DIGITAL MEDIA KITPRODUCT GUIDE

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table of contents

overview

Tucson.com

6 tucson.com banners

9 interactive video

10 email marketing

11 tucson.com mobile banners and

applications

12 search assistance

15 search engine marketing/

pay per click

16 social media management

17 web design

18 mobile optimized websites

19 reputation management/

monitoring

audience extension

20 premium news network

21 category targeting

22 advanced audience targeting

24 extended reach network

25 pre-roll video & YouTube.com

27 mobile network

28 geo-fencing

29 facebook ads

pandora

30 mobile display ads

31 mobile audio ads

32 mobile video ads

glossary

contact us

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Tucson.com, together with the Arizona Daily Star, reaches your

potential customers more consistently and effectively than any

other media.

The Arizona Daily Star’s website, tucson.com, leads the region in

exposure and we offer a wide variety of tools across all screens –

desktop, mobile and tablet – to help drive customers to your business.

Tucson.com

• Over 1.3 million average monthly unique visitors.

• Over 12.5 million average monthly page views, including over 4.7 million average

monthly page views on mobile devices.

Audience Overview

• 65% of our visitors earn over $50,000 per year in household income.

• Our visitors are highly educated with nearly 40% having a college degree or more.

• Our website attracts a younger audience with 53% of visitors between the ages of

18 and 44.

• Our visitors are heavy consumers of online information, spending 18% more time

online than average.

tucson.com overview

Source: Nielsen Scarborough, Tucson Market Study 2013 R2; Omniture October 2013 – September 2014

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Tucson.com is the #1 Local News website in Southern Arizona.

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tucson.com banners

standard banners

Great for branding and top of mind awareness,

our standard banner ads offer an excellent way

to get your message out in an affordable and

trackable way to a highly coveted demographic.

Available as a CPM rotation, or as a 1-day,

exclusive Roadblock, and can be targeted to

specific site sections / interests, or as run of site.

Additionally, we offer the ability to further

customize your ad with frequency capping,

geographical targeting, or by the time of day.

Available sizes: 728x90 , 300x250, 220x90,

or 160x600.

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pencil ad with takeover

Sold as an exclusive, 1-day roadblock, the pencil

ad with takeover dominates the top of the

page for a high impact presence. The ad unit

pushes the content down upon page load on

a user’s first visit to the page that day, with a

pencil leave behind for continuous presence

throughout the day. This ad unit is available on

the home page and on section fronts.

pencil ad with wrapper

The largest ad space on our most trafficked

page, this ad unit pushes down content upon

page load, immediately grabbing the reader’s

attention. Accompanied by our wrapper ad

unit for the highest impact advertising option

available.

tucson.com high impact ads

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tucson.com high impact ads

center stage

This ad unit covers the main content of

our articles for 15 seconds upon page load,

captivating reader attention while offering

advertisers a larger canvas to convey their

message. Served once per user per day.

floating bar

Persistent ad unit that follows the reader from

article to article, this ad unit rests at the bottom

of the screen and stays there - even as the

page is scrolled. Sold as an exclusive, one day

roadblock.

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interactive video

• Click through rates for video-based

ads are 5 to 10x better than standard

display ads.

• User engagement tools such as

social sharing and email buttons

further increase interaction and

extend the life of your campaign.

• Send us an existing video to reformat into an interactive video banner for

your campaign.

• Don’t have an existing video? Our experienced video production staff can create your

interactive video banner using stock video footage or still shots from your business.

let us create it for you!

why video?

Give your campaign an added performance boost with a professional

interactive video.

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email marketing

Instantly deliver your advertising message into the inbox of thousands of

potential consumers.

email newsletters

Place your static banner ad inside our daily Top 5 newsletter sent to our group of opt-in

email subscribers.

email blasts

Target the right customers with this effective, high impact product. Utilize an expansive

database that is constantly being developed and maintained, allowing you to target over

700 demographic categories.

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tucson.com mobile website & applications

mobile site & mobile app leaderboard banners

A 320x50 ad will run on the bottom of the page and will stick to

the bottom as a user scrolls down. This ad unit runs on both the

mobile site and mobile app.

mobile site & mobile app big box banners

A 300x250 ad will run in the story stack and within the content

of the story. This ad unit runs on both the mobile site and

mobile app.

mobile interstitial

The mobile interstitial is a high impact online advertising option,

with high engagement and click throughs.

