BUSINESS UPDATEfluiddesyne.com/pdfs/money_meeting.pdfBUSINESS UPDATE COMPETITIVE OVERVIEW INNOVATION & COLLABORATION LOOKING AHEAD PRESENTED BY BRENDAN RIPP, PUBLISHER, 212.522.5857,

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BUSINESS UPDATE ▪ COMPETITIVE OVERVIEW INNOVATION & COLLABORATION ▪ LOOKING AHEAD

PRESENTED BY BRENDAN RIPP, PUBLISHER, 212.522.5857, [email protected]

July 14, 2011

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MEETING AGENDA

Source: BTD As of July 7, 2011. Definition of “new” : Advertisers that did not run in MONEY from 2008-2010.

I. 2011 BUSINESS

UPDATE

II. COMPETITIVE

OVERVIEW

III. INNOVATION

& COLLABORATION

IV. LOOKING

AHEAD

BUSINESS UPDATE

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MONEY TOP GAINERS & LOSERS REVENUE, 1H2011/2010

CATEGORY 1H2011 (000) 1H2010 (000) VAR (000) TOP AD GAINS

Tech & Telecom $931 $610 $320 Sprint, Citrix, Intuit, Google, Toshiba

Auto-Asian/Euro $1,675 $1,491 $184 Hyundai, Fuji (Subaru), VW, Honda

Auto-Dealer/ Aftermarket/Fuel

$129 $0 $129 Shell

DTC/OTC Drugs & Remedies

$764 $637 $126 Abbott (Niaspan), Watson (Rapaflo), Eli Lilly (Cialis)

Top 4 Gainers $3,498 $2,738 $759

% of Grand Total 27.2% 18.1% 9.2%

TOP 4 GAINERS (REVENUE)

CATEGORY 1H2011 (000) 1H2010 (000) VAR TOP AD LOSSES

Auto-Domestic $366 $1,525 ($1,159) GM, Ford

Financial $7,317 $8,008 ($691) Aflac, Vanguard, B of A, Fidelity, T Rowe

Fashion/Retail $104 $512 ($408) Lowe's, Eset

Travel $414 $765 ($351) Travelocity, Hilton

Industry, Govt, & Org $422 $708 ($286) US Govt (USPS, FEMA), Louisana Econ Dev, Berkshire (Johns Manville)

Top 5 Losers $8,624 $11,518 ($2,895)

% of Grand Total 67.2% 76.1% -8.9%

TOP 5 LOSERS (REVENUE)

Source: 1H 2011 vs. 2010; Internal 2011 BTD/2010 Actual numbers

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NEW ADVERTISERS IN 2011

FINANCIAL Activetradepro.com

American Century Corporate

Certified Financial Planner

Citibank NA General Promo

Goldman Sachs Brokers

Intuit (Gopayment, Payroll)

New York Life

Principal Financial Group

Prudential Corporate

SunTrust Banks

TransAmerica General Promo

TECH Apple Ipad 2

Cisco

Citrix Software

Dell Brand

Google Ad Words

Irobot

Rosetta Stone

Samsung Business

Sentry Safes

Toshiba Laptop

Verizon Enterprise

HEALTH Blue Cross Blue Shield

Cialis Ed Rx

Niaspan Cholesterol Rx

Pom

Rapaflo Bph Rx

United Healthcare

AUTO Dodge Durango

Kia Optima

Nissan Light Trucks

Suzuki

Volkswagen Touareg

FOOD/LIQUOR Lot 18 Wines

Pringles (P&G)

HOME Tempur-Pedic

York Air Conditioner

Source: BTD As of July 7, 2011.

RETAIL/APPAREL Charles Tyrwhitt Shirts

Mephisto Shoes

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MONEY – 2011 REFORECAST

REVENUE

1Q 2Q 3Q 4Q 1H 2H FY

SAM $5,656 $7,402 $7,247 $9,119 $13,058 $16,366 $29,423

Adj $55 -$403 -$125 $84 -$348 -$42 -$390

Ledger $5,711 $6,999 $7,122 $9,202 $12,710 $16,324 $29,034

SAM -1.9% -21.6% -9.7% -2.1% -14.2% -5.6% -9.6%

Ledger 0.5% -22.9% -10.9% 0.0% -13.9% -5.1% -9.1%

2011 VS.

2010

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MONEY – 2011 BTD NET REVENUE

