February 11 statistics

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Network name Impressions* growth** Unique browsers* growth** User sessions* growth** Average page duration* Average session duration* 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 21% 50%

APN ONLINE PUBLISHER AUSTRALIA - Traffic Sources+

February 11 statistics

APN ONLINE PUBLISHER AUSTRALIA & NZ - Executive Summary

APN ONLINE PUBLISHER AUSTRALIA - Traffic Sources+ Direct Traffic Referrals Search Engines 29% * Nielsen - SiteCensus ** Month on month ^ Nielsen - Market Intelligence + Google Analytics

APN Publisher Network - Evolution`

Fe b-10 Mar -10 Apr-1 0 May -10 Ju n-10 Jul-1 0 Au g-10 Se p-10 Oct -10 Nov -10 Dec -10 Ja n-11 Fe b-11

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Site name Impressions* growth** Unique

browsers* growth** User sessions* growth**

Average page duration*

Average session duration*

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

February 11 statistics

ACROSS APN DIGITAL SALES NETWORK

* Nielsen - SiteCensus ** Month on month

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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% ₉₈₉ 18% _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 106 1 -100% 1 -100% 1 -100% 0:00 0:00

► News South Wales

Sydney - Mix 106.5 190,233 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 - 97.3 FM 102,532 -26% 21,030 -39% 40,406 -29% 00:56 02:20 ► South Australia Adelaide - Cruise 1323 14,361 6% 3,108 -3% 7,330 2% 00:51 01:40 Adelaide - Mix 102.3 122,123 74% 20,066 49% 36,111 36% 00:56 03:09 ► Victoria Melbourne - Gold 104.3 70,529 5% 15,293 9% 33,219 9% 00:56 01:58 Melbourne - Mix 101.1 152,961 17% 31,248 20% 58,885 14% 00:49 02:07

February 11 statistics

ACROSS APN DIGITAL SALES NETWORK - suite

* Nielsen - SiteCensus * Month on month

^ Nielsen - Market Intelligence - Australian Audience

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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 831,273 831,273

Courier Mail News Digital Media 2,173,963 171,863 659,410 79% 7% 23%

Fairfax Digital Regional Fairfax Digital 1,290,372 70,801 760,472 91% 10% 48%

iPRIME Network PRIME Digitalworks 136,434 9,324 821,949 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 228,607 396 39,821 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 3,376,949 495,219 1,110,192 69% 18% 37% Trading Post Cars Telstra 1,215,813 211,790 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 32,029 55 17,077 100% 4% 13%

► Business Directory

Business finda APN 929 929 76% 14%

HotFrog Reed Business Information 2,624,576 264 665 72% 18% 37% whereis.com Telstra 2,194,578 110 819 88% 18% 42%

► Employment

mycareer.com.au Fairfax Digital 1,336,557 1,336,557 15% 44%

seek.com.au SEEK 4,603,693 698,738 637,819 48% 19% 37% careerone.com.au News Digital Media 1,690,047 539,996 796,561 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 502,901 246,862 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

APN DIGITAL SALES NETWORK - Unique Audience

February 11 statistics

refer to geo table for APN

# _{Nielsen - Market Intelligence - Australia Audience Only} + _{Regional News Network (QLD & NSW websites)}_&_{NZHerald.co.nz}

^ drive.com.au and countrycars.com.au

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Metrics

Nielsen

(Site Census / Market Intelligence)

Google Analytics

Unique browsers Absolue unique visitors

Pages impressions Pageviews

User sessions Visits

User session duration Time on site

Page duration Time on page

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, reporting etc. set by users

Few custom reports set by Nielsen team on request

Set reports Flexible – code open, many

addons available.

Specific coding customisations need to comply with Nielsen product

existing features

Evolution of the product depend on Nielsen development team No customer service. Help

only based on community

Customer service Customer service 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

Online Statistics Cheat Sheet

Google Analytics vs Nielsen Products

* We use Australian Audience only data on our reporting with MI.

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Online statistics definitions

Unique Browser

= A unique person going to our website during a period of time.

Example

USER A in November USER B 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)

What does this mean?

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.

Example

User A in November USER B 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)

W

hat does this mean?

High frequency = Strong audience loyalty

Page Impressions

= Number of pages viewed by users in a period of time

Example

USER A in November

Home page News landing page A story page USER B in November

A story page Horoscope page

November Page Impressions number = 5 (3 pages viewed by user A & 2 viewed by User B)

What does this mean?

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Average session duration

= How long an average user stays on the site for each session.

Example

USER A in November USER B 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)

What does this mean?

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).

Example

User A saw the URL in a newspaper and went to the site.

User B clicked on a link shared by a friend on facebook

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)

What does this mean?

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).

Direct

Referring