Inland Division Interactive Sales Call

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• Inland Division Interactive Sales Call
• June 22, 2009

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2009 Summer Season Summary

• Create specials to drive summer and holiday sales
• Summer Retail events
• Fathers Day on June 21, 2009
• Graduations from May - June
• Independence Day on July 4, 2009
• Back to School/College from July to September
• Summer in-season categories
• Vacations
• Patio furniture
• Swimwear
• Barbeque grills
• Retailers start to plan for Holiday Season in
  August -September

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Sales by Advertiser CategoryThrough June 12, 2009
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• Sales Success Stories
• Valerie Vale, and Kelly Mirt, Tampa Tribune,
  Media General
• Perry Adams, SF Gate, Hearst
• Julie Wright, Anchorage Daily News , McClatchy
• Amy Collins, St Paul , MNG

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Florida Communications Group
DMA Tampa Customer NAFFCO Flooring Customer
Type Retail Category Real Estate/Home
Garden Campaign New
Pitch TBO.com and Y! can get your message
in front of qualified buyers, reaching more
people with better targeting, enhancing your
current newspaper advertising. Key
Considerations By Client Reach, Additional
qualified buyers, monthly reports for
tracking Objections Resolutions Has been
exclusively NP for many years and is not internet
savvy. Was reluctant to add spend for medium the
client was not experienced in using. Educated
client on benefits and necessity of broadening
reach and audience in a proven newer product.
Monthly reports for tracking was key. In
addition, competing website did not have ability
to deliver as many options. Total Revenue
54,000 Y! Revenue 36,000, Term 12 months
Targeting RON, Yahoo furniture BT Client
Feedback Originally concerned ads would not
convert into actual sales. Is impressed with
additional traffic on client website. Key
Takeaway Competing website had presented to
client the day prior but because of our ongoing
relationship, NP success and customer service,
the client signed our Yahoo contract for an
annual campaign.
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Florida Communications Group
Creative Details Will feature Shutter, Flooring
and Cabinet sales. Copy will be revisited for
monthly campaigns. Goal is to increase sales by
12 Performance Trends Campaign is in its
first month. Click through rates are just above
.08. Client understands time will improve
response. Sales Team Tactics Four legged call
with blitzer to current newspaper client who had
never considered online visibility. Competitive
Positioning This client understands the power
of a media mix, especially during depressed
economic times. Limited inventory in your
categories.
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SFGate Local RetailDiageo Wines
DMA San Francisco Customer Multiple Wine
Events Customer Type Wineries, Category Events
/ Case Sales Campaign New and Renewal Term 10
day to 2 week campaigns in May June Pitch
Drive online purchases of wine sales and tasting
events in Sonoma and Napa Counties Key
Considerations By Client Need to see
ROI Objections Resolutions Is it going to
work? Is it going to drive sales in a down
economy? Total Revenue 5,200 combined (3
campaigns) Y! Revenue 1,705 combined Term 2
to 3 week runs Targeting Beverages
Wine Spirits BT Client Feedback Clients are
happy with campaigns overall and signed new
parent agreement for their wineries. CTR was 60
with Yahoo! BT than the average of other ROS and
section-targeted placements. Key Takeaway It
works!
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SFGate Local Retail Diageo Wines

Creative Details What is the call to action?
Save when you buy a case. How often will it be
changed? Not changing, but using multiple ad
units. Goal of the creative? To drive wine
sales. Performance Trends What are the
customers expectations for this campaign? Not
detailed for its success alone, but looking at
each sale event and how many cases are sold
online. How has the campaign performed based
on these expectations? Very well. Case sales
online and at wineries have done well, and SFGate
and Yahoo are the only online media being
used. Sales Team Tactics Was this campaign
sold with print? Yes. As a four legged call? Yes.
Online only? No. Would you like to recognize the
specific reps/managers here? Jose del Castillo
and Sue Merceri Competitive Positioning How
are/will you position this campaign to attract
this advertisers competitors? Already have
Letting people know that Yahoo BT (as well as
SFGate) work well for advertisers in the Wine
category (as reps cover Wine Country). Also, that
Yahoo BT results in higher click-thus than other
placements. Other Comments This is a template
for the multiple wineries in Northern California
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SFGate Retail Nor. Cal. Renaissance Faire
DMA Santa Clara Broad Zone Customer Northern
California Renaissance Faire Customer Type
Retail, Category Event Campaign New Term
8/25/2009 9/11/2009 Pitch To raise awareness
and drive online ticket sales Key Considerations
By Client Relative Targeting Objections
Resolutions Serving the ads to the right
people. Client was focused on the geo zone of
Santa Clara and certain gender and age
demographics. The resolution was to use Yahoo!
geo and demo targeting to match the clients
needs. Total Revenue 8,000 Y!
Revenue 6,800 Term Two weeks Targeting Yahoo
Geo Santa Clara and Demo Age and Gender Client
Feedback The client loves the plan because it
serves her exact needs. She also likes that she
could go back to her client with new products and
capabilities (i.e. Yahoo! Geo and Demo).
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SFGate Major Retail Bloomingdales / Clinique


