The Media Center AOL

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Get the Facts... React... Then Interact
The Media Center _at_ AOL Amortizing a Major News
Story The editorial and business opportunities
in Election 2004 coverage
CONFIDENTIAL
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• AOL News Election Guide 2004
• In the Past
• AOL has been at the forefront of election
  programming on the Internet
• Breaking news and real-time results were threaded
  with message boards, chats, polls, voter services
  and personalized candidate information
• The Election Guide product was available to both
  AOL members and Web users
• Election Night coverage in 1998, 2000 and 2002
  all broke usage records for the AOL service
• In 2004, The Election Guide Morphs Again
• This years Guide is AOLs most comprehensive
  elections effort to date with more news and
  analysis wrapped with what services rich
  community and technology
• Content from some of the best partners in the
  political news arena
• No. 1 political site on the Internet (4-5 million
  unique users monthly)
• On its own, PresidentMatch.com, a partnership
  with TIME magazine, was the No. 8 election site
  on Internet in February with 545,000 unique users
• ElectionGuide04.com provides something for all
  tastes
• Election Main (breaking news, features and
  results)
• Presidential Race (candidate profiles, primary
  calendars, voter services)
• The Sideshow (political humor, cartoons, The
  Onion, exclusive video from Bill Maher, Comedy
  Central)
• Political Insider (for the junkies, in-depth
  analysis, audio/video commentary from analysts)

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• Best of Breed Partners
• News Organizations
• ABC News
• Capitol Advantage
• CNN
• Comedy Centrals The Daily Show
• Congressional Quarterly
• League of Women Voters
• MelissaData
• National Journal
• New York Times
• The Onion
• OpenSecrets.org
• PollingReport.com
• Rock the Vote
• USA Today

• Contributors
• Michelle Cottle
• Mark Fiore (Cartoonist)
• Jonah Goldberg
• Bob Gorrell (Cartoonist)
• Arianna Huffington
• Bill Maher
• Mike McCurry
• Grover Norquist
• Scott Reed
• George Stephanopolous
• Jake Tapper
• Top Stand-Up Comedians

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http//www.electionguide04.com
Something for Everyone The Mainstream

• AOL Elections Main
• Top News
• Latest Headlines
• Community Promotion You Said It or Poll
• Partner Promotions
• Election Glossary
• Voter Services
• Primary Results

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http//electionguide04.com/political_insider.adp
Something for Everyone The Involved

• Political Insider
• Top Analysis
• The Political Spectrum
• Niche Partner content such as CQ headlines or ABC
  News The Note Summary
• State, District and Candidate Profiles
• Election Resources Polling Data, Fund-Raising
  Overview and Search, Candidate Day Books
• State Internet Resources

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http//electionguide04.com/sideshow.adp
Something for Everyone The Disengaged

• The SideShow
• President Match
• The Straw Poll
• The Onions Glossary
• Political Cartoon Gallery
• Animated Cartoons
• Video commentary from Bill Maher
• Exclusive video from The Daily Show during the
  primaries and conventions
• AOL member blogs

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http//www.capwiz.com/aol04/e4/rlist/?zip01776
Something for Everyone Personalization

• Your Elections
• Localized race and candidate information
• Voter Registration
• Candidate Issues Statements
• Voter information

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http//www.presidentmatch.com
Leveraging AOL Strengths Tools

• Your Elections
• President Match
• News Alerts
• Search
• Self Expressions
• Candidate Buddy Icons
• Party Buddy Icons
• Election-Themed Wallpapers

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http//www.electionguide04.com/virtual_primaries.a
dp
Leveraging AOL Strengths Community

• Your Elections
• Message Boards
• Chats
• Polls
• Interviews
• You Said It
• AOL Journals
• AOL Straw Poll

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Threading the Pieces Together

• The Daily Pulse
• Nightly packages launch at 6p.m. ET focusing on
  topics buzzing in the AOL community. Politics and
  Elections are the most frequently covered areas.

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• Political Advertising
• Prior Election Years
• Online ads are still an afterthought for most
  campaign media planners
• AOL has the ability to sell to local, state and
  national segments with geo-coding that allows
  campaigns to target demographics and affinity
  audiences
• In 2002 AOL sold to local state Senate and House
  candidates, lobbyists, PACs and the national
  political parties
• Last-minute ad buys were common in 2002, with 13
  million geo-targeted ads, bundled on the AOL and
  Time Warner Web sites, sold in the final days of
  the election

Geo-targeted ads placed on AOL in 2002 by the RNC.
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• Political Advertising
• In 2004
• Presidential candidates have experimented with
  online advertising
• Dean bought a streaming video ad that modified an
  existing commercial
• Kerry and Edwards both chose local runs in
  primary states
• The last 60 days of the campaign should be
  telling for all online entities since new
  campaign finance limitations on soft-money
  spending will limit traditional advertising
  options
• AOL News has increased the sponsorship
  opportunities within the product, allowing for a
  more targeted buy for advertisers