Qtr 2011 BTD

2010 ACT

$ Var

% Var

2011 BTD

2011 BUD

$ Var

% Var

1Q $5,549 $5,639 -$90 -1.6% $5,549 $4,590 $959 20.9%

2Q $7,293 $9,501 -$2,209 -23.2% $7,293 $9,898 -$2,605 -26.3%

1H $12,841 $15,139 -$2,299 -15.2% $12,841 $14,488 -$1,647 -11.4%

3Q $6,238 $7,961 -$1,723 -21.6% $6,238 $8,711 -$2,473 -28.4%

4Q $3,551 $9,148 -$5,597 -61.2% $3,551 $10,013 -$6,462 -64.5%

2H $9,789 $17,109 -$7,319 -42.8% $9,789 $18,725 -$8,936 -47.7%

FY $22,630 $32,248 -$9,618 -29.8% $22,630 $33,212 -$10,582 -31.9%

REVENUE

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2011 REVENUE BY ISSUE

BY ISSUE Month 11 BTD 10 BTD % Var 11 EST 10 ACT % Var Jan/Feb 2,728 2,908 -6% Mar 2,820 2,770 2% 1Q 5,549 5,678 -2%

Apr 2,571 2,659 -3% May 2,527 3,710 -32% Jun 2,194 3,168 -31% 2Q 7,293 9,537 -24% 1H 12,842 15,215 -16% Jul 2,071 2,534 -18% 2,071 2,528 -18% Aug 1,762 2,401 -27% 1,812 2,391 -24% Sep 2,860 2,389 20% 3,424 3,029 13% 3Q 6,692 7,324 -9% 7,306 7,947 -8%

Oct 2,241 1,477 52% 3,850 3,035 27% Nov 1,108 1,373 -19% 3,035 3,207 -5% Dec 762 616 24% 2,274 2,895 -21% 4Q 4,111 3,467 19% 9,159 9,137 0% 2H 10,803 10,791 0% 16,465 17,084 -4% FY 23,645 26,006 -9%

2011 % Var

ARP vs. 2010

Q1 54.80 2.2%

Q2 57.90 -5.3%

Q3 60.52 7.1%

Q4 59.32 3.6%

FY 58.08 1.1%

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2011 REVENUE BY OFFICE – FULL YEAR

New Boston Director •  AnneMette Bontaites, Hired: 5/2/11

New LA Director •  Jack Vincent Hired: 6/13/11

NY Sales Team Additions •  Bill Ridenour, Director Hired: 5/2/11

•  Mark Isik, Senior Account Manager Hired: 8/2/11

Office 2011 BTD 2010 BTD % Var

Southeast 4,177 5,147 -18.9%

Boston 2,352 2,453 -4.1%

Chicago 4,094 3,055 34.0%

Texas 601 570 5.5%

Detroit 1,190 2,467 -51.8%

LA 3,873 4,399 -11.9%

NY 5,054 5,885 -14.1%

San Fran 1,739 1,543 12.7%

MNI/Other 565 488 15.8%

TOTAL 23,645 26,006 -9.1%

COMPETITIVE SET OVERVIEW

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COMPETITIVE CATEGORY TRENDS JAN-JUN 2011/2010

Source: PIB Jan-June 2011 vs. 2010

Note: In July 2011 issues… •  MONEY had 31 ads + 4 filler •  SmartMoney had 15 ads +6 filler •  Kiplinger’s had 23 ads + 5 filler

Note: Kip’s top 2011 gains include •  American Association

Long-term Insurance: +8 pgs •  Ally Bank: +7.32 pgs •  Honda: +5 pgs

REVENUE SHARE ISSUES YTD 11 YTD 10 Diff YTD 11 YTD 10 +/- YTD 11 YTD 10 +/-

MONEY $50,911,112 $56,426,838 $ (5,515,726) 63.6% 64.8% -1.2% 5 5 - Kiplingers* $11,667,885 $11,685,893 $ (18,008) 14.6% 13.4% 1.2% 8 8 - Smart Money $17,421,414 $18,974,438 $ (1,553,024) 21.8% 21.8% 0.0% 6 6 - Total Set $80,000,411 $87,087,169 $ (7,086,758)

PAGES SHARE YTD 11 YTD 10 Diff YTD 11 YTD 10 +/-

MONEY 236 274 (37) 39.9% 43.3% -3.4% Kiplingers* 176 152 24 29.8% 24.1% 5.7% Smart Money 180 206 (27) 30.3% 32.6% -2.3% Total Set 592 633 (41)

12 Sources: MRI Spring 2011 and ABC for Second Half 2010

Total Audience 7,884,000 Median Age 48 Median HHI $86,765 Graduated College Plus 4,113,000 Circulation Rate Base 1,900,000 Single Copy Sales 60,621 Average Subscription Price $15.94 Open Rate P4C $211,900 Rate Base CPM $115.53

3,768,000 2,327,000 54 58 $87,878 $97,914 1,903,000 1,529,000 800,000 600,000 17,054 20,248 $12.02 $13.92 $92,941 $56,560 $116.18 $94.27

THE MONEY DIFFERENCE

MONEY HELPING AMERICANS

“TAKE CHARGE” MONEY is committed to helping

readers take charge of their finances. MONEY focuses on what matters most to affluent Americans— their family, their future, their quality of life—by providing trusted advice to help them successfully earn, plan, invest and spend.

