THE FREE PHENOMENON Must know strategies and tactics

THE FREE PHENOMENON Must know strategies and tactics for developing free newspapers Karen Wall, Assistant MD Associated Newspapers Free Division

Market share Free Daily Newspapers >50% >25% >10% <10% Source: Newspaper Innovation

A major research study concluded that fewer young people were reading paid for papers because … “They were the wrong product, available at the wrong time and in the wrong places” Source: News International research

Our business formula Right Produc t Right Places Right Time Right People

UK’S ONLY URBAN NATIONAL NEWSPAPER

Metro Moment clip

Metro UK Sweden 1995 Niche in the UK market 16 March 1999 Bored commuters Model adapted to UK market

Business Model RIGHT PEOPLE RIGHT PRODUCT RIGHT PLACES RIGHT TIME Source: Urban Life - Urbanites: 18 -44, ABC 1, full time work - Increasingly difficult to reach and engage - Concise soundbite style - 70% of readers consider no spin policy a strength - Controlled distribution on public transport - Self select model - 6. 30 – 10 am - Switched on brains, ready to respond

4 th Largest national newspaper Source: ABC September 08

The UK’s youngest national 3, 129, 000 readers, 74% 15 -44, 66% ABC 1 Source: NRS July '07 -

Well educated Number of undergraduate degrees for each National Daily title Source: NRS July '07 -

High Disposable Income Heavily Aspirational Early Adopters Accelerated Lifestyles Culturally Aware Using Media as a Guide to Trends Entertainment, Not Commitments

Web Brand to hand Mobile UGC Paper Databases Events Branded publishing

4 1. 1 m UK unique users for the first time in June (2. 3 m total) 4 10 million average monthly page impressions

Some of our clients

The path to profit

Capturing the afternoon market August 2006 Evening mindset 400, 000 copies, London Aimed at afternoon commuters Metro experience

Business model RIGHT PEOPLE RIGHT PRODUCT RIGHT PLACES RIGHT TIME - London Urbanites: 18 -44, ABC 1, full time work - Same audience as Metro on the way home - Entertainment based editorial product - Strong celebrity focus for evening market - Hand distribution at the start of journey - Visible, motivated and rewarded merchandisers - 4. 30 -7. 30 - Relaxed, positive evening mindset

Getting the time right 4. 30 -7. 30

Reaching the right audience

1 million readers Circulation London Lite Thelondonpaper 79% Source: NRS Jul ‘ 07 – June ’ 08 75% 66% RPC 1, 021, 000 963, 000 400, 000 500, 000 Readership 2. 6 1. 9 58%

Delivering response for clients

And creativity

Strong revenue growth

ADAPTING THE MODEL TO THE MIDDLE EAST

7 DAYS 1 st urban paper in the Middle East Associated 60% share Urbanite audience 70, 000 copies Challenging the market norms

Business model RIGHT PEOPLE RIGHT PRODUCT RIGHT PLACES RIGHT TIME - Exposure to western media - Young, aspirational, professional - Mix of local, national, international news - Pushed the boundaries of a conservative market - Door to door delivery - Offices, cafes, receptions - Introduced distribution auditing to the UAE. - Not feasible within Dubai

Some of our learning's roduct ality p Custome r insight Qu Targeted Simple prop osition m used tea Foc C Innovat goals lear ion