Planet Discover

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PLANET DISCOVER Local Marketplace - Best
Practices for Generating Online Revenue

AMERICA EAST April 7, 2009
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Local Marketplace - Best Practices for
Generating Online Revenue

• What is Local Marketplace?
• Local Marketplace is an online destination, where
  users of your site can be connected with local
  businesses to conduct commerce.
• Newspapers have a distinct online advantage as
  THE local source of information.
• Leverage your daily user relationship to connect
  users with local businesses in your market.
• Open the door for small-to-medium sized
  advertisers.

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Local Marketplace - Best Practices for
Generating Online Revenue

• Strategic level product champion.
• Adopted across sales channels, with ad products
  and pricing aligned accordingly.
• Incent the sales team and build it into their
  sales plan.
• Promotion current users new users.
• Create a new brand.

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1. Strategic-level product champion

• Calkins Media/PhillyBurbs.com Bob Kellagher
• McClatchy Interactive/Ft. Worth Star-telegram.com
  Craig Diebel
• Buffalo News/Buffalo.com Roger Seifert

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2. Adopted across sales channels, with ad
products and pricing aligned accordingly

• Outside/online reps highest-dollar
  print/online ad bundles
• - Telesales mid-level price points and ad
  products
• - Self-service lowest-level price points a la
  carte

Live Site
Outside/Online Sales Team
Insertion Order
Sales Support
PD Admin System
Call Center/Inside Sales Team
Sales Support/ Marketing Center
PD Admin System
Insertion Order
Advertiser
Marketing Center
PD Admin System
Approve/Deny
Confidential
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3. Excite and Incent the Sales Team and Build
it into their Sales Plan

• Blitz promotion
• Spiffs
• Monthly goals
• Annuity payments based on the life of the
  advertiser
• Top-level visibility and support

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4. Promotion Current Users

• Current users
• Include the directory in your site search results
  
• Embed advertiser listings into content pages
• Relevant category links embedded into content
  pages
• Portable search widgets embedded into content
  pages

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5. Promotion New Users

• SEO
• Persistent and prominent links into the directory
  (home page/section fronts)
• Advertiser/More Info pages
• Category landing pages
• All categories page
• XML site map submission (by the market)
• Multi-media promotions
• Radio, TV spots
• Videos
• Billboards
• Bill Stuffers

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6. Create a New Brand!

• Separate brand that lives within current site
• Phillyburbs.com/Marketplace
• Star-telegram.com/Star-tel Pages
• Buffalo.com/Ultimate Guide
• Separate brand/external site, promoted from
  newspaper site
• Ottaway/recordonline.com/HudsonValley.com
• Evening Post/PalmettoBizBuzz.com

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Appendix Planet Discover Company Description
and Products Follows
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High level summary

• What we do
• Provider of local search engine software and
  related applications
• Local Directory and Marketplace
• Integrated modular site search
• Events
• We are local search, not Web search
• Focused on media industry
• Newspaper, radio and television
• How we do it
• Wholly owned subsidiary of Gannett
• Provide local search for 95 newspapers, 17
  television stations, Army Times, directory
  business
• Team of approximately 65
• Development in Cedar Rapids, IA
• Operations and management in Fort Mitchell, KY
• Search software deployed via Software as a
  Service (SaaS) model
• Intranet, extranet and client instance of
  software and applications all integrated

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High level summary (cont.)

• Why we are different
• Ability to ingest and make searchable a wide
  variety of content sources
• News from content management systems
• Feeds from disparate content providers
• Blogs
• Reviews
• Video
• Scraping content from external sources such as
  Cars.com and CareerBuilder.com
• Present search results within integrated display
• Advertising and self-serve systems
• Superior customer support systems and processes
• Our customers
• In addition to Gannett, Planet Discover powers
  approximately 160 search engines for other
  clients
• Approximately 280 sites total

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Sample of Clients
Confidential
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Entity Architecture

• Entities include
• Directory listings
• Organization
• Clubs
• Blogs
• Community sites
• etc.
• Content is connected at Entity level.
• Ability to connect and display contextually
  relevant information

Confidential
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Local Directory Marketplace Home

• A complete online business directory tailored to
  your local market
• Includes
• Mapping Driving Directions
• Coupons
• User Ratings Review
• Featured Businesses
• Featured Category Landing Pages
• Popular Categories based on user activity
• Advanced proximity search

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Local Directory Category Landing Page

• Focus selling efforts on key local business
  categories (Restaurants for example)
• Flexible sub-category selections
• Featured advertisers in the category
• Top rated businesses in the category
• Category-based right-rail coupons or product ads
• Link to advertiser self-serve site

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Local Directory Search Results

