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Moontide Media, LLC

Moontide Media, LLC. A Micro-Local Media Network Investment Overview. Agenda. What is Moontide Media The Opportunity The Moontide Model The Moontide Product Suite Rollout strategy Competition Management Summary Financials. What if…

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Moontide Media, LLC

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  1. Moontide Media, LLC A Micro-Local Media Network Investment Overview

  2. Agenda • What is Moontide Media • The Opportunity • The Moontide Model • The Moontide Product Suite • Rollout strategy • Competition • Management • Summary Financials

  3. What if… An ultra high quality lifestyle magazine existed for your neighborhood? There was a smart, cool and trusted voice that could guide you to the best finds nearby every day? And what if… The most desirable neighborhoods in Los Angeles were part of an upscale media network? Local advertisers had a marketing partner who really understood how to help them reach their most sought after targets? A sophisticated and trusted local voice were able to offer marketing opportunities up and down the value chain?

  4. What if… is Moontide Media Moontide Media is a network of premium-quality local magazines and digital properties which engage residents of the most desirable Los Angeles communities, while providing integrated marketing opportunities for local and regional businesses. Building from a base of two existing magazines and websites, Moontide will rapidly scale into a cross-media platform that fundamentally connects readers and marketers in carefully selected affluent sub-regions. 4

  5. Moontide Media: The Consumer Opportunity The average upscale consumer spends 92% of their time within 50 miles of their home • Moontide provides that consumer: • Ultra high-quality lifestyle magazines about great living specifically in your community • Websites that inform and guide her to the most relevant events and commercial opportunities • Emails that tip her off to local happenings, weekend fun and local real estate listings • Mobile applications that guide him directly to local merchants while offering timely discounts Magazines Websites Emails Mobile A premium quality, cross-media guide to living your best life close to home 5

  6. Moontide Media: The Market Opportunity Market Growth Competition Advertiser Need Network Local digital media is expected to grow in excess 18% CAGR through 2013 There is significant lack of high quality print vehicles within the targeted markets The sub-regional magazine marketplace is relatively uncompetitive in Los Angeles; No sub-regional player operates at scale Pure play digital providers lack community presence Local advertisers lack marketing (especially digital) expertise and will respond to customer service The Moontide Network will connect the most desirable communities A highly experienced management team is focused on execution Management 6

  7. Why print? Why now? Periodical lifestyle magazines are a unique media experience Lifestyle magazines are not news-driven Community and passion verticals lend themselves to the immersive print experience Text, design, photography and permanence appeal to lifestyle readers Art, architecture, food & wine, people and events are captured well on the printed page When costs are controlled, print offers solid margins 7

  8. The Moontide Model: Low Cost/ High Quality Rapid Scalability Hub and Spoke Organizational Structure Leveraged Editorial Proven digital platform Controlled circulation • Built to ensure quality across media at a low relative cost and to allow for rapid geographic expansion • A small central organization delivers general management, network editorial, digital services, production, marketing and finance • Four person sub-region teams focus on delivering relevant content and monetizing each market • Editorial structure of XX% shared (network) content and XX% generated in each sub-region • A partnership with a best-of-breed digital platform developer • A controlled circulation model delivers quality circulation with minimal subscriber acquisition costs 8

  9. The Moontide Model: Replicable, Highly Scalable • Centralized functions are designed to scale with edition rollouts • Magazine layout, content management, customer relationship management and printing contracts all designed to scale • Centralized costs are borne early in the businesses’ lifecycle and increase more slowly than the revenue growth associated with a new title • XX% of magazine editorial slots into new edition • Digital template; each new site rollout takes 4 weeks • Sales rollout and marketing plan cover XX week period Centralized Leverage Editorial Efficiency Digital Efficiency Effective Launch 9

  10. The Moontide Model: Structure • Centralized • General Management • Network Editorial • Art & Design • Digital Services • Production • Marketing • XX Head Count at Scale Southbay West Hollywood Westside Central • Sub-Regions • Print and Digital Ad Sales • Local Editorial • Blogging • Local Events • X Head Count per Sub-Region Ventura Blvd Old Town Canyons 10

  11. The Moontide Model: Deep Community Relationships The Moontide Portfolio Local Merchants Moontide gains competitive advantage through community relationships based upon a combination of its editorial products, digital applications and human contact Readers and Users 11

  12. The Moontide Model: Effective Digital Partnership • Godengo is a best-of-breed digital platform specifically developed for local publishers • Modular platform allows for maximum flexibility • Constant innovation in audience acquisition, revenue generation and content presentation • Modular template; each new site rollout takes X weeks • Pioneers in geo-base listing revenue strategies • Outstanding site architecture and SEO capabilities 12

  13. The Moontide Product Suite: Print High quality local editorial: art, architecture, healthy living, food, wine, travel, fascinating people, great businesses and the best local events • Xx annually • XX,000-XX,000 controlled circulation • Mailed to highest income homes • High quality supplemental distribution: best hotels, boutiques Great Living Close to Home

