Media Kit 2012

Benefits of Advertising 2 About Us 3 Audience 4 PennLive.com Content 5 Testimonials 6 Advertising Specs 7 Standard Specs 8 Rich Media Capabilities 9 Video Ads 10 Adobe Flash Specs 13 Additional Ad Specs 14 Email 15 Advertising Opportunities 16

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BENEFITS OF ADVERTISING WITH PENNLIVE.COM

PennLive.com is Central Pennsylvania’s favorite local website With 2.7 million unique visitors and 24 million page views per month1, PennLive.com is Central Pennsylvania‟s most popular news and information site.

PennLive.com delivers an attractive audience in YOUR market. 40% of PennLive.com visitors used the Internet to research products and services in the past week.2

Your ad on PennLive.com puts you in front of consumers with the desire and means to buy your products and services.

Let us build a customized promotional program to meet your objectives, whether you want to drive people to your website or get them into your store. We‟ll tailor a marketing plan to your goals and stay within your budget.

Want to make a great-looking ad? Our designers will develop the creative. With PennLive.com you get efficient and superior service at affordable rates.

Internet advertising is cost effective and rivals the power of traditional media. Target your message statewide or to a specific market.

Sources:

1Omniture SiteCatalyst, (internal log files), January 2012 2Visitor Survey PennLive.com 2008 Belden Associates

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ABOUT US

PennLive.com is a comprehensive website featuring news and information about Central Pennsylvania. PennLive.com features daily news, sports, entertainment, classifieds, business, travel, health, weather, chat and more. PennLive.com is an online media property of Advance Digital, a digital information and connection solutions provider for local consumers and businesses. The company operates 12 media properties across the U.S. Advance Digital‟s parent company, Advance Publications, is one of the top media companies in the U.S. and the publisher over 25 newspapers, as well as Condé Nast titles including Vogue, Glamour, GQ, Architectural Digest, and Brides.

Affiliated Newspaper The Patriot-News

Affiliated Websites al.com cleveland.com lehighvalleylive.com MassLive.com NJ.com NOLA.com OregonLive.com SILive.com syracuse.com

Consumer Purchasing Behavior PennLive.com‟s audience is educated, affluent and engaged, and use our website in a variety of ways.

Using Classifieds1 Jobs: 38.9% of PennLive.com users visit classified jobs websites regularly or occasionally. Autos: PennLive.com reaches 25% of people who plan to buy a car/van/truck/SUV. Home Buying: PennLive.com reaches 18.3% of people who plan to buy a home in the next two years. Home Rentals: PennLive.com reaches 18.3% of people that currently rent.

Source: The Media Audit, Apr – May „11 , Base: Harrisburg Ten-County Area (Adams, Cumberland, Dauphin, Franklin, Juniata, Lebanon, Lancaster, Mifflin, Perry, and York) Adults age 18+, past 30 days.

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AUDIENCE

Visitors to PennLive.com are the consumers you want to reach.

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PENNLIVE.COM CONTENT

PennLive.com is updated 24 hours a day, every day, with local breaking news, sports, weather, classifieds, games, contests and more. And each day tens of thousands web users visit PennLive.com to get news and information important to them. Your ad on PennLive.com puts you in front of people who are actively seeking local information. PennLive.com content includes:

Up-To-The-Minute News PennLive.com provides late-breaking news, updated every minute, 24 hours a day.

Classifieds PennLive.com provides the most comprehensive local automotive, employment and real estate online classifieds in Central Pennsylvania. The section is updated daily and includes thousands of jobs, cars and homes for sale.

Sports PennLive.com has special sections for Central Pennsylvania‟s college and pro teams with news, photos and forums.

Entertainment PennLive.com offers movie reviews, home & garden tips, games, restaurant reviews, detailed community information, events, calendars and searchable directories of golf courses, restaurants, hotels and more.

Forums Dozens of forums are available on PennLive.com for topics such as high school sports, health & fitness, entertainment, home improvement advice and gardening tips.