The personal finance magazine, taken over by Dow Jones in Feb 2010, was redesigned in Feb 2011 to adopt the following regular editorial sections: Invest, Pick, Plan, Spend – three of which have been present in MONEY since its redesign in April 2005.

SMARTMONEY “REINVENTING” WHAT MONEY ALREADY DOES

KIPLINGER’S DO-IT-YOURSELF

PERSONAL FINANCE Kiplinger’s is a family-owned personal finance magazine for readers personally involved in making their own financial decisions.

•  MONEY’s audience and circulation is more than SmartMoney & Kiplinger’s combined

•  SmartMoney’s newsstand sales dropped in 2H of 2010 while MONEY’s N/S increased. ― MONEY’s N/S is more than

2x that of SmartMoney

•  Kiplinger’s dropped its rate base of 800,000 to 600,000 in 2010 ― MONEY’s rate base is 3x

that of Kiplinger’s

•  MONEY’s rate base will remain intact for 2012 with likely reduction in 2013

INNOVATION & COLLABORATION

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NEW! HEALTH SECTION IN MONEY

Research With healthcare costs continuing to be a major concern, 71% of subscribers expressed interest in a new MONEY Health section. Topics of interest included “The future of health care (73%),” “Paying for uncovered medical costs (67%),” and “Anti-aging techniques that work (66%).” New Health Advertisers in 2011 •  United Healthcare – $265,014 •  Niaspan Cholesterol Rx – $236,278 •  Rapaflo Bph Rx – $199,160 •  Cialis Ed Rx – $122,626 •  Blue Cross Blue Shield – $58,956 •  Pom - $20,900

Prospective Advertisers Respond Positively •  “The health research and story is a compelling one. I will make sure

that PHD issues you an RFP and takes a harder look at MONEY for our brands in 2012.” –Kevin Holowicki, Director Media Strategy, GlaxoSmithKline

•  “I would have never considered MONEY for Novartis before this meeting. That will change as we begin to plan 2012.” – Kathy Ehresman, Associate Media Director, GroupM

MONEY’s Health Content Resonates With Readers “I applaud MONEY for including health and wellness issues in a magazine devoted to finances. With obesity and its associated costs a growing problem, more Americans need to realize that the best investment they can make is in their own good health.”

— MONEY Reader, Ed Boullianne, Alexandria, VA

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LAUNCHED JUNE 2011

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NEW RESEARCH SUPPORTS MONEY’S

NEW HEALTH SECTION

We found out that MONEY readers are more likely to:

•  Use brand-name medications to treat: Stomach Conditions, Arthritis, Cholesterol and Heart conditions

•  Visit the doctor for an annual check-up and pay more to go out of network for specialized doctors and treatments

In addition to health, MONEY is strategically conducting ongoing research to position MONEY as an expert on affluent Americans & their purchase habits across categories •  √ 1 of 4. MAY 2011 – PHARMACEUTICAL CATEGORY

PHARMA Category Research Study Highlights

•  √ 2 of 4. JUNE 2011 - CONSUMER ATTITUDES ON THE ECONOMY CAT – Consumer Attitude Tracking Study Highlights – Wave 6

•  3 of 4. AUGUST 2011 – AUTOMOTIVE CATEGORY AUTO Category Research Study Highlights

•  4 of 4. SEPTEMBER 2011 – FINANCIAL CATEGORY FINANCE Category Research Study Highlights

15 Source: MONEY 2011 Pharmaceutical Category Study

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TAKE CHARGE LIVE! EVENTS BRING MONEY

TO YOU

MONEY’s “Take Charge LIVE!” events introduced in 2010 continue in 2011

•  DESCRIPTION: National, live event series designed to help consumers across the country achieve their financial goals!

•  BACKGROUND: “MONEY Talks” agency events success + MONEY Best Places to Live demand = Take Charge LIVE!

•  CONTENT: MONEY editors speak on topics such as retirement, college savings, investing and budgeting

Enhancements planned for 2011

•  SPONSORSHIP: Series sold to TransAmerica to help secure new business across print, online and events in 2011

•  LOCATIONS: Partnership with local college campuses to add younger demographic

•  PROMOTION: To local Transamerica agents to use as a resource for their customers and prospects

•  PRE BREAK-OUT SESSIONS, if sponsored (i.e. small business)

•  TIMING: Sep, Nov (2x in 2011)

•  REVENUE: $430k

Note: All opportunities are subject to change and final approval. 16

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MONEY IN THE MARKETPLACE

GOAL: Reinforce MONEY’s leadership position within the media community WSJ TRADE ADS •  March 2011: TAXES Albert Einstein once said, “The hardest thing in the world to understand is the income tax.” Taxes are Tough. Money Can Help.

