DMGT Investor Day 2012 - Mail Online

Playing in a different league
40
20
0
Jan-06
Mar-06
May-06
Jul-06
Sep-06
Nov-06
Jan-07
Mar-07
May-07
Jul-07
Sep-07
Nov-07
Jan-08
Mar-08
May-08
Jul-08
Sep-08
Nov-08
Jan-09
Mar-09
May-09
Jul-09
Sep-09
Nov-09
Jan-10
Mar-10
May-10
Jul-10
Sep-10
Nov-10
Jan-11
Mar-11
May-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
Unique Visitors
Millions
ABC Monthly Unique Visitors (Global)
120
100
80
60
Guardian.co.uk
Telegraph.co.uk
The Sun
The Times
20
0
Jan-06
Mar-06
May-06
Jul-06
Sep-06
Nov-06
Jan-07
Mar-07
May-07
Jul-07
Sep-07
Nov-07
Jan-08
Mar-08
May-08
Jul-08
Sep-08
Nov-08
Jan-09
Mar-09
May-09
Jul-09
Sep-09
Nov-09
Jan-10
Mar-10
May-10
Jul-10
Sep-10
Nov-10
Jan-11
Mar-11
May-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
Unique Visitors
Millions
ABC Monthly Unique Visitors (Global)
120
100
80
60
Guardian.co.uk
Telegraph.co.uk
40
NO DATA AVAILABLE
The Sun
The Times
Mar 2010
Mar 2012
Growth
39.2m
90.8m
132%
Daily UVs Global
2.2m
5.4m
141%
Monthly UVs UK
14.7m
32.2m
119%
1.0m
2.4m
136%
346m
824m
139%
Monthly UVs - Global
Daily UVs UK
Monthly Page Views Global
Source: Omniture/ABC
Source: Omniture
1/1/2012
12/1/2011
11/1/2011
10/1/2011
9/1/2011
8/1/2011
2,000
7/1/2011
6/1/2011
5/1/2011
4/1/2011
3/1/2011
2/1/2011
1/1/2011
12/1/2010
11/1/2010
10/1/2010
9/1/2010
8/1/2010
7/1/2010
6/1/2010
5/1/2010
4/1/2010
3/1/2010
2/1/2010
1/1/2010
Daily UK Home Page Visitors (Thousands)
Daily UK homepage visitors

170%
Growth rate
1,800
1,600
1,400
1,200
1,000
800
600
400
200
Source: Omniture
1/1/2012
12/1/2011
11/1/2011
10/1/2011
9/1/2011
8/1/2011
2,500
7/1/2011
6/1/2011
5/1/2011
4/1/2011
3/1/2011
2/1/2011
1/1/2011
12/1/2010
11/1/2010
10/1/2010
9/1/2010
8/1/2010
7/1/2010
6/1/2010
5/1/2010
4/1/2010
3/1/2010
2/1/2010
1/1/2010
Daily Global Home Page Visitors (Thousands)
Daily global homepage visitors

240%
Growth rate
2,000
1,500
1,000
500
Top global news sites

unique
users (m)
unique
users (m)
MSN HomePage 320,397
The New York Times 47,944
Yahoo! News 192,920
BBC News 37,990
CNN 66,278
10
Guardian.co.uk 33,276
MSN News 56,957
11
Fox News 27,958
The Huffington Post 55,383
12
ABC News 25,285
13
The Washington Post 24,982
14
Wall Street Journal 23,337
6
7
Source: Comscore, Jan 2012
51,699
MSNBC 50,979
Source: MailOnline accounts
Mar-12
Feb-12
Jan-12
Dec-11
Nov-11
Oct-11
Sep-11
Aug-11
Jul-11
Jun-11
2.0
May-11
Apr-11
Mar-11
Feb-11
Jan-11
Dec-10
Nov-10
Oct-10
Sep-10
Aug-10
Jul-10
Jun-10
May-10
Apr-10
Mar-10
Feb-10
Jan-10
Dec-09
Nov-09
Oct-09
Millions
Overall Monthly Revenue