• Sorting
• Distance
• Name
• Rating
• Mapping
• Rollover features
• Driving Directions
• Advanced Search
• Distance Search from Zip
• Enhanced Listings
• Shaded Background
• Logo
• Preferred Placement
• Advertising
• Enhanced Business Listings

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Local Directory Micro Site tab navigation

• Mini Web Site
• Includes
• Logo four additional images
• Details description, products services
• Business Hours
• Category-specific Extra fields
• Search Engine Optimized
• Coupons
• Gifts or products
• Map and driving directions
• Ratings Reviews
• Embedded Video or slideshow
• Events

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Local Directory Micro Site no tabs

• Mini Web Site
• Includes
• Logo four additional images
• Details page
• Business Hours
• Industry Specific Extra fields
• Search Engine Optimized
• Coupons
• Gifts or products
• Map and driving directions
• Ratings Reviews
• Embedded Video or slideshow
• Events

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Ratings Reviews

• Comprehensive star rating score displayed on
  Business Listing
• Comments displayed with listing information
• Deloitte Research
• 62 of consumers read user-generated reviews
• Of those, 82 said a review influenced their
  purchase of a product

Confidential
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Verticals

• Custom Event Local Directory Listings
• Additional Advertising Opportunities
• Target Specific Demographics in your Market

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Marketplace

• Integrating
• Business Directory Listings
• Hyper local neighborhood navigation
• Local retailer coupons and deals
• Featured local product or service
• User Ratings Reviews

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Marketing Center
Marketing Pages Self Serve Interface Supports
Ad Bundles Advertisers can - Purchase
Advertising - View reports - Update coupons
AT ANY TIME! Real Time Credit Card
Processing Payment Models - PPC bid -
PPC fixed - CPM bid - CPM fixed -
Fixed Monthly - Fixed Daily
Confidential
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What is Integrated Search?

• - Single Search Box/Single Results Page
• - Active and passive searchers, additional ads/
  page views.
• - Modular Format
• Organized Content
• Relevant Results
• Targeted Keyword-Based Advertising
• - Delivers a wide variety of content
• Daily news
• Business Directory Listings
• Events
• Archives
• Classifieds - cars, jobs, homes
• Local website content
• Blogs Forums
• And more

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What is Blended Search?

• - Single Search Box/Single Results Page
• - Targeted Keyword-Based Advertising
• - Blended Results Format XML data feeds can be
  combined to display as one result set
  identified by icon (market defined) or image.
  Each content source has individual relevancy
  boost settings.
• - Left/Right Rail Widgets variety of options to
  include external content can be refreshed
  automatically without reloading the page.
• Related Searches compares recent search terms to
  current search term filter for profanity in
  place, additional filters can be applied.
• Filter By Category displays number of results
  can be ordered alphabetically, or by most
  results.

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Local Search Promotion

• Consumers are used to your site offering news but
  now they can find a complete business directory,
  jobs, homes, cars, events and more all from
  your site with one search!
• Consumers wont know this unless you let tell
  them. By using creative marketing techniques, you
  can let consumers know that there are new
  features on your website that can benefit them in
  their everyday lives.

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Advertising Product Mix
Products
Segments
Sales Channels
Marketplace
National Rep or Partner
Natl Adv
Text Ads Enhanced Listings Dynamic Product
Ads Marketplace Coupons
Traditional Newspaper Advertisers
Existing Newspaper Sales Channels
Enhanced Listings Marketplace Text Ads Coupons
Self-Service, Affiliate, Telesales, ISR
Small Medium Sized Enterprises
Private Party
Confidential
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Site Link References

• Local Directory
• Home
• http//marketplace.phillyburbs.com/sp?aff1109
• http//search.argusleader.com/sp?aff1160
• http//biloxi.planetdiscover.com/sp?aff1160
• http//stcloud.planetdiscover.com/sp?aff1160
• Category Landing Page Restaurants
• http//siouxf.planetdiscover.com/sp?aff1160catId
  16030000skin100
• Text ads
• Section-based http//www.star-telegram.com/reales
  tate/
• Article page http//www.star-telegram.com/804/s
  tory/1252306.html
• Keyword-based http//pd.dfw.com/sp?aff1100keywo
  rdsfordsubmitGo
• Custom Entertainment Vertical http//www.dfw.com
  
• Coupons
• http//philly.planetdiscover.com/sp?skinaff1129
  
• http//pd.startribune.com/sp?pshoppingportal/coup
  ons (element of Marketplace)
• Marketing Center https//iowa-ads.planetdiscover.
  com/ssi/ (v2)
• https//minn-ads.planetdiscover.com/ssi (v1)

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Thank you.
Brian Talty Vice President of Sales Planet
Discover 2171 Chamber Center Dr Ft. Mitchell, KY
41017 brian.talty_at_planetdiscover.com
859-392-3152 513-226-9725 cell