Scaling Local Markets Together. Christian A. Hendricks President

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1 Scaling Local Markets Together Christian A. Hendricks President

2 Christian A. Hendricks Vice President, Strategic Initiatives Vice President, Products, Marketing & Innovation Vice President, Interactive Media President (current) Chairman of the Board Board Member Board Advisor Board Advisor Board Member (past) $2.4 billion exit Board Member (past) $700 million exit Board Member (past) $585 million exit

Chairman of the Board Board Member Board Member Board

3 Christian A. Hendricks Vice President, Strategic Initiatives Vice President, Products, Marketing & Innovation Vice President, Interactive Media President (current) Chairman of the Board Board Member Board Member Board Advisor Board Member (past) $2.4 billion exit Board Member (past) $700 million exit Board Member (past) $585 million exit

4 Who we are The LMC is committed to leveraging the latest technology and partnerships for increased revenue and audience growth to further the sustainability of local journalism.

5 Fundamental belief Scale Matters. What we are.

6 By the Numbers We are 77 holding companies and growing!

7 By the Numbers We are 2,200+ Local Media Outlets

8 By the Numbers We are 172 Million Monthly UVs 62.8% Reach

9 By the Numbers We are 3.4 Billion Monthly Pageviews

10 By the Numbers We are 15.4 Billion Monthly Ad Impressions

11 Fundamental belief Scale Matters. What we Do.

12 Craft Strategic & Operational Relationships

13 Relationship Pipeline

14 Strategic & Operational Focus 2018 Focus 1. Member Growth 2. Affiliate Program 3. Audience Acquisition 4. Data

15 Audience Acquisition & Data Strategy People Matter more than Devices Just ask Facebook and Google.

Facebook collects a lot of data about you everything from your email address to the strength of your phone s battery. The simplest explanation for this is that Facebook uses that data to make money.

16 Facebook collects a lot of data about you everything from your address to the strength of your phone s battery. The simplest explanation for this is that Facebook uses that data to make money. No, Facebook doesn t sell your data. But it does sell access to you, or more specifically, access to your News Feed, and uses that data to show you specific ads it thinks you re likely to enjoy or click on. This targeted advertising is big business for Facebook. The company reported advertising revenue of $40 billion last year, and it s only going to keep growing.

17 A new bill from Sens. Richard Blumenthal (D-CT) and Ed Markey (D-MA) would place significant new constraints on data collection by Facebook and other online services. Dubbed the CONSENT Act (short for Customer Online Notification for Stopping Edge-provider Network Transgressions), the bill requires explicit opt-in consent from users to use, share, or sell any personal information, as well as clear notification any time data is collected, shared, or used. The bill would also add new security and breach reporting requirements. Crucially, the CONSENT Act relies on the Federal Trade Commission to enforce any violations of those new rules. If the bill passes, the result would be a significant expansion of the commission s power and role in online advertising more broadly. The commission is already expected to take action against Facebook in response to a 2011 consent decree, which many believe the Cambridge Analytica data collection may have violated.

19 When the enemy slows down, hit the accelerator. - Ricky Bobby

20 Audience Acquisition & Data Strategy Goal: 150 Million Addresses

21 People Audience Acquisition & Data Strategy Goal: 150 Million Addresses

22 Who or what are you really reaching? 470 MM Self-reported Monthly Unique Visitors 172 MM Monthly Unique Visitors???? MM Monthly Unique People

23 Get in the game. (in millions)

Advertisers Turn To People-Based Marketing, Plan To Stop Using Cookies Published: February 9, 2018 1 The study found 32% of marketers believe the industry will not rely on cookies within the next 12

2 People-based marketing provides the ability to advertise to real people across their connected devices using registered user data rather than relying on temporary cookies.

24 Advertisers Turn To People-Based Marketing, Plan To Stop Using Cookies Published: February 9, The study found 32% of marketers believe the industry will not rely on cookies within the next 12 months, followed by 31% who believe it will take more than one year and up to two years. 2 People-based marketing provides the ability to advertise to real people across their connected devices using registered user data rather than relying on temporary cookies. Using this type of data also assists in meeting General Data Protection Regulation (GDPR) policies. 3 Some 93% of companies surveyed run people-based marketing campaigns across social channels like Facebook and Twitter, but only 58% run people-based campaigns across the open web. 4 About 90% of marketers say they see improved performance from people-based marketing compared with cookie-based, probabilistic campaigns.

25 Aren t we already doing this? A: No. Our overemphasis on paid subscriptions is holding us back.

26 A tale of two subscription classes: Today Paid Subscription Acquisition Strategy Free Newsletter & Other Acquisition Strategies Newsletters

27 A tale of two subscription classes: Tomorrow Paid Subscribers (People) Acquisition Strategy Newsletters Newsletter Subscribers

28 Setting up the long-game. Building a solid foundation for long-term success in the peoplebased marketing ecosystem. Utilize data for paid subscriber acquisition optimization. Develop and launch an acquisition strategy. Engage an advertising network to drive revenue.

