Helping Advertisers (and Consumers) Navigate Today’s Media Rollercoaster

August 2011

3 Concepts Needed to Navigate the Ride Ahead….

Simplicity

Scale

Effectiveness

The Ride Will Be Bumpy At Times

In Order To Ride Forward, There Is A Need to Stay Upright and Balanced At All Times.

There Are Many External Forces To Contend With, So Continual Adjustments Will Need to Be Made Over Time.

Key Components to Consider

FREEWAY

HIGHWAY

CITY STREET

Types of Advertisers

Large Advertisers

Mid-Size Advertisers

Small Advertisers

NATIONAL DECENTRALIZED

NATIONAL CENTRALIZED

STRATEGIC ALLIANCE

Three Approaches - Large Advertisers

Tribune Data Consortium

Test & Learn

Assess

Analyze

Test

Roll Out

Improve

Evaluate

SIMPLICITY

SCALE EFFECTIVENESS

Kristin Sullivan-Stoesser Director of Data Solutions

Tribune365

(312) 222-3376 kstoesser@tribune.com

CONFIDENTIAL AND PROPRIETARY INFORMATION. This presentation and the information and concepts contained herein are the exclusive property of Tribune Direct Marketing, Inc. ©2011 Tribune Direct Marketing, Inc.