This marketing campaign summary outlines objectives, target audiences, and recommendations across various media channels for The Economist brand. The key objectives are to increase brand awareness, drive traffic to their website and generate impressions. The target audience is intellectually curious individuals ages 25-44 in New York and San Francisco making $75K+. Recommendations include digital display, mobile, and social media ads targeting this audience, as well as print ads, direct marketing including email, and tie-in promotions with partners like TED Talks.

1. Marketing Campaign
Claudia Escobar
Sona Martirosian
Keisha Stephen-Gittens
Yi-Huan (Yvonne) Chuang

2. Agenda
Objectives
Situational Analysis
• Target Audience Profile
• Competitive Analysis
Media and Creative Campaign
• Media Budget Allocation
• Digital Recommendations
• Print Recommendations• Competitive Analysis
• Key Benefits & Values
• Brand Vision, Tone &
Manner
• Print Recommendations
• Direct Marketing
Recommendations
• Tie-in Promotion
Recommendations
• Schedule

3. Objectives
Business objective
• To increase brand awareness
• To change brand perception
Marketing objective
• Gain a 7+ average monthly frequency and
a minimum of 1.5MM site visits
• Drive efficient reach and generate a
minimum of 3MM impressions per month

4. Name: Greg, Kelly & Jason
Age: 25-44
Location: New York & San Francisco
Education: College & Graduate+
Household Income: $75K +/year
Affluent
“Being well informed is important to us
and it is also important to continue
learning” .
Personal / Demographic
Attitudinal / Psychographic
Driving Insight
Target Audience Profile
Intellectually
Curious
Uninterested
Well Travelled Home
Behavior:
 “Young Digerati” under Prizm
segmentation
 View mobile device as an
extension of their personality
 Use mobile devices as a
source of news,
entertainment, reading, and
enjoy devices that provide
them many features in one,
Personal Media Habits
Power channels / Touchpoints
• Avid users of the Internet
• Consume most of their media via tablet,
phone, & laptop
• Stay connected with family, friends, work &
the world via mobile
• App user
• Tablet use for its portability & simplicity
Idea Generator Passive
Enjoys Learning Indifferent
Tech-Savvy
Laggard
Brand Conscious Price Conscious
• Newspapers
• Magazines
• Mobile
• Online
• Facebook
• Twitter
• Reddit
• YouTube
Media Trends
them many features in one,
easy to use place.
Internet
22%
Magazine
19%
Outdoor
18%
Radio
16%
Newspaper
14%
TV
11%

5. Competitive Analysis
“A leading source of reliable
news and financial information”
“A global source of business
news inspires leaders to turn
ideas into action”
“A global leader in business
journalism”
• News, politics,
economics, business
and finance
• $9.99 for 12 months
• Free content on
website without a
subscription
• Global economics,
technology, innovation,
and finance
• $40 for 50 issues.
• Free content on
website without a
subscription
• Business, investing,
financial news
• $19.99 for 20 issues
• Free content on
website without a
subscription

6. Key Benefits/ Values
Diverse Content
world politics, business
& finance, economy,
science/technology,
culture, blogs, debates
Insightful Articles
written by intelligent
writers, express opinions
and analysis, remains
unbiased
Established Brand
Founded 1843
Available in multiple
platforms
Print, Website, iPhone,
iPad, Android, and social
networks
A single complete
source of global news
analysis and insight
Allows an in depth
understanding of
global issue
Ability to stay well
informed while on-
the-go
Being constantly
connected and aware
gives the extra edge
needed to be successful
Insight you can trust
Feel confident in his/
her ability to have
more persuasive and
convincing
conversations about
global issues
Be seen as smart and
well-rounded individual
amongst his/her peers
Feeds his/ her
intellectual curiosity

7. Tone & Manner
Brand Vision
Tone & Manner
To lead the debate in the pursuit of progress
Tone & Manner
• Informative
• Comprehensive
• Inspiring
• International
• Dynamic
• Intellectual
• Trustworthy
• Enlightening
• Integrity
• Smart
• Witty
• Provocative
• Objective
• Insightful
• Aspirational

8. Overarching Concept

9. Media Budget Allocation
Media Vehicle Spend
Digital (Banners) $5MM
Digital (Social) $2MM
Banners
Email
15%
Budget Allocation
Digital (Social) $2MM
Digital (Mobile) $4MM
Online(Search) $2MM
Magazines $2MM
Newspapers $2MM
Emails $3MM
Total $20MM
Banners
25%
Social
Media
10%
Mobile
20%
Search
10%
Magazin
es
10%
Newspape
rs
10%
15%

10. Digital Display Ads
Budget: 5MM
Objective
• Increase awareness of The Economist brand
• Drive traffic to Economist.com
• Drive digital subscriptions
StrategyStrategy
• Place display ads on a variety of relevant websites
frequented by our target demographic.
Website Recommendations:
• News
• Finance
• Politics
• Business
• Humor
• Technology
• Travel
• SF/NY Local

11. Digital
Display Units
160
X
600
300X250
300X250
160
X
600
300X250
480x60 480x60
728x90

12. Digital
Display Units
480x60 480x60
Expandable
480x60
160
X
600
Expandable
300X250 Expandable
300X250
Expandable
480x60
160
X
600

13. Digital
Display Creative
Hungry ForHungry For
Knowledge?Knowledge?
An empty bowl appears on screen The words “Hungry For Suddenly covers of The Economist
start falling from above and filling
The covers fall until the bowl is full
of The Economist covers
Feed YourFeed Your
IntellectIntellect
Feed YourFeed Your
IntellectIntellect
Subscribe toSubscribe to
The EconomistThe Economist
An empty bowl appears on screen The words “Hungry For
Knowledge?” flash on top of the
bowl
start falling from above and filling
the bowl
of The Economist covers
The words “Feed Your Intellect”
flash on top of the bowl full of
covers
The Image zooms out to reveal
that it was on an e-reader screen
The e-reader then zooms out
more and takes its place in the
line up of The Economist print,
website and mobile platforms.
The words “Subscribe to The
Economist” flash on top of the
image.

14. Digital Mobile Ads
Budget: 4MM
Objective
• Increase awareness of The Economist
mobile and e-reader apps
• Drive downloads of The Economist app
• Drive digital subscriptions• Drive digital subscriptions
Strategy
• Place banner and text tagline ads on a
variety of relevant mobile and e-reader
sites frequented by our target
demographic.
Website Recommendations
XL BannerM Banner S Banner
• General/News
• Business
• Sports
•Men’s Lifestyle
•Women’s Lifestyle

15. Digital Social Media
Budget: 2MM
Objective
To Increase brand awareness within social media and to
effectively change The Economist’s current perception
of highbrow and elitist to a personable, user friendly source
of knowledge.
StrategyStrategy
Use various social media platforms to “put-a-face” to The
Economist by bringing the writers into the spotlight to
create a personal connection between the readers and the
brand.
Execution
• Reddit
• USteam Live Chat
• Facebook App
• Editorial Blog Placements
•Facebook Best Practices
• Paid Social Placements

16. Digital Social Media
Reddit
“The front page of the internet”
• A link sharing community
• Post 4 AMAs in r/IAmA (I Am A ___, Ask Me Anything) with The
Economist writers who are experts in a specific field, including: world
affairs, politics, economy, and science/technology.
• Readers will be able to ask the writers anything about the topic. The
writers will then respond and engage in a discussion with the writers.
• A link sharing community
• 37MM monthly unique visitors, with
over 1.5MM logged in “redditors” at any
given time.
• Largely male audience, between the ages
of 18-54, college educated or higher.
• Enjoy engaging in debates and
discussions on the site.
writers will then respond and engage in a discussion with the writers.
• The Economist writers will respond to relevant topics posted in
r/AskReddit, sharing links to relevant Economist.com articles.
•Post links to relevant Economist.com articles within the sub-reddits
r/worldnews, r/politics, r/technology, r/science. Engage with users who
comment on the articles.

