Paid Digital Content Strategy - Q&A

Q: What are paid digital content strategies?

A: Within the media industry, paid digital content strategies are becoming

increasingly common. A frequent strategy in the industry is the use of a paywall

to monetize the online content consumed by users/visitors of websites. A

paywall can be deployed under several different models including: Freemium

(access to some free content with all premium content inaccessible without a

subscription); Metered Access (access to free content and a limited number of

premium content articles as established by a predefined threshold); A La Carte

(identified content can be purchased specifically to gain access); Full Paywall (a

paid subscription is the only way to access site content).

Q: Why is Sun Media launching a paid content strategy?

A: Sun Media is deploying a metered access strategy in the five SUN markets as a

means of generating new sources of digital revenue to help offset the decline in

traditional print newspaper revenue. Fast, accurate and entertaining news

reporting is one of the cornerstones of a great society. Like all things worth

doing, professional journalism comes with a price. Sun Media employs an

extensive team of experienced journalists across the nation and across all media

platforms. Deploying a paid digital strategy ensures that our visitors and readers

can continue to count on us for quality and reliability.

Q: What is Sun Media`s digital paid content strategy?

A: The first phase of Sun Media’s monetization strategy was deployed on the

JournaldeMontreal.com and JournaldeQuebec.com websites with the launch of a

‘Freemium’ model on September 17, 2012. The second phase of this strategy will

be deployed on Tuesday, December 4th when a metered access model is launched

on all five of the SUN (Calgary, Edmonton, Ottawa, Toronto, Winnipeg) websites.

Paid Digital Content Strategy - Q&A

Q: Will Sun Media’s community daily, weekly and canoe.ca portal websites be

included in the paid digital content strategy?

A: At this time, these websites will not include metered access. However, any

premium content created by a SUN market and presented on a community or

canoe site, will be shown in a short ‘quick read’ (the headline and first couple of

lines of an article or photos of a gallery) only. A link to the complete article on

the originating SUN site will be included with the quick read. Upon redirect to the

SUN site, the visitor will be invited to consume the article either as a paid

subscriber or as part of their free metered threshold.

Q: How will metered access work on the SUN websites?

A: Visitors to any one of the SUN websites will be subject to metered access

which will be tracked via their IP address. Each calendar month, casual visitors

will be offered access to 20 premium articles for free. Readership of the 21st

article onward will require the visitor to subscribe to SUN+. The metered access

threshold counter resets at the beginning of each calendar month.

Q: What is SUN+?

A: SUN+ is the name of our new premium digital subscription. A SUN+

subscription includes unlimited access to the premium content of one of the SUN

websites and its mobile apps. SUN+ packages will also be bundled with other SUN

subscriptions to offer customers complete choice and the ability to enjoy the SUN

when and how they want it. Other packages include SUN+ e-edition (SUN+ and

daily access to a replica of the print edition online); SUN+ print (SUN+ and a 7-Day

or Sunday only print subscription) or SUN+ Full Exposure (SUN+, e-edition and a 7-

Day or Sunday home delivery subscription).

Paid Digital Content Strategy - Q&A

Q: What if a visitor already subscribes to an e-edition or a home delivery print

subscription?

A: As valued subscribers, existing print and/or e-edition customers will be given

FREE access to SUN+. Customers will be required to go online and sign up for

their FREE digital subscription to SUN+, enabling unlimited access to their SUN

website and mobile apps.

Q: How will users access SUN+ content?

A: Registered subscribers (paid or free) will be required to sign in to SUN+ on the

SUN website to gain unlimited access to premium content.

Q: How will a visitor know when they have consumed their free content?

A: Upon launch, all premium content will be visibly tagged with a SUN+ icon.

Visitors to the SUN.com sites will be able to read and view up to 20 content

articles, photos, videos free of charge before reaching the metered limit. A

content consumption counter will be visible and will automatically notify the user

how many of the 20 free premium articles have been read within the month. This

counter resets at the beginning of each calendar month.

Q: What if a SUN site visitor does not want to pay for a SUN+ subscription?

A: Visitors to any one of the five SUN sites can still enjoy unlimited access to QMi

Agency news highlights, hot topics, breaking news stories, over 70 diverse

bloggers, ‘coffee break’ diversions, snack size news highlights on the SUN’s mobile

apps and 20 SUN+ premium articles per month absolutely free!

Paid Digital Content Strategy - Q&A

Q: How are other media companies launching their paid content strategies?

