Mobile The Next Frontier for Local Media

October 21, 2010

AP is More than Just a Wire Service

We are also a Leading Mobile Solution Provider
AP Mobile news network White-Label Local Apps Next Generation Solutions

iCircular

AP Mobile: Complete News Solution

AP Mobile launched in July, 2008. Today it stands as the most complete mobile news solution on 18 platforms, providing coverage to every web-enabled device in over 40 countries.

AP Mobile Snapshot 2009

1,200 contributing local news partners in U.S., providing unparalleled local customization and access 50 news categories from Entertainment to Sports to Politics, with 20% of traffic in local category Over 5,500,000 application downloads since launch Over 450,000 videos and 1.8 million photos viewed per month Support in multiple languages and growing English, Spanish, Portuguese and Canadian French

Platforms and carriers:

Applications across platforms: Android, BlackBerry, iPhone, Palm WebOS, Symbian S60, Windows Mobile, Windows 7, Maemo, Bada, Mobile Web App (apnews.com) Carrier relationships both domestic and international: Telefnica, Orange, America Mvil, AT&T, T-Mobile, Verizon, Virgin Mobile, US Cellular, Cricket and TracFone (coming soon)

AP Mobile: U.S. Local Footprint

We have an impressive local footprint for the U.S, with over 1,200 newspapers and broadcasters covering all top 100 DMAs. We continue to grow our local coverage, both nationally and internationally.

First News App on the iPhone

The

st 1

Local News App for iPhone

Apple iTunes

Blackberry App World

Palm App Store

Partner Marketing
We have garnered industry awards and marketing from our strategic partners, who feature AP Mobile in marketing for print, TV and Web. Apple Nokia

Full page ad on New York Times featuring AP Mobile as one of 16 of the summers hottest new releases.

Nokia POS display promotes N97 widgets in North American retail stores. AP Mobile, one of the top widgets in Ovi and on the N97, is prominently displayed.

Partner Marketing
RIM-BlackBerry RIM mobile banner ads promoting AP Mobile and its availability on the BlackBerry App Store. 10 million impressions.

Sprint print ad featuring AP Mobile widget for New York Times, Wall Street Journal, USA Today and additional local publications.

World Cup partner marketing-Apple

AP World Cup featured on the first page of the Soccer channel. Went live on 6/16 until the duration of the tournament.

World Cup partner marketing-OVI

AP World Cup banner featured in Nokia Ovi s home page the week leading up to the World Cup 6/7
Featured on Device

Print Ads

What We ve Learned
Mobile is about location
Increasing number of campaigns on AP Mobile are geo-targeted.

Mobile ad revenue is on the rise

400+% growth in revenue over 2009 Video sold out Sponsorship models work

Mobile only slightly easier to monetize

Proliferation of platforms New ad units and technology integration required Metrics still not there

It is happening

Over 1 Billion Page Views Served in 2010 Already

Our Success in the Last Year

Each month more and more of Local Publishers are getting it

4x Increase in 2010

Local Advertisers are Getting It!

And they are selling more campaigns each month

Renewal rates are high Upwards of 60%

2010 Average Campaign Size $3,797 Max $85,000 - Min $200

And they are paying top dollars

Local CPMs have held steady even as inventory increases and are as much as 10x higher than national CPMs

August Average CPM ~ $14.00 Local CPM

Nat onal CPM Jan Feb March April May June July Aug

Local Media Has to be Where the Readers Are

Verve-AP White-Label Applications & Websites

What Industry Trends are telling us

The number of mobile internet users around the world will exceed desktop internet users by 2014* Applications generate 8x-10x more page views than mobile web

*Morgan Stanley

Q: What is the White Label Solution?

A: a turnkey mobile solution that allows publishers to easily and inexpensively launch their own customized mobile applications
Verve Wireless and The Associated Press have partnered together on an offering that combines Verve Wireless mobile publishing framework and the AP Mobile application technology.*

Tools were developed exclusively for local

media- by content
publishers, for content publishers

Modify your layout, site structure, templates and colors however and whenever you like yourself

AP/Verve can position you for success

Verve s White Label Solution helps you

avoid

The Dark Side

of mobile

Building a mobile application is expensive:

Identifying, hiring, and managing mobile developers is difficult and costly

Building a mobile application is time intensive:

Native applications can take months to develop and standards are constantly evolving

Hosting and maintaining an application is complicated:

Customer service, trouble-shooting, maintaining feeds and servers requires full-time attention

Upgrading, improving and adapting requires constant attention:

Experience, innovation, and a strong team are required to keep your app competitive

Apps for multiple platforms require multiple vendors with different expertise:
Multiple vendors can cause consistency issues, posing problems for users and advertisers

and can get you in the market quickly with cost savings of approximately 70%

Premise behind white-label

There is an opportunity to sell products and services

If you do it in a mobile savvy way

Leverage Best in class development

Publishing Solutions-mobile site optimization, customized templates, agreements with carriers and OEM s Advertising Solutions- Verve AdCel - geo-targeted ad serving capabilities, Rich media capabilities, Ad creative services Content Solutions- The Verve Dashboard - content publishing console, content ingestion, database connectivity, UGC and commenting Photo/Video Solutions-content ingestion, photo/video galleries, sponsorships/pre-roll, podcast Messaging Solutions-Text alerts, subscriptions, SMS, MMS and WAP links Reporting solutions-Traffic: page views by content, portal, device, etc Ads: Impressions, clicks, CTR by day, creative and campaign

Across Multiple Devices

Publishers focus on what they do best -- Content and Sales -- the rest is handled by Verve-AP

And on Tablets

iPad

The Year of Tablets (not netbooks/ereaders)

Number of Tablets being built 30+ Tablets expected
Phone Manufacturers: Apple, Blackberry, HP/Palm, Microsoft, Motorola, Samsung . (with cool names, Slate, Playbook, Galaxy) Computer Manufacturers: Dell, HP, Lenovo, etc. Others: Sharp (Galapagos), Fushion Garage (Joo-Joo), Cisco (Cius)

Not all tablets are alike

5 screens to 12 screens Resolution and operating systems

2010 Projected Sales:

Worldwide 16MM 28MM

Next Generation Solutions

AP invested in ensuring the health of the newspaper industry Committed to developing industry wide solutions Porting newspaper successes to mobile

Introducing the icircular

An industry solution that holds the connection between news and circulars Tool to protect local advertiser relationships A mobile rich media ad unit for smartphones and next gen devices With the decline in print and rise in digital consumption, advertisers want new solutions Appeals to advertisers: scale, consistency and verifiable Launching 2011 on multiple platforms

Thank You

Jennifer Stenger Global Director, Strategic Partnerships Product Development jstenger@ap.org