TOTAL MERRILL. Deepening relationships, growing with discip

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TOTAL MERRILL Deepening relationships, growing
with discipline, executing, innovating and
building strong communities. Merrill Lynch is
in Motion. Annual Report, 3/04
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Merrill Lynch Objectives New York Times
Solutions
Increase Brand Consideration and Purchase Intent.
Showcase and celebrate Merrill Lynch Financial
Advisors.
Incorporate Merrill Lynch into actual content.
Demo Target 100k HHI 500k investable assets
Americas newspaper of record 150 years.
Strong reach of target audience sophisticated
targeting abilities.
Fixed positioning and high impact placements.
Cross-platform sponsorship.
Guard MarketShare Extend the Brand
Differentiate/Make Product Stand Out
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Extending the Merrill Lynch Brand Online, with
Influentials.
TOTAL MERRILL can encompass INFLUENTIALS

• Have a Spiral of Influence they get and
  spread ideas.
• Place high value on news and information.
• Share what theyve learned with others.
• Other people seek out their recommendation the
  Multiplier Effect.

Worldwide Readership 13.6 million
NYTimes.com Readers are Highly Involved with our
Site

• 54 of readers have checked out a product,
  service or store after seeing it advertised on
  NYTimes.com.
• 63 believe that advertisers on NYTimes.com are
  of higher quality than other sites.
• 48 trust NYTimes ads.
• 47 say that ads give ideas to purchasing.

NYTimes .com Audience Survey conducted by Roper
ASW, July 2003
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Reach our Vast and Valuable Audience

• The total combined audience of The New York
  Times, Including both NYTimes.com and the print
  newspaper in the U.S. equals 16.3 million
• Of that total audience, the duplication (people
  who read both online and print) is 16

NYTimes.com past 30 days readers
New York Times print yesterdays readers
16
Among NYTimes.com Readers
Among New York Times Print Readers
27 of people who read NYTimes.com in the past 30
days, also read the NYT newspaper yesterday
30 of people who read the NYT newspaper
yesterday, also read NYTimes.com in the past 30
days
27
30
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Source Nielsen NetRatings _at_Plan, Fall 2003
NYTimes.com audience equals 10 million NYT
newspaper audience equals 9 million
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Extending the Merrill Lynch brand online, with
Influentials.
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We know our Users
Connect with a large, influential audience!
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The Competition

• Americas paper of record 150 years
• Online Audience 10,328,553
• Online/Print Audience 16.3 million
• Sophisticated Targeting
• All users are registered.
• Championed Surround Session

• 7 years
• Online Audience 9,237,135
• Online/Print Audience no print
• Minimal Targeting
• Fraction of audience is registered.
• 20 of CBSMW users also visit NYTimes.com.

The dual nature of online and offline media at
sites such as New York Times attracts advertisers
who see it as the perfect combo. iMedia
Connection 6/04
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The Program
TOTAL Merrill / TOTAL Coverage The dual nature
of online and offline media at CNN, MSNBC, New
York Times and Wall Street Journal attracts
advertisers who see it as the perfect combo. For
advertisers theres a wealth of opportunity on
the news sites. They can choose from traditional
display unitsor they can use innovative units
and ad models like those offered through the
NYTimes.com surround sessions, half-page ads,
behavioral targeting and sponsored
archives. iMedia Connection, 6/04
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Comprehensive Exposure

• Full-page Interstitials
• Surround Sessions
• Fixed Positions
• Site for a Day - Front Page Sponsorship
• Cross-Platform Integration
• Research

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Differentiate TOTAL MERRILL

• Increase product and brand awareness with a Full
  Page Interstitial. This advertising position
  gives total exclusivity and enables you to
  introduce the Total Merrill concept with an
  engaged affluent audience.
• FULL PAGE INTERSTITIAL
• 1 million impressions (targeted to News,
  Business World News)

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Reinforce the Total Merrill messaging already
established offline.

• RE-LAUNCH the campaign with this high profile,
  high impact Exclusive Front Page sponsorship
• SITE FOR A DAY
• 1.5 million impressions
• 30,000 per day

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Create a Dialogue

• Dominate Section Fronts
• Fixed Positions across Section Fronts, including
  National Business
• 2 million impressions

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Communicate with Influentials

• Surround Sessions. Target users with HHI 100k
  and follow them through 5 pages during their
  visit.
• 1.5 million impressions

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PROGRAM SUMMARY
September 15 December 15, 2004
January 1 March 31, 2005

• Full-page Interstitials
• Section Fronts
• Surround Sessions
• 4,500,000 impressions
• 215,000

• Site for a Day
• Section Fronts
• Surround Sessions
• 5,000,000 impressions
• 145,000

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Additional Opportunities

• World Wealth Report Leverage print and online
  through this unique Special Section.
• US Open Sponsorship
• At Work Brand Network