Guest Speaker

Mark HarlandGeneral Motors

Manager Local Advertising & Marketing Programs

Break

Guest Speaker

Bethany Mach Senior Vice President

Director Of Digital Communications,

Investment Planning

MindShare/Team Detroit

Buffet Lunch

Today’s Speaker Will Be… Larry Lynch

Sr. VP Research Newspapers First

Marketing “Snippets”

Luncheon Speaking 101

Audience Empathy

Reach Out To Their Subliminal Thoughts

Marketing “Snippets”

My Definition: A Small Bit Of Information

Useful In Formal Or Informal Sales Situations

A Nugget Obtained By Any Means Possible, Including “Bottom Feeding”

Baby Boomers: Great Auto Sales Opportunity Or “So Over”

Age 44 To 62

79 Million Adults

Spends $2 Trillion Annually

Controls 50% Of Discretionary Income

Outspends Any Other Generation By $400 Billion

Source: The Boomer Project, Age Wave

Boomer Auto Sales Potential Is #1

Discretionary Income By U.S. GenerationHead Of Households

Millennials Gen X Boomers Seniors

$12,833

$22,562

$29,754

$19,500

% Share Of Head Of HH’s

Source: Conference Board & eMarketer 11/8/07

4%

30%

41%

25%

Exploiting Our Strengths:Boomers & Heavy Newspaper Readers

Index: U.S. = 100 Quintile 1

Newspaper TV

Age 18+ 100 100

Boomers 120 99

Boomers W $75k+ 154 74

Boomers W. New Domestic 129 93

Boomers W. New Import 142 86

Boomers Plan To Buy 140 97New Vehicle

Source: Scarborough USA+ Study – 2006. Boomer Age = 45-59, Closest Equivalent In Study

Exploiting Our Strengths:Boomers & Online Newspapers

U.S. Coverage Online Papers

30 Days Index

Age 18+ 10.5% 100

Boomers 11.1% 106

Boomers W $75k+ 15.1% 145

Boomers W. New Domestic 12.1% 116

Boomers W. New Import 14.3% 137

Boomers Plan To Buy 13.1% 125New Vehicle

Source: Scarborough USA+ Study – 2006. Boomer Age = 45-59, Closest Equivalent In Study

Vendor Sponsored “Snippet”… 3rd Party Sites

About 3rd Party Auto Sites

83% Of Visitors Do Not Intend To Purchase A Vehicle In The Next 3 Months

45% Are Not In The Market

Source: Cost-Effectively Reaching The In-Market

Auto Buyer, Value Click Media & Goodway 2.0- 11/07

Buying Power Of Our Online Audience:comScore MediaMetrix

The Buying Power Of The Online Newspaper Audience Outstrips Portal’s

Buying Index Compares The Dollars Spent By An Individual Site’ Audience Compared With Average Buying Power For All Internet Sites Measured 158 Newspaper Websites Measured 154 Newspaper Indexed Above The Online Norm More Than 50% Of Newspapers Indexed Above 150 Nearly 25% Of Newspapers Indexed Above 200 Only 13% Of Portals Indexed Above… 200