It’s great for announcing grand openings, large sales events,

open houses or anniversaries. The interstitial ad overlays articles

when the page loads, displays for 15 seconds, and is served

once per day, per visitor.

iPad® app banners

A 300x250 and 728x90 ad will run across the iPad App,

including the home page and within news stories.

*Source: Omniture October 2013 – September 2014

Currently, the tucson.com mobile site and applications average

4.7 million page views and 335,000 unique visitors per month.*

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search assistance

SEO

Search engine optimization (SEO) improves the chance your business will be found by

customers online. SEO is a methodology of proven strategies, techniques, and tactics used

to drive visitors to a site.

Social media, online reputation and website optimization all have become a critical piece of

the overall SEO puzzle. Shares, “Likes”, follows, customer reviews, rich media, fresh content

and page views on your website are all known to positively impact the overall ranking for a

website. The benefits of having high ranking SEO are:

• Provides visibility and introduces your brand to a wide audience

• Increased brand credibility

• New visitors and potential customers

• Gives you an edge over your competitors

• Cost-effectively generates leads

did you know

• 78% of U.S. adults look for information online about a service or product they are think-

ing of buying. (Pew Internet & American Life Project, December 2012)

• 568 million searches are performed everyday in the U.S. (ComScore, December 2012)

Nearly two-thirds (61%) of consumers use search engines to help with

product research leading up to a purchase. (MediaPost, May 2013)

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search assistance

give search engines one more place to find you

“About You” is a section of information that allows you to provide more in-depth

information that mirrors your website and social media content. Having this information

on our website, along with structured website elements such as HTML “meta tags”, gives

search engines one more place to find out more about your business.

promote your business, products & services

Special offers, events, announcements, and promotions headlines about your business

are powerful components to the marketplace program. They are uploaded weekly to your

profile page and are populated to our website where they appear on 90% of our news site,

including our home page. Not only do these headlines allow you to advertise to our huge

audience, they are also captured and indexed by the search engines to help you get found

in online searches.

increase your online relevancy and authority

Interactive Video showcases content, product and service offerings. This video is also

placed on YouTube (which is owned by Google). This interactive and rich media video will

boost SEO increasing your relevancy and authority with search engines.

Our product starts by building a business profile page on our directory,

giving your business the power of back link to the number one most

locally visited website. By being linked with our news site, your business

can rank higher in organic search results. That profile page also includes

the following strategic SEO enhancements:

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search assistance

get found

Directions, maps and business hours will help those

using the internet and their mobile devices to find your

business location.

interact with customers on social networks

With Social Media Linking, we include all your social

media links to leverage our huge audiences and give

you more opportunity to allow users to interact with

you socially.

have a digital showroom

Company photos help deliver your message and are

edited specifically with “alt tags“ for the web, which

is crawled and indexed by search engines. “Alt tags“

specify info on an image so search engines can read

what an image is. This helps search engines decipher

what your products and services are.

claim your presence online

Register your business with Google, Yahoo and Bing

to provide better local geographical search results. We

register a set of unique key phrases relative to your

business and search, helping you get found by those

searching for your products and service offerings.

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search engine marketing/pay per click

Search Engine Marketing (SEM) is an overall comprehensive approach

to submitting and positioning a website within search engines to

achieve maximum exposure of that website. SEM includes search engine

optimization (SEO) and search engine registration (SER). It also includes

paid listings or Pay Per Click (PPC). PPC is the practice of paying for

keyword advertisements on the search engines to assist in locating a

business’ website.

get found more readily with a turnkey PPC campaign

Our PPC platform is with Google AdWords, the number one search engine. Ads have pre-

mium placement above, below or to the side of organic search results. Your campaign is

actively managed by a Google certified specialist, an enhancement to purchasing AdWords

on your own. A detailed report providing information on campaign results is provided

monthly.

Benefits of a PPC campaign include:

• Generates awareness

• Builds brand recognition

• Generates leads

• Increases sales

• Reaches customers when the buying decision

is being made

• Reaches 80% of Internet users worldwide

(through impressions)

• Low cost for high return on investment

• Ability to start advertising quickly or temporarily halt advertising at the push of a button

• Save business owners time and money by having someone else closely monitor and

manage their AdWords campaign

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social media management

Social Media Management includes custom landing pages, apps, contests, e-commerce

integration and scheduled campaigns for your business’ Facebook presence. Built, updated,

and measured by our staff of digital experts at Lee Local.

• Publish and schedule posts across social channels.

• Monitor your brand and manage conversations easily.

• Capture customer leads.

• Comprehensive reporting and analytics.

