wash times tomculligan

The journey from a single medium outlet to a multi-media core.

Thomas Culligan Chief Revenue and Marketing Officer The Washington Times August, 28, 2011

Con·quer

To conquer one's fear

To conquer organization’s list of supposed to’s

Con·quer

To gain, win, or obtain by effort and personal appeal

To conquer the hearts of the audience

Cannot be Fredonia Know who we want to conquer

Attack on multiple fronts

Not much is new

WGN Radio 1923

WGN TV 1947

Not much is new

WGN Radio 1923

WGN TV 1948

World’s Greatest Newspaper

Objective

The Washington Times’ content widely available through Internet, mobile devices, email, social, symposiums, print, radio and television

Global Objective

Move from focus on local newspaper to a global digital based multi-media company

Global Objective

Move from focus on local newspaper to a global digital based multi-media company 6 - 120 - 50

United States Objective Database of 40 million customers Provide media where viewers, Listeners and readers can engage on their timetable with preferred tools.

Market Focus Conservative, traditional audience motivated by shared values of freedom, faith, family and service.

Cornerstones of the market

Conservative market = 94 Million

Moderate market= 90 Million

50-80 million consistent listeners to

conservative talk radio shows

Google Search Conservative Newspapers 1. Washington Times 2. Wall Street Journal 3. New York Post 4. Manchester Union-Leader 5. Daily Oklahoman

Google Search Conservative Newspapers 1. Washington Times 2. Wall Street Journal 3. New York Post 4. Manchester Union-Leader 5. Daily Oklahoman

Cross Channel Content Distribution and Marketing

National

Weekly

Affinity

and

Symposiums

Social Tools

TWT Online

Pull

Push

Targeted

TWT Targeted

Email

TWT

Local

Print

Radio and Television

The Washington Times Daily Print Edition

The Washington Times E-Edition

The Washington Times National Weekly Edition

Pull Strategy

Draw users to site as consistent source of news and preferred opinion

Create links from Drudge and affinity sites and blogs

Pull Strategy #10 Newspaper Web audience in the United States 85% Outside Washington

Washingtontimes.com

Highest regions: Orange County San Diego Dallas Ft Worth Orlando Chicago Suburbs

Washingtontimes.com

Push Strategy-Parallel Website

Starting point 5 Million opted-in Conservative Americans

Targeted Vocus addresses

Affinity group addresses

Address collection aligned resources

Times247.com LAYOUT Links to Drudge-Like

links for visitors that

prefer the “Skinny” version

Editorial Top Picks

Exclusive Times

Opinion

Social Media

& iPost

Curated Aggregation

Exclusive Times

News

Curated and

Exclusive Video

Top Story –

Curated or

Exclusive

Audience Outreach

Email Alert Times247 Daily

5,000,000 emails to fiscally & socially conservative activists, voters & donors

Top news and commentary Daily email will publish three banner ads.

Email Triggers Email Rentals Influencers

Times247.com Custom Channels

Transformed for targeted audiences:

Times247.com/Colorado

Times247.com/Thailand

Times247.com/SecondAmendment

Times247.com/Super Tuesday

Radio “America’s Morning News” 141 markets

“Andy Parks…Live from The Washington Times” Washington, DC

John McCaslin Dana Mills

Television

Washington Bureau Source for news Provide stations with original Wash content Video from newsroom-to-stations Webcasting

Dramatic Increase in Audience and Influence Through

The E-Channel

Current Targeted Email Addresses 5,000,000 Opt-in Conservatives 650,000 Opt-in Republicans 200,000 Times Registrants 200,000 Former Subs 100,000 Affinity 50,000 Washington Leaders Unlimited Vocus Lists

Affinity Group Partnerships

American Conservative Union 100,000 members National Rifle Association 6,000,000 members Hillsdale College/Imprimis 2,000,000 subscribers Heritage Foundation 1,200,000 members Tea Party Patriots 800,000 members US Chamber of Commerce 3,000,000 members Family Research Council 1,200,000 members