  14. The Moontide Product Suite: Websites Utilizing Moontide’s unique partnership with Godengo, a micro regional website will debut just prior to the launch of each new magazine The websites will be a dynamic daily connection to our users Each site contains: • Daily blogs • Calendar • Event photo galleries • Deal of the Day • Contests • Business listings • Magazine content The daily connection to your community

  15. The Moontide Product Suite: Email Email drives traffic to the sites, provides sponsorship opportunities and is a base of Moontide’s data acquisition process • “Today in…” Daily email from local editors • “This Weekend in…” Friday email guide to local weekend happenings • “Local Listings” Weekly email on local real estate listings Daily Pushed Communication

  16. The Moontide Product Suite: Mobile Godengo supplied apps launch Moontide rapidly into the mobile market • Iphone and smartphone apps • Mapping functionality • Enhanced business listings • Text for info • Contests Community on the Go

  17. Moontide Media: Development Bridge Today A vibrant young company in need of growth capital 24 Months A sub-regional magazine and digital network generating significant cashflow • 2 sub-regional magazines: Southbay and Westside • One website (lifeinthesouthbay.com) • Excellent quality/very low cost • Strong Southbay advertiser relationships • Strong growth path for Westside – third issue • ’XX revenues of $XXX; net income of $XX • X magazines/X new launches • Vibrant digital activity in each sub-region • Established and growing community relationships and advertiser base • Advertising and ecommerce revenue streams • X of X regions generating positive net income • XX employees • ‘11 revenues of $XM; EBIT of $XM 17

  18. Moontide Media – Rollout strategy • Existing Titles • Southbay • Westside • Launches • Ventura Blvd • West Hollywood • Canyons • Old Town • Beverly Hills 90210 OLD TOWN CANYONS VENTURA BLVD WEST HOLLYWOOD BEVERLY HILLS 90210 WESTSIDE SOUTHBAY 18

  19. Only The Most Desirable Communities Each market Moontide launches has been vetted for: • Affluence relative to region/country • A easily defined market • Sufficient volume of local businesses • Market underserved by competition The sub-regions where Moontide currently publishes and will soon launch are among the most affluent communities in the U.S. 19

  20. Moontide Media: Competition Local Media Platforms • No local media magazine company operates at scale • Existing Stand-alone sub-regional magazines • 805 Living – Canyons • Pasadena Magazine – Old Town • The Magazine – Old Town • Beverly Hills – Beverly Hills Times, Beverly Hills 213 • No sub-regional print competitor employs a meaningful digital strategy • Lower-end local newspapers and “shoppers” fail to adequately service higher end businesses 20

  21. Moontide vs. National City Platforms: A Unique Go-To-Market Strategy LOCAL REGIONAL NATIONAL Moontide is focused first on delivering marketing value for the local advertiser, secondarily on the regional advertiser and finally on national upscale advertisers when the network reaches scale NATIONAL REGIONAL City-wide magazines focus most heavily on national advertisers LOCAL Moontide Media Moontide Media’s focus is first on local markets 21

  22. Moontide Media: Competition National Digital Advertising Platforms Moontide competes with pure-play digital competitors with a strong technology structure, deep community presence and business relationships and cross-media capabilities • Yelp, Citysearch, Google, Patch, Yellowpages.com and others • Strong technology platforms; various business models • Local information, business reviews, search • Focused on local advertisers • Most lack a meaningful local presence and often rely on business self-service 22

  23. Experienced, Execution-oriented Management Charlie Koones Chief Executive Officer • Current CEO, Rockmore Media, LLC • President & Publisher of Variety; President of RBI Entertainment Group 2000-2008 • Responsible for $XXM operating group representing XX% of parent company profit • Launched Variety.com and built to $XM in revenues • Grew mature franchise revenue and EBITDA by X% and X% (CAGR) during tenure • Board member, American Media, Inc. & The Wrap, Inc. Founded Moontide Media in 2006 with $XX investment VP, Business Development – Silverpop Systems, Inc 2002 - 2006 – leading email solutions provider VP, Sales – Avalon Digital Marketing, 1999 – 2003 – central role in sale of company to Silverpop Regional Advertising Manager – Curtco Freedom Group – oversaw sales for The Robb Report Todd Klawin Chairman & Founder 23

  24. Incremental Profit by Year $X,000 $X $X $X $X,000 $X $X $X $X,000 $X $X $X $X $ Year 1 Year 2 Year 3 Year 4 Year 5

  25. Moontide Media Profit Bridge Y5 Incr Profit X Editions + Nat’l / Regional Ads and Full Digital Rollout $X $X Y4 Incr Profit X Editions + Nat’l / Regional Ads and Increased Digital Rollout $X Y3 Incr Profit X Editions + Nat’l / Regional Ads and Increased Digital Rollout $X Y2 Incr Profit XEditions + Nat’l / Regional Ads and Increased Digital Rollout $X Y1 EBITDA Year 2 Year 3 Year 4 Year 5 Y5 EBITDA $(X) Y1 EBITDA X Editions + Nat’l / Regional Ads and OH

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