CoOp Exchange Agenda

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Co-Op Exchange Agenda
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Kentucky Living

• Curt Smith

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Why Kentucky Living? We deliver!

• Largest circulation in the state (503,788 ABC
  12-31-07)
• 42 of all Kentucky adults (1.2 million readers)
  
• Readers take an average of 3.9 Million trips a
  year
• Annual expenditure estimated at 1.2 Billion
• 75 are married and 48 have children under 18
• They look forward to receiving the magazine
• Spend an average of 46 minutes with each issue
• 90 read at least 3 of the last 4 issues

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Bonus and out-of-state circulationReaders you
want to reach

• Out of state circ.
• Indiana 2,729
• Ohio 5,464
• Tennessee 2,045
• Illinois 907
• Michigan 432
• Wisconsin 78

• Bonus distribution
• All Ky Welcome Centers
• State Park Lodges
• Doctors offices in Louisville
• Lexington
• Kentucky newspapers, radio
• TV stations
• State federal legislators
• High school college
• libraries

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Madden Newspaper Inserts

• Angie Austin

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Kentucky Dept. of Tourism Official 2008
Fall and 2009 Spring Newspaper Inserts/Online
Media Campaign partnering with2008
Kentucky In-State Fall Insert 2008 Out-of-state
Fall Northern Markets InsertAND2009 Kentucky
In-State Spring Insert 2009 Out-of-State
Northern Markets Insert
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Kentucky Dept. of Tourism Official Newspaper
Inserts/Online Media Campaign Overview Fall 2008
and Spring 2009
brought to
you by
Reach 4.3 million
travelers with four Dedicated Kentucky only
High Impact Newspaper Inserts
Powerful Online Marketing via
In
Print, Online All Encompassing History of
results include strategically targeted inserts to
key feeder markets that hit demographics with
income and propensity to travel to and within
Kentucky. Average HHI 50K Highly qualified
leads generated online through Third party
analysis conducted by Hitwise ranks our site in
the top 10 of web traffic reported for free
travel info. 35x more traffic than the
competitors site.
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Kentucky Dept. of Tourism OfficialFall 2008
In-state Newspaper Insert/Online Campaign
brought to you by

• September 2008 Sunday Newspaper Insert Circ
  550,000
• Online total eMail Circ 50,000 includes
  initial email blast and follow up eZine
• Listing on for
  four months 800,000 estimated impressions
• Optional online fulfillment via iBrochure
  (interactive Brochure)
• with integrated video available.
• Reader service for four months, leads delivered
  weekly during the campaign
• Distribution to Regional AAA Offices
• 25 Key In-state Feeder Markets Ashland
  Independent, Bardstown Kentucky Standard, Bowling
  Green Daily News, Corbin Times Tribune, Danville
  Advocate Messenger, Elizabethtown
  News-Enterprise, Floyd County Times, Frankfort
  State Journal, Glasgow Daily Times, Harlan Daily
  Enterprise, Henderson Gleaner, Hopkinsville
  Kentucky New Era, Lexington Herald-Leader, London
  Sentinel-Echo, Louisville Courier-Journal,
  Madisonville Messenger, Mayfield Messenger,
  Maysville Ledger-Independent, Middlesboro Daily
  News, Murray Ledger Times, Owensboro
  Messenger-Inquirer, Paducah Sun, Richmond
  Register, Somerset Commonwealth Journal,
  Winchester Sun

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• Kentucky Dept. of Tourism Official
• Fall 2008 Out-of-State Northern Markets
• Newspaper Insert/Online Campaign

September 2008 Sunday Newspaper Insert Circ
1,150,000 Online total eMail Circ 50,000
includes initial email blast and follow up
eZine Listing on
for four months 800,000 estimated
impressions Optional online fulfillment via
iBrochure (interactive Brochure) with
integrated video available. Reader service for
four months, leads delivered weekly during the
campaign Distribution to Regional AAA Offices
13 Key Out-of-state Northern Feeder Markets
ILLINOIS Bloomington-Normal Pantagraph,
Champaign-Urbana News-Gazette, Chicago Daily
Herald, Springfield-Lincoln State
Journal-Register, Suburban Chicago Newspapers
INDIANA Evansville Courier, Indianapolis Star,
Fort Wayne Journal-Gazette, MICHIGAN Detroit
News and Free Press, Grand Rapids Press, OHIO
Cincinnati Enquirer, Cleveland Plain Dealer,
Columbus Dispatch
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Kentucky Dept. of Tourism OfficialSpring 2009
In-state Newspaper Insert/Online Campaign
brought to you by