Vocus Sub groups and metrics

The Washington Times’ access to 1.5 million journalists discernable by beat, region, tone, frequency Direct contact/email information and bio’s on journalists to personalize pitching Database fully malleable with Washington Times data Metrics give instant reporting for impact measurement gives “Less tactical, more strategic” approach Fully social media integrated

AMERICA’S MORNING NEWS (partial listing) January – August, 2011

Governors:

Tim Pawlenty of Minnesota

Rick Scott of Florida

Senators:

John Cornyn, TX

Pat Toomey, PA

Jim Inhofe, OK

Johnny Isakson, GA

David Vitter, LA

Rick Santorum, PA

Claire McCaskill, MO

Scott Brown, MA

Norm Coleman, MN

George Allen, VA

Jim DeMint, SC

Mike Lee, UT

House Of Representatives:

Louie Gohmert, TX

Todd Rokita, IN

Allen West, FL

Steve King, IA

Tom Price, GA

Mike Pence, IN

Thaddeus McCotter, MI

House of Represetnatives, Cont:

Francisco Canseco, TX

Trey Gowdy, SC

Michael Burgess, TX

Charlie Rangle, NY

Tim Scott, SC

Others

Donald Trump, Business

Dr. Henry Kissinger, Secretary of State

Lt. Col. Oliver North, Fox News

Guy Kawasaki, Business

Hon. Michael Mukasey, Attorney General

Pat Buchanan, Columnist

George Will, Columnist

Fred Barnes, Weekly Standard

Ann Coulter

Donald Rumsfeld, Secretary of Defense

Herman Cain

Reince Priebus, RNC Chairman

Ken Cuccinelli, VA Attorney General

Juan Williams, Fox News

Brad Meltzer, author

Ben Cohen, founder of Ben & Jerry’s Ice Cream

Michael Reagan, son of President Ronald Reagan

Gene Simmons

Congressman Tim Scott Interviewed on America’s Morning News

Major issue – Rep Tim Scott (R-SC) Boeing plant/NLRB Local Stations informed interview will take place On America’s Morning News at 7:15.

Blog on washingtontimes.com at 7:20 Full audio on washingtontimes.com at 7:30 Refers to back to pod cast for full interview Email audio/video to media in South Carolina and Washington State Full story/video on washtimes.com/Times 24/7 Story runs in TWT daily Story runs in National Weekly If hot topic, advise Drudge and related sites

Actions tied to interviews

Newsmaker Interviews

Presidential candidate

Herman Cain

Steve Largent, CEO

of CTIA Former AOL

Chief Steve Case

API President

Jack Gerard

Senator Lindsey

Graham Ted Leonsis Darrell Isssa

Secretary of State Rice

Herman Cain Interview with Video

Steve Largent Story with video

Smart Email Marketing and Promotion 650,000 Registered Republicans/Metro Wash

Friends and Family Campaign Weekly Attrition Communication

Special Situation Email Marketing Japanese Disaster Assistance

E-Channel Direct Payoff

Advertising on all email

Premium pay for expert information Address list rental

E-Channel Indirect Payoff

Immediacy Expands geographic boundaries

Creates valuable market segmentation Increase audience across channels

Adds to multi-media advertising capabilities Improves influence

Moves company towards 40 million customers

So, where is your app?

Video and audio on smart phones.

Smart Phones – iPhone – Android – Blackberry – Palm

Ipads & other tablets

Viewable in multiple devices/browsers

TWT app

Own Plan to buy Portable device 35% 31% i-phone 12% 8% Blackberry 12% 6% iPad 8% 12% e-reader 9% 13%

Slow to market for portable digital devices The Washington Times readers……

Improving on theme from “Cheers”

The Washington Times, where everyone knows your name

AND EMAIL ADDRESS

To Con·quer

Combine all the tools… a love note, flowers, dinner, trip to the shore,

night at the opera and like dogs too.