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1 APN ONLINE PUBLISHER AUSTRALIA & NZ - Executive Summary Network name Impressions* growth** Unique browsers* growth** User sessions* growth** Average page Average session Regional News Network 9,200,177-65% 1,072,928-39% 1,888,244-40% 00:50 04:06 Community Network 219,872-56% 49,009-38% 56,519-37% 00:18 01:09 Market Places 245,799-9% 24,132-10% 36,189-10% 00:34 03:47 Radio Network 764,754-35% 146,487-6% 293,796-1% 00:57 02:28 NZ Herald^ 79,534,742 23% 5,108,202 38% 18,796,982 20% 1:25 5:59 APN ONLINE PUBLISHER AUSTRALIA - Traffic Sources + Direct Traffic Referrals Search Engines 29% 21% 50% * Nielsen - SiteCensus ** Month on month ^ Nielsen - Market Intelligence + Google Analytics APN Publisher Network - Evolution` Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 ` general trend of APN Regional News Network traffic evolution (views) APN ONLINE PUBLISHER AUSTRALIA - Traffic Sources +

2 ACROSS APN DIGITAL SALES NETWORK Site name Impressions* growth** Unique browsers* growth** User sessions* growth** Average page Average session Regional News Network 9,200,177-65% 1,072,928-39% 1,888,244-40% 00:50 04:06 North Queensland Mackay - The Daily Mercury 783,718 8% 114,110 10% 175,518 7% 00:42 03:14 Whitsunday - The Whitsunday Times 87,971 43% 21,044 45% 24,579 41% 00:38 02:26 Central Queensland Bundaberg - News Mail 477,964-71% 72,520-34% 111,364-38% 00:43 03:04 Gladstone - The Observer 428,262-41% 50,768-29% 94,432-27% 00:48 03:35 Rockhampton - The Morning Bulletin 762,798-81% 94,730-50% 170,836-52% 00:51 03:49 Biloela - Central Telegraph 40,818-61% 12,901 17% 15,250 3% 00:47 02:01 Emerald - Central Queensland News 59,863-83% 12,520-55% 14,758-56% 02:02 South-East Queensland Fraser Coast - Fraser Coast Chronicle 433,592-40% 57,099-20% 92,941-27% 00:47 03:41 Gympie - The Gympie Times 226,266-86% 32,290-58% 48,798-62% 00:36 02:48 Ipswich - The Queensland Times 736,770-78% 97,146-52% 157,599-50% 00:44 03:24 Sunshine Coast - The Daily 2,076,218-55% 227,751-33% 446,643-32% 01:05 05:03 Coolum - Coolum & North Shore News 12,689-47% 7,068-45% 7,463-45% 00:56 01:34 Gold Coast - The Gold Coast Mail 54,435-29% 17,236-29% 19,817-29% 00:32 01:30 Logan - The Reporter 24,753-26% 6,779-14% 7,771-11% 00:24 01:19 Ipswich - The Satellite 33,746-70% 11,244-47% 11,854-48% 00:25 01:14 Ipswich - The Ipswich Advertiser 15,751-58% 4,670-10% 5,024-11% 00:29 01:44 Noosa - The Noosa News 54,430-57% 13,632-39% 16,643-40% 00:37 02:04 South-West Queensland Toowoomba - The Chronicle 1,024,840-80% 101,100-77% 194,303-70% 00:48 04:14 Warwick - Warwick Daily News 229,465-50% 37,786-27% 54,754-37% 00:55 03:52 Gatton - The Gatton Star 58,841-81% 7,294-68% 9,075-68% 00:36 03:46 Northern New South Wales Coffs Coast - The Coffs Coast Adovcate 298,888-9% 48,097-13% 73,278-13% 00:52 03:31 Grafton - The Daily Examiner 321,388-50% 39,812-30% 68,572-29% 00:44 03:27 Lismore - The Northern Star 582,401-33% 87,590-20% 145,667-21% 00:52 03:28 Tweed Heads - Tweed Daily News 266,152-18% 41,913-28% 65,319-24% 00:51 03:32 Ballina - Ballina Shire Advocate 30,986-25% 6,322-42% 7,074-42% 00:30 02:23 Byron Bay - Byron Shire News 44,320-35% 9,186-37% 11,096-36% 00:43 02:59 Lismore - Northern Rivers Echo 32,852 7% 11,986 8% 13,630 8% 01:13 02:56 Community Network Region finda.com.au 219,872-56% 49,009-38% 56,519-37% 00:18 01:09 * Nielsen - SiteCensus ** Month on month