17. Digital Social Media
Live Chat
• Hold monthly live chats with The Economist
writers via UStream
• The writers will discuss controversial articles they
have written recently and answer questions from
readers in real timereaders in real time
• The live chats will also be streamed on a custom
tab on The Economist Facebook page to allow fans
to participate easily
• Users can participate in the chat via UStream,
Facebook ,or Twitter accounts
• Prior to the chat, the event will be promoted on
The Economist Facebook and Twitter profiles.

18. Digital Social Media
Cartoon Creator App
• Create a Facebook app that allows readers to
place their own captions on KAL’s cartoons
• A new cartoon will be posted every week
• The user creation with the best caption will be
featured as a ‘highlighted post’ on The Economist
Facebook page
• Users will also be able to share their creations on
other social networks such as Twitter, Pinterest,
Instagram, Tumblr, Flicker, and Google+
• Additionally, the app will be available for
download on all iOS and Android devices.

19. Digital Social Media
Editorial Placement
• Establish relationships with top bloggers in
the fields of politics, world affairs, economy,
science and technology whose readership is
similar to that of The Economist.similar to that of The Economist.
• Offer bloggers free subscription in
exchange for weekly features in posts on
the blogger’s site with links to
Economist.com articles.

20. Digital Social Media
Facebook Best Pracices
• Share more pictures to increase
visibility in more user newsfeeds.
• Post shorter updates to increase• Post shorter updates to increase
user engagement.
• Include “calls to action” to
encourage users to engage with the
shared content.

21. Digital Paid Social Media
Social Ads
Facebook
Target:
• Men & Women
• 25–44
• College Grad
• Live in NY/SF
•Technology Early Adopters
•Active Mobile Feature Users
• Interests: News, Politics, Travel,
Science/Technology, World Affairs,
Literature/Reading
Twitter
Target:
• Men & Women
• 25–44
•Live in NY/SF
•Follows: CNN, BBC, Fox
News, New York Times, San
Francisco Chronicle, Forbes,
Fortune, Global Post, NPR,
Huffington Post, Time, Wall
Street Journal, SlateLiterature/Reading
•Like: CNN, BBC, Fox News, New York
Times, San Francisco Chronicle,
Forbes, Fortune, Intelligent Life
Magazine, iPhone, iPad, Android
Street Journal, Slate
LinkedIn
Target:
• Men & Women
• 25–44
•College Grad
•Live in NY/SF
•Works in: Finance,
Marketing, Accounting,
Business Development,
Legal, Academia,
Technology, Science,
International Affairs
Reddit
Target:
•Subscribes to: r/world
news, r/politics,
r/science, r/technology,
r/politicaldiscussion,
r/askscience

22. Online Search
Budget: 2MM
Objective
To drive qualified consumers to The Economist website
Strategy
Create a search keyword list comprising of both branded and
non-branded keywords
Non-branded keywords
-Keywords related to “news,
international, magazines,
subscription, world, global,
article, and affairs”.
non-branded keywords
Branded keywords
-Users are already looking for
the Economist.
-Include keywords centered on
the Economist and its
competitors.
-Include keywords with news
and magazines websites.

23. Print Ads
Budget: 4MM
Objective
To increase brand awareness and change brand perception
Strategy
Place brand awareness ads in a variety of key magazines and
newspapers frequented by our target demographicnewspapers frequented by our target demographic
New York San Francisco National
• New York Magazine
• New York Times
• San Francisco Magazine
• San Francisco Business Times
• Wired
• Inc. Magazine

24. Print Ads
Budget: 4MM
New York San Francisco National
• Stamford Advocate
• Greenwich Times
• Santa Cruz Weekly
• Metro Silicon Valley Weekly
• Wall Street Journal
• The New York Times

25. Print Ads

26. Direct Marketing
Budget: 3MM
Objective
• Customer acquisition and re-stimulation of
former subscribers
StrategyStrategy
• Use key email lists based on target interests,
HHI, profession and geography, impactful
creative and a compelling offer to achieve
campaign objective
Offer
List
Creative

27. Direct Mail
Outer Envelope – 6” x 9”
Teaser

28. Direct Mail
Brochure – Front Cover Brochure – Back Cover

29. Direct Mail
Brochure – Inside

30. Direct Mail
Insert BackInsert Front

31. Direct Email
Email Campaign
3 Emails Drops
Timing:
• 1st – December 6, 2012
(Christmas/New Year’s resolution)
• 2nd – March 5, 2013 ( Reminder)• 2nd – March 5, 2013 ( Reminder)
• 3rd – June 6, 2013 (Father’s Day)
Subject Line:
Hungry for Knowledge? Feed your Intellect
with The Economist
Hungry for Knowledge? Nourish your
Intellect with the Economist
Call to Action: Subscribe
Offer: Free Economist T-Shirt

32. Direct Email List
Breakdown
15%
7%
15%
Computer tablet Owners
Digitally Connected Tablet
Owners
OTM-The DailyCaller.com
29%
1%
29%
4%
0%
7%
Affluent Americans
Professionals…
New York Magazine
American City Business
Journals - U.S. Subscribers
Crain's New York Business
Email
Career Minded Consumers

33. Tie-Promotion/Partnership
Budget: TBD
OBJECTIVE BRAND PROMISE PROMOTIONAL OBJECTIVE
To increase brand
awareness and to change
brand perception.
The Economist offers
comprehensive and
inspiring information,
insight, and analysis, which
To spark conversations and
create an avenue for
people to interact with The
Economist.insight, and analysis, which
helps readers become
more knowledgeable and
intellectual about world
trends and dynamic market
development.
Economist.

