What We’ve Learnedand Moving Forward

Cox Newspapers Internet meeting

April 28, 2004

Our Vision

• Our future: Deeper integration of online, print

• Strategy: Where do we want to go? What are our key business initiatives?

• Direction: Looking ahead, best practices, setting new industry standards

• Focus: All of us are part of a common goal. Sharing and teamwork are essential.

What We’ve Learned

• Process: Streamlined the Product Development cycle

• People: Realignment, new hires to strengthen teams

• Communication: Refined internal, external dialogue

• Teamwork: Closer working relationships among markets, COXnet

• Support: Systematic approach for new sites, projects

Moving Forward /User Registration

• Launched user registration across sites in 2004. Partial launch / message boards in September 2003.

• Made adjustments and completed extensive testing to make sure the system could handle the load created by UR.

• Successfully launched content trigger points for Austin, Hamilton, Dayton and Atlanta.

• Confirmed users (As of early Monday):Atlanta 123,180 Austin 87,675 Dayton 28,822 Hamilton 5,053

Quantity becomes quality…

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

80,000,000

90,000,000

Mar-03 Apr-03 May-03 J un-03 J ul-03 Aug-03 Sep-03 Oct-03 Nov-03 Dec-03 J an-04 Feb-04 Mar-04

Atlanta Austin Dayton Palm Beach TOTAL

Source: SageAnalyst, CNI Metros: Mar, 2003 – March, 2004

Metro / city site page views: March 2003 – March 2004

Moving Forward / The Value Proposition

Moving Forward /Grow E-Mail Subscriptions

As registrations increase, so do opt-in e-mail subscriptions…

Source: SageAnalyst, Feb, 2004-April, 2004

0

5,000

10,000

15,000

20,000

25,000

2/28/2004 3/13/2004 3/27/2004 4/10/2004

Confirmed Registrants E-mail Subscribers

DaytonDailyNews.com UR Launch

Moving Forward / E-mail Advertising Forecast

E-mail is our most immediate opportunity to monetize our registered user data

Source: Jupiter Research, 2002

744415

950

1,146

735

1,243

1,682

1,228

1,568

2,347

1,934

1,890

3,157

2,921

2,199

0

1,000

2,000

3,000

4,000

5,000

6,000

7,0008,000

9,000

2003 2004 2005 2006 2007

Retention Sponsored Acquisition

National E-mail Advertising Forecast

Moving Forward / Managing The Data

We’ve got the data … now what do we do with it?

• Take advantage of revenue potential from e-mail newsletters

• Hire/appoint local ‘data czars’ to manage the data

• Develop detailed processes for managing requests for analysis

• Communicate standards, restrictions and prioritization for using the data

• Treat the data as an asset

Moving Forward /Turning Users into $$

• Special offers: Send a direct e-mail message to a specific audience.

• Personalized ad targeting: Passing UR variables to Doubleclick.

• E-mail newsletters: Immediately connect with receptive customers seeking specific information.

Deliver targeted audience segments

Moving Forward / Enhance User Registration Process

• Customize ‘Welcome’ e-mail by site

• Offer incentives to users who supply specific information

• Validate ZIP codes upon entry

• Auto-populate City and State based on ZIP code

• Conduct an exit survey when users delete their profiles

• Ability to apply a “vacation stop” to e-mail newsletters

• Share best practices on managing UR data

Moving Forward /Audience Management

Building loyalty• 23% of our audience drives 85% of the volume.• Our ‘sweet spot’ is turning our frequent and light users into loyal users.

Source: SageAnalyst, CNI Metros - January 2004

LOYAL USERS>= 4 visits; >1 page per visit

FREQUENT USERS2-3 visits; >1 page per visit

LIGHT USERSmultiple 1-pg visits; single visit, >1 page

DRIVE-BY USERSsingle visit, 1 page X46.5%

30.4%

11.3%

11.8%

3.2%

12.4%

10.8%

73.5%

0%

20%

40%

60%

80%

100%

Unique Visitors Page Views

X

• Define a customizable collection of reports to provide a real-time overview of site performance.

• Create reports dynamically, then save, share or automatically distribute them.

Understanding audience key to success

Moving Forward / New Audience Analysis Tools

Moving Forward /Real-Time Reporting

• Influence editorial decisions with real-time content analysis.

• Measure marketing effectiveness to promotional, sign up, or order pages.

• Identify important pages that are getting missed, in order to highlight them more prominently.   

Monitor our most popular content

Moving Forward /Path Analysis Reporting

• See popular pages or channels that users view following a selected page and where they exit the site.

• Drill into visitor or content attribute data to further dissect who is

using what content.

Follow users through our sites

Improve customer experience, build loyalty through prototype testing

Upcoming…

• Events Tool

• Restaurants Tool

• Palm Beach Redesign

• Web Order Entry

• Search Tool

• Movies Tool

more…

Upcoming…

• Events Tool

• Restaurants Tool

• Palm Beach Redesign

• Web Order Entry

• Search Tool

• Movies Tool

more…

Moving Forward /Usability Test Plans

Moving Forward /Audience Management

Exploring our options

Vendor Analysis• Tacoda• Sage AMP• 24/7 RealMedia• AlmondNet• Accenture• DoubleClick• WebLogic Customization• SiteCatalyst• Hit Box• WebTrends• Core Metrics

Market Analysis• Belo Interactive• Washington Post • Newsweek Interactive• iVillage• USA Today• AZCentral.com• Weather.com• Tribune Interactive• Avenue A Media Buyer

Moving Forward / Search Improvements

• Improvements to site search utilizing Verity’s K2 product

• Integration of Google Web search into site search, which also includes Google-sponsored search results

• Is there a pot of gold out there?

