The Story of National Journal’s Transformation

3/20/2018

1

What Is National Journal?

| 2

What Was National Journal?

| 3

Our Revenue Mix (2010)

| 4

Advertising

Subscriptions

Advisory

Services/Other

Receding Market; Increased Competition

National Journal

National Journal

Competitor 1

Competitor 1

Competitor 2

Competitor 3

| 5

Different in Kind,Not Degree

| 6

Business Pivot Driven by Market Exploration

| 7

Discovery of Unmet Challenges

Time Famine

Need to filter and

explain information

Identifying and employing

industry best practices| 8

Creation of New Revenue Streams

Slides on Policy

and Politics

Best Practices

Research

| 9

Building a Winning Product Package

National Journal Daily

The Hotline

Website

Presentation Center

Research

| 10

Initial Client Listening � More Exploration � Further Product Expansion

| 11

Tracking Policy

Reputation

Mapping Policy

Influence

A Tale of Two Businesses

| 12

MEDIA PROPERTIES RESEARCH & ADVISORY SERVICES

Returning Consistent Growth – At Scale

| 13

2015 2016 2017 2018

Bottom line

2015 2016 2017 2018

Top line

Note: Scale is different for each chart

2010 2011 2012 2013 2016 2017

| 14

Evolution of National Journal

PRESENTATION

CENTER

PRESENTATION

CENTER

PRESENTATION

CENTER

WASHINGTON

CONCIERGE

| 15

Establishing a Sustainable Revenue Composition

Advertising, 40%

Advertising, 3%

Subscriptions, 55%

Subscriptions, 31%

Advisory

Services/Other, 5%

Advisory

Services/Other,

66%

2010

2017

Platform for Future Growth

| 16

Key Lessons

| 17

Respond to competition with innovation

• Use competitive threats as the drive to spur deep market research and innovation within your organization

Listen to your Market and Differentiate

• Ask about challenges keeping them awake at night. This will lead you to your next great product

• Ground your business in a value proposition that is clearly differentiated from other businesses in your market

Build on Earned Trust; Continually Innovate

• Continue to explore different ways to serve your market, through listening and responding with

valuable services

• Remain flexible because continued success is driven by constant iteration of your products and services

Focus

• Focus your organization only on products and services that have a path to driving growth; eliminate all other products

Stay in Touch

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kturpin@nationaljournal.com

Based in Washington, DC