Creative Details Using above-the-fold positions
to drive readers to website where they can
purchase tickets to the event. Creative will have
general event information to entice readers to
click. The call-to-action is to purchase tickets.
Performance Trends The campaign has not
started yet, but we will monitor weekly and
optimize if needed. Sales Team Tactics
Strategically picked products based on clients
needs. Competitive Positioning We have the
number one news site in the market and can
eliminate wasted impressions with our targeting.
In the past they advertised with the Mercury
news, who continues to be their media sponsor.
This year we were able to secure a third of the
total budget.
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The News Tribune / The Olympian
DMA Seattle-Tacoma DMA Customer Little Creek
Casino Resort Customer Type NP Online, New
long-term Y! Category Travel Casino Campaign
New Pitch Yahoo! GEO targeting can reach the
local audience they are looking for and the ad
buy applies to overall revenue contract. Key
Considerations By Client Client was looking for
ways to expand their local reach, to build
awareness and to meet their revenue contract.
Yahoo! provides a good opportunity to reach the
desired audience in key counties. They want to
benefit from the fine targeting we can
accomplish with geo zones for ticket sales and to
boost their occupancy rate. Objections
Resolutions Prior conversation, objection, the
Seattle-Tacoma DMA was too broad GEO Targeting
allowed us to handle that objection. Total
Revenue 98,000 Y! Revenue 36,000 Term 12
months, Targeting TravelCasino BT Key
Takeaway The value of relationship in the sales
process, keeping in touch with client and finding
new ways to provide solutions to meet business
objectives. The account went through sales rep
changes but the relationship and pass off kept
the client in play.
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The News Tribune / The Olympian
Creative Details Little Creek Casino Resort
has been diligent in changing out the creative on
a regular basis with upcoming concerts and events
on the np.com sites. We expect this trend to
continue for all their online ads. The call to
action and goal of the creative is to build
awareness and drive ticket sales Click for
Tickets. Performance Trends Client wants to
see increased event ticket sales and higher
occupancy rate at the resort. We will monitor
the campaign closely with the client to evaluate
its effectiveness. After first two weeks of
delivery, ctr is .12 and BT delivery is on
track Sales Team Tactics The campaign was sold
as part of their revenue agreement including
Yahoo!, print and np.com. This contract
negotiation was a combined effort of the previous
and new sales reps, Karen McClennen Mike
Butler, to ensure a confident transition of
relationship with the client. Competitive
Positioning Area casinos are very competitive.
We have proposals out to other casinos and will
follow up as results are tracked with Little
Creeks Yahoo! exposure. Other Comments Any
other unique information you would like to share
can go here
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The Anchorage Daily News
DMA Anchorage Customer Alaska
Railroad Customer Type Major/Key Category
Transportation/Tourism Campaign New