34. • 696,938 unique visitors to Ted.com
• 56% 18-54 age range
Income: $75k +
Tie-Promotion/Partnership
Partner
• Income: $75k +
• Education: College and Graduate +
• Interests/Likes: technology, politics,
commentary, regional and local news,
magazines, business news, science.
• Nonprofit organization devoted to Ideas Worth
Spreading
• Began in 1984 as an annual conference devoted to
Technology, Entertainment and Design
• TEDTalks is a lecture series that covers science, arts,
politics, global issues, architecture, music and more

35. TED The Economist
Spreading Ideas. A clearinghouse that offers free
knowledge and inspiration from the world's most
inspired thinkers
To lead the debate in the pursuit of progress
Open-minded audience - curious, intelligent &
hungry to learn more about the world
Intellectual curious audience - globally minded,
informed
Tie-Promotion/Partnership
Rational
hungry to learn more about the world informed
Series of talks from insightful individuals
Conferences
Videos
Latest news and analysis
Insightful Conferences
Profound insight
Digital and Print editions
Inspires change to become a forward thinking
individual
Satisfies your curiosity about the changing world
Stimulates readers, Enables readers to stay
informed and have more intelligent conversations
A resource for a wide range of topics in science,
arts, politics, global issues, architecture,
relationships, technology and more
Diverse Information about politics, news, business,
arts and literature, science and technology around
the world

36. • Added content for TED
audiences & more exposure
& interaction with The
Economist brand
• Reliable, “intelligence” brands
that can leverage from each
others’ notability
• Increased site traffic & app
downloads from TED.com &
Economist.com
Tie-Promotion/Partnership
Rational
• The potential for new subscribers to
both TED.com & The Economist
digital/print magazine
• Increased interactions & conversations
between the audiences &
speaker/editors via different platforms of
TED & The Economist

37. Tie-Promotion/Partnership
The Big Idea

38. POP-UP
The Economist/TED Talks
• Talks will focus on culture, business,
the economy, technology, politics &
global affairs covered in the
publication
• Opinion Leaders will lead 18 min
talks & the public invited to ask
questions & commentquestions & comment
• “Feed Your Intellect” campaign
highlighted on food trucks around
the park.
• Healthy snacks, sandwiches, salads,
& drinks offered in The Economist &
TED branded packaging
• #TEDTalksEconomist
Social media screen showing
tweets in real time
In NY: Central Park, Washington Square Park, Madison Square Park
In San Francisco: Golden Gate Park, Union Square, Yerba Buena Gardens

39. Tie-Promotion/Partnership
TED Radio App
• Use TED’s existing App for iPad, iPhone & other tablets to run The Economist Sponsored
Radio Segments
• Utilize the “Inspire me” feature
• A newly added “Educate me” feature just for The Economist with top 5 editor picks per
week or a direct link that goes straight to The Economist website or App for more info

40. Videos, Conference-
Sweepstakes & Prizes
• The Economist can choose upcoming talks
to sponsor online for TED Talk videos in
line with the brand’s tone & content.
• The Economist’s writers will be speakers at
various TED events, conferences and talks
will be featured in online videos.
• Reward loyal subscribers by sending 4
lucky readers from the US, along with
guests to a TED Conference.
• Readers will enter the sweepstakes by
referring friends to subscribe to The
Economist, and 4 will be chosen at
random.
• TED will have a similar contest sending
their members to The Economist’s Ideas
Economy conference
• Joint, “Wish to Change the World” Prize
sponsored by The Economist & TED

41. • Online Display
• Search
Tie-Promotion/Partnership
Promotion
• Magazines
• Social Media Channels
• PR – Morning programs, Press releases,
“Events this week” publications

42. Campaign Schedule
Quarter Q4 12 Q1 13 Q2 13 Q 13
Month Oct. Nov. Dec. Jan. Feb. Mar. Apr. May. Jun. Jul. Aug. Sep.
Banners
Social Media
MobileMobile
Search
Magazines
Newspapers
Email
Tie-In

43. Measurement
• Response Rate
• Cost Per Response
• Percent Conversion
• Number of Sales• Number of Sales
• Cost per Sale (CPS)
• Orders per Thousand (OPM)

44. Questions
Questions?

45. AppendixAppendix

46. Media Mix Allocation
Media Vehicle Gross Impressions
Targeted
Impressions
Target
Impression %
Gross CPM Spending
Click to Site
Rate (%)
Site Visits
Cost per
Site Visit
Digital (banners) 800,000,000 480,000,000 60% 6.25 $4,997,000 0.060% 480,000 $10.41
Digital (social) 326,000,000 228,200,000 70% 6.12 $1,995,500 0.020% 65,200 $30.61
Digital (mobile) 397,000,000 99,250,000 25% 10.08 $4,001,000 0.100% 397,000 $10.08
Online (search) 66,666,667 43,333,333 65% - $2,000,000 1.500% 1,000,000 $2.00
New York Target Audience: 6,121,000 Goal: 1.5MM
San Francisco Target Audience: 4,988,000
Total Target Audience: 11,109,000
Average Annual Frequency: 81
Average Monthly Frequency: 7 Goal: 7+ monthly frequency (average)
Online (search) 66,666,667 43,333,333 65% - $2,000,000 1.500% 1,000,000 $2.00
Spot TV (Local) 0 0 30% 35.00 $0 0.008% 0 #DIV/0!
Radio (Local) 0 0 30% 10.00 $0 0.008% 0 #DIV/0!
Magazines (Local) 19,439,900 12,635,935 65% 103.83 $2,018,348 0.015% 2,916 $692.17
Newspapers (Local) 48,365,880 19,346,352 40% 41.38 $2,001,297 0.010% 4,837 $413.78
Direct Mail* 0 0 95% 875.00 $0 1.250% 0 #DIV/0!
Email** 20,437,023 18,393,321 90% 145.73 $2,978,368 0.500% 102,185 $29.15
Total Media: 1,677,909,470 901,158,941 54% $19,991,513 - 2,052,138 $9.74

47. Display (Banners)
Site Placement Unit Impressions CPM Spending
Click to Site
Rate (%)
Site Visits
Cost per Site
Visit
Location
New York Times Home Page 300 x 250 30,000,000 $6.00 $180,000 0.050% 15,000 $12.00 New York
Business 160 x 600 15,000,000 $5.00 $75,000 0.040% 6,000 $12.50
World Expandable 300x250 20,000,000 $10.00 $200,000 0.120% 24,000 $8.33
Subtotal: 65,000,000 $7.00 $455,000 0.069% 45,000 $10.11
Wall St. Cheat Sheet Home Page 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00
Economy 160 x 600 4,000,000 $5.00 $20,000 0.040% 1,600 $12.50
Business 300 x 250 4,000,000 $6.00 $24,000 0.050% 2,000 $12.00
Subtotal: 18,000,000 $5.78 $104,000 0.048% 8,600 $12.09
Business Insider Home Page Expandable 300 x 250 10,000,000 $10.00 $100,000 0.120% 12,000 $8.33Business Insider Home Page Expandable 300 x 250 10,000,000 $10.00 $100,000 0.120% 12,000 $8.33
Politics 160 x 600 5,000,000 $5.00 $25,000 0.040% 2,000 $12.50
Subtotal: 15,000,000 $8.33 $125,000 0.093% 14,000 $8.93
Investopdia Home Page 160 x 600 5,000,000 $5.00 $25,000 0.040% 2,000 $12.50
Subtotal: 5,000,000 $5.00 25,000 0.040% 2,000 $12.50
Politico Home Page Expandable 300x250 20,000,000 $10.00 $200,000 0.120% 24,000 $8.33
Subtotal: 20,000,000 $10.00 200,000 0.120% 24,000 $8.33
Fox Business News News 300 x 250 5,000,000 $6.00 $30,000 0.050% 2,500 $12.00
Business Leaders 300 x 250 2,000,000 $6.00 $12,000 0.050% 1,000 $12.00
Subtotal: 7,000,000 $6.00 42,000 0.050% 3,500 $12.00
NASDAQ Home Page 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00
Subtotal: 20,000,000 $6.00 120,000 0.050% 10,000 $12.00
Fodors Home Page 468 x 60 10,000,000 $3.00 $30,000 0.020% 2,000 $15.00
Home Page 300 x 250 2,500,000 $6.00 $15,000 0.050% 1,250 $12.00
Subtotal: 12,500,000 $3.60 45,000 0.026% 3,250 $13.85
USA Today News 160 x 600 30,000,000 $5.00 $150,000 0.040% 12,000 $12.50
Sports 300 x 250 6,000,000 $6.00 $36,000 0.050% 3,000 $12.00
Subtotal: 36,000,000 $5.17 186,000 0.042% 15,000 $12.40

