The Revenue Shift:The Revenue Shift: Driving ROI with Email MarketingDriving ROI with Email Marketing

October 30, 2008

“ “ The Internet represents a significant opportunity to extend – and

even improve upon improve upon – existing news brands and reach out reach out to new consumersto new consumers with living, breathing real-time content.

Just because print circulations are declining does not mean does not mean there are fewer news consumersthere are fewer news consumers.  In fact, just the just the

opposite is trueopposite is true. ””

Jack Flanagan, executive vice president

Online Newspaper Readership is GROWING.GROWING.

And online readership is RISING RISING at 2x the rate of the general Internet audience!*

*Nielsen//NetRatings for the Newspaper Association of America, 7/07

Monthly online newspaper readers GREWGREW by

more than 3.6 million3.6 million in 2007, a new record*

Declines in print readership are being offset by

INCREASESINCREASES in online readership.

Your Online Assets are Very ValuableValuable to Advertisers:

FREQUENCY

CREDIBILITY

TARGETED

PURCHASING POWER

CONTENT

QUANTIFIABLE

MULTI-CHANNEL

HIGH PROFILE

CUTTING EDGE

ACTIONABLEA Treasure Chest

of Benefits For Internet Advertisers

Advertisers Demanding Increasingly

Narrow Targeted Audiences…Targeted Audiences…

Female, 22 College Student

Male, 33 Married, Home Owner

And consumers are embracing the proliferation of choices that

news media offers in forms of Web and NewsletterWeb and Newsletter content.

Male, 28 Single, Rents

Female, 41 Single Mother

This is an incredible opportunity to monetize monetize your online media.

Consumers will not complain. They are familiar with advertisingfamiliar with advertising…

59%59% of online advertising of online advertising

inventory is in or around the Inbox*inventory is in or around the Inbox*

*adRelevance, 3/08

ADAD

INSERTINSERT

CIRCULARCIRCULAR

ADAD

Take That Approach

OnlineOnline

Targeted

BannersBanners; Timely, Not Obtrusive

Take That Approach

OnlineOnline

Targeted

Stand-AloneStand-Alone Email Messages

Everything is MeasurableMeasurable!

You will know when people open, click and convert.

Giving you and the advertiser a smarter way to deliver ads in the future.

Gets Digital!Gets Digital!

Boston.com, a member of Boston Globe Media and a division of The New York Times, was seeking to execute a sophisticated email marketing plan to support both member retention and advertiser needs. The team at Boston.com selected Datran Media to achieve these goals.

Boston.com gained access to a suite of features including advanced content management tools, flexible and sophisticated reporting capabilities and the ability to reach customers through emerging digital channels to help them meet and outperform their online marketing goals.

Ten Keys to Data CollectionTen Keys to Data Collection

1. Ask for email address at EVERY customer touch point

2. Articulate a fair value proposition

3. Address privacy concerns

4. Link to examples of specific emails and frequency info

5. Give users enough space on forms

6. Don’t ask for too much data up front

7. Do ask for the data you really need now

8. Send a confirmation message

9. Append offline data with email address

10. Leverage social media

Example of a Good Registration PageRegistration Page

Clean, simple layout

Descriptive, straightforward

Effortless sign up

Example of a Not-So-Good Registration PageRegistration Page

Busy, confusing

Privacy statement does not stand out

Asks for too much

information…

What We Recommend for a Registration PageRegistration Page

Keep form simple, ask for only basic information.

Clearly ask permission if they are interested in

third-party offers.

Point out privacy policy

Keep Messages PersonalizedPersonalized

With a little information about your subscriber,

you can send personal messages

like birthday wishes, etc.

A Few Things to Include in a Privacy PolicyPrivacy Policy

Include date privacy policy was last updated

Aggregated Information may occasionally be shared with our advertisers and business partners

Mention you may use Personally Identifiable Information to enhance subscribers’ visit and deliver more individualized content and relevant advertising

Point out that third party advertisers may include cookies that enable them to determine whether you have seen a particular advertisement before.

Create an Easy-to-Use Membership Management PageMembership Management Page

Thank You!Thank You!

Dave Hendricks EVP, Operationsdhendricks@datranmedia.com(212) 706-4911