Build Your Circulation with Digital Editions Consumer Marketing Internet Task Force Meeting May 13,

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Build Your Circulation with Digital
EditionsConsumer Marketing Internet Task Force
MeetingMay 13, 2004
Digital Delivery Made Simple
Texterity Inc.144 Turnpike RoadSouthborough, MA
01772 [phone] www.texterity.com
Martin HenselPresident, Texterity
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Hot Applications to Aggressively Build Circulation

• Boost new and renewal print subscriptions with
  low-cost digital sampling.
• Attract younger readers using free trial
  e-offers.
• Replace Airmail for fast, low cost delivery to
  international readers.
• Encourage, track and count pass along readers.
• Make digital archives a powerful renewal premium.
  
• Generate Pay-Per-View revenue from past issues.

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Why Choose Texterity

• Thirteen-year track record
• Systems Integrator in SGML/XML for publishers
• Raised VC (2001) to exploit electronic publishing
  system
• Vast experience ranges from e-books to magazines
  and catalogs
• Digital Magazine Solutions launched in 2003
• Circulation Building
• Digital Delivery via E-Mail Web
• Complete Tracking and Reporting
• No required user software or cumbersome downloads
• Customers include
• Hearst, Penton, CMP, Ziff Davis, Summit, Group,
  Time Warner,

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Circulation Building Programs

• Instant Digital Fulfillment
• 1st Issues
• Subscription Premiums
• Gift Subscriptions
• Digital Sampling to lift paid controlled offers
• .edu Public Place distribution
• Improve reader demographics
• Companion Digital Delivery Offers
• For Email Collection
• Renewal Premium
• Airmail Replacement Programs
• All via house web site, direct email, portal
  networks

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Instant Digital Fulfillment

• Preferred Subscriber Benefits include digital
  edition delivery
• Sign up from home page or alternative source
  (e.g., web portal)

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Instant Digital Fulfillment

• Hard or soft offer to subscribe
• Get full and immediate access to the current
  digital issue as soon as you click Subscribe

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Circulation Building Programs

• Instant Digital Fulfillment
• 1st Issues
• Subscription Premiums
• Gift Subscriptions
• Digital Sampling to lift paid controlled offers
• .edu Public Place distribution
• Improve reader demographics
• Companion Digital Delivery Offers
• For Email Collection
• Renewal Premium
• Airmail Replacement Programs
• All via house web site, direct email, portal
  networks

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Digital Sampling Step 1 Attract Interest

• Hook readers on content via house sites or web
  networks
• Rotating banners with content based on issue
• PPC Search Engine Marketing

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Digital Sampling Step 2 Get Email Address

• Free 3-month digital issue offer
• Set Title Theme
• Capture name and email address for conversion
  series

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Digital Sampling Step 3 Convert to Print
Trial

• 17-Step conversion series
• Instant access to current issue
• Intermediate autoresponder message series
• Next issue
• In-issue reminders BRCs, cover wraps, etc.
• Always closing to get print trial

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Digital Sampling Step 3 Convert to Print
Trial

• Conversion Tips
• Teaser emails always offer content of interest
• To increase prospect touch points
• To increase sales and cross-sells
• Continuous improvement
• From extremely granular tracking and reporting
  system
• To identify top-performing campaigns
• To optimize returns from initial keyword click to
  first renewal

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Digital Sampling to Boost Circulation

• Other Applications
• .EDU Public Place -- Replace Doctors office
  print copies with digital delivery to college
  students to improve demographics and lower costs
• House Web Site Sample Issues -- Engage prospects
  with whole magazine experience
• Gift Subscriptions -- Instant fulfillment of last
  minute purchases
• Dead Expires -- Low response rates dont matter
• Use Companion Digital Delivery as offer to gather
  reader email addresses.

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Circulation Building Programs

• Instant Digital Fulfillment
• 1st Issues
• Subscription Premiums
• Gift Subs
• Digital Sampling to lift paid controlled offers
• .EDU Public Place distribution
• Companion Digital Delivery Offers
• For Email Collection
• Renewal Premium
• Airmail Replacement Programs
• All via house web site, direct email, portal
  networks

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Build Your Circulation with Digital
EditionsConsumer Marketing Internet Task Force
MeetingMay 13, 2004
Digital Delivery Made Simple
Texterity Inc.144 Turnpike RoadSouthborough, MA
01772 [phone] www.texterity.com
Martin HenselPresident, Texterity