Roundtable 2006 Gold

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James S. Gold Vice President of Marketing New York Times Regional Media Group ASTECH Strategic Roundtable Vail, Colorado USA August 28, 2006: 

James S. Gold Vice President of Marketing New York Times Regional Media Group ASTECH Strategic Roundtable Vail, Colorado USA August 28, 2006 Strategic Consumer Marketing How Brand Diversity & Consumer Insight Create Competitive Advantage & Growth

Strategic Consumer Marketing Today’s Discussion : 

Strategic Consumer Marketing Today’s Discussion Brand Portfolio Management Consumer Insight Key Value Drivers Competitive Advantage Immediate & Sustainable Growth

Strategic Consumer Marketing Growth Fundamental & Elusive: 

Strategic Consumer Marketing Growth Fundamental & Elusive Q: % of Companies that achieve profitable growth? A: 10% Source: Bain & Company

Strategic Consumer Marketing Growth Corporate Scorecard: 

Strategic Consumer Marketing Growth Corporate Scorecard Q: % of Growth Projects that Succeed? A: 25% Source: Bain & Company

Strategic Consumer Marketing Growth Meeting Expectations: 

Strategic Consumer Marketing Growth Meeting Expectations Q: % of Companies that Achieve Performance Forecasts? A: 30% Source: Bain & Company

Strategic Consumer Marketing Growth How?: 

Strategic Consumer Marketing Growth How? How to Achieve Growth While Circulation & Classified Decline? Earnings Growth Circulation Classified

Strategic Consumer Marketing Growth Investor Impatience: 

Strategic Consumer Marketing Growth Investor Impatience Average Holding Period of Stocks The Clock Is Always Ticking Source: Bain & Company Years

Strategic Consumer Marketing Growth Solutions: 

Strategic Consumer Marketing Growth Solutions Strategic Roadmap Balanced Management Key Value Drivers

Strategic Consumer Marketing Key Value Drivers Deliver…: 

Strategic Consumer Marketing Key Value Drivers Deliver… Immediate Return Competitive Advantage Market Share Gain Sustained Growth

Strategic Consumer Marketing Health/Performance Matrix Key Value Drivers Support Immediate & Sustainable Growth : 

Strategic Consumer Marketing Health/Performance Matrix Key Value Drivers Support Immediate & Sustainable Growth Company Performance Company Health Business as Usual Rate & Expense Infrastructure Key Value Drivers Source: Based on concepts in “Building the Healthy Corporation”, Dobbs, Leslie, and Mendonca, The McKinsey Quarterly 2005 Number 3 > < >

Strategic Consumer Marketing BPM + CI = EG: 

Strategic Consumer Marketing BPM + CI = EG + =

Brand Portfolio Management: 

Brand Portfolio Management A Revitalized Core Brand Surrounded By Fresh New Brands

Brand Portfolio Management The New York Times Company Brands: 

Brand Portfolio Management The New York Times Company Brands D: 2.4 million S: 3.0 million O: 38 million

Brand Portfolio Management NYTRMG’s Brand Portfolio 25 New Brands In 24 Months: 

Brand Portfolio Management NYTRMG’s Brand Portfolio 25 New Brands In 24 Months New Brands Extend Reach & Drive Incremental Revenue & Earnings

Brand Portfolio Management Why create new brands?: 

Brand Portfolio Management Why create new brands? Every Brand Is Limited In Its Reach Competition Can Erode Brand Position, Market Share & Growth Potential New Brands Can Help Revitalize Mature Or Stagnant Brands & Extend Reach The Sum Of A Company’s Brands Can Drive Growth Beyond A “Solo Brand” Strategy

Brand Portfolio Management US Newspaper Market Penetration Daily Newspaper Circulation vs. Number of Households : 

Brand Portfolio Management US Newspaper Market Penetration Daily Newspaper Circulation vs. Number of Households Penetration Decline Indicates Weakening Of Core Brand Source: Editor and Publisher Yearbook data; U.S. Census Bureau Number in Millions

Brand Portfolio Management Media Fragmentation Over the years, successive waves of transformational competition led to relentless erosion of newspaper readership: 

Brand Portfolio Management Media Fragmentation Over the years, successive waves of transformational competition led to relentless erosion of newspaper readership Source: NYTRMG Marketing Frame of Reference: Timely News & Information Point of Differentiation: Most Current & Complete Source

Brand Portfolio Management Transformational Competition New Technology-Enabled Brands Create Dramatic Change: 

Brand Portfolio Management Transformational Competition New Technology-Enabled Brands Create Dramatic Change Airplanes Forced Railroads To Redefine Their Value