A: In the U.S. several media organizations have launched and are evaluating

various paid digital content models, including metered access. The New York

Times, Los Angeles Times, The Boston Globe and most recently The Chicago

Tribune are examples. In Canada, media companies are also looking to digital

monetization to grow their revenue. Sun Media was a leader in the market,

launching a ‘freemium’ model on Journal de Montreal and Quebec in September,

followed by PostMedia`s Vancouver Sun and Ottawa Citizen launch of metered

access in October, and the Globe & Mail`s on November 1st. Our five SUN sites

will launch metered access on Tuesday, December 4th. The Toronto Star has

announced they will follow suit with the introduction of a paid content model

sometime in 2013.

Q: What will be considered premium content in a SUN+ subscription?

A: Examples of premium content will include: all content created by Sun Media

columnists, investigative reports by experienced journalists, complete access to

all photo and video libraries, packaged/related content bundles, Sunshine Girl

swimsuit and calendar footage etc.

Q: What advantages does SUN+ offer our customers?

A: SUN+ is simply the best way to enjoy a SUN experience. Subscribers will enjoy

unlimited access to all SUN+ content and with complete access to the SUN’s

mobile apps, users can take SUN+ To-Go and enjoy our content when and how

they want it.

Q: How are customers being notified of SUN+?

A: Marketing communications, including print and digital advertising and

sales/service centre agent messaging will educate customers on the new SUN+

subscriptions. Existing customers will receive direct communications in their

renewal notices, via newspaper wraps and email messages (where email

addresses are available and consent has been provided).

Paid Digital Content Strategy - Q&A

Q: When will a reader get notification that they need to start paying for access?

A: A content viewing counter will be visible to users – enabling them to track how

many articles they have consumed. Messaging will also remind and prompt users

as the approach and/or reach the metered access threshold.

Q: How do readers/visitors subscribe to SUN+?

A: SUN+ subscriptions are quick and easy! Potential customers and existing

customers choosing to subscribe can do so from the subscribe page of the SUN

site. The subscription can be processed online and all paid subscriptions are billed

monthly via credit card only.

Q: How is this going to affect e-edition?

A: The SUN e-edition will no longer be promoted as a standalone product.

Effective with the SUN+ launch on December 4th, in the 5 SUN markets, the e-

edition will only be promoted as part of the SUN+ e-edition package or a SUN+

Full Exposure package. Standalone e-edition offers will not be available and will

no longer be processed in the 5 SUN markets. Existing e-edition customers will be

grandfathered and continue to receive the service as is until such time they

choose to cancel.

Q: Is the mobile app free? A: A limited version of the app is available free of charge to all users. Unlimited access to the latest local news, sports, entertainment and more is available to all SUN+ registered subscribers. An in app user can unlock access to all content for just $0.99 for 7-Days. Q: Will Sun Media employees receive access to SUN+?

A: Employees who require access to SUN+ to perform their day-to-day business

will be provided with the necessary availability to unlimited SUN+ content.

Paid Digital Content Strategy - Q&A

Q: What are the available SUN+ packages and how much will they cost?

A: SUN+ packages are as follows:

Packages Inclusions Regular Rate Promo (first 3 months)

SUN+ ONLINE l MOBILE $5.99 $0.99

SUN+ e-edition ONLINE l MOBILE l e-edition

$6.99 NONE

SUN + Print - Sunday HD PRINT l ONLINE l MOBILE

Varies by Market (based on Print)

$ 3.95/$4.95 (4/5week print)

SUN+ Print - 7 Day HD PRINT l ONLINE l MOBILE

Varies by Market (based on Print)

$11.95/$14.95 (4/5 week print)

SUN+ Full Exposure - Sunday HD

PRINT l ONLINE l MOBILE l e-edition

Varies by Market (based on Print)

$ 5.95/$6.95 (4/5week print)

SUN+ Full Exposure - 7 Day HD PRINT l ONLINE l MOBILE l e-edition

Varies by Market (based on Print)

$13.95/$16.95 (4/5 week print)

SUN+ To Go MOBILE app (in app purchases)

$0.99

e-edition - Grandfathered $3.99

Q: Who can customers contact for paywall support?

A: The Sarnia Sales & Service Centre is fully trained and able to support, sell,

service or troubleshoot questions for SUN+ or potential SUN+ subscribers.

Paywall enquires can be directed to: 1-855-786-8812 or eServices@sunmedia.ca.

Operating hours are EST: Mon – Fri: 7am-7pm, Saturday/Sunday: 8am – 2pm.