THE DETROIT PLAN

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 New Business Model
Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Home
Delivery

Single
Copy/
Newsstand

e-Edition

Web freep.com freep.com freep.com freep.com freep.com freep.com freep.com

detnews.com detnews.com detnews.com detnews.com detnews.com detnews.com detnews.com

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 Announcement
December 16, 2008

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 DETROIT PLAN GOALS
•KEEP THE NEWSROOMS STRONG

•RETAIN TWO INDEPENDENT NEWSPAPERS

• MAKE DIGITAL DELIVERY OF NEWS THE PRIORITY

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Partnering with WWJ TV

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 DETROIT PLAN GOALS
•KEEP THE NEWSROOMS STRONG

•RETAIN TWO INDEPENDENT NEWSPAPERS

• MAKE DIGITAL DELIVERY OF NEWS THE PRIORITY

• RETAIN OUR PRINT REVENUE

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ADVERTISING UNDER FORMER
PUBLISHING PLAN
PUBLICATION DAY % of Total
Sunday 51%
Monday 4%
Tuesday 5%
Wednesday 8%
Thursday 14%
Friday 12%
Saturday 5%
78%
Sun/Thu/Fri 77%
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CONTENT IMPROVEMENTS

Express Editions – M/T/W/Sa

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CONTENT IMPROVEMENTS

Thursday / Friday
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CONTENT IMPROVEMENTS

Sunday

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Combined Web traffic:
unique visitors
(detnews.com + freep.com)

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 e-Edition Page Views by Day of Week

688,144 688,494
660,035
540,768

214,059
153,429
125,015

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

17 week average
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CIRCULATION BREAKDOWN

• SUBSCRIBERS: Vast majority stuck with us

• SUNDAY FREE PRESS: 560,188

• COMBINED DAILY (5-Day) AVERAGE: 437,579

• COMBINED THURS-FRI AVERAGE: 494,631

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 Advertising migration to Thursday,
Friday, Sunday
Pre-launch
• 77% of ad dollars on Thu., Fri. & Sun.

Assumption
• 80% of ad dollars on Thu., Fri. & Sun.

Post-launch
• 93% of ad dollars on Thu., Fri. & Sun.
• Not down in ad dollars more than any other metro

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 LESSONS FROM
DETROIT
•Ask the important questions
•Explore how the market might react
•Communicate!
•Don’t shed tears for print

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THE DETROIT PLAN

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