Deborah Esayian/Co-PresidentKevin Pickard/Director, Affiliate Sales

Support

Selling Engagement – The Path to Building a

Successful Local Interactive Business

+ Emmis Interactive is a Software as a Service (SaaS) provider

+ Formed in 2002; now a wholly owned subsidiary of Emmis Communications + We provide local media companies with technology and sales consulting services to help them develop a profitable interactive business

+ We provide services to local media companies in the US, Canada and UK

+ Based in Chicago, IL, USA

Who We Are

Our team is comprised of 58 technology and media professionals:

Customer Service

Technical Support

Product Training

Marketing

Direct Sales

Senior Management

Product Designers

Software Engineers

Quality Assurance

Graphic Designers

Flash Animators

Systems Personnel

Who We Are

Technology Platform Built for Local Media

Proven Sales Training and Support

Great Customer Service Experience

What We Do

Who We Serve

Astral Media RadioCorus EntertainmentCanadian Broadcasting

CorpGreater MediaEmmis CommunicationsLincoln Financial MediaRenda BroadcastingMaverick MediaBig League

Broadcasting

Carter BroadcastingCapitol BroadcastingGross CommunicationsDittman GroupOasis BroadcastingRiviera GroupWLFM-FM, LLCMonitor Latino NY State Broadcasters

Assoc.

Radio

Publishing, TV, Sports and Entertainment

National Hockey League (Canada)

Vancouver CanucksComcast SportsGroupTexas MonthlyLos Angeles MagazineAtlanta MagazineHudson Valley MagazineWestchester MagazineMain Line Magazine

KUSC – FMEntravisionBustos Media EnterpriseMarshall KKCK-FMUKRD Group/United

KingdomImpact Radio GroupRadio Milwaukee.C Sparks EntertainmentPacific Radio Group

Manhattan Media Delaware Today MagazineFrontiers Magazine The Wine Experience.comRadioAlaire.com Rebecca-Burns.comRequisitefilms.com Wawascene.comMichaelMahonen.com State of California/DDTPMetro Custom Golf Alliance 180Radio Tracking Data Disc Jock ProRipley Entertainment Texas Monthly Custom PubIHSAA.org Ecolifest.com

Audience Engagement System

Channel Tool w/Syndication

Text Polling

Podcasting Tool

Blogging Tool

New Release

Flash Rotator

Google Search

Performance Calendar

Event Calendar

Photo Gallery Tool

Audio/Video Player

School Closing Tool

On-air Now/ Now PlayingRSS Consumer

Standard Tools

Engagement Tools

User Profiles

Multi-Poll Tool

User Mixes

Audio Poll

Soundboard® Music TestingReview Channel Tool

YouTube® Video Channel

Showcase Tool

Various Interactive Games

iTunes® Music Storefronts Associated Press **

Third-Party Integration:

* Available Fall 2009

** Requires AP Online Agreement

Survey Tool *

Recent ProjectAstral Calgary

CIBK-FM cutestkid.vibemorningshow.com

Email Newsletters

Email Alerts

Automated Birthday Greetings

User Sub-groups

Contesting Tool

Affinity Club Database

Time Card Feature

Member Query Tool

Member Database Exporting

Ready-made Reports

Audience Geo-Mapping

Analytics/Database Tools

Engage. Measure. Monetize.

Local Media’s AdvantageA Relationship of Trust

U.S. Internet Advertising Revenue

Source: IAB

2009 $22.7 (-3.4%)2008 $23.4 (+24%)2007 $21.2 (+24%)2006 $17.0 (+36%)2005 $12.5 (+30%)2006 $ 9.6 (+32%)2007 $ 7.3 (+22%)2008 $ 6.0 2009 $ 7.12010 $ 8.11999 $ 4.6

Local Internet Advertising Revenue

Source: Borrell Associates

2009 $13.3 (+ 3%)2008 $12.9 (+70%)2007 $ 7.7 (+12%)2006 $ 6.9 (+45%)2005 $ 4.8 (+78%)2006 $ 2.7 (+29%)2007 $ 2.1 (+22%)2008 $ 1.7 2009 $ 1.42010 $ 1.11999 $ 0.4

BROADCAST RADIO“ONE-TO-MANY” APPROACH

INTERACTIVE MEDIA“ONE-TO-ONE” APPROACH

BROADCAST RADIO

Integrated MediaThe Strength of Both Worlds

INTERACTIVE MEDIA

360 BRAND STRATEGY: FOLLOW THE CONSUMER

mobilewebsites

live media/ eventse-commerce

social media

broadcast media

affinity programs/ database marketing

websites mobile

podcasts/ on-demand content

streaming media

“Bringing Small Groups Of Very Interested

People To The Advertiser”

Superior Advertising SolutionsRequire Two Main Ingredients

IntegratedMulti-Touchpoint

Campaigns

Measured Campaign

Results

Terminology

- Glossary of Terms- Website Terms- Traffic Measurement Terms(Metrics)

Traffic Measurement Terms• Total Page Views Measurement of the # of pages requested by visitors to a web site. One way of judging the

total activity on a site.

• Unique Visitors Each DIFFERENT visitor to a website during a specified period of time (5 minutes) - Similar to

unduplicated cume, this is a measure of reach.

• Total Visitors Total number of visitors to the site – includes duplication.

• Time Spent (Average Session Length) How much time a user spends on a site during a certain period of time.

• Average Page Views per Session Number of pages people view in a session.

• Database Size Total number of opt-in members.

