"From Gutenberg to Google to Beyond"

Peter Horan Chief Executive Officer

IAC Media & Advertising

Gutenberg to 2001

• Content, presentation and delivery tightly bound

• One-to-many publishing • Navigation by brand• Publisher in control

Age of Intent-Driven Media

• Consumers on a mission• “Search-Find-Obtain”* • Expect comprehensive

solutions that tightly integrate content, commerce and community

• Brand aids the process but it will not drive the process

*Mary Meeker, Morgan Stanley

Cornerstones of a 21st Century Strategy

• Relevance– The specific ALWAYS drives out the

general• Resonance

– Expertise is relative not absolute– Readers shop for authorities that see

the world the way that they do• Actionability

– Value is created through packaging and presentation not just content creation

Today’s Top Domains

Takeaways

• Consumers want to:– Express themselves– Share– Be part of communities– Get more done faster

• They also– Don’t place media brands on a

pedestal– Are really good at ignoring ads

Tearing Down Walls

News+Maps+UGC

Shopping+Content+UGC

Ads+Shopping+Community

Reviews+Commerce+Mobile

Zwinktopia Update

Social Networking+Ads+PR

UGC+Ads+Community

“7 Days” “Ask Someone

Who Owns One”

“Swap Your Ride”

And What About Facebook?

The Atomization of Information

Media and advertising will be about managing atoms of information bound by reader interest

Interest

"From Gutenberg to Google to Beyond"

Peter Horan Chief Executive Officer

IAC Media & Advertising