New generationof search

Moving Forward / MoreSearch Enhancements

• MetaTagger: A cost-efficient way to improve Search.

• Sets the stage for advanced content initiatives such as Personalization.

• Automates accurate, consistent metadata for each news story.

• Available early May

Better local search on your sites

Moving Forward /Events and Restaurants

Events (available early August):• Improved online user interface

including event photos• New features such as the ability to

search for nearby restaurants

• One entry point for information to

feed both print, online products Restaurants (available late June):• Improved online interface• New features such as ability to sell

sponsored search results

Tools for the leisure-time audience

Moving Forward / ContentManagement System

• Sent a team to train all the newspaper and city site Web staffs on the new system in August. Now used in all markets.

• Followed up initial training with further visits to reinforce training.

• Holding conference calls with producers on tips, idea sharing.

• Responding to papers’ needs, adding CMS

enhancements as quickly as possible. • Responding to papers’ needs, adding CMS

enhancements as quickly as possible.

CMS continues to evolve

Moving Forward / Content Management — New Tools

• COXnet customization of the DT Web Tab enables newspapers to seriously consider the newsroom in the Web publication workflow.

• Simple interface completely removes HTML from the process.

Bringing Internet to the newsroom

• Release coincides with DT5 rollout in markets.

Moving Forward /CMS — Major Upgrades

• Improved integration with other tools, saving time for users in adding story enhancements, such as polls.

• Detailed file status information (Published, Processing, Failed, etc.) to help producers sort production issues.

Better tools for your producersThe new COXnet Web Transfer Tool offers:

• Integration with DT 5 news databases.

• Available late May

Moving Forward /CMS — Major Upgrades

New ways to automate content

• Users have more control of automated headline displays.

• New services: Weather

• Custom Access Points: Users can pick their own look and feel for automated headlines

• Rollout of changes late April to late May

Changes to the Content Reference Tool:

Moving Forward /CMS — Major Upgrades

• E-Paper stories can be published directly into popular site directories (Metro, Sports, Money, etc.) This promotes flexibility for content producers and increases targetable page inventory for Sales.

• Automated E-Paper headlines can be promoted anywhere on a site.

• Rollout date to vary by site, starting with Ohio sites in June.

Flexibility for your Web print editions

Moving Forward /Content-Related Tools

Poll tool:

• More customization of fonts, colors• Ability for unlimited user voting

Message boards:

• Improved user interface — providing more sorting and search options.

• Allowing users to attach photos, icons, etc. to message posts.

• Providing more search options

Enhancing our interactive tools

Enhancements available early July

Moving Forward /Content-related tools

Slideshow tool:• More customization options for

background and font colors, tile graphics and thumbnail display.

Media Manager:• Providing the ability to bulk

upload photos, reducing time to build photo galleries

• Providing more search options

Easing way for more photo slideshows

• COXnet will launch shared photo channel after enhancements completed in mid-June.

Moving Forward /Multimedia

• Providing hands-on assistance where needed on audio slideshows, Flash presentations and editing video.

• Holding conference calls, Webinars to spread expertise and share ideas.

• Working with AJC Multimedia Committee

Setting standards, sharing best practices

• Also established Intranet page on multimedia issues and list serv for discussion.

Moving Forward /Revenue Channels

• Enhance existing revenue-producing channels — Health, Travel, Money.

• Identify new content deals, such as consumer electronics

• Added revenue content manager to staff and reorganizing resources. Working with AdStudio on joint projects.

• Providing new support for community sites.

New Content department strategy

Moving Forward /New Features Channels

• Home and Garden.

• Food

• Working on new options for Pets content.

• Working with markets to identify other content needs.

In the works

Moving Forward /Reselling Cox Content

New avenues to build revenue

• Opening Special Edition to national audience

• Universal Press Syndicate to market content

• Password-protected site offers stories and photos to subscribers.

Moving Forward /Sites for Non-Dailies

• Working with Cox Ohio to develop Web sites for four Ohio non-dailies, launching by June.

• Task list created by Product Development will serve as possible model to follow for non-dailies in North Carolina and Texas.

In the works

Moving Forward /Content-Related Tools

• High School Stats, an administrative tool that allows one entry point for high school stats information to feed print and online products

• Product Development, Content working with multiple markets to ease production of stats for online and print.

• Available early August

Simplifying sports stats

Moving Forward /Classified Verticals

• Web Order Entry: Allowing customers to buy ads online

• Morris Classifieds: A better solution for all verticals on communities and merchandise for the metros

Enhancing the customer experience

Moving Forward /Large Ad Formats

Greater ROI forour advertisers

• Better click-through rates

• Higher visibility

• Improved platform for branding

Moving Forward /Advertising-Driven Content

Creating ad revenue channels• Conceptualizing with sales staff

• Front-end design

• Ad creative support through life of revenue channel

Moving Forward/Advertising-Driven Content

Improving existing ad-driven content• Maximizing page real estate

• Improving usability through smart design

• Intuitive content management tools built for sales staff to update site without knowing HTML

Moving Forward /Improving Quality

• Increased experience on the quality assurance team

• New automated testing tools

• Building a more robust test environment

• More rigorous testing procedures

Advances in quality assurance

Moving Forward /Technology

• CGI to Java: Converting legacy products for the new platform to assure stability.

• New site architecture: Having WebLogic serve content to users

• Disaster recovery: Building a redundant data center

• Better utilization of existing technologies on our platform, such as e-commerce.

A stronger, stable infrastructure

What We’ve Learnedand Moving Forward

Cox Newspapers Internet meeting

April 28, 2004