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Testimonials

Silverback Network, Inc. “Just wanted to say thanks again for the help. The ad looks great. I wanted to let you know that dollar for dollar, Pennlive affords me the highest quality applicant while at the same time highest quantity than any other classified service I have used in the Central PA area. Over the past couple of months we were able to reach maximum capacity for these positions and now are growing again. Everyone of the previous positions were filled by those that applied through your site. I can‟t say enough about the classified section!” Mark Vachon, Manager

Mountain Path Media “I just want to let you know how pleased I have been with including Penn Live in my clients overall internet marketing plan. We have used your highly targeted banner ads as well as Penn Live‟s advertorial blogging programs and business listings they returned quality results beyond our expectations. Additionally, we have found that the visitors we receive from Penn Live‟s programs have a high conversion rate. From an internet marketer‟s point of view, the versatility of targeting a particular demographic and the optimization of the overall website provide our clients with great exposure to their target market. When preparing marketing plans for our clients in South Central PA, we always include PennLive‟s media offerings with great confidence. Furthermore, the staff of Penn Live has been very helpful, knowledgeable, and cheerful. Thank You for providing a marketing tool we can use with confidence. ” Mickey Wesler

De Ramon “The opportunity to advertise on PennLive has provided our office with a new way to reach patients locally. The return on our investment has been excellent, and there have also been increased visits to our website which we are able to track on Google analytics. This option is an excellent alternative to pay-per-click sites. We will continue to use PennLive as part of our advertising program. ” Carol de Ramon

The Mattress Expert “We've been in business for 9 years. Of all the media advertising venues, our PennLive Mattress Expert Blog has been the most fruitful, by far. ” Peter Cancelli

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PENNLIVE.COM ADVERTISING SPECS

Standard Ads Standard ads include GIF, JPEG, and HTML ads that can be both animated or static. Text links are also considered a standard ad.

Rich Media Ads “Rich Media” is a term used to describe enhanced technology used in internet advertising for animation, video, special effects, or user interactivity. This includes ad units such as Flash, rollovers, interstitials, video, corner peels and more.

Video Ads Video ads are rich media ads that allow video to be played and interact with the user. It can be combined with other rich media such as rollovers.

Additional Ads Along with the above ads, we have additional advertising opportunities such as site and section sponsorship badges, enhanced dining guide listings and more.

Mobile Banner Ads Reach the PennLive.com mobile audience anytime, anywhere, with ads that appear on our mobile website or the PennLive.com app.

Email PennLive.com will design a custom HTML email template just for you, and send your marketing message to our database 100% opt-in email subscribers.

SENDING MATERIALS AND ADS

Images Whenever possible, we prefer to receive images in electronic form. We accept files in PC format only. We can process most formats, including PSD, AI, ESPS, PDF, JPEG, GIF, BMP, PICT & TIFF files – preferably in the clearest, best quality available. Otherwise, good quality printed material is fine. We can also accept transparencies, negatives and slides.

Logos The best way to send logos and other line art is in ESP or AI format. If the file contains any specific fonts, please include them. Otherwise, a medium to high resolution image file is acceptable. Business cards and faxes are difficult to work with due to poor image quality.

Text We strongly prefer any copy greater than 50 words be sent as a text document via email, or in either MS Word or plain text formate. We can also accept text and layout created in Quark 6.0, Illustrator and InDesign.

Sending Electronic Materials Materials may be emailed to your sales representative. You can also request to receive information on how to FTP your large files, such as video files.

You may also mail hardcopies on DVD or CD to: PennLive.com, c/o Production, 2405 Park Drive, Ste. 201, Harrisburg, PA 17110

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STANDARD ADS

Banner – 468x60 20k maximum file size. This IAB standard ad is available on nearly every page of the site, including the homepage, news, sports, entertainment, blogs, real estate and more. Animation and/or rich media is allowed and recommended.

Leaderboard – 728x90 40k maximum file size. This IAB standard ad is available on nearly every page of the site, including the homepage, news, sports, entertainment, blogs, real estate and more. Animation and/or rich media is allowed and recommended.

Rectangle – 300x250 40k maximum file size. This IAB standard ad is available on nearly every page of the site, including the homepage, news, sports, entertainment, blogs, real estate and more. Animation and/or rich media is allowed and recommended.

