NEACE May 21, 2007

1. NEACEMay 21, 2007

2. Agenda • Board Updates: March ’07 Meeting • Board Requests • Integration of Audience Data • Rule Modifications • Back Copies • Premium Exemptions • Voluntary Conversions • Bonus Days • NAA/ABC Qualification Reporting Task Force • Members & Purpose • Discussion Points • Electronic Editions • Qualification • Reporting

3. Board Requests

4. Board Requests • Bylaw 10.2 • Submission of Board Requests • Who can submit them to ABC staff? • Currently may be anyone at the publication • Proposed change • Mandate publisher or an individual in senior management other than the circulation executive (President, CEO, COO, etc.)

5. Board Requests • ACTION: • Unanimous consent • Effective immediately (3/12/07) • REMINDER: • Board requests must be received by ABC staff no later than 14 days in advance of the Board meeting.

6. Integration of Audience Data

7. Integration of Audience Data • Summary: • Allow newspapers the option of incorporating readership data (both print and online) and Web site traffic data: • In ABC Publisher’s Statements and Audit Reports • By DMA/NDM • Creation of on-line database • All data appearing on ABC documents must be audited by: • ABC (circulation and readership) • ABC Interactive (website traffic data) • March ’07 Board meeting • Granted preliminary approval to a joint collaboration between ABC, Scarborough and the Newspaper Association of America (NAA) to determine how to best integrate circulation, readership and Web site traffic data.

8. Integration of Audience Data • Next steps • Prototypes • Business Rules • Database • Syndicated Research studies • July ’07 Board meeting • Anticipate finalizing program for availability of reporting in September 2007 Publisher’s Statements

9. Rule Modifications

10. C 7.12 Paragraph 3 data • Audit Timeliness – high priority • Publisher preparation • Rule change for Paragraph 3 at Nov ’06 meeting • Paragraph 3 data (all sections) now required to be submitted to ABC in advance of the audit. • No later than 30 days after end of audit period • Submit to Doreane Luszczewski • E-mail (Paragraph3@accessabc.com) • Mail hard copy or CD to her attention at ABC address • Required for June ’07 ending audits and forward

11. C 5.11 Single Issue Sales • Proposed change to definition of back copies • For SINGLE COPY ONLY • Proposed modification • Becomes a back copy upon issuance of the next corresponding day’s issue • Monday is not a back copy until the next Monday • Monday may stay on sale in newsstand environment until the following Monday • All sales of Monday issue during the week may be claimed as paid if qualifying price paid. • First passage granted in November ’06 • Final passage granted at March ’07 meeting • Effective March 12, 2007

12. C 5.1 Premium Defined • Proposal to exclude the following from consideration as premiums: • Free or discounted access to online content or electronic edition from same editorial home page as publication • Exception granted and renewed every 2 years since 1996 • Seeking permanent rule language to be adopted • Granted first passage at March ‘07 meeting • Subscriber Reward/Loyalty Programs • Value added program for subscribers • Granted first passage at March ‘07 meeting

13. C 5.1 Premium Defined • Loyalty Programs: • Conditions: • Must be designed to promote brand loyalty • Must include an enrollment process (no auto enrollment) • Newspaper may decide who is eligible for program and level of membership they may obtain • Rewards may take two forms: merchandise or points • Rewards may NOT be: • Converted to cash • Accepted as payment for a subscription • Rewards in provided to new subscriber in first 90 days may not exceed price paid for subscription.

14. C 5.13 Acceptance Unless Declined • Proposal to modify C 5.13 Subscriptions Offer Accepted Unless Declined • Modification pertains to Conversions/Upgrades • Current practice: • If frequency subscriber originally ordered is not being eliminated, then newspaper must receive affirmative action (opt-in) from subscriber to accept upgraded FOD • Proposed modification: • If frequency subscriber originally ordered is not being eliminated, then newspaper can begin serving upgraded FOD without opt-in from subscriber – however, an opt-out opportunity must be presented • First passage granted at July 2006 Board meeting • Deferred at November ’06 and March ’07 meetings

15. C 2.11 Intermittent Subscriptions • Discussion of current reporting requirements • http://www.accessabc.com/newspapers/n_bonusdays.htm • Should there be: • Limit on number of bonus days allowed per year • Further disclosure of bonus day use on ABC formats • ABC staff analysis per Board request • Highest # of bonus days in audit: • 333 (7.35% Dly; 0.79% Sun) • Highest % of paid circ: • 9.30% Dly; 1.99% Sun (two different pubs) • Discussion only at March ’07 meeting

16. NAA/ABC Qualification & Reporting Task Force

17. Task Force • Established after July ’06 Board meeting • Comprised of Publisher & Advertiser representatives • Vince Casanova (Chair) Tribune Publishing Company • Rob Althaus Gannett Company • Ed Graves The Jackson Sun (TN) • Scott Whitley San Diego Union Tribune (CA) • Scott Heekin-Kennedy The New York Times • David Dadisman The Washington Post • Doug Davis Daytona Beach News-Journal • Sandy McLeod The Toronto Star • Robert Eickhoff The Atlanta Journal-Constitution • Mary Jacobus Boston Globe • Dennis Skulsky CanWest MediaWorks Publications • David Walker Newspaper Services of America • Bill Blackmer Valassis • Lisa Haynes Kohl’s Department Stores • Christopher Cope American Communications Group. Inc • Marsha Lawrence Best Buy Company • Craig Sinclair Walgreen Co. • Audrea Fulton Carat • Larisa Svechin Zenith Media • Kathleen Waltz Orlando Sentinel (NAA/ABC Liaison Cmte Rep) • Merle Davidson J.C. Penney Corporation (NBAC Rep) • John Murray NAA • Scott Hanson ABC • Mike Lavery ABC

18. Task Force • Mission: • Make circulation information more useful to its constituencies of publishers and advertisers • Comprehensive review of newspaper division • Qualification requirements for circulation • Reporting formats/tools for circulation • Will develop overall recommendations and gain consensus from industry • Once agreed upon, recommendations will be presented to the ABC Board of Directors • March ’07 • Task Force provided update to Board on progress

19. Task Force • Discussion Points • What hierarchy should be adopted for ABC reporting? • Should bottom line be “Total” circulation or something else? • How should requested copies (not paid), be reported? • How should evidence of subscriber wantedness be evaluated for programs such as bonus days, conversions, and upsells? • Should ABC change the definition of paid? Paid at any price? • What should ABC reporting formats provide for pricing information? • Should there be “verified” circulation? If so, should there be any qualification standards or rules governing it? • Increase in frequency of reporting of data • July ’07 meeting • Formal proposal to Board • Formats • Functional definitions for classifications • Qualification requirements for circulation types

20. Electronic Editions

21. Electronic Editions • Guidebook online – NEW! • http://www.accessabc.com/resources/n_electronic.htm

22. Future Training Sessions

23. Future Training Sessions • In-person Training (live on location) • HD & SC Promotions • Interactive • Exchange of Ideas • Detailed explanations and examples • Details: • 10:00 am – 3:00 pm (local time) • Lunch provided • $299 • June 11: Pittsburgh, PA; June 25: Phoenix, AZ www.accessabc.com/newspapers/n_training_seminars.htm

24. Future Training Sessions • Webinars*: • Post Board Blitz • Thursday, July 19th • 10:00 am – 11:30 am CENTRAL TIME • To be determined

25. Open Q & A