on the site
• On the day of your print insertion, the e-Page
  will appear as a separate browser window behind
  the front page of any section in the Online
  Journal
• The e-Page is owned by a single advertiser each
  day and will be viewed by each visitor one time

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The Journal Report-Wealth Management
Published every Monday, The Journal Report will
provide in-depth reporting on Total Financial
well-being. Wealth Management Report includes
topics Retirement Estate Planning Education Banki
ng Credit and Lending
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Markets-Exclusive Sponsorship
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Personal Journal-Exclusive Sponsorship
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Registration Targeting Active Trader-based on
of Stock Transactions

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Barrons Online
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Dow Jones Financial Event

• Added Value
• Dow Jones Financial Event in NYC
• WSJ writer will moderate a panel discussion with
  Merrill Lynch financial advisors about a
  multitude of products and strategies tailored for
  todays high net worth investors.
• Timeline-December (kickoff to 2005)