48. Display –cont’d
Yahoo Finance Home Page 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00
Subtotal: 20,000,000 $6.00 120,000 0.050% 10,000 $12.00
Seeking Alpha Home Page 468 x 60 5,000,000 $3.00 $15,000 0.020% 1,000 $15.00
Subtotal: 5,000,000 $3.00 15,000 0.020% 1,000 $15.00
BBC America Home Page 160 x 600 20,000,000 $5.00 $100,000 0.040% 8,000 $12.50
Blog 160 x 600 10,000,000 $5.00 $50,000 0.040% 4,000 $12.50
Subtotal: 30,000,000 $5.00 150,000 0.040% 12,000 $12.50
Mashable Home Page 300 x 250 5,000,000 $6.00 $30,000 0.050% 2,500 $12.00
Business 160 x 600 5,000,000 $5.00 $25,000 0.040% 2,000 $12.50
US & World 300 x 250 5,000,000 $6.00 $30,000 0.050% 2,500 $12.00
Subtotal: 15,000,000 $5.67 85,000 0.047% 7,000 $12.14
Tech Crunch Home Page 300 x 250 5,000,000 $6.00 $30,000 0.050% 2,500 $12.00
Mobile 160 x 600 4,000,000 $5.00 $20,000 0.040% 1,600 $12.50Mobile 160 x 600 4,000,000 $5.00 $20,000 0.040% 1,600 $12.50
Subtotal: 9,000,000 $5.56 50,000 0.046% 4,100 $12.20
Barnes and Noble Home Page 728 x 90 10,000,000 $4.00 $40,000 0.030% 3,000 $13.33
Home Page 160 x 600 10,000,000 $5.00 $50,000 0.040% 4,000 $12.50
Subtotal: 20,000,000 $4.50 90,000 0.035% 7,000 $12.86
Market Watch Home Page 300 x 250 5,000,000 $6.00 $30,000 0.050% 2,500 $12.00
Economy/Politics 300 x 250 5,000,000 $6.00 $30,000 0.050% 2,500 $12.00
Subtotal: 10,000,000 $6.00 60,000 0.050% 5,000 $12.00
Gothamist Home Page 300 x 250 25,000,000 $6.00 $150,000 0.050% 12,500 $12.00
Subtotal: 25,000,000 $6.00 150,000 0.050% 12,500 $12.00
New York Magazine Home Page 300 x 250 30,000,000 $6.00 $180,000 0.050% 15,000 $12.00 New York
News & Feature 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00
News & Feature Expandable 300x250 5,000,000 $10.00 $50,000 0.120% 6,000 $8.33
45,000,000 $6.44 290,000 0.058% 26,000 $11.15
SF Gate Home Page 300 x 250 30,000,000 $6.00 $180,000 0.050% 15,000 $12.00 San Francisco
Home Page 468 x 60 15,000,000 $3.00 $45,000 0.020% 3,000 $15.00
Business 300 x 250 15,000,000 $6.00 90000 0.050% 7,500 $12.00
News 300 x 250 15,000,000 $6.00 90000 0.050% 7,500 $12.00
Subtotal: 75,000,000 $5.40 405,000 0.044% 33,000 $12.27
Sfist Home Page 300 x 250 25,000,000 $6.00 $150,000 0.050% 12,500 $12.00 San Francisco
Subtotal: 25,000,000 $6.00 150,000 0.050% 12,500 $12.00

49. Display – cont’d
Huffington Post Home Page 300 x 250 32,500,000 $6.00 $195,000 0.050% 16,250 $12.00
Home Page 160 x 600 10,000,000 $5.00 $50,000 0.040% 4,000 $12.50
Business 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00
World 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00
Politics 300 x 250 15,000,000 $6.00 $90,000 0.050% 7,500 $12.00
New York 160 x 600 10,000,000 $5.00 $50,000 0.040% 4,000 $12.50 New York
San Francisco 160 x 600 10,000,000 $5.00 $50,000 0.040% 4,000 $12.50 San Francisco
Subtotal: 107,500,000 $5.72 615,000 0.047% 50,750 $12.12
Slate Home Page 300 x 250 30,000,000 $6.00 $180,000 0.050% 15,000 $12.00
Home Page Expandable 468x60 15,000,000 $10.00 $150,000 0.120% 18,000 $8.33
News & Politics 160 x 600 15,000,000 $5.00 $75,000 0.040% 6,000 $12.50
News & Politics 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00News & Politics 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00
Subtotal: 70,000,000 $6.64 465,000 0.063% 44,000 $10.57
The Daily Show Home Page 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00
Home Page Expandable 468x60 20,000,000 $10.00 $200,000 0.120% 24,000 $8.33
Subtotal: 40,000,000 $8.00 320,000 0.085% 34,000 $9.41
Colbert Nation Home Page 300 x 250 20,000,000 $6.00 $120,000 0.050% 10,000 $12.00
Home Page Expandable 468x60 20,000,000 $10.00 $200,000 0.120% 24,000 $8.33
Subtotal: 40,000,000 $8.00 320,000 0.085% 34,000 $9.41
Wired Home Page 300 x 250 15,000,000 $6.00 $90,000 0.050% 7,500 $12.00
Subtotal: 15,000,000 $6.00 90,000 0.050% 7,500 $12.00
Fast Company Home Page 300 x 250 10,000,000 $6.00 $60,000 0.050% 5,000 $12.00
Home Page Expandable 468x60 20,000,000 $10.00 $200,000 0.120% 24,000 $8.33
Subtotal: 30,000,000 $8.67 260,000 0.097% 29,000 $8.97
Inc.com Home Page 468 x 60 20,000,000 $3.00 $60,000 0.020% 4,000 $15.00
Subtotal: 20,000,000 $3.00 60,000 0.020% 4,000 $15.00
Total: 800,000,000 $6.25 4,997,000 0.057% 458,700 $10.89

