COMMUNITY-PUBLISHING Michael Höflich Managing Director, Forum Corporate Publishing

1. COMMUNITY-PUBLISHING Michael Höflich Managing Director, Forum Corporate Publishing New York, September 9th 2008

2. FCP – Basic Information • Founded May 1999 (14 members) • September 2008: 87 members (D, A, CH) • 5 board members • Working groups and regional meetings • Main office in Munich

3. Customer Magazines in D-A-CH Number of publications ca. 15.000Number of publications (FCP) 2.000Circulation (FCP) 990 Mio. * Online projects per FCP-member ∅ 12 Growth in sales 2007 ∅ 18,5 %Total turnover in CP 5 billion € * p.A.

4. Study STUDY „Basisstudie CP 2008“ • For 77 % of the companies printed magazines will stay „extremely relevant“Only 23 % will shift budgets from Print to digital media70 % will invest in addition to existing budgets in electronic publishingThe rapidly growing number of digital media is combined with an increase in printed publicationsOne of the biggest challenges is the intelligent control of all available media channels under one centralised management

5. Fujitsu Siemens Magazine PRINT VOLUME: 25,000 copies in German and English FREQUENCY: four times a year TARGET GROUP: IT executives 60 pages

6. Excellence: The FSC Family Newspaper for Traders Sales Communication Website Case Studies Magazine eJournal Product Information 6

7. Intelligent Control eJournal as teaser for print 7

8. Bleibgesund Life CIRCULATION PER YEAR: 40 Mio FREQUENCY: Six times a year TARGET GROUP: People aged 25 until retirement VOLUME: 40–60 pages 8

9. Custom-Made Mass Communication 1. First step: Regionalization One issue = ca. 1100 different pressure faces Bleibgesund Life: • 7,5 million copies – • 16 different regional issues with individually designed • volume • pages • articles 9

10. Custom-Made Mass Communication 2. Second step: Localization Example AOK NN:Regional issue Bleibgesund Life:0,9 Million circulation Regional issues added and individualized by specific local news sections in up to 38 versions. 10

11. Custom-Made Mass Communication 3. Third step: Supplements and additional products for specific target groups Example AOK NN:Circulation with local news section in Bleibgesund Life in combination with „jojo“-magazine for children:22.000 copies 11

12. Custom-Made Mass Communication 4. Forth step: Supplements for target groups with specific indications Example AOK NN:Issues appropriate for target group:Bleibgesund Life + local news section + jojo + supplement „Curaplan“ for diabetics: 400 households recieve this package 12

13. Custom-Made Mass Communication 5. Fifth step: Personalized cover mailings = Only 3 customers recieve this package! Example AOK NN:Personalized cover mailings 3 individualized copies … for a direct sales approach at the first glance. 13

14. Lifetime-Cycle- Communication Age 19 +, students Age 17 +, trainee Age 0-6 Age 6 + Age 12 + Age 25 + Age 65 + Magazines Regional Magazines and Supplements for special interests Magazines for premium customers Online Communication Brochures Mailing birth Directmarketing and Interaction Mobile Communication

15. Thanks for your attention!