2.5
158%
1.5
1.0
0.5
Period
10
0.0
Mar-12
Feb-12
Jan-12
Dec-11
Nov-11
1.4
Oct-11
Sep-11
Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
Jan-11
Dec-10
Nov-10
Oct-10
Sep-10
Aug-10
Jul-10
Jun-10
May-10
Apr-10
Mar-10
Millions
UK brand advertising revenue

growth rate over past two years
214%
1.2
1.0
0.8
0.6
0.4
0.2
11
12
Source: Ominiture
0
Feb 8, 2012
Jan 7, 2012
Dec 6, 2011
Nov 4, 2011
Oct 3, 2011
Thousands
4,000
Sep 1, 2011
Jul 31, 2011
Jun 29, 2011
May 28, 2011
Apr 26, 2011
Mar 25, 2011
Feb 21, 2011
Jan 20, 2011
Dec 19, 2010
Nov 17, 2010
Oct 16, 2010
Sep 14, 2010
Aug 13, 2010
Jul 12, 2010
Jun 10, 2010
May 9, 2010
Apr 7, 2010
Mar 6, 2010
Feb 2, 2010
Jan 1, 2010
Visits
Global - Daily HomePage Visits
345%
3,500
3,000
2,500
2,000
1,500
1,000
500
13
Average global weekday daily visits to home

pages and apps
0.6m
App visits
0.5m
Mobile visits
3.4m
Total visits
Total visits
4.0m
Source: Omniture Discover (March)
14
15
16
Mobile Monthly Unique Users

1,800
1,600
1,400
1,200
Thousands
Guardian.co.uk
1,000
Telegraph.co.uk
800
600
400
Independent.co.uk
200
Source: ComScore
Jan-12
Dec-11
Nov-11
Oct-11
Sep-11
Aug-11
Jul-11
Jun-11
May-11
Times Online
Apr-11
17
0
Mar 30, 2012
40
Feb 27, 2012
45
Jan 26, 2012
Dec 25, 2011
Nov 23, 2011
Oct 22, 2011
Sep 20, 2011
Aug 19, 2011
Jul 18, 2011
Jun 16, 2011
May 15, 2011
Apr 13, 2011
Mar 12, 2011
Feb 8, 2011
Jan 7, 2011
Dec 6, 2010
Nov 4, 2010
Oct 3, 2010
Sep 1, 2010
Millions
Combined mobile daily Page Impressions

- via web browsers & apps
655%
35
30
25
20
15
10
18
19
20
29
Source: Omniture
1/1/2012
12/1/2011
11/1/2011
250
10/1/2011
9/1/2011
8/1/2011
7/1/2011
6/1/2011
5/1/2011
4/1/2011
3/1/2011
2/1/2011
1/1/2011
12/1/2010
11/1/2010
10/1/2010
9/1/2010
US Home Page Daily Traffic (Thousands)
US Home Page Traffic
190%
200
Launch of NYC news bureau
150
100
50
22
Source: Ominiture
1/1/2012
12/1/2011
Launch of NYC news bureau
11/1/2011
3,000
10/1/2011
9/1/2011
8/1/2011
7/1/2011
6/1/2011
5/1/2011
4/1/2011
3/1/2011
2/1/2011
1/1/2011
12/1/2010
11/1/2010
10/1/2010
9/1/2010
8/1/2010
7/1/2010
6/1/2010
5/1/2010
4/1/2010
3/1/2010
2/1/2010
1/1/2010
US Traffic (Thousands)
Overall US traffic
92%
2,500
Launch of LA news bureau
2,000
1,500
1,000
500
23
25
Source: ComScore
45
Feb-12
Jan-12
Dec-11
Nov-11
Oct-11
Sep-11
Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
Jan-11
Dec-10
Nov-10
Oct-10
Sep-10
Aug-10
Jul-10
Monthly UVs (Millions)
Mail Online vs New York Times GLOBAL monthly Uvs

65
60
55
50
New York Times
40
35
30
24
Source: ComScore
Feb-12
Jan-12
Dec-11
Nov-11
Oct-11
Sep-11
Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
Jan-11
Dec-10
Nov-10
Oct-10
Sep-10
Aug-10
Jul-10
Avergae Daily UVs (Millions)
Mail Online vs New York Times

GLOBAL Daily UVs
9
New York Times
25
Top 10 US newspaper websites by US Visitors

unique visitors (m)
% growth last 12 months
The New York Times 30.7
-5%
The Washington Post 20.0
18%
USA Today 18.8
19%
18.1
28%
Los Angeles Times 17.1
19%
Wall Street Journal 14.0
2%
New York Daily News 10.4
-11%
Guardian.co.uk 9.2
7%
New York Post 6.6
7%
10
Chicago Tribune 6.5
Source: ComScore February 2012
13%
26
Who Are Our US Readers?
15-24
25
20
65+
15
25-34
10
5
Age profile (%)
55-64
35-44
45-54
General Internet Population
Source: ComScore Plan Metrix Site Audience Profile February 2012
MailOnline
27