• April 2009 Sunday Newspaper Insert Circ
  550,000
• Online total eMail Circ 50,000 includes
  initial email blast and follow up eZine
• Listing on for
  four months 800,000 estimated impressions
• Optional online fulfillment via iBrochure
  (interactive Brochure)
• with integrated video available.
• Reader service for four months, leads delivered
  weekly during the campaign
• Distribution to Regional AAA Offices
• 25 Key In-state Feeder Markets Ashland
  Independent, Bardstown Kentucky Standard, Bowling
  Green Daily News, Corbin Times Tribune, Danville
  Advocate Messenger, Elizabethtown
  News-Enterprise, Floyd County Times, Frankfort
  State Journal, Glasgow Daily Times, Harlan Daily
  Enterprise, Henderson Gleaner, Hopkinsville
  Kentucky New Era, Lexington Herald-Leader, London
  Sentinel-Echo, Louisville Courier-Journal,
  Madisonville Messenger, Mayfield Messenger,
  Maysville Ledger-Independent, Middlesboro Daily
  News, Murray Ledger Times, Owensboro
  Messenger-Inquirer, Paducah Sun, Richmond
  Register, Somerset Commonwealth Journal,
  Winchester Sun

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Kentucky Dept. of Tourism OfficialSpring 2009
Out-of-State Northern Markets Newspaper
Insert/Online Campaign
brought to you by
April 2009 Sunday Newspaper Insert Circ
1,150,000 Online total eMail Circ 50,000
includes initial email blast and follow up
eZine Listing on
for four months 800,000 estimated
impressions Optional online fulfillment via
iBrochure (interactive Brochure) with
integrated video available. Reader service for
four months, leads delivered weekly during the
campaign Distribution to Regional AAA Offices
13 Out-of-state Northern Key Feeder Markets
ILLINOIS Bloomington-Normal Pantagraph,
Champaign-Urbana News-Gazette, Chicago Daily
Herald, Springfield-Lincoln State
Journal-Register, Suburban Chicago Newspapers
INDIANA Evansville Courier, Indianapolis Star,
Fort Wayne Journal-Gazette, MICHIGAN Detroit
News and Free Press, Grand Rapids Press, OHIO
Cincinnati Enquirer, Cleveland Plain Dealer,
Columbus Dispatch
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Readers Digest Country Living

• Scott Miller

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Goes Here

• Scott Miller
• Southeast Travel Advertising Manager
• May 14, 2008

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Readers DigestModern, Relevant, Substantive
On-Topic

• Out of our Grandparents bathrooms! sure, I
  remember
• 8,000,000 Rate Base (monthly)
• One of Americas Most Trusted Brandsstill going!
• 62 Women Readers (22,816,000 each month!)
• Reader Engagement 67 minutes average read
  timeper issue!
• 2005, 2006, 2007, 2008 APRIL 2009!

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• Kentucky Co-op Program Overview
• Unmatched blanket coverage of Great Lakes
  North Central U.S.
• 2,021,600 Circulation!
• KY, OH, WV, MI, IN, Pittsburgh Metro
• IL, WI, MN, IA, MO, ND, SD, NE, KS, MT, WY, CO
• In an Engaging Editorial Environment
• Delivering substantial numbers of quality leads
• 52 Discount off Regular Rates

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Kentucky Tourism Co-op Details

• APRIL 2009 ISSUE (On-Sale March 18, 2009)
• Kentucky Tourism Co-op Anchor Full Page/4C
• New in 2009Formatted Partners Ad Units
• 6 units per page
• Descriptive Copy/25 words (word count includes
  Name of Destination, Toll-Free and Website)
• Partners Logo/4-color
• Photo or Image/4-color
• RD designs ad proof/PDF emailed to Partner for
  approval or changes

