Local Social Meeting interactive consumers where they are

Mark Medici Cox Newspapers

Local Social

Content delivery – audience tiers

Potential Interactive Audience

Potential Social Audience

Current AJC.com Audience

Premium

interactive

Audience

21% of the Atlanta marketplace is 18-29 years old. Only 15% visited AJC.com the past 7-days. 83% engage socially.

The AJC has over 450k followers and friends yet only produces 80K visits a month

67% of all interactive consumer engage in social media. 71% of women engage with social media

Currently declining in both impressions and monthly visits. Our biggest audience segment is 30-49 year olds

Only 25% of 50-64 year olds visit AJC.com on a past 7-day basis (only 24% to any media site)

Our legacy audience we must migrate. Surprisingly, 32% of 65+ year olds engage socially. How do we include social features on the my sites?

Lapsed legacy audience might not be easy to re-acquire digitally. Only 7% of 65+ year old utilize AJC.com past 7-days.

myajc.com

Premium News and

Information

Social platforms

Growing in adoption and adaptation

AJC.com

Traditional Interactive User

Experience

Local Social

Three products; Three unique approaches

Development for our print subscriber to encourage migration and increase perceived value

$25M annual business. Downward pressure on page views. Undergoing complete “reimagining.”

Incredible adoption among 18-29 year olds and women.

Current

myajc.com Social platforms AJC.com

Local Social

Three products; Three unique approaches

Goal

The networks

Local Social

Social – How brands are using social to aggregate audiences The social networks drive more than 25% of the interactive page views a month…globally

Brands are using social aggregation and curating platforms to capture the conversation happening around their brands

The networks

Local Social

Social – Content start ups are going one step further The social networks drive more than 25% of the interactive page views a month…globally

Content companies are using social aggregation and curating platforms, pairing these platforms with small editorial staffs to create audience around topics

Local Social

Social – How can we leverage social to acquire new audiences

Falcons UGA Local Hoods Local Travel Weather Food

Our free site brands have great local scale. How can we leverage our brands to engage audience socially around “topics” we no longer scale or enhance the engagement of topics we own?

Topics/content live in both traditional and social spaces. Some support each other, some live uniquely in one space.

Local Social

Growing social reach through traditional means

AJC.com maintains/reimagines content attributes to serve multiple audiences while enhancing engagement through local relevant social topics

The social platform encourages social interaction around passionate topics without having to engage with traditional media. The consumer is in total control of what they want/how they want to engage

The platform allows advertisers to play in both traditional and social environments simultaneously