Brand Portfolio Management How Brands Develop Young & Rubicam Brand Asset Valuator® Measures Brand Health: 

Brand Portfolio Management How Brands Develop Young & Rubicam Brand Asset Valuator® Measures Brand Health Differentiation Relevance Esteem Knowledge Brand Strength Brand Stature Source: Young & Rubicam Brand Asset Valuator (2003) Differentiation Drives Brand Strength & Stature

Brand Portfolio Management The Life of a Brand Weak Differentiation Leads To Decline & Erosion: 

Brand Portfolio Management The Life of a Brand Weak Differentiation Leads To Decline & Erosion Brand Strength (Differentiation & Relevance) Brand Stature (Esteem & Knowledge) > < > Source: Young & Rubicam Brand Asset Valuator (2003)

Brand Portfolio Management Space & Value : 

Brand Portfolio Management Space & Value Differentiating Value % Space > < > What Content Provides Differentiating Value? Source: NYTRMG Marketing

Brand Portfolio Management BMW Consumer Fragmentation BMW Competes With Traditional & New Players: 

Brand Portfolio Management BMW Consumer Fragmentation BMW Competes With Traditional & New Players

Brand Portfolio Management BMW Consumer Fragmentation Over The Years, New Breeds Erode Pool Of Potential Customers: 

Brand Portfolio Management BMW Consumer Fragmentation Over The Years, New Breeds Erode Pool Of Potential Customers Source: NYTRMG Marketing Frame of Reference: Luxury Automotive Point of Differentiation: Superior Driving Experience

Brand Portfolio Management BMW Brand Portfolio Strategy Brand Development Strengthens Core Brand & Reaches New Segments: 

Brand Portfolio Management BMW Brand Portfolio Strategy Brand Development Strengthens Core Brand & Reaches New Segments

Brand Portfolio Management Brand Portfolio Strategy Sub-Brands, Brand Extensions & New Brands Build Growth : 

Brand Portfolio Management Brand Portfolio Strategy Sub-Brands, Brand Extensions & New Brands Build Growth Source: Fortune Magazine,October 2004 Compact Subcompact SUV Roadster (Z4) Passenger cars 0.2 0.4 0.6 0.8 1.0 1.2 1.4 The BMW Growth Model More Brands mean more Growth Sales in millions of units 2000 2002 2004 2006 2008

Brand Portfolio Management Brand Portfolio Strategy New Brands Strengthen Core & Reach New Segments: 

Brand Portfolio Management Brand Portfolio Strategy New Brands Strengthen Core & Reach New Segments Mini SUV Sedan BMW NYTRMG

Brand Portfolio Management A New Model for Newspaper Beyond a Solo Brand Strategy: 

Brand Portfolio Management A New Model for Newspaper Beyond a Solo Brand Strategy Newspaper Online Out-of-Market Weeklies & Magazines In-Market Weeklies City Magazines Daily Newspaper Pure Online Multiple Brands Drive Growth Source: NYTRMG Marketing

Consumer Insight: 

Consumer Insight Insight Fuels Brand Development

Consumer Insight Consumer Insight Pyramid: 

Consumer Insight Consumer Insight Pyramid Marketing Database Builds Consumer Insight

Consumer Insight Stage1: Demographics: 

Consumer Insight Stage1: Demographics Anna

Consumer Insight Stage2: Life Stage Profiles: 

Consumer Insight Stage2: Life Stage Profiles Life Stage Profiles Identify Communities Of Interest Mature Years 59% of Market

Consumer Insight Stage 3: CRM: 

Consumer Insight Stage 3: CRM CRM Gathers Key Data During Customer Interactions

Consumer Insight Segmentation Map Brands Focused on Market Segments: 

Consumer Insight Segmentation Map Brands Focused on Market Segments Source: NYTRMG Marketing Mature Years 59% of Market Family Life 10% of Market Younger Years 31% of Market

Strategic Consumer Marketing A New Model for Newspapers Brand Portfolio Based on Insight Drives Growth : 

Strategic Consumer Marketing A New Model for Newspapers Brand Portfolio Based on Insight Drives Growth Newspaper Online Out-of-Market Weeklies & Magazines In-Market Weeklies City Magazines Daily Newspaper Pure Online BPM + CI = EG Source: NYTRMG Marketing

Strategic Consumer Marketing Summary: 

Strategic Consumer Marketing Summary Growth is Fundamental & Elusive Growth Must be Immediate & Sustained Solution: Key Value Drivers Brand Portfolio Strategy Extends Reach Consumer Insight Drives Brand Development BPM + CI = EG

Thank you.: 

Thank you. James S. Gold Vice President of Marketing New York Times Regional Media Group 813.864.6013 james.gold@nytrng.com