Skyscraper – 160x600 40k maximum file size. This IAB standard ad is available on nearly every page of the site, including the homepage, news, sports, entertainment, blogs, real estate and more. Animation and/or rich media is allowed, but video is occasionally not recommended based on the page.

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RICH MEDIA CAPABILITIES

“Rich Media” describes online advertising that interacts with and engages the user such as animation, video, Adobe Flash, and other special effect.

Flash Animation Flash ads must adhere to the Standard Ad Unit specs and file size requirements. Animation must stop at or before 15 seconds in duration with no continuous looping. View the Flash animation specifications on page 15.

Video Ads View the video ad specifications on page 10.

Rollover/Expandable Ads Rollover/Expandable ads offer a wide range of options and designs. Please discuss your creative ideas with your PennLive.com sales representative so that we can send you customized spec requirements that fit your particular ad design and needs.

Corner Peels 90k maximum file size total. 800x600 total ads size which expands from a 125x100 top right corner image. Corner peel ads will be considered an impact ad and are frequency-capped at one per user per day if they are set to expand automatically. These ads can only be served to users with browsers greater than 1085x600. This ad requires both an 800x600 GIF/JPG/SWF and a 125x100 JPG.

Wallpaper Can be a single image or a tiled image (company logo). Must always serve as a companion to leaderboard and rectangle ads. View the Wallpaper ad specs on page 14.

Interstitial Full-page advertisement that intercepts the viewer navigating between two content pages, and completely fills the browser window with the advertisement for 15 seconds. 60kB maximum files size, 640x400 maximum ad size. Flash available.

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VIDEO ADS Video Encoding Guidelines

Note that we require a *downloadable* video format as input. Do not export the video in a streaming format. This is especially important for RealProducer (see below).

Use high quality. We recommend to use high quality settings for the video when exporting or saving the video with your video software. We will recompress the video during upload and minimize the file size. If the file size needs to be further reduced our design tool allows to reduce the quality settings in order to decrease file size. Therefore it is good practice to start out with a good quality video and then start reducing the quality in our tool to achieve the desired file size.

The video must be queued up exactly as it is to run, without any additional frames. You must include a 300x250 backup image for users who may not be able to view the video.

Encode the video in for the actual size of the video/ad unit that you‟ll be using in the ad.

PREFERRED METHOD OF VIDEO ENCODING - FLASH FLV

For best results, we highly recommend using the following encoding for your video files as a Flash FLV.

Using Flash 8.0 or higher make a Flash FLV file. Import your video into Flash using the following settings: 1) Progressive download from server 2) Flash 7 - High Quality (or Custom Quality if you prefer). High quality is recommended. 3) Use the Sorenson video codec 4) Skin = none

Quicktime 6.5

Quicktime is one of the most popular video tools. The recommended export settings are as follows:

Video: MPEG-4 Video; Quality: Best Audio/Sound: MPEG-4 Audio; 44kHz; 64 kbps for mono, 128 kbps for stereo

Note that you MUST use an audio frequency of at least 32 kHz. Lower frequencies will not work.

Windows Media Encoder 9

The recommended export settings with Windows Media Encoder 9 are as follows:

Content Distribution: “File download” Video Quality: “DVD quality (1 Mbps VBR)” Audio/Sound: “CD quality audio”

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RealProducer 10

With RealProducer it is important to create a downloadable and not a streaming file. This is achieved by selecting a single Audience. You may first have to remove the default audiences. Select one of the following audience templates:

450k Download (VBR) (for 160x120) 750k Download (VBR) (for 320x240) 1M Download (VBR) (for 480x360) 2M Download (VBR) (for 640x480) For video codec choose RealVideo 10, which is the default. This will result in a file extension .rmvb

Adobe Flash Video

This video should NOT be Flash video or the controllers won‟t function.

Additional Video Guidelines –

File Size Video should be under 500k, if possible, and uploaded to the Advertiser FTP site. Please contact your sales representative to receive the FTP site information.

