July 10 statistics. APN Online Publisher Network - Evolution` APN ONLINE PUBLISHER AUSTRALIA & NZ - Executive Summary. Average session duration*

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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 6,486,953-9% 757,181-2% 1,390,257-1% 00:52 04:02 Community Network 107,715 66% 29,939 3% 33,893 5% 00:34 01:53 Market Places 1,468,851-1% 144,329 1% 264,738-1% 00:51 04:40 Radio Network 599,676 18% 113,270 8% 230,872 9% 00:55 02:22 NZ Herald** 67,761,808-3% 3,198,707-2% 14,678,388-2% 1:12 5:32 APN ONLINE PUBLISHER AUSTRALIA - Traffic Sources + Direct Traffic Referrals Search Engines 33% 22% 46% * Nielsen - SiteCensus + Google Analytics ** Nielsen - Market Intelligence APN Online Publisher Network - Evolution` May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 ` general trend of APN Online Network traffic evolution 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 6,486,953-9% 757,181-2% 1,390,257-1% 00:52 04:02 North Queensland Mackay - The Daily Mercury 464,773-16% 63,329-6% 108,889-4% 00:48 03:27 Whitsunday - The Whitsunday Times 28,346-19% 6,991-22% 8,367-21% 00:50 02:50 Central Queensland Bundaberg - News Mail 294,740-9% 46,744-6% 73,795-6% 00:53 03:29 Gladstone - The Observer 233,954-13% 27,853 0% 53,169 0% 00:43 03:13 Rockhampton - The Morning Bulletin 463,010 7% 66,930 8% 117,692 8% 00:56 03:39 Biloela - Central Telegraph 20,661 21% 5,040 27% 6,606 30% 00:49 02:36 Emerald - Central Queensland News 35,006 26% 12,540 40% 14,244 35% 00:48 01:58 South-East Queensland Fraser Coast - Fraser Coast Chronicle 254,566-18% 29,701-13% 53,549-8% 00:57 04:29 Gympie - The Gympie Times 131,752-9% 25,225 8% 37,259 4% 00:57 03:19 Ipswich - The Queensland Times 501,419-25% 68,611-5% 114,581-2% 00:45 03:21 Sunshine Coast - The Daily 1,713,207-1% 207,936-1% 406,569 3% 01:04 04:32 Coolum - Coolum & North Shire News 8,754-11% 3,595 1% 3,893 2% 01:05 02:25 Gold Coast - The Gold Coast Mail 28,243 2% 8,089 8% 9,475 7% 00:33 01:37 Logan - The Reporter 11,644-4% 4,861-10% 5,267-9% 00:47 01:50 Ipswich - The Satellite 9,359-57% 3,041-12% 3,409-14% 00:38 01:43 Ipswich - The Ipswich Advertiser 6,260-6% 1,809 0% 1,992-1% 00:43 02:09 Noosa - The Noosa News 26,763-12% 7,479-5% 9,385-7% 00:48 02:19 South-West Queensland Toowoomba - The Chronicle 655,646-1% 82,731 8% 154,502 2% 00:57 04:03 Warwick - Warwick Daily News 132,457 1% 21,334-4% 34,222-1% 00:52 03:17 Gatton - The Gatton Star 30,924 5% 4,096-19% 5,284-17% 00:33 03:20 Northern New South Wales Coffs Coast - The Coffs Coast Adovcate 212,885 2% 34,560 8% 53,468 7% 00:54 03:35 Grafton - The Daily Examiner 300,600 13% 28,767-8% 51,675-7% 00:31 03:07 Lismore - The Northern Star 580,065-34% 66,924-15% 119,142-11% 00:43 03:32 Tweed Heads - Tweed Daily News 257,738 8% 34,071-7% 54,810-5% 00:40 03:20 Ballina - Ballina Shire Advocate 24,470-37% 5,984-31% 6,909-29% 00:32 02:11 Byron Bay - Byron Shire News 41,094-12% 7,568-12% 9,160-10% 00:35 03:07 Lismore - Northern Rivers Echo 19,593 10% 6,891 13% 7,950 11% 01:01 02:24 Community Network Region finda.com.au 107,715 66% 29,939 3% 33,893 5% 00:34 01:53 Note: There is missing traffic for OurBrisbane for the month of June * Nielsen - SiteCensus ** Month on month

