March, 2006

1
Federated Media Publishing Inc. An Overview
March, 2006
2
The Business

• At FM, our mission is to support independent
  website authors and audiences, by connecting
  them to marketers in an ongoing and robust
  conversation that feeds everyone involved.

• FM represents outstanding authors whose sites
  cater to cultural influencers, technology
  decision makers, and business leaders. Our first
  federation, focused on tech culture, reaches
  millions of unique readers and serves tens of
  millions of ad impressions a month. We are also
  developing federations in parenting, small
  business, entertainment/media, and many others.
• In addition to establishing a devoted following,
  each site in the FM fold subscribes to a core set
  of values strong voice and point of view,
  accuracy to the facts, engagement with its
  community, responsibility, integrity and
  transparency.

3
FM Is Author Driven

• The core driver of our business value is our
  relationship with authors, and the value they
  create through their sites.
  
• We cultivate that relationship by bringing them
  revenue, of course, but also through author
  services and a membership approach.
  
• FM differentiates through its selective approach
  to publishing sites - we focus on quality.

4
Author Driven Mores

• Authors who join the FM network of sites hold
  these values in common
  
• Voice and Point of View Strong voices and
  intelligent points of view drive robust
  conversations.
  
• Accuracy Some FM sites are journalistic in
  nature others are not. Regardless, FM sites
  strive for accuracy regarding items we post as
  facts.
• Community Weblogs are conversations, not
  lectures. The community that gathers around each
  site is the essence of its value, and we treat
  that community accordingly. We listen and respond
  to feedback, and incorporate it into the way we
  manage our sites.
• Responsibility We take our role in the community
  we serve seriously, and feel responsible for our
  own words. When we make mistakes, we correct
  them. We do not seek to use our sites
  maliciously.
• Transparency We err on the side of disclosure to
  our readers. If we have an interest in something
  were writing about, we disclose that interest.
  We are as transparent as we can be about our
  sites statistics, practices and policies.

5
The FM Audience

• On average, FMs network audience is
• 10 percent CEO/Chair/Owner
• 20 Director or above
• 50 management
• Average Age 32.7
• Average Household Income range 50,000-74,999
• Male 79
• Many individual FM sites average 20 - 30
  CEO/Chair/Owner and 30 HHI above 100K.

6
The Platform How It Works

• Step 1 FM onboards author
• Mores
• Contract
• Ad Code
• Survey
• FM badge
• Platform integration
• Step 2 Author Data (Survey, Inventory) is loaded
  into platform
  

7
The Platform How It Works

• Step 3 Marketer views platform
• Via endemic author links
• Via ongoing account management
• Via outbound sales
• Via word of mouth
• Step 4 Marketer iterates campaign-based media
  plan
  
• Platform acts as search engine to demographic,
  inventory data
  

8
The Platform How It Works

• Step 5 Marketer reviews results, reserves
  campaign(s)
  
• Step 6 Marketer pays for campaign, uploads
  creative (this can also be done later)
  
• Step 7 Authors are notified, approve/deny
  campaigns
  
• Step 8 Approved campaigns are queued, then run
  at designated timeframe
  

9
The Results?

• Ads on FM sites!

10
Selected Advertising Partners to Date

• Microsoft
• Intel
• Quikbook
• Budget
• Absolut
• GM
• Busted Tees
• New Line Cinema
• OReilly
• Wired
• Linden Labs

• Lenovo
• Palm
• FAST search
• Citigroup
• WebEx
• GoToMyPC
• The Wall Street Journal
• Hitachi
• Verisign
• Snorg Tees

• Dreamworks
• Dish Network
• Feedburner
• Cognio
• Verizon
• Airpath
• Geico
• Real
• MindCandy
• Cosimo

11
Federated Media Publishing Inc.

For More Information
John Battelle Jbat_at_fmpub.net Chas Edwards Chas_at_
fmpub.net