APN ONLINE PUBLISHER AUSTRALIA & NZ - Executive Summary Network name Impressions* growth** Unique browsers* growth** User sessions* growth** Average page Average session Regional News Network 7,132,389 13% 774,350-4% 1,397,704-2% 00:45 03:53 Community Network 64,856-7% 28,935-12% 32,189-13% 01:00 02:00 Market Places 1,486,954-26% 142,686-17% 267,026-19% 00:49 04:31 Radio Network 507,916 45% 104,561 38% 212,113 40% 01:01 02:25 NZ Herald** 69,832,291-2% 3,249,124 3% 14,940,220-1% 1:14 5:45 APN ONLINE PUBLISHER AUSTRALIA - Traffic Sources + Direct Traffic Referrals Search Engines 33% 20% 45% * Nielsen - SiteCensus + Google Analytics ** Nielsen - Market Intelligence APN Online Publisher Network - Evolution` Apr-09 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 ` general trend of APN Online Network traffic evolution APN ONLINE PUBLISHER AUSTRALIA - Traffic Sources +
ACROSS APN DIGITAL SALES NETWORK Site name Impressions* growth** Unique browsers* growth User sessions* growth Average page Average session Regional News Network 7,132,389 13% 774,350-4% 1,397,704-2% 00:45 03:53 North Queensland Mackay - The Daily Mercury 555,128 29% 67,179-2% 113,386 1% 00:36 03:02 Whitsunday - The Whitsunday Times 35,161-10% 8,959-5% 10,648-5% 00:40 02:19 Central Queensland Bundaberg - News Mail 322,409 2% 49,975-14% 78,460-7% 00:48 03:16 Gladstone - The Observer 268,066 19% 27,861 3% 53,031 4% 00:39 03:15 Rockhampton - The Morning Bulletin 434,536-9% 62,161-20% 108,831-14% 00:50 03:18 Biloela - Central Telegraph 17,007-4% 3,967 5% 5,073 4% 00:53 02:58 Emerald - Central Queensland News 27,743-24% 8,988-1% 10,557-1% 00:45 02:02 South-East Queensland Fraser Coast - Fraser Coast Chronicle 309,874 30% 34,044 16% 58,482 12% 00:42 03:54 Gympie - The Gympie Times 144,364 5% 23,321-9% 35,794-6% 00:55 03:41 Ipswich - The Queensland Times 671,560 53% 71,862 9% 117,150 7% 00:27 02:54 Sunshine Coast - The Daily 1,728,315-2% 209,050-9% 394,796-7% 01:02 04:35 Coolum - Coolum & North Shire News 9,891 43% 3,567 23% 3,800 24% 01:13 03:09 Gold Coast - The Gold Coast Mail 27,766 20% 7,478 6% 8,873 8% 00:37 01:55 Logan - The Reporter 12,141 34% 5,408 48% 5,767 45% 00:47 01:45 Ipswich - The Satellite 21,712 132% 3,446 28% 3,962 31% 00:15 01:32 Ipswich - The Ipswich Advertiser 6,668-15% 1,813-12% 2,010-9% 00:32 02:01 Noosa - The Noosa News 30,415 30% 7,881 20% 10,087 23% 00:54 02:44 South-West Queensland Toowoomba - The Chronicle 661,930 3% 76,602 14% 150,741 9% 00:59 04:18 Warwick - Warwick Daily News 131,739-4% 22,174-25% 34,416-18% 00:54 03:28 Gatton - The Gatton Star 29,514-1% 5,075-10% 6,341-9% 00:42 03:20 Northern New South Wales Coffs Coast - The Coffs Coast Adovcate 208,616-6% 31,958-16% 50,172-11% 00:51 03:34 Grafton - The Daily Examiner 265,346 8% 31,342 4% 55,828 0% 00:47 03:45 Lismore - The Northern Star 872,977 66% 78,449 7% 133,267 6% 00:30 03:36 Tweed Heads - Tweed Daily News 237,845 13% 36,637 7% 57,717 8% 00:50 03:32 Ballina - Ballina Shire Advocate 38,792 72% 8,725 52% 9,797 49% 00:35 02:53 Byron Bay - Byron Shire News 46,872 17% 8,598 1% 10,183 0% 00:35 03:01 Lismore - Northern Rivers Echo 17,746-5% 6,111-11% 7,147-10% 00:40 01:52 Community Network Region finda.com.au 64,856-7% 28,935-12% 32,189-13% 01:00 02:00 Metro Brisbane - OurBrisbane 728,168-76% 156,638-71% 231,726-76% 00:52 02:43 Note: There is missing traffic for OurBrisbane for the month of June * Nielsen - SiteCensus ** Month on month
