A Report from the:

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• A Report from the
• Easy To Do Business With Committee
• NAA Convention
• January 30, 2007

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Summary

• Objective Make it easy to buy creative ad units
• What newspapers can do

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Overview and Objectives Make it Easy to Buy

• Target Customer National and Regional
  Advertisers
• Target Product Creative Ad Units
• Execute nationally and deliver locally
• Standardization Availability and Acceptability
• Standardization Mechanics
• Standardization Common Language/brand

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Why Creative Ad Units?

• Advertiser demand
• Newsrooms not always advertising innovation
  friendly
• Inconsistent adoption across newspapers
• Showcases our ability to go beyond price item
  in advertising

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Why Creative Ad Units

• 5. An advertising environment that engages the
  reader/consumer
• 6. Target message and creative to section
  audiences
• 7. Offers advertisers differentiation
• 8. Strong visual impact better response

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Creating Standardization

• Creative Ad Units

Premium Ad Units
Shape Ads
Accenture Ads
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Creating Standardization

• Common language
• Standard name for creative units product
• Standard name brand overall program
• Standardize units available
• Standardize ad sizes for SAU and 50 inch web
• Gain acceptance across the industry

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Bookends

• Specifications
• SAU 2 columns wide (4 -1/4) x 21 inch depth.
  Two ads placed outside left and right of a double
  truck
• 50 web 2 columns wide (3-3/4) x 21 inch depth.
  Two ads placed outside left and right of a double
  truck

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L-Shape Single Page

• Specifications
• SAU left or right side of page - 2 columns wide
  (4-1/4) x 21 inch depth. Plus 4 column (8-5/8)
  x 4 inches deep anchored next to 2 column ad at
  the bottom of the page
• 50 web left or right side of page - 2 columns
  wide (3-3/4) x 21 inch depth. Plus 4 column
  (7-5/8) x 4 inches deep anchored next to the 2
  column ad at the bottom of the page.

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L-Shape Double Truck

• Specifications
• SAU Left side or right side of page 3 columns
  wide (6-7/16) x 21 inch depth. Plus 10 columns
  (no standard dimensions) x 6 inches deep anchored
  next to the 3 column ad at the bottom of the
  page.
• 50 web Left side or right side of page 3
  columns wide (5-11/16) x 21 inch depth. Plus 10
  columns (no standard dimensions) x 6 inches deep
  anchored next to the 3 column ad at the bottom of
  the page.

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U-Shape Single Page

• SAU left side of page 1 column (1-12/16) x 21
  inch depth, plus center 4 column (7-5/8) x 2
  inch depth, plus far right side of page 1 column
  (-12/16) x 21 inch depth (total width across
  bottom 13)
• 50 web Left side of page- 1 column (2-1/16) x
  21 inch depth, plus center 4 column (8-5/8) x 2,
  plus far right side of page 1 column (2-1/16) x
  21 inch depth (total width across bottom 11-1/2)

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U-Shape Double Truck

• SAU Left side of Double Truck- 2 columns
  (4-1/4) x 21, plus center 9 column (no standard
  dimensions) x 4, plus far right of Double Truck
  2 column (4-1/4) x 21 inch depth (total width
  across bottom13 columns 26)
• 50 web Left side of Double Truck- 2 column
  (3-3/4) x 21 inch depth, plus center 9 column
  (no standard dimensions) x 4, plus far right of
  Double Truck - 2 column (3-3/4 x 21 inch depth
  (total width across bottom 13 columns 11 1/2 )

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Stair Step

• SAU Left 2 columns (4-1/4) x 4, plus 2 columns
  (4-1/4) x 7 plus 2 columns (4-1/4) x 12 Total
  width 6 columns (13)
• 50 web- Left 2 columns (3-3/4) x 4, plus 2
  columns (3-1/4) x 8, plus 2 columns (3-3/4) x
  12 Total width 6 columns (11.5)
• NOTE The 2 far left and 2 far right columns can
  be swapped to accommodate artwork

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Sports Brackets

• Single Page
• SAU 6 columns wide (13) x 3deep
• 50 web 6 columns (11-1/2) x 3 deep
• Double Truck
• SAU 13 columns wide (26 x 3 deep)
• 50 web 13 columns wide (11 1/2 x 3 deep)

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What newspapers can do

• Adopt the standard AdScape units
• Agree to the recommended mechanical dimensions
• Agree to establish standard dimensions for 9 and
  10 columns
• Use the Rapid Easy Buy logo to let advertisers
  know youre part of the program
• Go to the naa.org/advertiser site to view and
  download the presentation and agree to
  participate
• Sign up at the conference today!