• Grow your social presence.

personalized dashboard allows our customers to:

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web design

design services include:

• Web hosting & design

• Search engine registration

• Search engine optimization

• Custom sign up forms

• Branded forwarding e-mails

• Matching mobile site

• Website analytics

• Ongoing knowledgeable support

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Are you mobile ready?

43 Americans converted to smartphones in the minute it took you to

read this.

• 57% of consumers will not recommend a business with a poorly designed mobile site

• 61% of people said they would go to a competitors site if the business site is not

mobile friendly

• 74% of mobile users will not wait longer than 5 seconds for a website to load

A mobile website provides:

• Quicker load time

• Click to call

• Click for directions

• Click for easy menu of products

and services

95% of smartphone users have searched

for local information on their phone. 9 out

of 10 users have taken a direct action as a

result of a smartphone search.

mobile optimized websites

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We verify local accuracy

and consistency

Consistent and accurate information across

multiple websites and directories can be a

strong signal for search engines like Google,

Yahoo and Bing to find you. Our service

ensures that your data is accurate and

consistent wherever a potential customer or

a search engine might be looking. We will

check your online business information and

correct anything that may not be consistent

across the Internet.

Active Listening

See what is being said about you and your

business from top social sites like Facebook,

Twitter, Google+, Yelp, Citysearch and

dozens of other directory listings, news and

blog sites.

Competitive Listening

See how frequently your business is

mentioned compared to your competitors in

online searches. Having the ability to track

competitors’ deals and social activity lets

you see what your competition is doing. See

how frequently your business is mentioned

compared to your competitors and track

“likes” and trends.

Verify Listing Accuracy

Ongoing review of directory information

across multiple websites and directories will

ensure you have accurate and consistent data.

Respond to Online Feedback

Saving you time and your reputation, we’ll

work with you to create quick responses on

your behalf with standard or custom written

replies depending on your specific needs to

respond to feedback; good or bad.

Social Media Engagement

Frequent activity positions your business

as viable, thriving and engaged with your

customers.

reputation management/monitoring

58% of social media users say they write product reviews to protects others

from bad experiences, with nearly 1 in 4 saying they share their negative

experiences to “punish companies.” Reputation is a perception of value

or distinctiveness. It builds competitive advantage. Every organization will

have a reputation – those that do not manage their reputation will have it

managed for them by competitors, critics, and/or others.

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premium news network

The Premium News Network is made up of over 1,600 high-quality local

newspaper, broadcast, magazine and radio websites.

benefits

• An extension of what tucson.com is already known for - Premium News Content.

• Brand elevation - local ads appear on highly-regarded news sites.

• Your ads may appear on any of the 1,600 sites across the network within a speci fied

geo-targeted area (ex: Tucson, AZ).

things to remember

• Targeting is available by DMA or zip code. A minimum number of zip codes may be re-

quired to ful fill a campaign.

• Ads will appear above and below-the-fold.

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category targeting

Category Targeting is a custom mini-network of national websites

designed to reach your audience through relevant content.

selling points

• Brand elevation for the advertiser with exposure on national websites geo-targeted to

the local marketplace.

• Site lists may be customized by removing sites or adding other Category Targeting sites.

• Ads running on related content websites are 61% more likely to be remembered.

(CBS Vision)

the fine print

• Impressions are served on sites based on in-market traffic and availability. Impressions

are not evenly distributed among the category site list.

• Site list is 100% transparent.

• Targeting is available by DMA, radius or zip code. A minimum radius or amount of zip

codes may be required to fulfill a campaign.

• Ads will appear above and below-the-fold.

sample categories

• Auto

• Health

• Entertainment

• Woman

• Food & Drink

• Political

• Sports

• Travel

• Real Estate

• Home & Garden

• Spanish

Language

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advanced audience targeting

Advanced Audience Targeting reaches a specific audience over a

premium network of 8,000+ websites.

selling points

• Guaranteed above-the-fold inventory.

• Increase the efficiency of marketing dollars by focusing on a specific audience.

• Cost.

how it works

• Demographic Targeting: Reach a specific demographic (age, gender, HHI, etc) using

data compiled from registration information provided by users. (credit card apps, online

tax forms, industry newsletters, fantasy football, e-commerce)

• Behavior Targeting: Reach a specific behavior set (auto-seekers, home remodel, sports

enthusiast) compiled from recent internet activity. (searches, browsing, clicks, past

purchases, etc.)