50. Display Site RecommendationsDisplay Site Recommendations

51. The Internet Newspaper: News, Blogs, Video, Community.
The Huffington Post covers news on a wide variety of topics.
Age: 18-65
Sex: 50% Male
HH Income: $100K+
Education: 65% College Graduate+Education: 65% College Graduate+
Unique Views: 41,000,000
Page views: 1,300,000,000
Units: 300x250, 160x600
Placement: Homepage, World, Politics, Business,
NewYork, San Francisco
CPM: $5.67
Impressions: 90,000,000
Clicks: 42,000
Spending:$510,000

52. Slate has the smartest conversation on the Web about everything
readers care about—news, politics, business, technology, and
culture.
Age: 25-64
Sex: 55% Male
HH Income: 25K+HH Income: 25K+
Education: 89% Some College+
Unique Views: 12,000,000
Page views: 46,000,000
Units: 300x250, 160x600, Expandable 468x60
Placement: Home, News & Politics
CPM: $6.90
Impressions: 50,000,000
Clicks: 34,000
Spending: $345,000

53. Business news, small business news, business
financial news, personal finance, finance trends,
finance news, stock market
Age: 35-64
Sex: 70% MaleSex: 70% Male
HH Income: 50K+
Education: 90% Some college+
Unique Views: 1,800,000
Page views: 11,000,000
Units: 300 x 250
Placement: News, Business Leaders
CPM: $6.00
Impressions: 7,000,000
Clicks: 3,500
Spending: $42,000

54. News on weather, sports, world, science, financial, technology, travel,
national, economy, and entertainment.
Age: 25 – 44
Sex: 65% Male
HH Income: $75K+HH Income: $75K+
Education: 74% Some College+
Unique Views: 26,300,000
Page views: 190,000,000
Units: 160 x 600; 300 x 250
Placement: News, Sports
CPM: $5.38
Impressions: 16,000,000
Clicks: 7,000
Spending: $86,000

55. U.S. business/entertainment news website launched
in February 2009
Age: 25-54
Sex: 62% Male
HH Income: 25k+
Education: 90% Some College+Education: 90% Some College+
Unique Views: 2,200,000
Page views: 42,000,000
Units: Expandable 300 x 250, 160 x 600
Placement: Home Page, Politics
CPM: $8.33
Impressions: 15,000,000
Clicks: 14,000
Spending: $125,000

56. Political news with a focus on national politics, Congress,
Capitol Hill, the 2012 presidential race, lobbying,
advocacy, and more
Age: 25-64
Sex: 81% Male
HH Income: $75k+HH Income: $75k+
Education: 95% Some College+
Unique Views: 38,000,000
Page views: 2,600,000
Units: Expandable 300 x 250
Placement: Home Page
CPM: $10.00
Impressions: 15,000,000
Clicks: 18,000
Spending: $150,000

57. Newspaper - Breaking News, World News, and Multimedia
Age: 25-54
Sex: 60% Male
HH Income: 75k+
Education: 89% Some College+
Unique Views: 18,000,000
Page views: 340,000,000Page views: 340,000,000
Units:
300 x 250,160 x 600, Expandable 300 x 250
Placement: Homepage, Business
World
CPM: $7.30
Impressions: 50,000,000
Clicks: 37,500
Spending: $365,000

58. Bay Area's number one local news website.
Age: 18-54
Sex: 55% Male
HH Income: $75K+
Education: 63% College Graduate+Education: 63% College Graduate+
Unique Views:12,000,000
Page views:128,000,000
Units: 300x250, 468x60
Placement: Homepage, News, Business
CPM: $5.31
Impressions : 65,000,000
Clicks: 28,000
Spending: $345,000

59. Gothamist is popular website about New York City news, arts & events, and food.
Age: 18-54
Sex: 51% Female
HH Income: 35K+HH Income: 35K+
Education: 88% Some College+
Unique Views: 8,500,000
Page views: 1,800,000
Units: 300 x 250
Placement: Home page
CPM: $6.00
Impressions: 25,000,000
Clicks: 12,500
Spending: $150,000

60. SFist is the most popular local blog in the Bay Area. It has posts ranging
from in-depth features to insightful interviews, to bona-fide scoops.
Age: 21-54
Sex: 49% Male
HH Income: $35K+HH Income: $35K+
Education: 87% College Graduate+
Unique Views: 181,000
Page views: 1,000,000
Units: 300x250
Placement: Homepage
CPM: $6.00
Impressions: 25,000,000
Clicks: 12,500
Spending: $150,000

61. New York Magazine offers daily coverage of politics, personalities, entertainment,
fashion, and food.
Age: 25-64
Sex: 51% Male
HH Income: 150K+
Education: 90% Some College+
Unique Views: 34,038,000
Page views: 9,900,000
Units: 300 x 250
Placement: Home page, News & Features
CPM: $7.00
Impressions: 20,000,000
Clicks: 13,500
Spending:$140,000

62. Barnes & Noble is the leading retailer of content, digital media and educational
products. With over 10 million monthly visitors.
Age: 25-64
Sex: 68% Female
HH Income: 60K+HH Income: 60K+
Education:83% Some College+
Unique Views: 10,709,312
Page views: 190,000,000
Units: 728 x 90, 160 x 600
Placement: Home page
CPM: $4.50
Impressions: 20,000,000
Clicks: 7,000
Spending: $90,000

63. The official website of Comedy Central's news show The Daily Show. Shares
news and world events in a humorous fashion.
Age: 18-64
Sex: 68% Male
HH Income: $25K+HH Income: $25K+
Education: 89% Some College+
Unique Views: 2,400,000
Page views: 9,800,000
Units: 300x250, Expandable 468x60
Placement: Homepage
CPM: $8.00
Impressions: 40,000,000
Clicks: 34,000
Spending: $320,000

64. The official website of Comedy Central's news show Colbert Report. Shares news
and world events in a humorous fashion.
Age: 18-64
Sex: 64% Male
HH Income: $25K+HH Income: $25K+
Education: 89% Some College+
Unique Views: 1,100,000
Page views: 3,500,000
Units: 300x250, Expandable 468x60
Placement: Homepage
CPM: $8.00
Impressions: 40,000,000
Clicks: 34,000
Spending: $320,000

65. Fast Company is the world's leading progressive business media brand, with
a unique editorial focus on innovation in technology, ethonomics (ethical
economics), leadership, and design.
Age: 18-54
Sex: 64% Male
HH Income: $25K+HH Income: $25K+
Education 88% Some College+
Unique Views: 2,200,000
Page views: 5,100,000
Units: 300x250, Expandable 468x60
Placement: Homepage
CPM: $8.67
Impressions: 30,000,000
Clicks: 29,000
Spending: $260,000

66. Magazine and get advice, tools, and services that help your small
business grow.
Age: 25-54%
Sex: 50% MaleSex: 50% Male
HH Income: 50k +
Education: 92% Some College+
Unique Views: 750,000
Page views: 6,000,000
Units: 468 x 60
Placement: Home Page
CPM: $3.00
Impressions: 15,000,000
Clicks: 3,000
Spending: $45,000