Pitch General Travel BT and Run of Network
Key Considerations By Client Full coverage of
DMA Objections Resolutions The Railroad was
already our largest contracted account, it was
imperative to keep existing dollars in place
while adding Yahoo! to the mix. Established
positive relationship with client and proven
success with adn.com and Alaska.com proved to
allow just that. Client was eager to find
funding for the NEW opportunity but wanted to be
first in market to run on Yahoo! (And they
were!) Total Revenue 42,500 Y! Revenue
42,500 Term 12 months Targeting Run of
Network Client Feedback Having worked closely
with The Anchorage Daily News for years, the
client did not think twice about looking for
additional dollars to add to their already
successful campaigns. Key Takeaway Creative
updates will be key, working the local angle was
imperative to the sale, and extending their
already impressive reach into the market was the
clincher.
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The Anchorage Daily News
.Pitch General Travel BT and Run of Network
Key Considerations By Client Full coverage of
DMA Objections Resolutions The Railroad was
already our largest contracted account, it was
imperative to keep existing dollars in place
while adding Yahoo! to the mix. Established
positive relationship with client and proven
success with adn.com and Alaska.com proved to
allow just that. Client was eager to find
funding for the NEW opportunity but wanted to be
first in market to run on Yahoo! (And they
were!) Total Revenue 42,500 Y! Revenue
42,500 Term 12 months Targeting Run of
Network Client Feedback Having worked closely
with The Anchorage Daily News for years, the
client did not think twice about looking for
additional dollars to add to their already
successful campaigns. Key Takeaway Creative
updates will be key, working the local angle was
imperative to the sale, and extending their
already impressive reach into the market was the
clinche.
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St. Paul Pioneer Press
DMA Minneapolis Saint Paul Customer Schuler
Shoes Customer Type Brand New! - NP Only -
NP Online Category Retail Pitch Customer
evaluating all print media due to lack of
results. Presenting new options that
specifically hit their target marketshoe
shoppers. Key Considerations By Client Being
able to target by specific demographics. Objectio
ns Resolutions No significant objections due
to a longer education process entailing a few
presentations. Total Revenue 3,000 Y! Revenue
3,000 . Term 1 month Targeting BT
Retail/Footwear, Female, Ages 35-54 Client
Feedback Out of 209,000 impressions, received
313 clicks (0.15 CTR). Further, out of 101
e-commerce sales, 61 were related to our sales
(60). Best sale so far in-store and e-commerce.
Liked it so much, they renewed, and more. Key
Takeaway Constant communication with customers
about the results as well as educating on how
people use display ads. Making sure
advertisements were working on-time and
correctly.
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St. Paul Pioneer Press
Creative Details Good call to action. Unique
URLs for this campaign for total tracking. The
landing page matched creative and prices matched
sales prices on banners and landing pages
therefore no surprises to customers. Performance
Trends Representative set expectations by
stating average CTR and most likely they should
see higher conversion rates. Sales Team Tactics
Four legged calls. Other Comments Customer
renewed new contract is 7x amount! More Y! BT
Email Blasts. Total Revenue 21,000 Y!
Revenue 13,500 Term 4 months Targeting BT
Retail/Footwear, Female, Ages 35-54
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St. Paul Pioneer Press
DMA Minneapolis St Paul Customer Ashley
Furniture Customer Type Brand New! - NP Only
- NP Online Category Retail Campaign
New Pitch NP, NP.com and Y! can reach more
people with better targeting than your current
local broadcast campaign. Shift dollars from TV
to us! The have stores throughout the entire DMA
(58 counties) Key Considerations By Client
Large reach with specific targeting capabilities.
They Have done online in past but always got as
a value add from their print buys in Other
publications. This would be first paid effort.
All online money spent Would count towards their
contract commitment. Objections Resolutions
Being that all online spending would count
towards contract commitment, made them happy as
it would help keep print CPMs from
increasing Total Revenue 100,000 Y! Revenue
100,000 , Term 20 months Targeting Life Stages
Moving, Furniture, Garden Patio,
Mortgage Client Feedback Customer is seeing an
average CTR of 0.11 and is happy with that
(compared to what ROS was giving them in past).
Being first time real online sale, customer
is still learning how to use online and likes
that we are helping. Key Takeaway Keep
educating the customer on how to read performance
and manage campaign for them. At first,
Mortgages were included to reach people looking
for a new home, but the CTR was poor and being in
touch with customer and suggesting removing
impressions and adding to better performing areas
would help increase overall CTR. And educating
customer that banner measurement is more than
just a click.
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St. Paul Pioneer Press
Creative Details Customer is changing creative
close to every 2 weeks, keeping it current to
their sales efforts. Their creative matches what
they are running with other media (print and
broadcast). Performance Trends Customer was
not sure about expectations since this is their
first time running online where they are trying
to track. Sales Team Tactics Campaign was an
up-sell to their current print contract. Sold
together with print and online rep. Competitive
Positioning We have been presenting to other
major furniture retailers and trying to sell off
Share of Voice.
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