January 2005The Experts in All Things Animal

BOWTIE INC. CONFIDENTIAL

Consumer Magazines Business-to-Business Magazines Books InternetDistribution Merchandising Services

BOWTIE INC. / CONFIDENTIAL September 2005

Prepared For:

ONLINE ADVERTISING PROGRAMS

January 2005The Experts in All Things Animal

BOWTIE INC. CONFIDENTIAL

Program One: CAT Mission

108,000 monthly banner impressions distributed throughout the forum and Ask the Vet sections of CatChannel.com. Impressions divided among three sizes (leaderboard, skyscraper, square) to maximize effectiveness.

Clorox to sponsor Club Cat blogs.

Clorox logo on all Club Cat blogs. Estimated 450,000 impressions/month

Cat Blog sponsorship

January 2005The Experts in All Things Animal

BOWTIE INC. CONFIDENTIAL

Program One: CAT Mission

Clorox to sponsor the Health section of CatChannel.com.

Sponsorship would include a sponsored download TBDand Clorox logo on all ‘Advocacy’ articles. Estimated 65,000 impressions/month

Clorox widget available for download in Club Cat users’ account.

Estimated 80,000 impressions/month

Health section sponsorship

Clorox Widget

January 2005The Experts in All Things Animal

BOWTIE INC. CONFIDENTIAL

Program Two: Fresh Step

408,000 monthly banner impressions distributed throughout CatChannel.com. Impressions divided among three sizes (leaderboard, skyscraper, square) to maximize effectiveness.

Clorox to sponsor online video section of CatChannel.com.

Sponsorship would include Clorox logo on all video indexes. Estimated 7,500 impressions/month

Clorox to take over the CatChannel.com home page once a month.

Estimated 2,600 impressions/month

Clorox to roadblock the CatChannel.com home page once a week.

Estimated 31,000 impressions/month

Video sponsorship

January 2005The Experts in All Things Animal

BOWTIE INC. CONFIDENTIAL

Program Two: Fresh Step

Viral email campaign in the CatChannel.com Club Cat profiles saying “Look at my cat’s web page” for email to users’ cat-loving friends.

Estimated 9,000 impressions/month

Sponsor a visitor poll on CatChannel.com.

Estimated 1,500,000 impressions/month

Clorox to sponsor advertorial in the Litterbox section of CatChannel.com

Advertorial (written by Clorox) includes banner advertising to drive traffic to the article. Estimated 100,000 impressions/month.

Viral Email Campaign

Advertorial

Poll

January 2005The Experts in All Things Animal

BOWTIE INC. CONFIDENTIAL

Month Program

Length of Campaign 9 months 9 months

Banner Ads/Month 108,000 972,000

Cost of Banners $2,509 $22,583

Club Cat Blog Sponsorship $4,500 $40,500

Health Section Sponsorship $1,000 $9,000

Widget in My Account $2,000 $18,000

PROGRAM COST $90,083

TOTAL IMPRESSIONS DELIVERED 6,327,000

EFFECTIVE CPM $14.23

Program Pricing: CAT Mission

January 2005The Experts in All Things Animal

BOWTIE INC. CONFIDENTIAL

Month Program

Length of Campaign 9 months 9 months

Banner Ads/Month 408,100 3,672,900

Cost of Banners $9,268 $83,413

Video Sponsorship $1,000 $9,000

Viral Email $1,000 $9,000

Poll Sponsorship $2,000 $18,000

Litterbox Advertorial $2,500 $22,500

Home Page Takeover $1,000 $9,000

Home Page Roadblock $1,000 $9,000

PROGRAM COST $159,913

TOTAL IMPRESSIONS DELIVERED 18,531,900

EFFECTIVE CPM $8.63

Program Pricing: Fresh Step