• Channel Sponsorships• Channel Placements• Cursor Ad• Birthday Card Sponsorships• Poll Sponsorship• Feature Channels• Interactive Contests• Prediction, Trivia and Skill Games • Custom Games and Interstitials• Tip/Fact/Joke of the Day• Integrated Product and Brand Placement• Interactive Events• Custom Microsites• User Generated Content

• Cyber Remotes™• Pop Quiz• Email Marketing• Mobile Marketing• Podcast Prerolls• Streamed Audio and Video Prerolls• On-Demand and Real Time Webcasts• Video Infomercials• Moderated Chat• Brand Extensions• Skyscrapers, Banners, Tiles• Facebook/MySpace Takeovers• Sponsored Widgets• Cyber Street Teams• Sponsored Lexycasting

The Inventory of Ideas – Not CPM

8 Key Elements to Successful Interactive Campaigns

Feature Key Communication Points Always an “Opt-In for More” Personalization Participation Entertainment Persuasive Component Viral Component Database Capture

• Channel Sponsorships• Channel Placements• Cursor Ad• Birthday Card Sponsorships• Poll Sponsorship• Feature Channels• Interactive Contests• Prediction, Trivia and Skill Games • Custom Games and Interstitials• Tip/Fact/Joke of the Day• Integrated Product and Brand Placement• Interactive Events• Custom Microsites• User Generated Content

• Cyber Remotes™• Pop Quiz• Email Marketing• Mobile Marketing• Podcast Prerolls• Streamed Audio and Video Prerolls• On-Demand and Real Time Webcasts• Video Infomercials• Moderated Chat• Brand Extensions• Skyscrapers, Banners, Tiles• Facebook/MySpace Takeovers• Sponsored Widgets• Cyber Street Teams• Sponsored Lexycasting

The Inventory of Ideas – Not CPM

http://www.interactiveideavault.com/Login.aspx?ReturnUrl=/index.aspx

SIMPLE, LOW ENGAGEMENT INVENTORY

Component #1: CPM Base

COMPLEX, HIGH ENGAGEMENT INVENTORY

Component #1: CPM Base

Component #2: Production cost

Component #3: 20% premium for being on your site

INTERACTIVE PRICING THEORY

Lessons Learned……

Classification of Capabilities Presentation Targets

• A – Currently advertising with us and might spend more if they see our capabilities

• Opportunity A – Not currently advertising with us but might start once they see our capabilities

• B – Interesting but not a pure A

•What is the primary target audience of this account?

•Is this account already spending money on interactive advertising?

•Is this account already spending money with us?

•Which filter does this account satisfy? (circle any that apply)

-They love a creative idea-They are heavy users of both TV/Radio and/or print-The internet is very important to their business

•Who is the key decision maker and can we present to them?

The Prospecting Filter

Objective:To make station listeners that are interested in tattoos believe that Iron Age Studio is their number one choice in St. Louis for tattoos and body piercings.

Concept: The Ink Gallery, sponsored by Iron Age TattooStation listeners will be driven to www.stationwebsite.com where they will be able to upload pictures of their tattoos and piercings onto a showcase webpage, along with their story. Listeners will check out everyone’s submission and rate each one from a scale of 1 – 10. At the end of each month, we’ll pick a winner and they will receive a $X gift certificate to Iron Age.

Timing: 52 Weeks March 20010 – Feb 2011

The Pitch

Rationale:

(Insert a story as to why it makes sense for the buyer to use your station to go after this target audience. Show audience index’s for tattoos, cross reference with age groups that are most likely to get tattoos, etc.)

Execution:Station will support the Ink Gallery, sponsored by Iron Age Tattoo, with the following:

• On Air: Ten (10) paid :15sec promos to air per week, Mon-Sun 6a-12a

• Inclusion in one (1) email blast per month. Iron Age will receive a graphic, a paragraph for text, and a link to the Ink Gallery website.

• Content receptacle on the station’s website home page with a graphic and some text to grab web viewers’ attention, minimum of 2 weeks out of every month.

• 24/7 listing in the Navigation Bar, under “Lifestyle” on the left hand column of every page on the station website

Measurement of Success:

Site traffic metrics will be emailed to Iron Age monthly, along with the number of new entries and the monthly winner.

• Iron Age logo

• We’ll tell viewers what’s going on here

• Thumbnail images of submitted tattoos and piercings come up here.

• Viral component

• Visitors rate the tattoo here

• Story here

• Visitors click here or here to submit their own photos

On Air:

•12 month on-air schedule

•Spent $$$ per month

On-line:

•12 month on-line campaign

•Spent $$$ per month

Annual Investment:$X

Iron Age Web Metrics Analysis: Mar 07 - Feb 08

Page Page Views Visits Visitors Avg Time Spent

/InkGallery/View.aspx 1,029,025 60,426 56,329 2:28

/InkGallery/Browse.aspx 407,472 55,947 51,518 1:54

/InkGallery/Submit.aspx 4101 1715 1502 8:29

/InkGallery/Thanks.aspx 770 545 522 0:31

/InkGallery/TellAFriend.aspx 230 125 125 1:04

Total 1,441,598 118,758 56,329

Iron Age On Air Audience Impact Analysis: Mar 07 - Feb 08

Paid Spots Freq Reach Gross Impressions

A18-34 1,664 109.5 156,200 17,102,800

The Recap

The Interactive Sales Process – STEP BY STEP

Staffing Support for Sales

Step #1: Prospecting

Steps #2 -#4:

Educating the Prospects

Step #5:

Creating Idea Concepts and Finalizing the Proposal

Step #6:

The Creative Brief

Step #7:

Orders Signed

Step #8:

Designing the Campaign

Step #9:

All Materials In-House

Step #10:

Campaign Management

Step #11: Recaps

Step #12:

Archiving Success Stories

Questions & Discussion