I had no idea my phone could do

I had no idea my phone could do that! delightful solutions on-the-go from Hearst (mobile)

our brand new digital network Hearst digital media, part of Hearst Magazines: 16 new brand dotcom sites • 3 new shopper properties • 3 acquisitions • 9 mobile sites • 8 text clubs •

mobile at Hearst largest magazine publisher in: • content • 9 mobile sites • 8 text clubs • traffic • 4 MM page views • & distribution • off-deck • & across all Tier-1 carriers: Verizon, Sprint, at&t

multiple mobile revenue streams: 1. 2. 3. 4. 5. wallpapers: vintage covers & Varga Girls mobile advertising (banners) mobile advertising (SMS/text) application sales wallpapers fake calls

mobile market overview 237 M wireless subscribers in the USA • 1 billion text messages sent a day (up 130% YOY) • wireless data revenues = $10. 5 billion (up 63% YOY) • CTIA Jun 07 • 32 M are “active mobile internet users” Nielsen Mobile Oct 07 • email/IM/text then information-gathering and sharing M Metrics 2006 advertisers will spend more than $11 billion by 2011 on mobile marketing Informa Telecoms & Media

Hearst Women’s Network mobile market research • 4 out of 5 own a mobile phone • VZW (24%), at&t (22%), Sprint (10%) • 1 in 5 sent a text message yesterday • 22% downloaded mobile content in last 30 days • 10% subscribed to an alert in last 30 days Nielsen@Plan Winter 07 -08: survey of 36, 000 online adults/HWN

7 suggestions: what works in mobile? 1. meet un-met needs: location-based, timely tips 2. be simple: deliver bite-size/bijou content pieces 3. reach many: distribution/off-deck & across-carriers 4. any device: make your mobile content device agnostic 5. discover: learn the new rules of search 6. layer digital to RL: user-generated tags & more 7. be engaging, comforting & delightful

Cosmo Mobile practical solutions: dude decoder, cocktail recipes • decision-makers: Cosmo fake calls, quizzes • location-based info: hot cities guide • timely tips: bedside astrologer • stories to engage: bedroom blog • + voting/polls • talk to us & send to a friend • user-generated content: tell us about YOUR Hot City! •

Esquire practical solutions: the information (how to) • decision-makers: laws of fashion • location-based info: best bars • timely tips: drinks database • stories to engage: funny joke from a beautiful woman • + voting/polls • talk to us & send to a friend • user-generated content: know any great bars? •

Good Housekeeping practical solutions: stainbuster, product safety alerts • decision-makers: recipe of the day, tipping • location-based info: Good Housekeeping Seal • timely tips: expert advice, diet & beauty, house/home • stories to engage: good grief, constant dieter • + voting/polls • talk to us & send to a friend • user-generated content: your recipes, your tips •

mobile advertising • wide range of SMS ad programs • text blasts • text quiz • text 2 win • text 2 sample (& buy) • text sweeps • text coupons • store/cinema locator • mobile web (on/off-deck) sales • mobile banners • sponsored sections • mobile microsites

innovation “a call-back service that, for 99 cents, lets women escape from a bad date has to be one of the cleverest brand extensions of the year” Adweek: brand leaders 2007 hot list

industry recognition best mobile sites 2007: Ziff Davis nominated for global mobile awards

in-book promotion

online promotion

advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more! 20 th Century Fox Home Entertainment: text quiz to drive retail sales

advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more! TRESemme: opt-in to receive 4 x text alerts from hair stylist expert

advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more! • text alerts • sweepstakes • text 2 buy • text 2 win • text 2 sample • voting & polls • quizzes • store locator • coupons • and many more! store locator: users see message in-book and send zip code to shortcode

advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more! Walgreens: text 2 win

advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more! Clinique: testing response (different keywords): in-book & text blast Text blast: 17% response rate!

advertising programs: repeat business: Adidas, P&G, JCPenney, Macy’s, Clinique and more! at&t: text 2 win

re-cap: largest magazine publisher in content, traffic & distribution: content • 9 mobile sites • 8 text clubs • traffic • 4 MM page views • & distribution • off-deck • & across all Tier-1: VZW, Sprint, at&t •

re-cap: multiple revenue streams: 1. 2. 3. 4. 5. mobile advertising (banners) mobile advertising (SMS/text) application sales wallpapers fake calls

contact: sophia stuart director, mobile@hearst. com