Artwork/Controls All pieces should be in their own separate files (ie. video, any flash, swfs, etc). The video should NOT be Flash video or the controllers won‟t function. The video must be queued up exactly as it is to run, without any additional frames. You must include a 300x250 backup image for users who may not be able to view the video.

Video Length 15 seconds or 30 seconds. 60 second video ads will not be accepted. Continuous looping not accepted.

Audio Initiation If audio is uninitiated by the user, the ad is considered an impact ad. Only one impact ad will be served per user per day (Note this is not one impact ad per advertiser per day. It is one impact ad TOTAL per user per day). If the user must initiate the audio, no frequency cap is required. For video ads, the video can start up without audio and not be frequency capped. If the audio starts up automatically, it will be considered an impact ad.

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Required Buttons/Controls Video must include video stop/start button, as well as an audio stop/start button which must be present at all times. The user should always have the option to control the entire video experience, i.e., stop, pause, mute. Video controls should use commonly accepted terminology or icons and be distinct from the rest of the advertisement.

Generic Video Controls are available as part of your advertising buy. The following video controls are available:

Play Pause Stop Abort Play/Pause Toggle Mute Toggle Mute On Mute Off Rewind Seek Bar Volume Slider

Recommended Ad Size/Position Video ads should be targeted to positions above the fold so that users may quickly see the audio controls for the ad and turn off if so desired. The recommend positions are the 300x250 Rectangle, 468x60 Banner and 728x90 Leaderboard.

Rights Usage Agencies and advertisers need to ensure they acquire the online uses of any footage used in the video ad.

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ADOBE FLASH SPECS

The following are general Adobe Flash specifications and apply to all Flash ads. Additional specifications may exist for Video, Corner Peel and Interstitial ads.

Flash Version Our standard Flash version is Flash 6. For each flash creative, we need the .swf, .fla, and backup .gif file

File Size Initial load cannot exceed file size limits of the ad position being targeted. After initial load, on user‟s command 100K is allowed to stream for no longer than 10 seconds per command.

Click URL If the creative contains a Click URL, it must be coded using the ClickTag methodology. Creatives that do not have the ClickTag method correctly implemented will be rejected. The code for the ClickTag methodology should be applied to an invisible button in Flash. Here is the ClickTag code you should use: on (release) { getURL(clickTAG, _”blank”); }

Various Creative Details & Common Issues

Forgetting a Background Layer A common mistake is to assume that the „stage‟ that the creative is built on is included when the file is published. When building a „solid‟ (versus „free form‟) Flash creative, include a layer that serves as the background that fills the dimensions of the ad.

Play On Load Advance delivery of Flash based creatives loads the flash elements in a stopped state and then tells them to play when the page has loaded. This can cause synchronization issues with some methods of flash development. To prevent these issues the first frame of the creative should be a blank key frame.

Files With Multiple Click URLs Creatives with multiple click URLs will require us to contact the ad producer to attempt to coordinate on how clicks will be tracked if possible. This process will increase turnaround time.

Flash Ads That Load Other Flash Ads This is a process that we have not perfected at this time and will require us to designate technical resources to review and troubleshoot.

Flash Ads With HTML Components Flash ads that include additional HTML elements or graphics that surround the Flash creative can be very complex complex and will increase turnaround time.

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ADDITIONAL AD SPECS

Section Sponsor - 120x60 or 100x35 6k maximum file size. This size ad is used on nearly every page of the site. No animation is allowed.

Jobs Employer Badge - 120x45 6k maximum file size. This size ad is used specifically in Jobs. No animation is allowed.

Real Estate Featured Advertiser Badge - 135x60 or 100x35 6k maximum file size. This size ad is used specifically in Real Estate. No animation is allowed.

Text Links - Up to 50 characters Text links are available throughout the site. They must be no longer than 50 characters in length.

SmallTile - 120x90 12k maximum file size. This IAB standard ad is available on specific pages of the site such as Forums and Audio Player Boxes. Animation and/or Rich Media is allowed.

Mobile Banner Ad Specs 40k maximum file size. 320x53 for iPhones and Droids, 300x50 for Blackberry devices, and 216x36 for other miscellaneous mobile devices. Maximum animation time is 15 seconds, gif or jpeg only. No rich media.