• Search & Behavior Retargeting: Reach a specific audience who has exhibited an interest

in your category of business based off the behaviors they exhibit online through search

and website visits.

Behavior targeting segments

are identified by a history of

searches and online content

consumption.

Client’s ads are served to the

segment as users visit any site

within the network.

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• Contextual Targeting: Reach a specific audience by serving display advertising along-

side key words or phrases as they are being viewed by internet users.

Campaign Keywords

• Cancer

• First Choice

Hospital

• Oncology Center

• Ovarian Cancer

• Chemotherapy

• Cancer

Prevention

• Cancer Screening

• Cervical Cancer

• Cancer Specialists

• Cancer Women

• Job-Title Targeting: Reach a specific audience based on their current profession.

• Retargeting: Re-engage potential customers who have already visited the client’s

website or searched for keywords affiliated with the client’s business. User visits a

client’s website and a pixel tracks the visitor as a potential customers. Ads are then

served to the user as they visit other sites within the network.

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extended reach network

Extended Reach network reaches an audience over a premium network

of 10,000+ websites.

selling points

• Able to extend reach of a marketing campaign very cost effectively.

• Cost

the fine print

• Extended Reach Network is available by DMA or Specific Radius.

• A minimum number of zip codes may be required to fulfill a campaign.

• Ad units needed - 728x90, 160x600, 300x250.

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pre-roll video & YouTube.com

Streaming Video solutions allow businesses to run a marketing message

alongside video content online.

selling points

• CTR is usually higher than a standard web display campaign. (.20%-1.50%)

• Uncluttered for your advertisers.

• Average consumer views 7.9 online videos per day. (eMarketer)

• Pre-Roll RON (DMA or Zip)

• Channel (DMA Only)

the fine print

Pre-Roll Video Network

• Geo-targeting is available to DMA or zip codes.

• Above-the-fold pre-roll video.

• Targeting available to Channel or ROS.

Advanced Targeting Video

• Geo-targeting is available to DMA or zip codes.

• Above-the-fold pre-roll videos.

• Targeting available to ROS, Channel, Demo and Behavior.

• Can be combined with other Advanced Targeting placements to meet minimums.

YouTube.com

• Geo-targeting is available to DMA or radius.

• Cost Per View model.

• Ads may run pre-/mid-/post-roll.

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YouTube - :15 pre, mid, post roll

• Arts & Entertainment

• Autos & vehicles

• Beauty & Fitness

• Books & Literature

• Business & Industrial

• Computers & Electronics

• Finance

• Food & Drink

• Games

• Hobbies & Leisure

• Home & Garden

• Internet & Telecom

• Jobs & Education

• Law & Government

• News

• Online Communities

• People & Society

• Pets & Animals

• Real Estate

• Reference

• Science

• Shopping

• Sports

• Travel

specific to pre-roll

• YouTube.com should run ROS unless recommended by Account Manager.

• Companion Banners are available, but delivery is not guaranteed.

• YouTube.com: 300x60

• Pre-Roll/Advanced: 300x250

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mobile network

Using thousands of apps and mobile sites, the mobile network is able to

reach potential customers based on location.

selling points

• CTR averages are higher than a standard web display campaign.

• Reach users at different touch points throughout the day without desktop limitations.

• Highly accurate hyper local targeting.

• Cost for RON. (DMA, Radius)

• Cost of Channel. (DMA, Zip, Radius)

run of network

• Geo-targeting is available by DMA, Zip or Radius.

• Ad will run on any mobile site or app. Message is relevant because of the close proximity

of user to the advertiser’s location.

channel targeting

• Geo-targeting is available by DMA.

• Ad will run on any mobile site or app with relevant content to the channel.

unique features with mobile

• Weather triggered targeting.

• Day parting.

• Click To - call, map, url.

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geo-fencing

automated dynamic banners

Geo-fencing is a specific kind of geo-targeting that

couples the GPS functionality in smartphones with

thousands of mobile apps and websites to reach

audiences based on their precise location. The device

will ask the user if it can use their location. When the

user selects “ok” we are able to serve that user ads

via their precise location. Hyper-local targeting allows

us to get extremely granular (1-2 mile radius) or stay

more broad (groups of zip codes) dependent on the

advertiser’s geographic need.

Weather Customization - Banners adjust based on weather conditions.

Distance Customization - Banners adjust based on distance from a business.

Timing Customization - Banners adjust based on the time of day.

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facebook ads

Facebook allows advertisers to reach users in a social environment,

targe ting them based on voluntarily provided informa tion about their

interests.

benefits

• Cost per Click pricing model offers you the ability to only pay for clicks rather than

impressions.