3 ACROSS APN DIGITAL SALES NETWORK - suite Site name Impressions* growth** Unique browsers* growth** User sessions* growth** Average page* duration Average session* duration Regional Market Places Automotive (Fairfax)^ Drive 16,258,074-2% 1,605,411 9% 3,078,200 13% 00:36 03:10 Country Cars 1,941,157-8% 91,693-7% 140,232-6% 00:33 07:41 Business Directory Business finda 5,468 15% % 1,157 17% 00:47 03:39 Employment MyCareer (Fairfax)^ 15,350,390 0% 1,336,557 1% 2,426,789 1% 00:45 04:46 Local Search Local Classifieds Network # 953,300-11% 99,031-12% 180,764-11% 00:43 03:44 Real Estate Domain (Fairfax)^ 228,504,696-6% 3,211,027 2% 7,428,093 4% 00:13 06:53 Radio Network 764,754-7% 146,487-6% 293,796 10% 00:57 02:28 Australian Capital Territory Canberra - Mix % 1-100% 1-100% 0:00 0:00 News South Wales Sydney - Mix ,233 59% 36,957 31% 73,514 32% 01:03 02:47 Sydney - WSFM 79,413 22% 18,511 11% 37,150 8% 01:05 02:18 Queensland Brisbane - 4KQ 32,601-40% 7,729-33% 16,814-23% 00:50 01:36 Brisbane FM 102,532-26% 21,030-39% 40,406-29% 00:56 02:20 South Australia Adelaide - Cruise ,361 6% 3,108-3% 7,330 2% 00:51 01:40 Adelaide - Mix ,123 74% 20,066 49% 36,111 36% 00:56 03:09 Victoria Melbourne - Gold ,529 5% 15,293 9% 33,219 9% 00:56 01:58 Melbourne - Mix ,961 17% 31,248 20% 58,885 14% 00:49 02:07 * Nielsen - SiteCensus * Month on month ^ Nielsen - Market Intelligence - Australian Audience # Local classifieds Network: Local classifieds website + RNN local classifieds section

4 APN DIGITAL SALES NETWORK - Unique Audience Name Publisher Unique Browser # Unique browser duplication # Our unique audience % unique audience QLD UBs # NSW UBs # News sites APN Digital News Network + APN 1,420,899 APN Regional News Network APN 831, ,273 refer to geo table for APN Courier Mail News Digital Media 2,173, , ,410 79% 7% 23% Fairfax Digital Regional Fairfax Digital 1,290,372 70, ,472 91% 10% 48% iprime Network PRIME Digitalworks 136,434 9, ,949 99% 12% 52% Community APN Digital Community Finda 40,217 40,217 53% 28% whereis.com Telstra 2,194,578 5,430 34,787 86% 18% 42% citysearch.com Telstra 228, ,821 99% 10% 36% my247.com.au 247Network 323,847 1,886 38,331 95% 29% 33% Market places Automotive Fairfax Automotive Network^ Fairfax Digital 1,659,492 drive.com.au Fairfax Digital 1,605,411 1,605,411 12% 47% carsales.com carsales.com limited 3,376, ,219 1,110,192 69% 18% 37% Trading Post Cars Telstra 1,215, ,790 1,393,621 87% 19% 34% Local Search Local Classifieds APN 17,132 17,132 57% 29% BigPond Trading Post Telstra 1,624,541 3,650 13,482 79% 20% 34% quokka.com.au West Australian Newspaper 32, , % 4% 13% Business Directory Business finda APN % 14% HotFrog Reed Business Information 2,624, % 18% 37% whereis.com Telstra 2,194, % 18% 42% Employment mycareer.com.au Fairfax Digital 1,336,557 1,336,557 15% 44% seek.com.au SEEK 4,603, , ,819 48% 19% 37% careerone.com.au News Digital Media 1,690, , ,561 60% 21% 37% Real Estate domain.com.au Fairfax Digital 3,211,027 3,211,027 11% 53% realestate.com.au realestate.com.au Ltd 6,453,383 1,222,769 1,988,258 62% 21% 33% homehound.com.au Independent Digital Media 502, ,862 2,964,165 92% 20% 43% APN Online Australia - RNN Unique Browsers - Geo Data State Northern New South Wales Network 62% from NSW Queensland Network 58% from QLD # Nielsen - Market Intelligence - Australia Audience Only + Regional News Network (QLD & NSW websites) & NZHerald.co.nz ^ drive.com.au and countrycars.com.au