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READER RESPONSE FEATURES

• IN-BOOK Travel Card
• Destination Name Listed on reply card under
  KENTUCKY TOURISM heading
• Bound, perfd, self-addressed, postage-paid
• ON-LINE
• Virtual BRC Listing on Kentucky
  Tourism/Heartland Vacations microsite on
  TravelInfo.RD.com
• Includes HYPERLINK to your Website
• Check Box for visitors to submit requests for
  your vacation information

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READER SERVICE GUARANTEE

• Leads processed every 2 weeks for 14 weeks
• Lead files sent as de-duped excel file
• Names addresses of inquiries verified using
  CASS certified software
• REMEMBERall leads you receive through Readers
  Digest are direct request. We do not pool and
  then distribute the same leads among multiple
  destinations. Your leads are from prospective
  visitors who are interested in YOUR DESTINATION!

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KENTUCKY TOURISM CO-OPReaders DigestApril
2009Scott Miller

• QUESTIONS???
• OKAYwhos ready to sign up!

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• Scott Miller
• Southeast Travel Advertising Manager
• May 14, 2008

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Lets make sure were talking about the same
definition for Country.

• Were not talking about

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Country as in

• Todays New Media Landscape
• COUNTRY LIVING captures and defines a lifestyle
  that is rooted in comfort,
• casual style, simple pleasures, family values and
  community

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COUNTRY LIVING(Hearst Magazines)

• Original Casual American Lifestyle Publication
• Largest circulation in shelter magazine
  category (1,600,000 circ)
• Largest overall audience (11.1 million)
• 1 Newsstand Seller in category
• 80 Women
• Selected as a 2007 Adweek Brand Leader!

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Kentucky Co-op Program Details

• MAY 2009 ISSUE (On-Sale April 13, 2009)
• 8-PAGE Section including 4 full pages custom
  advertorial
• Partners mentioned in advertorial
• Distribution Kentuckys Primary States (KY, OH,
  IN, TN, IL, MI, WI)
• PLUS ALL OTHER STATES EAST-OF-MISSISSIPPI!
• Total Circulation 1,171,272
• Rates based on Primary States even they have
  been discounted!
• Partner rates at 85 discount (yes, Im serious)

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Kentucky Co-op NEW in 2009

• Partners 1/6 4C to consist of FORMATTED UNITS
• 50 words descriptive copy including Destination
  (Brand) Name, Web address, Toll-Free (Code, if
  needed), Tagline
• Partners Logo (hi-res/300 dpi)
• CL (Farsight Comms) handles ad layout Approvals
• Units larger than 1/6s will be available
  details to come

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Reader Response Features/Value Added(continued)

• ADVERTORIAL (Co-op)
• Edit mention in advertorial for Partners who
  confirm space by 1/14/09
• BUSINESS REPLY CARD LISTING (all
  East-of-Mississippi copies)
• Partners Brand Name listed under KENTUCKY
  heading on bound/perfd reader response card with
  May 2009 Co-op
• Travel Link / IN-BOOK (National Circ)
• Individual listing Brand Name 15 words of copy
• Your listing runs in May, September November
  2009
• Readers referred to Travel Link (On-Line) for
  comprehensive Web listing

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Reader Response Features/Value AddedEach
Partner

• Travel Link / On-Line (cltravellink.com)
• Dedicated Travel Advertiser Web Resource
• 50-word comprehensive listing
• 4-Color photo or Logo
• HYPERLINK
• Check Box with each listing allows visitors to
  request your vacation guide
• Listing goes live on 4/8/09 (May 09 issue On
  Sale date)
• Remains active for ONE FULL YEAR
• Travel Link (and BRC) inquiries processed and
  sent weekly via e-mail
• Lead files sent as de-duped excel file
• Names addresses of inquiries verified using
  CASS certified software

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KENTUCKY TOURISM CO-OPCOUNTRY LIVINGMay
2009Scott Miller

• QUESTIONS?

