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Innovation Now:The Boston Globes two-brand

strategy

October 6, 2011

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Our particular opportunity

The digital shift is well under way

Print circulation price hikes (2009) gaveus breathing room, but new revenueneeded

Boston.com is a substantial contributor

with its strong advertising business thatwould be at risk should we lock the sitedown behind a pay wall

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Boston.com traffic

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Total U.S.Unique Visitors (MM)

% Active Reach

1 HUFFINGTONPOST.COM 36.7 17.0%

2 NYTIMES.COM 33.0 15.3%

3 USATODAY Sites 26.1 12.1%

4 LATIMES.COM* 18.6 8.6%

5 WASHINGTONPOST.COM 17.8 8.2%

6 WSJ.COM* 16.6 7.7%

7 BOSTON.COM 7.0 3.2%

8 NYPOST.COM 6.7 3.1%9 SFGATE.COM 6.7 3.1%

10 CHICAGOTRIBUNE.COM* 5.9 2.7%

Data Souce: comScore Unified Key Measures

August 2011 - National Competitive Market

Media Source

*Indicates that the entity has assigned traffic to certain pages in the domain to other entities


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Research that helped informdigital strategy

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Consumer Perception / Brand Differentiation


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Globe News Consumption & Willingnessto Pay

Print-engaged favor aformat and editorial approachthat resembles a newspaper,even though they are eagerusers of new technology,more willing to pay for Globecontent

Online/mobile-engaged

prefer a wider newssurveillance activity thatdraws them to searchengines, email links, and

other digitally-directed modesof discovery, could be66

Source: Forrester Research


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Could we create a separate online brand for TheBoston Globe?

Could it provide a new, consumer revenue streamwithout sacrificing Boston.coms advertising oraudience?

Business Model


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Business Model: Two brands, Twoopportunities?

Free

Mass audience

Advertising supported

Targeted to online/mobileengaged

Paid premium product

Appeals to former andcurrent Globesubscribers/readers

Elegant ad integration

Meets expectations of print

engaged

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.com


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Content Guidelines / Distinct Experiences


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Multiple platforms: Accent on mobile


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http://vimeo.com/29507010

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http://vimeo.com/29507010http://vimeo.com/29507010


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Reader benefits See all stories that appeared in the Globe in a

familiar navigational presentation Enhanced by multi media Complete with updates throughout the day

Immersive reading experience Easy to read articles in their entirety Related stories and other stories in section easy to

find

Ability to save articles to read at a later timeoffline or online

No need to download apps for different devices

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Advertiser benefits

Affluent, well-educated audience

Fewer ads on page heighten visibility andawareness

Sponsorship of sections and features providespositive brand association unique visibility

Ability to target demographically increasescampaigns effectiveness Can reach target audience across both Boston.com

and BostonGlobe.com

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Marketing Campaign

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Progression of development

LaunchBostonGlobe.

com

Free Trial

SellBostonGlobe.

com

Subscriptions

Boston.com

New

Content

Boston.com

Globe

ContentGuidelines

Boston.com

Re-

imagined

NewBostonGlobe

Branded

Product Dev.


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Digital product portfolio to grow overallaudience


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Product portfolio to grow overallaudience

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Web

Mobile

/Apps

R h d t i f f t


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Research underway to inform futuredigital strategy

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Scarborough Audience research for The Boston Globe andBoston.com

Web analytics: Omniture, comScore, Nielsen


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Overall goals

Grow overall audience across product portfolio Match product development with the needs of

targeted audiences

Provide the ability for advertisers to reach mass or

targeted audiences

Increase overall revenues from a combination ofconsumers and advertisers

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