Laura Clark Senior VP, Frank N. Magid Associates Laura Clark is senior vice president and leader of Magid's local media business. Her work includes coordination of the company's strategic partnerships with several media industry leaders. She is working with corporate and station leaders to determine the best strategy and resource deployment for success on multiple media platforms in the future. She is also a member of Magid's Millennial Strategy Group® team, providing strategic guidance to clients ranging from media companies to retailers. Clark is a senior member of Magid's strategic planning practice and is a frequent presenter at industry and client conferences across the country. She and members of the team provide due diligence to a wide range of clientele from private equity to strategic partners.

1. CONFIDENTIAL AND PROPRIETARY © 2014 by Frank N. Magid Associates, Inc.
Any duplication, reproduction or usage of this document or any portion thereof without the written consent of the firm is prohibited.
Audiences: Nothing Has Changed
Laura Clark, Frank N. Magid Associates, April 2014

2. 2
Magid’s Experience Informs Its Approach
Magid identifies business solutions through a combination of
consumer insight, operational experience, and perspective that
translates to results. Our service teams have developed strong
points of view through real world experience and scores of
engagements across many verticals.
Sports
• Teams,
leagues, media
distribution
strategies
Internet
• Established players,
startups, cross-
platform integration
Mobile
• Technology, sales
and advertising
strategies, content
Traditional
Media
• Broadcast, network, cable,
distribution
• Newspaper, magazine
• Transitional strategies
Private Equity
• Asset
valuation
• Investment
strategies
Consumer
Brands
• CPG, food and
beverage, C-store,
retail, travel
Gaming
• Console,
casual online,
MMO, mobile
gaming

3. 3
The Audience Is Changing
Meet The
“Plurals”
Millennials
Aren’t Kids
Anymore

4. 4
Millennials Have Taken Over the 18-49 Demo
Magid Generational Strategies Millennial Life Stage Segmentation®
43
20
9
14 14
0%
20%
40%
60%
80%
100%
Teens ~12 m, Average age:
17
(in high school)
College ~12 m, Average
age: 23
(in any college)
In Flux ~8 m, Average age:
25
(Not working or married, no kids)
Stable ~17 m, Average age:
28
(Working, no kids)
Parent ~37 m, Average age:
30
(Child under 18 in the home)
Millennials
(Ages 17-36)
87 million; 27% of U.S.
pop

5. 5
News Consumption Is Changing
Every Generation’s Consumers are:
• Less Loyal
• Use more platforms
• Mixing multiple brands
• Trust the media less
• They don’t make a point to find news because so
much of it finds them.
• The good news: They believe they spend more time
with news and information.

6. 6
A Credibility Crisis Is On The Horizon
Only Millennials rank social and mobile platforms higher on credibility than other age
groups
How credible is each of the following platforms as a news source?
0%
10%
20%
30%
40%
50%
60%
70%
80%
18-24 25-34 35-44 45-54 55-64
TV
Newscast
Online
Newspaper
Smartphone

7. 7
The Pace of Change Is Changing
Percent of US Households
Source: http://sufiy.blogspot.com/2010/05/electric-cars-adoption-rate-washing.html
(IBM, NY TIMES MAGAZINE)

8. 8
They Realize News Will Become More Important
Please indicate how much you agree or disagree with each of the following statements: News will become more important to me in the
future.
63%18-34s agree that news will become more
important to them in the future

9. 9
What Can Get Millennials To Watch More News?
Infrequent local TV news viewers say more relevant content would increase their
viewership
For you, personally, please indicate how likely each of the statements below are to make you watch more television news.
Stories that are
more relevant to me
37
49
43 43
38
32
0%
20%
40%
60%
Livelier, fast-
pace, entertaining
newscast
35-44
25-34
18-24

10. 10
Platforms Change But The Mission Doesn’t

11. Laura Clark
Senior Vice President
lclark@magid.com

12. 12
Are We Evolving Our News Operations To
Deliver?
Gathering
Producing
Presenting
Budget %
Today
Ideal
Budget
Distribution