Introducing!

THE DAILY

THE DAILY IS TAKING THE LEAD More and more consumers are accessing video, audio, print, and online content via tablet devices - we believe there is a paradigm shift in media consumption. We are the first publication created expressly for tablets; combining the best of each media into a new format with a new, original editorial voice. And with the largest subscription audience of any app in the iTunes store, we are the market leader.

UNTAPPED POTENTIAL: Why The Daily Exists Harnessing the growing tablet universe

According to IDC, over 53 million tablets will ship worldwide in 2011.

Tablet Usage is Growing at Breakneck Speed 43% spend more time with their tablet than with their personal computers

33% spend more time on tablet than they do watching television

28% use tablets as primary computer

Tablets are More than Mobile 82% use their tablets primarily at home

Source: Google AdMob Survey, March 2011.

THE DAILY’S UNIQUE APPROACH

Main sections: News, Business, Gossip, Opinion, Arts & Life, Apps & Games, and Sports. 

Pages of original content every day of the year. 

Original HD videos.

Photos you can explore by swiping.

Immersive photography.

Interactive charts, infographic and clickable hotspots.

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100+

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Saving articles to read later.

Sharing Web-friendly versions of articles via Twitter, Facebook and e-mail.

Your favorite sports teamsʼ scores, news and photos.

In-app commenting – including audio comments.

Your local weather.

New crossword and Sudoku puzzles every day.

As the first purpose-built, tablet-native daily news platform, The Daily’s following features set us apart and are the secret to our success:

THE DAILY’S GROWTH AND EXPANSION •  1,100,000+ downloads since February

•  120,000 unique weekly users

•  We consistently attract new trials – 2 weeks free – before readers are prompted to subscribe. As iPad ownership continues to grow, THE DAILY continues to onboard new readers and has become a staple of iPad readership.

•  National audience – mirroring US population distribution

•  Coming soon: The Daily on Android devices and smartphones

•  Brand Extensions include brand-new Facebook content app (introduced by Mark Zuckerberg at F8 Conference), over 100k followers on Twitter and regular press pickups.

OUR AUDIENCE: Who They Are THE DAILY has conducted extensive audience research to establish who comprises our rapidly growing, national audience – and the results are consistent and quickly normalizing from source to source.

Source: Nielsen Prizm Target Group Analysis, June 2011; The Daily in-app Subscriber Study, August 2011..

NIELSEN PRIZM ANALYSIS – June 2011

•  89% are 25-64, skewing male

•  59% have completed college education or higher

•  54% are executive/managerial/professional

•  Average net worth of over $700,000 and median HHI of $118k+

•  Outindex the general population by 2-4x in Prizm’s wealthiest segments like “Young Digerati”, “Winners’ Circle”, and “Movers and Shakers”

IN-APP SUBSCRIBER STUDY – Aug 2011

•  87% are 25-64, 75% male

•  78% have completed college education or higher

•  60% are are executive/managerial/professional

•  33% have HHI of $150k+

•  37% have children in the household

OUR AUDIENCE: Where They Are

PSYCHOGRAPHICS OF THE DAILY READER As envisioned by THE DAILY’s musical mathematician @Discographies.

HOW READERS ENJOY THE DAILY •  THE DAILY is a lean back entertainment platform:

–  75% spend 20+ minutes per day in the app –  79% share articles via email, Facebook or Twitter –  “On the couch” listed as #1 location for reading THE DAILY (43%),

followed by “at breakfast” (38%), and “in the evening” (35%)

•  Surprise and delight: 68% percent of readers say THE DAILY “surprises me with stories I wasn’t aware of”

•  News and reading junkies: –  51% of all users pay for news apps, and 47% pay for subscription-based

news websites –  21% spend $20+ per month on e-books

Source: THE DAILY in-app subscriber study, August 2011.

Advertising Opportunity

ENGAGEMENT POTENTIAL FOR MARKETERS •  Recall rates as high as 74%

•  28% have acquired a product or service advertised in THE DAILY

•  29% have recommended a product or service advertised in THE DAILY to someone else

•  35% say that “ads on iPad are the best way for companies to advertise to me”

•  34% report spending more time looking at iPad ads than print ads

Source: THE DAILY in-app subscriber study, August 2011.

ROBUST ADVERTISING OPPORTUNITY •  Full page, fully interactive ads

•  15 unique ad products ranging from fractional advertising and post roll video to big idea sponsorships and stand alone app publishing

•  Detailed 3rd party reporting on impressions, video completion, engagement rates and clicks to the web

•  Ads can click out, animate, connect with social media, play video and much, much more.