ACROSS APN DIGITAL SALES NETWORK - suite Site name Impressions* Unique browsers* User sessions* Average page* duration Average session* duration Regional Market Places 1,486,954-26% 142,686-17% 267,026-19% 00:49 04:31 Automotive Carfinda 60,717-11% 10,046-6% 11,933-6% 00:46 03:53 Employment Search4jobs 1,107,939-17% 105,353-6% 209,504-8% 00:48 04:15 Local Search Local Classifieds 640,409 55% 71,463 61% 129,797 68% 00:52 04:14 Bargainfinda 98,889-13% 7,292-4% 11,146-7% 00:37 05:28 Business finda 1,463 11% 309-10% 412 1% 01:03 03:32 Real Estate Propertyfinda 75,156-7% 11,898-6% 14,335-6% 00:53 04:34 Radio Network 507,916 45% 104,561 38% 212,113 40% 01:01 02:25 Australian Capital Territory Canberra - Mix 106 18,204-21% 3,638-19% 6,000-16% 01:03 03:13 News South Wales Sydney - Mix 106.5 104,262-4% 24,552-1% 50,637-3% 01:02 02:07 Sydney - WSFM 57,590 0% 12,410-1% 25,905 0% 00:58 02:10 Queensland Brisbane - 4KQ 35,420 20% 6,485 5% 13,261 2% 00:50 02:10 Brisbane - 97.3 FM 79,121-2% 17,008 1% 33,131 1% 01:04 02:32 South Australia Adelaide - Cruise 1323 13,737 9% 2,943 6% 6,344 3% 00:54 01:57 Adelaide - Mix 102.3 65,663 28% 12,971 20% 23,376 16% 01:07 03:10 Victoria Melbourne - Gold 104.3 41,217-9% 8,749-10% 17,093-14% 00:46 01:49 Melbourne - Mix 101.1 92,702-15% 22,317-12% 43,706-8% 01:04 02:16 * Nielsen - SiteCensus
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 961,696 961,696 refer to geo table for APN Courier Mail News Digital Media 1,640,139 150,234 811,462 84% 47% 27% Fairfax Digital Regional Fairfax Digital 1,193,900 75,868 885,828 92% 0% 51% iprime Network PRIME Digitalworks 127,659 9,063 952,633 99% 0% 54% Community APN Digital Community Network APN Online & OurBrisbane 184,643 184,643 50% 24% whereis.com Telstra 2,207,161 10,384 174,259 94% 45% 45% citysearch.com Telstra 328,185 2,093 182,550 99% 11% 38% my247.com.au 247Network 313,195 5,664 178,979 97% 26% 36% Market places Automotive carfinda.com.au APN Online 9,083 9,083 49% 33% carsales.com carsales.com limited 2,814,992 5,708 3375 37% 16% 39% Trading post Cars Telstra 1,309,631 4,130 4953 55% 18% 36% drive.com.au Fairfax Digital 1,258,961 4,361 4722 52% 12% 46% Employment search4jobs.com.au APN Online 96,897 96,897 50% 34% seek.com.au SEEK 3,899,796 53,628 43269 45% 18% 41% careerone.com.au News Digital Media 1,533,811 43,038 53859 56% 19% 39% mycareer.com.au Fairfax Digital 1,264,423 34,508 62389 64% 12% 46% Local Search Local Classifieds APN Online 14,857 14,857 53% 34% Big Pond Trading Post Telstra 1,637,666 3,234 11,623 78% 18% 37% quokka.com.au West Australian Newspaper 29,662 25 14,832 100% 3% 24% Bargainfinda APN Online 6,918 6,918 51% 32% Big Pond Trading Post Telstra 1,637,666 2,709 4,209 61% 18% 37% quokka.com.au West Australian Newspaper 29,662 34 6,884 100% 3% 24% Real Estate propertyfinda.com.au APN Online 10,639 10,639 40% 41% realestate.com.au realestate.com.au Ltd 5,449,848 8,194 2445 23% 18% 34% domain.com.au Fairfax Digital 2,853,206 5,995 4644 44% 10% 54% stayz.com.au Fairfax Digital 612,621 859 9780 92% 13% 44% APN Online Australia - RNN Unique Browsers - Geo Data State Northern New South Wales Network 55% from NSW Queensland Network 62% from QLD # Nielsen - Market Intelligence + Regional News Network (QLD & NSW websites) & NZHerald.co.nz Ourbrisbane.com.au & finda.com.au - Duplication approximation Note: There is missing traffic for OurBrisbane for the month of June
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
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).