Wallpaper Tiled: 10k maximum file size. 100x100 to 200x200 total ad size (company logo), gif or jpg only, no extra text. No flash or animation. Single-image: 100k maximum (recommended) file size. 1280x800 to 1680x1024 total ad size, gif or jpg only, no extra text. No flash or animation.

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Reach engaged active buyers by advertising in our content newsletters or Real Deals emails. PennLive.com‟s subscribers opt-in to receive emails based on the type of local news and information they want to know about. Whether top news stories or discounts from local business, email advertising with PennLive.com provides you the opportunity to align your brand with a trusted leader in local news and information.

PennLive.com will design a custom HTML email template just for you. However, if you would like to design and submit your own email creative, we‟ve included our email specifications for you.

Real Deals Email Specs

The image must be no wider than 600 pixels and longer than 135 pixels

It‟s recommended that the text characters be limited to the following:

o Masthead copy – 50 characters

o Headline – 100 characters (50 characters per line)

o Body copy - 13-15 lines (100 characters per line)

Keep your file size 45K or lower when possible.

Individual images should be around 8K or lower.

No animation.

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ADVERTISING OPPORTUNITIES

Interactive Marketing Opportunities Based on campaign objectives, we deliver a variety of IAB approved interactive marketing unit ad formats to targeted sections of our content. These ads are served adjacent to and sometimes within content areas on PennLive.com that best attract your potential customers.

Rich Media Utilize rich media capabilities to serve streaming video ads or ads that interact with our users such as rollovers, expandable and floating ads and other similar formats.

Additional Advertising Programs include: Geo-targeting – Aim your advertising at a specific segment of our audience based on their geographic location. Reach only the customers that make sense for you! Audience Targeting Solutions – Through an alliance with the Microsoft Media Network, we are able to offer you a way to reach your potential customers with more options to increase the reach, frequency and targeting of your ad messages. We‟ll help you choose the solution that best fits your needs. Expanded Geo-targeting – In addition to reaching your customers through the #1 local site in Central Pennsylvania, we are now expanding the reach of your message to include customers who visit sites across the Microsoft Media Network.

Recruitment, Automotive, and Real Estate Advertising Reach the Best Local Audience with the Best Local Jobs, Autos, and Real Estate sections on PennLive.com. Custom programs are available for advertisers in our Jobs, Autos, and Real Estate sections. Reach consumers when they are actively or passively looking for new jobs, new cars, or new homes.

Section and Site Sponsorships Occupy the premier position on a section or even the entire website. Sponsorships include a package of interactive ad units and can also include contests, surveys, email marketing and more. Price varies by section.

Email Products Reach engaged active buyers by advertising in our content newsletters or Real Deals emails. PennLive.com‟s subscribers opt-in to receive emails based on the type of local news and information they want to know about. Whether top news stories or discounts from local business, email advertising with PennLive.com provides you the opportunity to align your brand with a trusted leader in local news and information.

Contests Increase awareness for your products and company with an interactive contest on PennLive.com. You provide the prize and we design, administer and fulfill the contest. Best of all, at the end of the contest, we provide a database of entrants who have not opted-out from receiving information from you, including both US Mail and email addresses.

Business Listings PennLive.com offers FREE comprehensive business listings search functionality that allows consumers to find your business by category, distance and keyword. Claiming and managing your listing on PennLive.com gives consumers the opportunity to find out more about what you have to offer quick and easier.

Search Solutions (SEM) Connect with local customers by maximizing the reach and efficiency of the internet to drive traffic to your website and expand your client base. PennLive.com offers simple solutions that are affordable and effective so you can do what you do best and let us handle your search engine marketing.

Mobile Advertising People do everything from their mobile phones, including searches for local jobs, autos and real estate. PennLive.com makes it easy for these potential consumers to see your inventory with our new mobile site.

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For questions, comments, or information about advertising on PennLive.com, please contact us:

PennLive.com 2405 Park Drive, Suite 201 Harrisburg, PA 17110 717.540.2050 [email protected]