THE NEWSPAPER IS DEAD LONG LIVE THE NEWSTABLET

DOUG BENNETTFREEDOM INTERACTIVE

DBENNETT@FREEDOM.COM

#NEWSAPP

OK, SO THE NEWSPAPER IS NOT DEAD…

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AND TABLETS ARE STILL IN DIAPERS…

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BUT WE DO SEE PROMISE

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First 3 quarters cumulative unit shipments, iPod vs. iPhone vs. iPad

Glo

bal u

nit s

hipm

ents

(000

)

Source: Apple

USAGE PATTERNSCOMPUTER

5Source: Read It Later, 2011

6Source: Read It Later, 2011

USAGE PATTERNSCOMPUTER vs IPHONE

7Source: Read It Later, 2011

USAGE PATTERNSCOMPUTER vs IPHONE vs IPAD

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IT’S ABOUT AUDIENCE CREATION

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METRO NEWSPAPER REACH

Source: Mori 2010

47% 60%34% newspaper

newspaper

newspaper

website

website

website

website

website

website

app

app

potentialpotential potential

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TARGET MARKETOC Register 2.0• Primary target: 35-45• Secondary target: 45-54• 60% male, 40% female• Informative and entertaining

Profile• Married, perhaps with young kids• Receives news from multiple sources (online, mobile, TV, tablet)• Uses iPad early morning and primarily in evenings• Willing to pay for apps if they bring value• Interests different than traditional newspaper reader

47%

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LET ME TELL YOU A STORY

By Seth Godin

A FAMILY OF CITY SLICKERS

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TRAVELED TO THE COUNTRY

THEY SAW A COW

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WOW!

THEY SAW MORE COWS

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THEY SAW A LOT OF COWS

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YAWN!

THEN SUDDENLY

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THEY SAW A PURPLE COW

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WHERE’S OUR PURPLE COW?

Meets expectations

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Exceeds expectationsDoes not meet expectations

Num

ber

of

experi

ence

s

10% 10%80%

IPAD USERS HAVE HIGH EXPECTATIONS

Meets expectations

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Exceeds expectationsDoes not meet expectations

10% 10%

Quality contentVideo and photos

Weather and trafficAbility to shareFast load time

News updated regularlyEasy to use

Simple navigationClean and organized designOnline and offline viewing

“like USA Today”

Boring contentSlow download

Lack of news updatesApp crashes

Confusing navigationVideos are hard to play

Hyper-local contentMore interactivity

NotificationsValuable ads

Magazine like contentPersonalizedEntertaining

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PRODUCT STRATEGY

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Video will be uploaded to Youtube under username: enevoldseniam

PRODUCT STRATEGY“LEAN BACK” EXPERIENCE

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Product• 90% Now Edition •10% Featured Story

Now Edition• 6 topics• 10 curated stories per topic updated daily at 6PM• Includes latest news RSS feed as well• breaking news alert tool• Some interactivity• Templated and automated

Featured story• 1 package per day• High interactivity• Updated at 5pm

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CONTENT STRATEGY

CONTENT WORKFLOW

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Target UsersTarget Users

HIGHLY INTERACTIVE SPECIAL FEATURE

CONTENT SOUGHT SPECIFICALLY FOR IPAD (WIRES, ETC.)

CONTENT ALREADY BEING CREATED FOR WEB OR PRINT

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REVENUE STRATEGIES

ADVERTISING

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Pricing• Phase 1: Launch sponsorships • Phase 2: CPM model: $35-$50

SUBSCRIPTIONS

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Existing subscribers• Free access to all content

iPad only subscribers• iTunes subscription model• $0.99 per week or $39.99 per year

Free access for all• “Limited time only”• Launching in “beta” mode

Launch TBD

PHASE 1 PHASE 2

FIND THE PURPLE COW

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@HOOSIER40DBENNETT@FREEDOM.COM