The one-stop-shopping solution to publishers increasing need for targeted Internet advertising.

The one-stop-shopping solution to publishers’increasing need for targeted Internet advertising

“If you’re selling things, you don’t necessarily need to massively expand your product range to tap long tail markets. You can instead just reach the ‘long tail of customers,’…the potential pockets of demand that don’t necessarily lie within your normal marketing channels.”

—Christopher Anderson, The Long Tail

Publishers’ traditional marketing Publishers’ traditional marketing channels are shrinkinchannels are shrinking:g:

Disappearing advertising, review and publicity Disappearing advertising, review and publicity media, e.g. print newspapers, media, e.g. print newspapers, Washington Post Book Washington Post Book WorldWorld

Eroding bookstore base—independents; Borders (?)Eroding bookstore base—independents; Borders (?) Internal budgetary pressuresInternal budgetary pressures Competition for consumers’ “mindshare”Competition for consumers’ “mindshare”

The One-Stop Concept

Provide book publishers with customizable niche vertical networks (“Reader Channels”SM) to target a book’s specific market.

Each Reader ChannelSM offers an aggregate of high-quality websites designed to optimize the reach and effectiveness of online ad campaigns.

Offer the latest in demographic, behavioral, contextual and retargeting technology—available through a uniquepartnership with leading ad network, Burst Media.

Accommodate all standard display units and rich media.

Provide full site-level reporting and transparency to the highest BPA audit standards.

Online audiences spend most of their time on content websites—not portals. Targeted niche and specialty content sites offer the best marketing environment for book publishers.

The majority of traffic online comesfrom sites beyond center portals.

76.9

23.1

% of Page Impressions

Page Impressions

* comScore Media Metrix – February 2008

Users spend most of their timeonline beyond the portals.

87.4

24.3

Average Minutes per Usage Day

Time Spent

Why Go Vertical?Why Go Vertical?

High composition and performance: Verso Reader ChannelsSM

are comprised of both hand-selected and algorithm-based websites designed to optimize the buy and provide thegreatest customization.

Verso acts as an industry-wide aggregator to deliver highly competitive CPMs ($6.00 on average) and added-value placements.

According to comScore, theVerso/Burst Media network attractsvisitors with a Buying Power Index(BPI) > 100, higher thanaverage Internet users.

Reader Channels : Buy RationaleReader Channels : Buy RationaleSMSM

The Verso Network reaches book-buyers!The Verso Network reaches book-buyers!

Reach Among Adults Who Have Purchased a Book Online or Offline in the Past 6 Months

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10.0

15.0

20.0

25.0

30.0

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BARNES & N

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MIL

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comScore Media Metrix: April, 2008

There are now over a dozen Reader ChannelsSM available,with more being added by Winter/Spring 2009. Among the first are the following:

Business and Finance Channel Women’s Health and Fitness Channel Thought Leaders Channel Teen Channel Women’s Romance Channel Science Fiction and Fantasy Channel Eco Channel Pop Culture Channel Food and Wine Channel Fiction SelectSM Channel

Sample Reader ChannelsSample Reader Channels SMSM

Demographic: based on continually updated Web survey data, target your campaign by specific gender, income, age, geographic or other statistical variables

Contextual: based on predefined content channels or algorithmically derived websites

Behavioral: based on historical visit patterns within the Network

Reader Channels : Targeting CapabilityReader Channels : Targeting CapabilitySMSM

Retargeting: selects previous visitors to campaign websites, or tags author-affiliated sites, for repeat advertising

Reader Channels :℠Reader Channels :℠Affordable and EffectiveAffordable and Effective

Total Targeted ApproximateAverage Potential vs. Campaign Optimized

CPM Impressions Run-of-Site Duration Thru-out

NYTimes.com 35.00$ 218,000 No 5 Days No

WSJ.com 39.00$ 219,000 No 5 Days No

Verso Reader Channels℠ 6.00$ 1,417,000 Yes 20-plus Days Yes

USAToday.com 25.00$ 340,000 No 5 Days No

Reader Channels℠ verus Other Online Media: $8,500 Buy

SAMPLE CHANNELSEach Verso Reader ChannelEach Verso Reader ChannelSM consists of hundreds of high-quality, clutter-free consists of hundreds of high-quality, clutter-free

websites out of a universe of more than 4,000 specialty content sites.websites out of a universe of more than 4,000 specialty content sites.

