Primedia: “The New Tradition in Media”

Primedia: “The New Tradition in Media”

Beverly Chell

Vice Chairman -- Primedia

April 27, 2001

Beverly Chell

Vice Chairman -- Primedia

April 27, 2001

What is Primedia?What is Primedia? Largest traditional “targeted” media company Largest producer of magazine pages and ad pages Largest producer of niche video in U.S. #3 magazine company on newsstand With About: Largest creator of content on the Internet #1 news and information site on the Internet #6 Internet company overall More salespeople selling combined traditional/Internet ad

programs: 1,700 Largest niche media company in the world

Largest traditional “targeted” media company Largest producer of magazine pages and ad pages Largest producer of niche video in U.S. #3 magazine company on newsstand With About: Largest creator of content on the Internet #1 news and information site on the Internet #6 Internet company overall More salespeople selling combined traditional/Internet ad

programs: 1,700 Largest niche media company in the world

What is Primedia?What is Primedia?Niche: Targeted, highly specific market

segments. Provides information in hundreds of niches

such as fishing, crafts, canoeing and quilting to hog farming, cable television finance– Consumer: “My personal obsession is satisfied

by reading that.”

– B2B: “I’m afraid to go to lunch without reading it.”

Niche: Targeted, highly specific market segments.

Provides information in hundreds of niches such as fishing, crafts, canoeing and quilting to hog farming, cable television finance– Consumer: “My personal obsession is satisfied

by reading that.”

– B2B: “I’m afraid to go to lunch without reading it.”

Brand Dominance Touches 200 Million Users Brand Dominance Touches 200 Million Users

#1 or #2Brands82%

Other Positions 18%Other Positions 18%

More than 1,400 Niche Products with About More than 1,400 Niche Products with About More than 1,400 Niche Products with About More than 1,400 Niche Products with About

PRODUCT Class 2000 Sales

231 Magazines $1,148 MM

143 Information Products $290 MM

18 Video Networks and TV Packages $175 MM

120 Trade Shows $41 MM

1000 Web Sites (with About) $140 MM

PRODUCT Class 2000 Sales

231 Magazines $1,148 MM

143 Information Products $290 MM

18 Video Networks and TV Packages $175 MM

120 Trade Shows $41 MM

1000 Web Sites (with About) $140 MM

Primedia is King of Niche ContentPrimedia is King of Niche Content

No Matter What the PlatformNo Matter What the PlatformNo Matter What the PlatformNo Matter What the Platform

2000 Sales of $1.6 billion

We Reach More Teens than Anyone ElseWe Reach More Teens than Anyone Else

Life Events = Big SpendingLife Events = Big Spending