Gannett Mobile Presentation for Knight Digital Media Center

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Gannett Mobile Presentation for Knight Digital
Media Center

• Matt Jones
• Director, Mobile Strategy Operations

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Agenda

• Industry overview and perspective
• Gannett mobile efforts
• USA TODAY and local properties
• Mobile web advertising and promotion examples
• SMS advertising and promotion examples
• Wrap up, industry goals, outreach
• Q A

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Mobile Industry Overview Where are we?

• Mobile industry is at a strategic inflection
  point walled garden versus open network
• While iPhone sales are thus far negligible to the
  larger market (1.5MM units .6 market share)
  the consumer awareness created around data
  services cannot be overstated
• Increasingly, it appears advertising is the
  revenue model
• Even with an open network, media companies face
  the same challenges in Mobile as they do on the
  Desktop Web attracting and retaining audience
  in the face of tremendous consumer choice

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Measuring the Mobile Channels
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Mobile Metrics by Content Type
Source MMetrics, Inc. Data based on three-month
moving average for period ending May 2007
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What does all this mean?

• Manage expectations - consumer adoption of data
  services is still small, but growing
• The mobile phone is a utility for consumers
  first, an entertainment device second
• Even the most forward positioned companies are
  still learning
• Mobile advertising done well, works well. (CTR,
  Aided Brand Awareness, Product Recall, etc.)
• Traditional media has the resources to compete
  and win brands, content, and reach

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Gannett Mobile Efforts
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Gannett Background
Company profile and footprint Local 84 daily
newspapers - 23 television stations National USA
TODAY, USA Weekend, Sports Weekly Interactive/JV
PointRoll, Planet Discover, Classified Ventures,
CareerBuilder, Topix, 4INFO
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Gannett Mobile Efforts

• USA TODAY began mobile program in 1997

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Gannett Efforts

• Local launched company-wide program in 2007 -
  powered by Information Centers
• Ad supported mobile sites for all markets
• Includes local and breaking news, local sports,
  business, weather and entertainment coverage
• Custom short code keyword to support on air and
  print marketing (example - text DEN to 59523 to
  get 9News Denver Mobile)
• Roadmap more photo galleries, blogs, mobile
  search, coupons, video

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Screen Shots
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Mobile Web Ad Network

• Local, regional and national opportunities to
  sell mobile display advertising can be targeted
  narrowly
• Creative executions include branding, email opt
  in, sms opt in, click to call, store location
  finder, custom microsites
• Revenue opportunity will grow as traffic and
  usage grows
• Packages best sold as bundle with traditional
  media to increase reach and effectiveness

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Local campaign example
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Mobile Ad Execution
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USA TODAY Promotion
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Text Messaging
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Text Messaging

• Gannett strategic partnership with 4INFO, a
  mobile services company
• Goal is to utilize existing traditional media
  assets
• 25 markets active with alerts programs powered
  by Information Centers
• Offers cross platform broadcast or
  print/online/mobile sponsorship option

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Local examples
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USA TODAY example
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Text Messaging Advertising
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Platform cross promotion
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Product Incubation
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Wrap Up
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Strategic Industry Targets for Scalable Audience
and Revenue Growth

• Continue to leverage all online efforts for
  efficiency
• Faster networks wider access
• Lower cost, easier to use handsets, browsers and
  data plans
• Increased Consumer, Brand and Agency Awareness of
  data services
• More Efficient Buying/Selling Process
• Better Reporting, Measurement, Analytics

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• Thanks and Questions
• mcjones_at_gannett.com

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• Misc slides

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Utilize existing assets
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Utilize existing assets