• Facebook has more than 1.3 billion active users and overall these users are spending

over 700 billion minutes on Facebook per month!

• The average user is connected to 80 community pages, groups, and events.

targeting capabilities

• Gender, relationship status, various languages.

• Likes – on a profile page users list activities, music, teams, movies, sports, etc. in which

they partake and enjoy.

• Education – college graduate, in college, in high school.

• Workplaces – target users who work at speci fic companies or organizations.

• Geo-targeting – 10, 25 or 50 miles around city, zip or state.

things to remember

• Use an attractive, clear and relevant image and a strong call to action.

• Facebook ads should link to a Facebook fan page, as users generally do not want to

leave the social network.

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pandora mobile display

three key features

1. Exclusivity. No competition on impressions.

2. Ads only serve on interaction.

3. Suite of targeting options:

• Geo (DMA)

• Demo (Gender, Age Range)

• Musical Genre

overview

• Standard Banners are displayed on the Now-Playing

screen in the iPhone and Android Pandora app.

• Includes Tap-to-Landing Page functionality.

• Available sizes include 320x50 and 300x250 banners.

benefits

• Extend engagement and interaction with a variety of

tap-to functionality.

• 300x250 banners provide a means for advertisers to

use web assets for seamless extension into the rapidly

expanding realm of mobile advertising.

• 100% share of screen branding while on the Now Play-

ing screen as the music plays.

300x250

320x50

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pandora mobile audio

overview

• Audio Ads are impactful radio ads that enable brands to connect with users with two-

way engagement far superior to radio.

• Custom audio message is delivered to Pandora listeners in between songs.

• Audio bundle includes a :15 or :30 second audio ad, companion tile, and optional banner.

benefits

• Reach engaged users as each audio ad is heard one at a time while music is briefly

paused and not lost in long and cluttered ad breaks.

• Offers increased engagement well beyond the one-way messaging of traditional radio

ads.

1. Full screen

companion

banner plays for

the duration of

the message.

2. Now-playing

banner follows

audio &

companion tile

when music

resumes.

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pandora mobile video

overview

• Auto-play videos are in-stream videos that

reach engaged users as they are skipping

songs or changing stations.

• Full-screen, impactful video ads play automatically.

• Auto-play video bundle includes a :15 or :30

second video ad and following banner.

benefits

• Reach engaged users as they eagerly anticipate

their next song or station.

• Deliver high impact and generate buzz through

rich, 100% share of screen branding while the

video plays.

• Video ad is followed by a companion display

unit to offer increased engagement.

1. Full screen video launched upon

station change or skip.

2. Banner appears after

conclusion of the video.

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glossary

Ad Impression – when the online display ad or video is loaded onto the site.

Click-through - the act of following a link within an advertisement or editorial content to

another website or another page within the website.

CPM (Cost-per-thousand) - media term describing the cost of 1,000 impressions. For

example, a website that charges $1,500 per ad and reports 50,000 impressions has a CPM

of $30 ($1,500 divided by 50).

CPV (Cost-per-View) - media term describing the cost for each view of a video online. The

amount may vary based on if the advertiser chooses partial views or full views of the video.

Demographics - statistical information including age, income, gender, etc.

DMA (Designated Market Area) - may be an established market area or custom build with

speci fic zip codes.

Fold - the line below which a user has to scroll to see content not immediately visible

when a web page loads in a browser. Ads or content displayed “above-the-fold” are

visible without any end-user interaction. Monitor size and resolution determine where on a

webpage the fold lies.

Frequency - the number of times an ad is delivered to the same browser in a single session

or time period.

Inventory - the number of impressions available for sale on a website.

Page View - when the page has actually been seen by the reader.

Rich Media - advertising content that uses advanced technology, such as streaming video,

instant interactivity, mouse over changes, etc.

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glossary cont’d

Roadblock - 100% exclusive ad position on tucson.com for an entire day.

Sponsorship - exclusive ad position on tucson.com. Can be purchased on certain pages,

sections or content.

Traffic - the number of visits and/or visitors who come to a website.

Unique User - unique computer or IP address which has accessed a site.

Visitor - individual or browser which accesses a website within a speci fic time period.

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contact us

John Denker

Director of Major,

National & Digital Sales

520.573.4318

jdenker@tucson.com

Cindy Rupp Valdez

Digital Sales Manager

520.807.8448

cruppvaldez@tucson.com