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Meredith- Better Homes Gardens- Midwest
Living- Parents- Family Circle

• Brenda Hart

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2009 Kentuckys Unbridled Super Series

• Meredith Travel Group in conjunction with
  Kentucky Tourism
• presents two new exciting high-impact co-op
  opportunities
• Unbridled Family Vacations
• Soft Adventure Travel
• Family Circle April 2009
• Parents May 2009
• Unbridled Arts, Culture and Heritage
• Iconic Kentucky
• Better Homes Gardens - March 2009
• Midwest Living - May/June 2009

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National In-Book Reader Service Listings The two
KY co-ops will reach over 78 million readers!
Targeted In Book 2 Regional Co-op Advertising
Inserts The two KY co-op will reach nearly 18
million readers!
2009 Kentucky Co-op
TravelMeredith.com National Online Exposure
E-Newsletter Sweepstakes Sponsor Reaches 200,000
Opt-In Subscribers!
Co-op Advertorial Inclusion! The two KY co-ops
will reach nearly 18 million readers!
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Rejuvenate

• Jim Hampton

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Kentucky/Rejuvenate Co-op 2008 2009

• Yearlong, full page KY presence in REJUVENATE
  Magazine KY Dept. to control top 1/3 page of ad,
  lower 2/3 page will be equally divided between
  six KY Co-op Partners. This co-op page ad will
  run in six issues of REJUVENATE.
• Yearlong Reader Response from the Magazine KY
  Dept (and all co-op partners) will be listed in
  the Advertiser Index included in every issue for
  one year. All leads that come in will be
  databased and sent to the applicable co-op
  partner.
• Yearlong online program KY Dept. banner ad to
  appear on www.time2rejuvenate.com for 12 months.
  Banner would be in a rotation with three other
  banners.

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Kentucky/Rejuvenate Co-op 2008 2009

• Yearlong lead generation for all co-op
  partnersminimum lead guarantee To maintain the
  highest caliber circulation and build reader
  affinity for our magazine, our circulation
  department communicates directly with Rejuvenate
  readers/planners on an ongoing basis. We will
  directly ask planners if they would seriously
  consider having their meeting in KY. Any
  interested planners will then give us permission
  to share their lead with Kentuckys suppliers. We
  will guarantee at least five leads every two
  months for Kentucky Co-op partners (60 leads
  total for each partner)! Leads will be sent to
  all Kentucky partners.

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Kentucky/Rejuvenate Co-op 2008 2009

• United Kentucky presence at the November 08
  REJUVENATE Conference KY would be identified as
  a PLATINUM Level Sponsor
• KY Dept. and all co-op partners will receive one
  full registration to the 2008 Rejuvenate
  Conference, to be held Nov. 10-13 in Virginia
  Beach, VA. So there will be seven KY Co-op
  registrants at this years Rejuvenate
  Conferencea strong KY presence.
• KY logos will be printed on material at the
  conference.
• KY Dept. will sponsor a Keynote Speaking
  Session. KY Dept. representative will have 5-10
  minutes to speak at the keynote before
  introducing the speaker.
• KY will receive an 8 x 10 booth on the
  tradeshow floor. The booth will be shared by all
  co-op participants.
• KY Dept. and all co-op partners will each be
  able to conduct individual sales
  presentations/mini meetings with select
  faith-based meeting planners at the conferencean
  extremely powerful part of this co-op.
  Appointments will be pre-qualified and preset.
• Gross rate for each KY Co-op Partner 5,500

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eBrains

• Angela Brady

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Kentucky 2009Online Marketing Co-Op

• 10,000 PI (Per Inquiry) Internet opted-in leads
  shared with Kentucky Tourism
• 4x eMail Marketing campaign to the 10,000
  leads/40,000 emails developed with your brand
  look and feel all deployed, tracked and reported
• Placement of your logo in the Kentucky 2009 12x
  eMail Marketing campaign
• A minimum of two Featured Destination Spotlights
  in the Kentucky 2009 eMail Marketing campaign
• 14,500 Net

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Kentucky 2009Online Marketing Co-Op

• Over 1.5m impressions of your brand via the PI
  program and you own the leads for future
  communications.
• Over 2.8m impressions via the 4x and 12x
  Kentucky Tourism eMail Marketing campaigns
• And hundreds of clicks your site and your
  partners sites via both components.

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Kentucky 2009Online Marketing Co-Op

• Additional Available Options (not included in
  co-op base price)
• Inclusion of postal addresses for PI leads
• Deployment of 4X communications to existing
  database(s)
• Database Append program to optimize your
  existing database(s)

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Question Answer