5 Online Statistics Cheat Sheet Google Analytics vs Nielsen Products Metrics Nielsen (Site Census / Market Intelligence) Unique browsers Pages impressions User sessions User session duration Page duration Top paths Google Analytics Absolue unique visitors Pageviews Visits Time on site Time on page Top content Additional useful definitions Exit rate = percentage of visits which ended on specific page (exit page = page where user left the website). Bounce rate = percentage of visits which started and ended on the same page (only one page viewed in one user session) the lower the rate is the better it qualifies audience retention. Google Analytics vs Nielsen Site Census vs Nielsen Market Intelligence Google Analytics Nielsen Site Census Nielsen Market Intelligence* Pure analytical tool Pure analytical tool Media planning tool / Competitiveness Free Pay solution Pay solution Highly customisable settings, Few custom reports set by Set reports reporting etc. set by users Flexible code open, many addons available. Nielsen team on request Specific coding customisations need to comply with Nielsen product existing features Evolution of the product depend on Nielsen development team No customer service. Help Customer service Customer service only based on community Data owned by Google Data owned by customer Data owned by customers Internal use only use for trends and user behaviour analysis Can market data easy match with Market Intelligence External use Market data Sales tool * We use Australian Audience only data on our reporting with MI.

6 Online statistics definitions Unique Browser = A unique person going to our website during a period of time. USER A in November Mon16th Nov Thur 26th Nov Sun 29th Nov Mon 9th Nov Thur 26th Nov Mon 30th Nov November Unique Browsers number = 2 (User A + User B) The more Unique Browsers = More chance for clicks on ads (Satisfaction for advertisers) User Session = A connection to our website that lasts max 30 minutes. If the 30 min expires, the next period would count as another User Session. Frequency = How many times a unique browser is going to our website over a period of time. User A in November Mon 9th Nov Mon 9th Nov Mon 9th Nov Mon 9th Nov Thur 26th Nov Mon 30th Nov at 9.30am at 9.40am at 4.30pm at 10am at 10.40am at 5.00pm November User Sessions number = 5 (2 from User A, 3 from User B) Frequency for November = 5 / 2 = 2.5 Average number of times a user visits the website (5 session / 2 unique browsers) High frequency = Strong audience loyalty Page Impressions = Number of pages viewed by users in a period of time USER A in November Home page News landing page A story page A story page Horoscope page November Page Impressions number = 5 (3 pages viewed by user A & 2 viewed by User B) The more Page Impressions = The more opportunities for advertisements to be seen and clicked on

7 Average session duration = How long an average user stays on the site for each session. USER A in November Mon 9th Nov Mon 9th Nov Mon 9th Nov Mon 9th Nov Thur 26th Nov Mon 30th Nov at 9.30am 2min at 9.40am 5min at 4.30pm 2min at 10am 2min at 10.40am 3min at 5.00pm 4min November Average Session Duration = 3.6 min ( ((2min + 5min) + 2 min + 2 min + 3 min + 4 min)/5 sessions) The more time spent on site = More chance of ads being seen and clicked on = better Click-Through rate = More delighted customers Direct traffic = When users access the website directly through its URL (Bookmark, URL exposure on billboards, radio, newspapers ads etc). Referring traffic = When users access the website through another website (Facebook share links, Twitter, forums, websites that link to us etc). Search Engine s traffic = When users access the website through search engines (Google, Yahoo, Bing etc). Direct User A saw the URL in a newspaper and went to the site. Referring User B clicked on a link shared by a friend on facebook Search Engines User C entered Tweed News in Google and clicked on our site from the search result November Source of traffic = 1 direct (user A), 1 referring (User B), 1 search engine (User C) More Direct traffic = brand recognition, newspaper collaboration, brand exposure. More Referring sites = social media impact, partnership, relevancy, authority of site (organic links). More Search Engine Traffic = Quality search engine optimisation (quality link building work, quality site optimisation, quality search engine friendly editorial content).

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