29 Setting up the long-game. Building a solid foundation for long-term success in the peoplebased marketing ecosystem. Utilize data for paid subscriber acquisition optimization. Develop and launch an acquisition strategy. Engage an advertising network to drive revenue.

30 Average Returning Visitor Value - LMC Newsletters are a highly valuable traffic source you should invest in. Mobile Desktop Referral Direct Direct 3X Referral 2X Social Organic Search Organic Search Social Source: Google Fuse, LMC Analysis

Fuse Insights The email address field is most important.

31 Fuse Insights The address field is most important. Prepopulate the address field. Keep the form simple. You want the address. Put signup boxes in story flow and above and below the fold. Avoid pop-ups. Avoid generic signup for our newsletter message.

32 Fuse Recommends Ï Ï Ï Added Subscribe button to main navigation on websites Updated Subscribe pages Launched $5 Digital Access Campaign across the company

33 Fuse Results 150% 130% 110% 90% Traffic Increase to Subscribe Page +[V ALU E] 70% 50% 30% 10% 10X Paid Subscriber Gain -10% Lee Enterprises

34 Setting up the long-game. Building a solid foundation for long-term success in the peoplebased marketing ecosystem. Utilize data for paid subscriber acquisition optimization. Develop and launch an acquisition strategy. Engage an advertising network to drive revenue.

Section Follow a Specific Topic Follow Entity Follow Author Paid Digital Subscriptions Call

35 Efficient organic harvesting strategy Breaking News Alerts Generic Newsletters Personalized Newsletters Personalized Content Recommendations Follow a Story or Video Follow Section Follow a Specific Topic Follow Entity Follow Author Paid Digital Subscriptions Call Center Acquisition FOLLOW STORY +46% Open Rate +23% CTR FOLLOW SECTION +40% Open Rate +13% CTR Source: by Klangoo

36 Setting up the long-game. Building a solid foundation for long-term success in the peoplebased marketing ecosystem. Utilize data for paid subscriber acquisition optimization. Develop and launch an acquisition strategy. Engage an advertising network to drive revenue.

Engage Email Ad Network Programmatic Ad Serving Third-Party Monetization Private Marketplaces Unified Auction Easily and efficiently unlock incremental revenue opportunities from email inventory and

37 Engage Ad Network Programmatic Ad Serving Third-Party Monetization Private Marketplaces Unified Auction Easily and efficiently unlock incremental revenue opportunities from inventory and audience. Open unsold inventory to auction-based buying from premium demand sources. Create invitationonly marketplaces for high-value placements to premium advertisers via DealID. Allow different demand sources to compete and guarantee every impression is sold for max value. Demographic, Device or Location Partner Offers Predictive Optimization 1 st, 2 nd, 3 rd Party Data Targeting Auction-Based Dynamics

38 The (Conservative) Math 150 MM People X 2 Newsletters Per Person X 5 Ads Per 10% Open Newsletter X Rate X $2.25 CPM = $184,781,250

39 The long-game aka the big idea Develop a scaled private people-based marketing graph to compete with other graph providers.

Private people-based graph on the open Web Digital Tag Across LMC Properties Email (People) Acquisition Strategy 150 MM @mail.

40 Private people-based graph on the open Web Digital Tag Across LMC Properties (People) Acquisition Strategy 150 Hashed 150 MM People on 2,200+ Local Media Properties & in messaging. Real-time people-based marketing ecosystem DSPs

41 End State: Compete. Win. (in millions)

42 The technology to do this exists. The real question is are publishers willing to be bold, together? Find cult of the willing. Create plan. Go.

43 If you only remember one thing remember this Ron Hasse President & Publisher Southern California News Group

44 Chris likes Hazy IPAs, soccer, pinball and his family. #1

45 Scale matters significantly when trying to successfully compete against platforms like Facebook and Google. #2

46 The Local Media Consortium is doing a fine job bringing local media together to win at scale. #3

47 Targeting to people is where the money is going. Targeting to devices, cookies and IP address is old school. #4

48 Facebook s woes and data privacy issues create an opportunity for local media companies. #5

49 is the best proxy for people and it s an always signed-on crossplatform. #6

50 #7 Create and implement an enterprise (people) acquisition strategy. Breaking News Alerts Generic Newsletters Personalized Newsletters Personalized Content Recommendations Follow a Story or Video Follow Section Follow a Specific Topic Follow Entity Follow Author Paid Digital Subscriptions Call Center Acquisition

51 Use an ad network to maximize revenue opportunities. #8

52 Fully enact People- Based-Marketing strategies across all digital properties. #9

53 Join the Local Media Consortium! #10

Google Analytics. Tips & Tricks for Your Business. Interactive Marketing Summit. Laurel Highlands Visitor Bureau

Google Analytics. Tips & Tricks for Your Business. Interactive Marketing Summit. Laurel Highlands Visitor Bureau Google Analytics Tips & Tricks for Your Business Session Topics: 1. Getting to know the dashboard 2. Metrics and dimensions 3. What reports to use 4. User tips to segment your data 5. Tracking your paid