Less Than $25,000
30
25
20
$100,000+
15
$25,000 - $34,999
10
Household
income (%)
5
0
$75,000 - $99,999
$35,000 - $49,000
$50,000 - $74,999
MailOnline
28

Graduated High
School
40
35
30
25
20
Graduate Level
Degree
15
10
Education
level (%)
Attended College
5
0
Attended Graduate
School

College Degree
MailOnline
29

Style Conscious
40
35
30
25
Trendsetter
Social/
personal
behavior(%)
20
Beauty Conscious
15
10
5
0
Environmental
Health Conscious
Tech Geek
MailOnline
30
Source: Omniture
Mar-12
Feb-12
Jan-12
Dec-11
35
Nov-11
Oct-11
Sep-11
Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
Jan-11
Dec-10
Nov-10
Oct-10
Sep-10
Aug-10
Jul-10
Jun-10
May-10
Apr-10
Mar-10
Unique Visitors (Millions)
Rest of World traffic for past 2 years
145%
30
25
20
15
10
31
40
33
Mar-12
Feb-12
Jan-12
Dec-11
Nov-11
Oct-11
180
Sep-11
Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
Jan-11
Dec-10
Nov-10
Oct-10
Sep-10
Aug-10
Jul-10
Jun-10
May-10
Apr-10
Mar-10
Feb-10
Jan-10
Dec-09
Nov-09
Oct-09
Sep-09
Aug-09
Jul-09
Jun-09
May-09
Apr-09
Thousands
Rest of World revenue growth
367%
160
140
120
100
80
60
40
20
34
Top EU country traffic growth (2011 vs 2012)

Percentage growth
Belgium
144%
Finland
125%
Netherlands
100%
Ireland
95%
France
92%
Source: Omniture Jan/Feb 2011 vs Jan/Feb 2012
35
Top Non EU country traffic growth (2011 vs 2012)
Percentage
growth
Percentage
growth
India
144%
South Africa
111%
Japan
136%
Singapore
109%
Canada
120%
Australia
108%
New Zealand 116%
Malaysia
95%
Source: Omniture Jan/Feb 2011 vs Jan/Feb 2012
36
In Summary
Growth over past 2 Years
Daily Global homepage visitors
240%
Overall Monthly Revenue
158%
Brand advertising Revenue
214%
Global Daily HomePage Visits
345%
Rest of World Traffic (non UK or US)
145%
Rest of World Revenue growth
367%
US Home Page Traffic, since launch of NYC News Bureau
190%
37

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Playing in a different league

ABC Monthly Unique Visitors (Global)

ABC Monthly Unique Visitors (Global)

Daily UVs Global

Monthly UVs - Global

Monthly Page Views Global

Daily UK Home Page Visitors (Thousands)

Daily UK homepage visitors

Daily Global Home Page Visitors (Thousands)

Daily global homepage visitors

Top global news sites

MSN HomePage 320,397

The New York Times 47,944

Yahoo! News 192,920

BBC News 37,990

MSN News 56,957

Fox News 27,958

The Huffington Post 55,383

ABC News 25,285

The Washington Post 24,982

Wall Street Journal 23,337

Source: Comscore, Jan 2012

Source: MailOnline accounts

Overall Monthly Revenue

Source: MailOnline accounts

UK brand advertising revenue

Jul 31, 2011

Jun 29, 2011

May 28, 2011

Apr 26, 2011

Mar 25, 2011

Feb 21, 2011

Jan 20, 2011

Dec 19, 2010

Nov 17, 2010

Oct 16, 2010

Sep 14, 2010

Aug 13, 2010

Jul 12, 2010

Jun 10, 2010

Global - Daily HomePage Visits

Average global weekday daily visits to home

Source: Omniture Discover (March)

Mobile Monthly Unique Users

Feb 27, 2012

Jan 26, 2012

Dec 25, 2011

Nov 23, 2011

Oct 22, 2011

Sep 20, 2011

Aug 19, 2011

Jul 18, 2011

Jun 16, 2011

May 15, 2011

Apr 13, 2011

Mar 12, 2011

Combined mobile daily Page Impressions

US Home Page Daily Traffic (Thousands)

US Home Page Traffic

Launch of NYC news bureau

Launch of NYC news bureau

Launch of LA news bureau

Monthly UVs (Millions)