•  April 2011: HAPPINESS They say money can’t buy you happiness… but people sure are happy with MONEY.

TOTAL IMPRESSIONS: 7.1MM IAA NY LUNCHEON •  MONEY is the exclusive sponsor of the upcoming

International Advertising Association lunch on 7/19/11 Guest speaker: Steven Bloom, SVP, Group Director, Zenith Topic: Integration in Motion Location: The Princeton Club, NY

DEMAND: SOLD OUT

17 Source: MRI Spring 2011

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“Family Money Matters” Program A first-ever editorial collaboration between MONEY, Real Simple and Cooking Light that offers women easy and relatable financial management advice that surrounds their major life stages. It includes: •  A series of high-impact editorial booklets across MONEY, Real Simple and Cooking Light •  Lunch and learn events with leading executive women at work from FORTUNE 500 companies nationwide •  Corresponding editorial sponsorships on CNNMoney.com, CookingLight.com and RealSimple.com.

NEW! COLLABORATION ACROSS TIME INC. PROGRAM IN PITCH MODE

Satisfies Client Checklists

ü  New, never-been-done before

ü  Multi-platform

ü  Seamless cross-brand integration

ü  Experiential

ü  Buzz-factor

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MONEY: GENERATING REVENUE ACROSS TIME INC.

Ally Bank “Help Desk” Program: $11MM across Time Warner, lead by MONEY Magazine A 360 degree integrated program built around expertise from editors across MONEY, CNNMoney.com and CNN. This program began in 2010 and has expanded in 2011 to include more Time Inc titles and websites for a Time Warner deal totaling $11MM.

T. D. Ameritrade “Mastering Your Money” $4.5MM across FMG, TIME, CNN, lead by MONEY Magazine “Mastering Your Money” represents $2MM in revenue across MONEY, CNNMoney.com, Fortune and TIME, including Fortune iPad; plus a $2.5MM investment in CNN. This program leveraged MONEY and broadcast upfront and locked into the deal terms through parallel “Mastering Your Money” content between MONEY & CNN.

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STRENGTH OF MONEY’S EDITORIAL SECURES

2011 REVENUE

•  Ally Bank “Help Desk” ($11MM across MONEY & other Time Inc. titles)

•  TD Ameritrade “Mastering Your Money” ($2MM across MONEY, FORTUNE, CNNMoney, iPad & TIME; $2.5MM on CNN)

•  Edward Jones “Ask the Expert” ($1.3MM across MONEY, FORTUNE & CNNMoney)

•  SunLife Q&A “Picks from a Pro” ($800K across MONEY, FORTUNE & CNNMoney)

•  Principal Financial Group “MONEY Lists” Ownership ($1.2MM across MONEY & CNNMoney)

•  Prudential “Game Changers” ($1.4MM across MONEY, FORTUNE & CNNMoney; $1MM in TIME)

•  Verizon Wireless “Online TOC” ($1MM across MONEY, FORTUNE & CNNMoney)

•  Deluxe Second Act ($600K across MONEY and CNNMoney)

•  Farmer’s Insurance Second Act ($265k in MONEY)

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Mastering Your Money Second Act

Ask the Expert Help Desk

Online TOC

LOOKING AHEAD

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2012 DEVELOPMENT OPPORTUNITIES

3. MONEY MAGAZINE APP In order to protect the print franchise – and serve a growing advertising marketplace request – developing a MONEY magazine app would make sense strategically. Advertiser interest: Fidelity, TD Ameritrade, USAA From a consumer standpoint, 78% of respondents under the age of 50 expressed interest in trying a MONEY magazine app.

Note: All opportunities are subject to change and final editorial approval. 22

2. MONEY YOUTH APP A tablet app targeted to recent college grads could be a powerful way to build brand recognition and loyalty among a younger demographic. Focus would be either money management for 20-somethings or a financial-based game that could also tie into the educational market. Sponsor prospects: Verizon Wireless, AT&T, Citibank, BAC, Chase

1. MONEY COLLEGE Research indicates that MONEY has tremendous brand equity in the college savings/funding space. 42% of respondents – No. 1 of 10 financial media brands – said they would seriously consider using a college planning Website from MONEY.

The goal is to create a dedicated MONEY College web presence and augment it with stand-alone print offerings plus in-magazine features. MONEY has hired senior editor Kim Clark, former US News education writer. Sponsor prospects: Microsoft, HP, Intel, Target, Honda, GM xpressed interest in trying a MONEY magazine app.