Tablet strategy from Freedom Communications, presented by Doug Bennett, President of Freedom Interactive at NAA MediaExchange 2011.

1. THE NEWSPAPER IS DEAD LONG LIVE THE NEWSTABLET DOUG BENNETT FREEDOM INTERACTIVE [email_address] #NEWSAPP

2. OK, SO THE NEWSPAPER IS NOT DEAD…

3. AND TABLETS ARE STILL IN DIAPERS…

4. BUT WE DO SEE PROMISE First 3 quarters cumulative unit shipments, iPod vs. iPhone vs. iPad Global unit shipments (000) Source: Apple

5. USAGE PATTERNS COMPUTER Source: Read It Later, 2011

6. USAGE PATTERNS COMPUTER vs IPHONE Source: Read It Later, 2011

7. USAGE PATTERNS COMPUTER vs IPHONE vs IPAD Source: Read It Later, 2011

8. IT’S ABOUT AUDIENCE CREATION

9. METRO NEWSPAPER REACH Source: Mori 2010 47% 60% 34% newspaper newspaper newspaper website website website website website website app app potential potential potential

11. LET ME TELL YOU A STORY By Seth Godin

12. A FAMILY OF CITY SLICKERS TRAVELED TO THE COUNTRY

13. THEY SAW A COW WOW!

14. THEY SAW MORE COWS

15. THEY SAW A LOT OF COWS YAWN!

16. THEN SUDDENLY

17. THEY SAW A PURPLE COW

18. WHERE’S OUR PURPLE COW? Meets expectations Exceeds expectations Does not meet expectations Number of experiences 10% 10% 80%

19. IPAD USERS HAVE HIGH EXPECTATIONS Meets expectations Exceeds expectations Does not meet expectations 10% 10% Quality content Video and photos Weather and traffic Ability to share Fast load time News updated regularly Easy to use Simple navigation Clean and organized design Online and offline viewing “ like USA Today” Boring content Slow download Lack of news updates App crashes Confusing navigation Videos are hard to play Hyper-local content More interactivity Notifications Valuable ads Magazine like content Personalized Entertaining

20. PRODUCT STRATEGY

21. Video will be uploaded to Youtube under username: enevoldseniam

23. CONTENT STRATEGY

24. CONTENT WORKFLOW Target Users HIGHLY INTERACTIVE SPECIAL FEATURE CONTENT SOUGHT SPECIFICALLY FOR IPAD (WIRES, ETC.) CONTENT ALREADY BEING CREATED FOR WEB OR PRINT

25. REVENUE STRATEGIES

28. FIND THE PURPLE COW @HOOSIER40 [email_address]