3 ACROSS APN DIGITAL SALES NETWORK - suite Site name Impressions* Unique browsers* User sessions* Average page* duration Average session* duration Regional Market Places 1,468,851-1% 144,329 1% 264,738-1% 00:51 04:40 Automotive Carfinda 59,524-2% 10,974 9% 12,933 8% 00:57 04:25 Employment Search4jobs 1,058,014-5% 104,655-1% 203,863-3% 00:50 04:20 Local Search Local Classifieds Network # 731,803 14% 76,288 7% 142,001 9% 00:50 04:15 Bargainfinda 99,104 0% 7,808 7% 11,923 7% 00:42 05:47 Business finda 1,606 10% 338 9% 437 6% 00:41 02:25 Real Estate Propertyfinda 71,247-5% 12,673 7% 15,210 6% 01:04 04:58 Radio Network 0-100% 0-100% 0-100% 0:00 0:00 Australian Capital Territory Canberra - Mix ,402 73% 5,663 56% 9,634 61% 00:39 02:05 News South Wales Sydney - Mix ,689 2% 24,736 1% 50,201-1% 01:03 02:12 Sydney - WSFM 89,794 56% 16,125 30% 30,978 20% 00:55 02:37 Queensland Brisbane - 4KQ 43,712 23% 7,705 19% 16,202 22% 00:56 02:27 Brisbane FM 83,647 6% 17,172 1% 33,406 1% 00:58 02:25 South Australia Adelaide - Cruise ,799 0% 3,128 6% 7,013 11% 00:38 01:15 Adelaide - Mix ,007-6% 11,775-9% 21,565-8% 00:58 02:45 Victoria Melbourne - Gold ,956 48% 10,610 21% 22,948 34% 00:42 01:50 Melbourne - Mix ,670 16% 23,594 6% 47,664 9% 01:02 02:18 * Nielsen - SiteCensus # 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 Online 960,350 APN Regional News Network APN Online 666, ,174 refer to geo table for APN Courier Mail News Digital Media 1,520, , ,331 83% 50% 29% Fairfax Digital Regional Fairfax Digital 1,186,747 56, ,772 92% 0% 51% iprime Network PRIME Digitalworks 133,800 7, ,484 99% 11% 55% Community APN Digital Community Finda 25,679 25,679 85% 61% whereis.com Telstra 2,313,299 3,993 21,686 84% 45% 45% citysearch.com Telstra 333, ,004 97% 10% 39% my247.com.au 247Network 352,780 1,667 24,012 94% 26% 37% Market places Automotive carfinda.com.au APN Online 9,952 9,952 49% 35% carsales.com carsales.com limited 3,027,021 6, % 16% 40% Trading post Cars Telstra 1,405,312 4, % 18% 37% drive.com.au Fairfax Digital 1,475,537 4, % 11% 48% Employment search4jobs.com.au APN Online 96,128 96,128 51% 34% seek.com.au SEEK 4,071,327 53, % 17% 41% careerone.com.au News Digital Media 1,577,864 41, % 19% 39% mycareer.com.au Fairfax Digital 1,338,635 34, % 13% 46% Local Search Local Classifieds APN Online 15,250 15,250 53% 34% Big Pond Trading Post Telstra 1,746,425 3,480 11,770 77% 18% 37% quokka.com.au West Australian Newspaper 31, , % 3% 23% Bargainfinda APN Online 7,413 7,413 66% 32% Big Pond Trading Post Telstra 1,746,425 2,999 4,414 60% 17% 34% quokka.com.au West Australian Newspaper 31, , % 2% 23% Real Estate propertyfinda.com.au APN Online 11,310 11,310 41% 42% realestate.com.au realestate.com.au Ltd 5,736,454 8, % 19% 36% domain.com.au Fairfax Digital 3,037,021 6, % 10% 55% stayz.com.au Fairfax Digital 690,596 1, % 13% 44% APN Online Australia - RNN Unique Browsers - Geo Data State Northern New South Wales Network 55% from NSW Queensland Network 61% from QLD # Nielsen - Market Intelligence + Regional News Network (QLD & NSW websites) & NZHerald.co.nz

5 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

6 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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