•  Ad partners to date: Tiffany and Co., Land Rover, Gilt Groupe, Pepsi MAX, Fox Searchlight, Paramount Pictures, HBO, Macy’s, Bing, 20th Century Fox, History Channel, Jetsetter, Fox Sports, Fox Entertainment, Virgin Atlantic

INCREMENTAL ADDED VALUE THE DAILY offers advertising partners tremendous added value to their media campaigns, depending on level of commitment. Added value opportunities include:

•  Valuable 3rd Party Brand Lift Study through Nielsen

•  Access to Reader Opinions through In-app Polling

•  Regular Reporting and Optimization

•  Creative and Rich Media Services

•  Bonus Media Space

•  Limitless Interactivity within Ad Units, regardless of page rate

FULL ADVERTISING METRICS Advertising on THE DAILY takes the best from all mediums and combines those attributes with digital reporting and optimization capabilities. The chart at right outlines the reporting capabilities of Medialets, our 3rd party ad server and Localytics, our in-app ad server. THE DAILY also accepts clients’ 3rd party tracking pixels (e.g. Dart, Atlas, Dynamic Logic, et al.)

Repor&ng  Metrics   3rd  Party/Medialets    

In-­‐app/Localy&cs  

Impressions   ✔   ✔    

Clicks   ✔    

✔    

CTR   ✔    

✔    

#  of  user  engagements  

✔    

✕    

#  of  engagement  ac&vi&es  

✔    

✔    

Individual  engagement  count  

✔    

✕    

Video  plays   ✔    

✔    

Video  comple&on  %   ✔    

✕    

Time  spent   ✔    

✔  

App  downloads   ✔    

✕    

BUYING WITH THE DAILY

Frequency discounts, premium positions and contextual sponsorships also available.

Media Net Cost 15% SOV 60 pages per month

$80,000

10% SOV 40 pages per month

$55,000

5% SOV 20 pages per month

$35,000

Advertising Specs

•  Background Image: Client must provide high-res, static JPG or PNG in landscape form, to be displayed for 1 – 3 seconds before animation initiates.

•  Rich Media: All ads should be 1024x712 full bleed with a 31 pixel safe zone on top. Designs should contemplate that the top 31 pixels will have a transparent menu bar over them, as illustrated above.

1024  

712

1024

Landscape Orientation

•  Background Image: Client must provide high-res, static JPG or PNG in portrait form, to be displayed for 1 – 3 seconds before animation initiates.

•  Rich Media: All ads should be 768x968 full bleed with a 31 pixel safe zone on top. Designs should contemplate that the top 31 pixels will have a transparent menu bar above as illustrated at left. 768

968

Portrait Orientation

Carousel View

Carousel View – The carousel view of ads must be provided as a static, portrait oriented image. Max size is 50K in PNG or JPG format.

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•  All rich media ads served through Medialets, who also provide third party analytics.

•  File Size – •  For Rich Media: 700k initial load max (size of Medialets Ad Bundle that is

flighted to the Daily for their full page ad position) •  The Medialets Ad Bundle is a zipped folder containing the HTML5 file

that loads inside the Ad View and then any images or video, or other content that are referenced by that HTML5 file.

•  For Background Images: <150k for each orientation (Landscape and Portrait)

•  Duration – 0:30 max recommended for an initial "on animation" of the ad when it loads; 1 loop maximum

•  Third Party Tracking – 1 x 1 third party tracking is supported through most platforms

(DART, Atlas, Dynamic Logic, among others)

•  Rich media can be supplied by client/agency (via Medialets) or can be created by The Daily.

•  Production time is dependent on complexity of advertising (3-8 weeks). QA period for existing media is about 1 week.

Additional Ad Specifications

Tap-through Actions Supported: •  Tap to Web – Web URLs open in an embedded web browser above ad content

•  Tap to Video – Links directly to a hosted video file (Quicktime or YouTube)

•  Tap to Facebook Like & Twitter

•  Tap to App Store or iTunes Music Store •  Tap to Map – Link directly to any Google Maps address or saved search link

•  Tap to Calendar – Schedule events using any .ics compatible calendar Not Supported: •  Swipe and Drag within Ad (Not supported because of app navigation dependency

on swipe and drag)

Points of Engagement/Actions

Contact us!  To reach your sales representative, contact LetsTalk@thedaily.com today!