67. An online resource providing insights and tools
for travel.
Age: 35 - 44
Sex: 41% MaleSex: 41% Male
HH Income: $50K+
Education: 66% College Grad+
Unique Views: 830,000
Page views: 6,100,000
Units: 468 x 60; 300 x 250
Placement: Home Page
CPM: $4.50
Impressions: 5,000,000
Clicks: 1,750
Spending: $22,500

68. Finance news, free stock quotes, portfolio management resources
and international market data
Age: 35 - 44
Sex: 60% Male
HH Income: $50K+
Education: 45% College Grad+Education: 45% College Grad+
Unique Views: 67,000,000
Page views: 1,900,000,000
Units: 300 x 250
Placement: Home Page
CPM: $6.00
Impressions: 10,000,000
Clicks: 5,000
Spending: $60,000

69. Known as the largest and fastest growing electronic stock market in the
world.
Age: 25- 55
Sex: 57% Male
HH Income: $75K+HH Income: $75K+
Education: 54% College Grad+
Unique Views: 2,500,000
Page views: 6,000,000
Units: 300 x 250
Placement: Home Page
CPM: $6.00
Impressions: 5,000,000
Clicks: 2,500
Spending: $30,000

70. Top financial media site with a wealthy, highly educated readership.
Age: 35-65
Sex: 85% Male
HH Income: 75k+
Education: 93% Some College+Education: 93% Some College+
Unique Views: 920,000
Page views: 5,900,000
Units: 300 x 250, 160 x 600
Placement: Home Page, Economy Business
CPM: $5.69
Impressions: 13,000,000
Clicks: 6,100
Spending: $74,000

71. The premier website for actionable stock market opinion and analysis,
and vibrant, intelligent finance discussion.
Age: 34 - 44
Sex: 85% Male
HH Income: $150K+HH Income: $150K+
Education: 67% College Graduate+
Unique Views: 3,800,000
Page views: 74,000,000
Units: 468 x 60
Placement: Home Page
CPM: $3.00
Impressions: 5,000,000
Clicks: 1,000
Spending: $15,000

72. Premiere resource for investing education, personal finance, market
analysis and free trading simulators
Age: 25-54
Sex: 60% Male
HH Income: 25k+HH Income: 25k+
Education: 89% Some College+
Unique Views: 1,400,000
Page views: 15,000,000
Units: 160 x 600
Placement: Home Page
CPM: $5.00
Impressions: 5,000,000
Clicks: 2,000
Spending: $25,000

73. MarketWatch is the leading online financial-news publisher provides an affluent
and well-educated audience with up-to-the-minute business news, market
information and insightful commentary.
Average Age: 25-64
Sex: 64% Male
HH Income: 100K+
Education: 65% College Graduate+
Unique Views: 3,647,027
Page views: 80,000,000
Units: 300 x 250
Placement: Home page, Economy/ Politics
CPM: $6.00
Impressions: 10,000,000
Clicks: 5,000
Spending: $60,000

74. WIRED is the first word on how ideas and innovation are changing
the world. Every day online, WIRED delivers a glimpse into the
future of business, culture, innovation, and science
Age: 18-64
Sex: 74% MaleSex: 74% Male
HH Income: $25K+
Education: 83% Some College+
Unique Views:8,100,000
Page views: 31,000,000
Units: 300x250
Placement: Homepage
CPM: $6.00
Impressions: 15,000,000
Clicks: 7,500
Spending: $90,000

75. Mashable provides the information about technology, business, and social media. It
reports on the importance of digital innovation and how it empowers and inspires
people around the world.
Age: 18-54
Sex: 52% Male
HH Income: 25K+HH Income: 25K+
Education: 88% Some College+
Unique Views: 2,244,083
Page views: 19,000,000
Units: 300 x 250, 160 x 600
Placement: Home page, Business, US &World section.
CPM: $5.67
Impressions: 15,000,000
Clicks: 7,000
Spending: 85,000

76. TechCrunch is a leading technology media property, dedicated to obsessively
profiling startups, reviewing new Internet products, and breaking tech news.
Age: 18-34
Sex: 65% Male
HH Income: 100K+
Education: 80% Some College+
Unique Views: 1,660,121
Page views: 10,000,000
Units: 300 x 250, 160 x 600
Placement: Home page, Mobile
CPM: $5.75
Impressions: 8,000,000
Clicks: 3,800
Spending: $46,000

77. The best and the latest of British television in the United States. 60% of the
programming on this US cable channel is original to the American market.
Age: 18 - 54
Sex: 57% Male
HH Income: $50K - $75KHH Income: $50K - $75K
Education: 89% Some College+
Unique Views: 180,000
Page views: 1,600,000
Units: 160 x 600
Placement: Home page, Blog
CPM: $5.00
Impressions: 10,000,000
Clicks: 4,00
Spending: $50,000

78. Paid Social RecommendationsPaid Social Recommendations

79. Social Media – cont’d
TargetTest Groups Impressions CPM Spending
Click to Site
Rate (%) Site Visits
Costper
Site Visit
Men &Women, 25-44, College Grad, Lives in NY/SF, Interests: News 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Interests: Politics (US Active) 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Mobile: Active Feature Phone Users 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25Men &Women, 25-44, College Grad, Lives in NY/SF, Mobile: Active Feature Phone Users 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Activities: Literature/Reading 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Business/Technology: Science/Technology 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Business/Technology: Personal Finance 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Business/Technology: Technology Early Adapters 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Interests: Politics (US Liberal) 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Interests: Politics (US Conservative) 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Activities: Traveling, Interests: News 6,000,000 $6.50 $39,000.00 0.55% 33000 $1.18
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: CNN, Fox News, BBC, CNBC 6,000,000 $7.00 $42,000.00 0.65% 39000 $1.08
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: New York Times, San Francisco Chronicle 6,000,000 $6.50 $39,000.00 0.55% 33000 $1.18
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Forbes, Fortune, Business Week 6,000,000 $6.75 $40,500.00 0.60% 36000 $1.13
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: World Affairs 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: World News 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Magazines/Newspapers 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: International Politics 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Reading 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: International Travel 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Intelligent Life Magazine 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Science 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Technology 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: iPad, iPhone, Android, Blackberry Playbook, Kindle 6,000,000 $7.25 $43,500.00 0.70% 42000 $1.04
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Business 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25
Men &Women, 25-44, College Grad, Lives in NY/SF, Precise Interests: Finance 6,000,000 $6.25 $37,500.00 0.50% 30000 $1.25

80. Social Media – cont’d
TargetTestGroups Impressions CPM Spending
ClicktoSite
Rate(%) SiteVisits
Costper
SiteVisitTargetTestGroups Impressions CPM Spending Rate(%) SiteVisits SiteVisit
Men&Women,25-44,LiveinNY/SF,Follow:NewYorkTimes 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow:SanFranciscoChronicle 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow:CNN 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow:BBC 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow:FoxNews 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow:Forbes 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow:Fortune 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow:BusinessWeek 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow:HuffingtonPost 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow:GlobalPost 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow:FinancialTimes 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow:WallStreetJournal 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow:NPRNews 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow: Time 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33
Men&Women,25-44,LiveinNY/SF,Follow:Slate 6,000,000 $6.00 $36,000.00 0.45% 27000 $1.33