Target Audience: Men 25+ Business readers/enthusiasts HHI $75K+

Campaign Objectives: To drive sales of books Generate awareness for

author/book/publisher

Verso Solution: The Business and Finance

Reader Channel has a high composition of males 25+, high HHI

Targeted Buy comprised of business, finance, and baby boomer content

Target Audience: Men 25+ Business readers/enthusiasts HHI $75K+



Verso Solution: The Business and Finance

Reader Channel has a high composition of males 25+, high HHI

Targeted Buy comprised of business, finance, and baby boomer content

PlacementPlacement UnitsUnits CPMCPM ImpressionsImpressions Net BudgetNet Budget

Optimized Optimized Custom Custom

Business Business andand

Finance Finance ChannelChannel

StandardStandard728x90728x90

300x250300x250160x600160x600

$6.00$6.00 UnlimitedUnlimited TBDTBD

Added Value ImpressionsAdded Value ImpressionsCustom Business ChannelCustom Business Channel TBDTBD TBDTBD

TBDTBD

Verso Business & Finance Channel Overview

Targeted content with a focus on business, finance, investing and careers:

• 160 high quality websites

• 6.6 million monthly uniques

• 72% manage finances online

GenderGender

Male 65%

Female 35%

AgeAge

18-24 8%

25-34 14%

35-44 17%

45-54 22%

55-64 22%

65-74 10%

IncomeIncome

$35,000 - $49,999 10%

$50,000 - $74,999 15%

$75,000 - $99,999 14%

$100,000 or more 28%

EducationEducation

Some College 23%

College Grad 29%

Post-Graduate Work 11%

Post-Graduate Degree 26%

Verso Business & Finance Channel Content

Verso Women’s Health & Fitness Channel Overview

Target Audience: Women 25+ Health & Fitness Lifestyle West and East Coast

Recreational Markets Fashion oriented HHI 75+



Verso Solution: Women’s Health and Fitness

Reader Channel: 200+ women’s sites covering health, fitness, fashion, cooking and healthy living content

Target Audience: Women 25+ Health & Fitness Lifestyle West and East Coast

Recreational Markets Fashion oriented HHI 75+



Verso Solution: Women’s Health and Fitness

Reader Channel: 200+ women’s sites covering health, fitness, fashion, cooking and healthy living content


Optimized Optimized Custom Custom

Women’s Women’s Health & Health & Fitness Fitness ChannelChannel


300x250300x250160x600160x600



TBDTBD

Targeted content with a focus on women’s health, fitness, dieting, wellness, cooking and fashion:

•200 high quality websites•6.2 million unique views/month

Verso Women’s Health & Fitness Channel Content

GenderGender

Male 24%

Female 76%

AgeAge

25-34 11%

35-44 19%

45-54 29%

55-64 24%

65-74 7%

IncomeIncome

$35,000 - $49,999 9%

$50,000 - $74,999 17%

$75,000 - $99,999 16%

$100,000 or more 29%

EducationEducation

Some College 26%

College Grad 34%

Post-Graduate Work 10%

Post-Graduate Degree 22%

Verso Thought Leader Channel Overview

Target Audience: Men 35+ C-Suite influencers Political and environmental

activists and bloggers Northwest, West Coast and

East Coast (Boston/D.C. axis markets)

HHI $75+



Verso Solution: Thought Leaders Reader

Channel: includes quality content in national and world news, politics, business and green activity.

Target Audience: Men 35+ C-Suite influencers Political and environmental

activists and bloggers Northwest, West Coast and

East Coast (Boston/D.C. axis markets)

HHI $75+



Verso Solution: Thought Leaders Reader

Channel: includes quality content in national and world news, politics, business and green activity.


Optimized Optimized Custom Custom Thought Thought Leader Leader

ChannelChannel


300x250300x250160x600160x600



TBDTBD

Targeted content with a focus on local, nationaland international news, information, business and technology:

•135 high quality websites•20.3 million unique views/month

Gender

Male 60%

Female 40%

Age

18 – 24 Years 12%

25 – 54 Years 51%

55 or More Years 32%

Education

Attended/HS Graduated 22%

Attended/ College Graduated 78%

Income

Less Than $35,000 20%

$35,000 to $74,000 29%

$75,000 or More 45%

Frequency

Daily 23%

Weekly 25%

Monthly 19%

First Visit 33%

Verso Thought Leader Channel Content

Verso Teens Channel Overview

Gender

Male 53%

Female 47%

Age

Less than 18 Years 78%

18 – 24 Years 13%

25 – 34 Years 8%

Frequency

Daily 32%

Monthly 27%

First Visit 35%

Other 6%

Site Bookmarked

Yes 44%

No 56%

The Verso Teens Channel reaches Internet users between the ages of 12 – 17 withtargeted content sites that focus on music, entertainment, gaming, sports and fashion:

• 300 high-quality websites • 6.6 million unique views/month• $6.00 CPM

Introducing: Verso Fiction Select ProgramSM

Target Male Audience: 39.9 million 18-54 years 69.9% shopped online in past

six months 50.2% say the Internet is

primary source of information on products they are considering for purchase

Target Female Audience:

42.7 million 18-54 years 66.7% shopped online in

past six months 85.6% are primarily

responsible for their household’s shopping

Campaign Objectives: To drive sales of general

fiction books Generate awareness for


Verso Solution: Customized Fiction Select

Channel campaign

Target Male Audience: 39.9 million 18-54 years 69.9% shopped online in past

six months 50.2% say the Internet is

primary source of information on products they are considering for purchase

Target Female Audience:

42.7 million 18-54 years 66.7% shopped online in

past six months 85.6% are primarily

responsible for their household’s shopping

Campaign Objectives: To drive sales of general

fiction books Generate awareness for


Verso Solution: Customized Fiction Select

Channel campaign


Optimized Optimized CustomCustomFiction Fiction SelectSelect

ChannelChannel


300x250300x250160x600160x600


Added Value ImpressionsAdded Value ImpressionsTBDTBD TBDTBD

TBDTBD

Uses demographic targeting by gender, income, age or geo market to cast a wide net for potential general-fiction buyers:

• Broad list of over 500 high quality sites• Men: 39.9 million monthly uniques• Female: 42.7 million monthly uniques

Content Category ReportingContent Category Reporting

Adcode Reporting (Site Level)Adcode Reporting (Site Level)

Custom ReportingCustom Reporting

The Verso Ad Network provides you with full access to site level reporting, which in turn gives you the knowledge and insight as to which placements and sites perform the best for your campaign.

Reporting available:

Site level GeographyCategory CreativeCTR Action rateCPA and more! Customizable reports can be sent as requested by the client.

Transparency and Full Site-Level Reportingcreate knowledge and provide security for Book Publishers

VersoVerso Reader Channels Reader ChannelsSMSM meet strict eligibility requirements meet strict eligibility requirements

Verso Network websites must:Verso Network websites must: Be written in EnglishBe written in English Attract over 5,000 page views/monthAttract over 5,000 page views/month Operate on own top-level domain (no free-hosted sites)Operate on own top-level domain (no free-hosted sites) Contain no links to adult or obscene contentContain no links to adult or obscene content Observe all intellectual property and copyright lawsObserve all intellectual property and copyright laws Display banners based on page view, not timed rotationDisplay banners based on page view, not timed rotation Provide screenshots of reported site traffic, clicks & viewsProvide screenshots of reported site traffic, clicks & views Display an up-to-date Privacy PolicyDisplay an up-to-date Privacy Policy Be COPPA (Children’s Online Privacy Protection Act) compliant Be COPPA (Children’s Online Privacy Protection Act) compliant

Verso Pop Culture Reader ChannelVerso Pop Culture Reader ChannelSMSM

Screenshots for Screenshots for Lion Among MenLion Among Men by Gregory Maguire by Gregory Maguire

(William Morrow, 11/08)(William Morrow, 11/08)

Lion Among Men “Lion Among Men “Box ad” Box ad”

www.sidereel.comwww.sidereel.com

Lion Among MenLion Among Men “Leader ad” “Leader ad”

www.broadwayworld.comwww.broadwayworld.com

LLion Among Menion Among Men “Widesky ad” “Widesky ad” www.accuradio.comwww.accuradio.com

Verso Standard Campaign ReportingVerso Standard Campaign Reporting

Verso Pop Culture Reader ChannelVerso Pop Culture Reader ChannelSMSM

Campaign Results for Campaign Results for Lion Among MenLion Among Men

Run dates: Oct. 14-Nov. 10, 2008Run dates: Oct. 14-Nov. 10, 2008 Total impressions: 5,950,000Total impressions: 5,950,000 Ad types: Standard 3 sizes; flash ads; call to action; click for Ad types: Standard 3 sizes; flash ads; call to action; click for

previewpreview Measureable results: .14% average CTR (click-through rate)Measureable results: .14% average CTR (click-through rate) Publishing result: New York Times # 4 Fiction for 1Publishing result: New York Times # 4 Fiction for 1stst week week

on-saleon-sale

Reader ChannelReader ChannelSMSM Optimization Optimization

Daily CTR

0.000%

0.020%

0.040%

0.060%

0.080%

0.100%

0.120%

0.140%

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*Patriotic Grace by Peggy Noonan (HaperCollins, 9/08)

“Niche publishers in the Long Tail tend to hold two powerful characteristics core to attracting, and influencing, an engaged consumer audience: credibility and expertise on specific topics. For advertisers looking to surface the most engaged consumer, getting out of your head and into the Tail might be a good place to start.”

—Rob Crumpler, “Wagging the Dog,” Media Daily

VERSO READER CHANNELSSolutions for the digital age.

SMSM

The one-stop-shopping solution to publishers increasing need for targeted Internet advertising.

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