Local HealthA Norton Healthcare & Courier-Journal Partnership

The Opportunity

High Impact• Premium, unique ad positions – both print

and online – to maximize reach and exposure• Opportunity to provide physician branded

content to establish Norton physicians as the local experts

Concept• “Local Health” – a monthly publication,

published on the second Sunday of each month, devoted to preventative, wellness and technology advances within the health community, presenting sponsorship by Norton Healthcare

Audience

• 6 out of 10 have some advanced degree• 53% are married/47% live alone• Nearly a quarter are single heads of

households• They are more likely to work in white

collar jobs—primarily in sales, service or professional occupations

• Active in sports and loves attending community events

• Very active in social media• Considers smart phone an extension of

her personality and something she can’t live without

Women 25-54 are a diverse group

Louisville  7-­county  NDM  Area,  Scarborough  2014  R1

Audience

• Into self improvement such as weight loss or smoking cessation

• Health concerns include allergies and asthma, stress-related and children’s illnesses

• Medical services used in the past 3 years include• Pediatric care• Maternity care• Mental Health services• Cosmetic surgery• Immediate care services• Neurology• Orthopedics

Health & Wellness issues are important

Louisville  7-­county  NDM  Area,  Scarborough  2014  R1

Product

According to a recent reader panel• Courier-Journal’s Health & Fitness coverage was rated 30%-40% higher than other health

coverage around the nation for interest, relevance, and thoroughness of reading• Content was rated highly for providing new insights, being beneficial to the reader and

inciting discussion with others• Bryant Stamford’s Body Shop column was listed as extremely beneficial while Anita Miles

Curpier’s Booming column caused higher than average repeat usage• Specific panelist feedback:

• “Always enjoy Bryant Stamford because his articles are easily understood and apply to average people. “

• “I have made decisions in my life to exercise more and be more conscious of my health based on this section.”

• “It's very important and informative. I would venture to say this is by far the most important section in your paper, and I am a crazy sports fan.”

Courier-Journal readers rely on health & wellness content

Louisville  RAM  panel,  June  6,  2014  issue

ProductPrint• Locally produced editorial content with

common theme each month• Publishes the second Sunday of

each month reaching 408,050 households—nearly 9 out of 10• Sunday Courier-Journal—179,440• Your Essential Shopper (Yes)—45,610• Total Market coverage—183,000

• One article from healthcare sponsor—Ask The Expert—featuring Norton Healthcare Specialists

• Premium ad positions part of Norton Healthcare presenting sponsorship• Back page ad for hospital sponsor• Strip on the front of section• Logo on the upper right-hand corner

Product

Online• Online section with content pages

• Oct-Dec 2014—Online flip book• 2015—Native content web page

• 15-month sponsorship button on health section

• 15-month sponsored blog content on health section

Native Content Web Page

Branded paid content created by Norton Healthcare that is integrated with our editorial content and “native” to our platforms

• Microsite embedded within Courier-Journal.com

• Integration of up to 36 high valued branded content stories including blogs, articles and videos

• Guaranteed site and section-front promotion to drive readers to the content

Monthly TopicsOctober 2014 November 2014 December 2014Breast Cancer

Awareness/Mobile Mammography

Prematurity Awareness Month/March of Dimes

Women's Health & Wellness

January February March AprilCervical Cancer Month

Family Fit Lifestyle Month Healthy Weight Awareness

American Heart Month Go Red For Women

Nutrition Month Colorectal Cancer Month

Youth Sports Safety Month Autism Awareness Month

May June July AugustMelanoma/Skin Cancer

Detection Month Physical Fitness Month

Student Safety Month Sports & Head Injury Awareness

Month

Childhood Obesity Awareness Month

Immunization Awareness

September October November DecemberGynecological Cancer

Cholesterol Education MonthBreast Cancer Month Healthy

Lung MonthAmerican Diabetes Month

Men's Health MonthStress Reduction For The

Holidays World AIDS Day

Topics  to  be  mutually determined  by  Courier-­Journal  and  presenting  sponsor

Promotion

Print• 5x a year – Front page premium ad unit• 10x a year – Sunday Scene premium ad

unit• 15x logo on upper right-hand side of front

pageOnline• Monthly Hero flip on homepage• Monthly pushdown on health section

front

Norton Healthcare Presenting Sponsorship

• Local input on monthly content theme• Ask The Expert column• Premium ad positioning for print section and on Courier-Journal.com including digital

flip book in 2014 with upgrade to native content web page in 2015• Monthly distribution of section to 408,050 households in metropolitan area

• First Issue—October 12, 2014—Breast Cancer Issue on Pink Paper• Commitment Deadline—September 12, 2014• Advertising & Content Deadlines—Provided by September 19, 2014

Norton Healthcare would receive:

Timeline :

Participation as Presenting Sponsor does not give Norton Healthcare the option to preclude other health care advertisers from participating in the Local Health section

Reach more than 150,000 women ages 25-54 each week with 540,000 gross impressions per month

•Monthly section including front page strip, front page sponsorship ear, back page ad and Ask the Expert column•Monthly digital content including native content site in 2015•Sponsorship of health blog•Digital ad package including monthly hero flip on home page, push down ad on health section, button ad on health section•High impact ad to appear on the front page of the Sunday Courier-Journal 5 times during sponsorship period and front page of Sunday Scene 10 times plus front page ear ad each month corresponding with Local Health section

Monthly Presenting Sponsorship of Local Health $18,719.92

2014/15 Norton Healthcare SponsorshipOctober 2014 to December 2015 (15 months)

Weekly high impact Ad Scape ad unit — $2,020/weekly• Front of Friday Health & Fitness

Annual Health Sponsorship Package $410,078.802014 Commitment (Oct to Dec) $80,399.762015 commitment (Jan to Dec) $329,679.04