81. Social Media – cont’d
ClicktoSite Costper
TargetTestGroups Impressions CPM Spending
ClicktoSite
Rate(%) SiteVisits
Costper
SiteVisit
Subscribetor/Politics 6,000,000 $5.25 $31,500.00 0.20% 12000 $2.63
Subscribetor/WorldNews 6,000,000 $5.25 $31,500.00 0.20% 12000 $2.63
Subscribetor/Science 6,000,000 $5.25 $31,500.00 0.20% 12000 $2.63
Subscribetor/Technology 6,000,000 $5.25 $31,500.00 0.20% 12000 $2.63
Subscribetor/PoliticalDiscussion 6,000,000 $5.25 $31,500.00 0.20% 12000 $2.63
Subscribetor/AskScience 6,000,000 $5.25 $31,500.00 0.20% 12000 $2.63

82. Social Media – cont’d
TargetTestGroups Impressions CPM Spending
ClicktoSite
Rate(%) SiteVisits
Costper
SiteVisit
Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Finance 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Finance 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25
Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:BusinessManagement 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25
Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Marketing 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25
Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Accounting 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25
Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:InternationalAffairs 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25
Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Science 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25
Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:BusinessDevelopment 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25
Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Legal 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25
Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Academia 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25
Men&Women,25-44,CollegeGraduate,Geography:NY/SF,Workin:Technology 5,000,000 $6.25 $31,250.00 0.50% 25000 $1.25
Total Impressions 326,000,000.00
Total Spending $1,995,500.00
Total Site Visits 1,510,000.00

83. Mobile RecommendationsMobile Recommendations

84. Mobile Category Unit Impressions CPM Spending
Click to Site
Rate (%)
Site Visits
Cost per
Site Visit
Business X Large Image Banner 50,000,000 $12.00 $600,000 16.00% 8,000,000 $0.08
Large Image Banner 20,000,000 $9.00 $180,000 10.00% 2,000,000 $0.09
Small Image Banner 10,000,000 $7.00 $70,000 5.00% 500,000 $0.14
Text Tagline 5,000,000 $5.00 $25,000 3.00% 150,000 $0.17
Subtotal: 85,000,000 $10.29 875,000 12.53% 10,650,000 $0.08
Sport X Large Image Banner 50,000,000 $11.00 $550,000 18.00% 9,000,000 $0.06
Large Image Banner 10,000,000 $10.00 $100,000 12.00% 1,200,000 $0.08
Subtotal: 60,000,000 $10.83 650,000 17.00% 10,200,000 $0.06
Mobile Recommendations
Subtotal: 60,000,000 $10.83 650,000 17.00% 10,200,000 $0.06
General News (World/US/Politics) X Large Image Banner 50,000,000 $10.00 $500,000 12.00% 6,000,000 $0.08
Medium Image Banner 20,000,000 $8.00 $160,000 7.00% 1,400,000 $0.11
Small Image Banner 10,000,000 $7.00 $70,000 5.00% 500,000 $0.14
Text Tagline 12,000,000 $3.00 $36,000 2.00% 240,000 $0.15
Subtotal: 92,000,000 $8.33 766,000 8.85% 8,140,000 $0.09
Women X Large Image Banner 50,000,000 $12.00 $600,000 16.00% 8,000,000 $0.08
Large Image Banner 30,000,000 $9.00 $270,000 10.00% 3,000,000 $0.09
Subtotal: 80,000,000 $10.88 870,000 13.75% 11,000,000 $0.08
Men X Large Image Banner 50,000,000 $12.00 $600,000 16.00% 8,000,000 $0.08
Large Image Banner 15,000,000 $9.00 $135,000 10.00% 1,500,000 $0.09
Small Image Banner 15,000,000 $7.00 $105,000 5.00% 750,000 $0.14
Subtotal: 80,000,000 $10.50 840,000 12.81% 10,250,000 $0.08
Total: 397,000,000 $10.08 4,001,000 12.65% 50,240,000 $0.08

85. Online - Search
Keyword recommendationsKeyword recommendations

86. Print - Magazines
Magazine
Publishing
Frequency
Unit
Ad
Placement
Frequency Cost Total Issues Circulation
Targeted
Impressions
Target
Impression
%
Click to
Site Rate
Site
Visits
Cost per
site visit
San Francisco Magazine Monthly 4-ColorFull Page w/Bleed 4 $12,424.00 $49,696.00
Apr–DIY Education.
May–European-Style Travel.
Nov–Holiday Wish List.
Dec–the Power Issue. 420,404 273,263 0.65 0.00015 63 788.07
Gentry Magazine Monthly 4-ColorFull Page w/Bleed 4 $2,895.00 $11,580.00
Mar–The Exceptional The Gentlemen's Issue.
May–The Gentry 50: The Bay Area's Top Philanthropists.
Jul–The Innovators Issue.
Dec–The Splendid Holiday Issue.
150,660 97,929 0.65 0.00015 23 512.41
7x7Magazine Monthly 4-ColorFull Page w/Bleed 3 $5,425.00 $16,275.00
Apr–The Money Issue.
Jul-Aug –The Summer Issue.7x7Magazine Monthly 4-ColorFull Page w/Bleed $16,275.00
Dec –The Winter Issue. 89,022 57,864 0.65 0.00015 13 1,218.80
San Francisco Business Times Weekly 4-ColorFull Page w/Bleed 6 $20,812.00 $124,872.00
Feb –100 Largest Bay Area Companies; Job Report.
Mar –Financial Dealmaker of the Year; Mergers &
Acquisitions.
Apr –Penisula Economic Report; 100 Best Places to Work.
Jun–Bay Area Annual Report; Public Companies.
Jun–Top 100 Private Companies; 100 Largest Private
Companies.
Oct–Wealth Management.
Nov–International Economic Development; China and India.
103,056 66,986 0.65 0.00015 15 8,077.94
Wired Monthly 4-ColorFull Page w/Bleed 3 $110,211.00 $59,513.94
Jan–The Global Style Issue.
May– International Style and Design Issue.
Aug–The Fall Preview Issue.
438,714 285,164 0.65 0.00015 66 904.37
Esquire Monthly 4-ColorFull Page w/Bleed 3 $114,509.00 $61,834.86
Jan–The Meaning of Life Issue.
Jun-Jul–The How to Be a Man Issue: Fatherhood and Fiction
for Men; Best Bars in America.
Oct–The Essentials Issue.
381,698 248,104 0.65 0.00015 57 1,079.99
New York Magazine Weekly 4-ColorFull Page w/Bleed 5 $66,540.00 $332,700.00
Jan –Real Estate.
Apr –Spriong Travel.
Jun/Jul–The Summer Issue; Road Trips.
Oct –Urban Living Issue.
Dec –Reasons To Love New York; Fashionables.
2,027,660 1,317,979 0.65 0.00015 304 1,093.87

