Managing Online BusinessesFollowing the Growth—and Dollars

David SnyderAssociate PublisherCrain’s Chicago Business

Our core product/strengths 29-year old newspaper

Weekly news cycle

Loyal base subscriber/readership

Ability to sell premium- priced advertising and subscriptions

Our online product DAILY NEWS site

lauched in August 2000

Related but separate brand, ChicagoBusiness.com, with strong linkage to Crain’s

160,000+ registered users; 225,000+ unique visitors per month.

Large Email news alert business

64,000 subscribers to weekly alert 60,000 subscribers to P.M. daily alert 60,000 subscribers to CRAIN’S A.M. 45,000 to custom alerts More than 4 million requested alerts sent

each month

Expanding our reach Large user base with 75% in upper or

middle management

79% online users are not print subscribers to Crain’s Chicago Business.

51% are not regular Crain’s readers.

Growing our revenues Web revenues were virtually non-

existent 10 years ago. Now a seven-figure revenue source.

Solid margins. No printing/mailing costs. But continued investment in technology

Growing 30%-50% a year

Growing our revenues How we make money:

Advertising sales (80-90%)

Ads sold on both Web sites and emails Roughly 80% also print advertisers Roughly 20% online-only advertisers

Subscription fees (10-20%)*

$24.95 annual for print subscribers $69.00 for non-print subscribers $99.00 combo print-online subscription

* Access to weekly issue of Crain’s and unlimited access to archives

Build our print franchise

2003 2004 2007

Direct Mail 58% 55% 51%

Web 16% 21% 28%

Sub Cards 8% 5% 4%

Control to Paid 4% 5% 7%

Voluntary 7% 6% 3%

Agency 7% 7% 7%

Where the revenue action is

CPM-based display advertising. Lion’s share of revenue Most price competition Growth curve will start to flatten

Multimedia! High growth Sponsorship, not CPM driven Audience development biggest challenge

Specialized products

Multimedia

What’s next: Multimedia (Video)

Specialized products

Specialized products

Think outside the box

Think outside the box

Managing Online BusinessesFollowing the Growth—and Dollars

David SnyderAssociate PublisherCrain’s Chicago Business