87. Print Magazines –cont’d
Magazine
Publishing
Frequency
Unit
Ad
Placement
Frequency Cost Total Issues Circulation Targeted Impressions
Target
Impression
%
Click to
Site Rate
Site
Visits
Cost per
site visit
The New Yorker Weekly 4-ColorFull Page w/Bleed 5 $140,496.00 $702,480.00
May –Innovators Perfect Bound.
Jun –Summer Reading Double Perfect Bound; Summer Cultural
Preview.
Sep –Style & Design; Perfect Bound; Fall Cultural Preview.
Oct -Nov–Politics Double Issue; Perfect Bound.
Dec–World Changers Double Issue; Perfect Bound; ; Winter
Cultural Preview
5,236,300 3,403,595 0.65 0.00015 785 894.37
Feb –Voyages.
May –Money Special Issue.
New York Times Weekly 4-ColorFull Page w/Bleed 6 $95,300.00 $571,800.00
May –Money Special Issue.
Sep –Education Special Issue.
Nov–Innovation Issue.
Dec –Great Performers Special Issue.
Dec –Lives Well Lived Special Issue.
9,870,912 6,416,093 0.65 0.00015 1,481 386.19
Inc. Magazine
10 times a
year 4-ColorFull Page w/Bleed 3 $81,150.00 $43,821.00
May–Innovation; Companies that are changing the way we look
at the world and do business.
Sep–The Inc. 500: Inc.'s signature issue; Our ranking of the
fastest-growing private companies in America.
Dec-Jan–Entrepreneur of the Year; The standout entrepreneur
of the year.
381,658 248,078 0.65 0.00015 57 765.45
Entrepreneur Monthly 4-ColorFull Page w/Bleed 3 $81,065.00 $43,775.10
Apr–The Biggest, BaddestBrandingIssue Ever;Top20MostTrustedBrandsinAmerica;Mobile Markeng.$339,815.52 $220,880.09 $0.65 $0.00 ##### $858.80
Total $2,018,347.90 $19,439,900.30 $12,635,935.20
A regional percentage (18%) was
taken to calculate the pricing and

88. Print - Newspapers
NewspaperName Location Unit Size $perColumnInch Placement AdditionalComments Frequency ColumnPricing Total Circulation
Targeted
Impressions
Target
Impression
s %
Click to
Site Rate
Site
Visits
Cost per
site viist
The New York Times
Nationwid
e
Full Page -
B/W 126 $1,212.00 Main News
1st Sunday of
December 1 $152,712.00 $152,712.00 2,003,247 801,299 0.4 0.0001 200 762.32
The New York Times
Nationwid
e
1/4 Page -
B/W 31.5 $1,541.00 Main News
1st Tuesday of every
month starting January 12 $48,541.50 $582,498.00 19,041,084 7,616,434 0.4 0.0001 1,904 305.92
The New York Times
Nationwid
e
1/4 Page -
B/W 31.5 $1,541.00 Sports
Last Tuesday of each
quarter
January/April/July 3 $48,541.50 $145,624.50 4,760,271 1,904,108 0.4 0.0001 476 305.92
Nationwid 1/4 Page - Sunday
The New York Times
Nationwid
e
1/4 Page -
B/W 31.5 $1,727.00
Sunday
Business Sunday 4 $54,400.50 $217,602.00 8,012,988 3,205,195 0.4 0.0001 801 271.56
WallstreetJournal
Nationwid
e
2/3 Page -
Color 84 $2,047.67 MainNews
1st Sunday of
December 1 $172,004.16 $172,004.16 2,078,564 831,426 0.4 0.0001 208 827.51
Stamford Advocate New York
1/4 Page -
B/W 31.5 $71.76 Main News Sunday 52 ti* $2,260.44 $117,542.88 1,751,932 700,773 0.4 0.0001 175 670.93
Greenwich Times New York
1/4 Page -
B/W 31.5 $71.76 Main News Sunday 52 ti* $2,260.44 $117,542.88 1,751,932 700,773 0.4 0.0001 175 670.93
Crain's New York Business New York
1/4 page -
Color 18 $416.06 Main News Tuesday 26 ti* $7,489.00 $194,714.00 1,289,158 515,663 0.4 0.0001 129 1,510.40
SantaCruzWeekly
San
Francisco
Full
Page/FC 40 $1,529.00
News & Sports
rotation
Every Wednesday for 1
yr 52 ti* $61,160.00 $38,456.00 1,300,000 520,000 0.4 0.0001 130 295.82
MetroSiliconValleyWeekly
San
Francisco
Full
Page/FC 40 $2,300.00 News
Every Wednesday for 1
yr 52 ti* $92,000.00 $61,600.00 3,640,000 1,456,000 0.4 0.0001 364 169.23
MetroSiliconValleyWeekly
San
Francisco
1/2
Page/FC 19.38 $1,500.00 Travel
Every other Wednesday
for 1 yr 26 ti* $29,062.80 $18,201.06 1,820,000 728,000 0.4 0.0001 182 100.01
San Francisco Chronicle
San
Francisco
1/2
Page/FC 0
cost provided for ad
size, not col.in News
1st Monday of each
quarter 4 $45,699.95 $182,799.80 916,704 366,682 0.4 0.0001 92 1,994.10
Total $716,132.29 $2,001,297.28 $48,365,880.00 $19,346,352.00
* Special package for multiple placements

89. Direct Email
Lists Quantity Base CPM ($)
Recommended
Selects
SelectsCPM
($)
Total
CPM
(Base &
Selects)
Cost (1 drop)
Total E-mail
Campaign
Cost (3 drops)
Click to Site
Rate (%)
Site Visits
Cost per
Site Visit
per drop
Computer tablet Owners 1,000,000 150
Email base rate
includes all selects.
Type and Gender
Included in
email base rate $150 $150,000 $450,000 0.500% 5,000 $30.00
Email, HHI, Included in
Digitally Connected Tablet Owners 2,000,000 80
Email, HHI,
Occupation, Zip
Included in
email base rate $80 $160,000 $480,000 0.500% 10,000 $16.00
OTM-The DailyCaller.com 50,000 90 $90 $4,500 $13,500 0.500% 1,800 $2.50
Affluent Americans Professionals… 2,000,000 150 * Opt-in email addresses
Included in
email base rate $150 $300,000 $900,000 0.500% 10,000 $30.00
New York Magazine 300,000 105 $105 $31,500 $94,500 0.500% 1,500 $21.00
American City Business Journals - U.S. Subscribers12,341 140 San Francisco 5 $145 $1,789 $5,368
Crain's New York Business Email 450,000 400 Email Included $400 $180,000 $540,000
Career Minded Consumers 1,000,000 135 Email $165 $165,000 $495,000 0.500% 5,000 $33.00
Total Lists: 6,812,341 $992,789 $2,978,368 - 33,300 $29.81
# of drops: 3
Mail date: 4-Dec-12
Total
Impressions 20,437,023