FAMILY FORWARD GUIDE to CONTENT CREATION Three Key Questions for Creating Segment Relevant Content

FAMILY FORWARD GUIDE TO CONTENT CREATION Three key questions for creating Segment Relevant Content

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Who is my audience How do I develop and why am I What type of content segment-relevant developing content do I develop? content? for this segment?

2 Three key questions for creating Segment Relevant Content

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Who is my audience and why How do I develop What type of content segment-relevant am I developing do I develop? content for this content? segment?

3 2 THERE ARE MANY FACES TO FAMILY FORWARD CONSUMERS What unifies them is not any specific life-stage, but rather what they want from their news experience

4 Gannett Custom Segmentation Study 2015/16 WHO IS FAMILY FORWARD…AS A PERSON • Self described as “caring, loving, loyal, empathetic, personable, patient, understanding, helpful, dependable, hardworking, disciplined, and motivated”

• “Greater Good” sensibilities are a key common thread. Motivated by both heart and head

• Want to stretch, optimize and find ways to progress many aspects of their life, career and community

5 Gannett Custom Qualitative Family Forward Interviews, Diary trackers and Quant Poll 2018 WHO IS FAMILY FORWARD…AS AN INFORMATION SEEKER • News and information helps Family Forward in all the ways they give back, juggle responsibilities, directly benefit the lives of those around them and strive to maintain a healthy positive outlook • Assemble knowledge and information so that they are informed and can approach life and decisions in an educated, thoughtful way • Act generously in terms of their relationships and visions for success • Strive to use their time and money wisely as they have a lot to balance in life • Desire to be grounded people who are respectful, optimistic and aware of self, other people and their community

6 Gannett Custom Qualitative Family Forward Interviews, Diary trackers and Quant Poll 2018 Family Forward Most Important Differentiating Benefits

Most Important Differentiating Benefits Less Important Differentiating Benefits

Be a better parent Be smarter about on what’s going on nationally

Effectively manage my money Be smarter about what’s going on in the world Make sound financial decisions Have a broad awareness of key issues Keep me and/or my family healthy and fit Have an educated opinion about topics being debated Help me advance my career nationally or internationally

Make good business decisions Have a deeper understanding of a particular subject

Stay informed on social issues and causes Shared Benefits: Family Forward shares several benefits that are also important to other segments. While not unique to Family Forward, these benefits provide insight into their mindset • Solve problems, learn how to do something • Get the best deals on products I buy

7 Gannett Custom Segmentation Study 2015/16 REASONS FOR CONSUMING CONTENT FAMILY FORWARD MOTIVATIONS

PERSONAL DEVELOPMENT FOR SELF, FAMILY AND COMMUNITY Self Empowerment, Kindness, Connection, Community Advocacy

MANAGE MY MONEY EFFECTIVELY AND MAKE SMART FINANCIAL DECISIONS Life Planning, Optimization, Pragmatism, Give Back

HELP ME ADVANCE MY CAREER Grounded Goals, Personal Passions, Be Inspired, Ambition

8 Gannett Custom Qualitative Family Forward Interviews, Quant Poll and Diary Trackers 2018 REASONS FOR CONSUMING CONTENT FAMILY FORWARD MOTIVATIONS

PERSONAL DEVELOPMENT FOR SELF, FAMILY AND COMMUNITY

•Identifying opportunities or staying informed on key issues so that I can enable or protect my own/family/community health and wellness, development and safety •Staying up-to-date on key topics related to my life like learning how to do things for myself, finding better ways to do something, solving problems, tips/tricks to accomplish tasks or better use time •Understand how to create a good support system at home and for family/friends •Understanding what my children are seeing/hearing about in news or from others and teaching kids about issues or resolving conflicts with right tone/message •Discover new ways to spend dedicated time with family/friends to build relationships, have new experiences, things to do, dining, & etc. that can be fun •Find ways to relax, reduce stress, have a sense of escape, and contribute to an active & healthy lifestyle for myself and my family

9 Gannett Custom Qualitative Family Forward Interviews, Quant Poll and Diary Trackers 2018 REASONS FOR CONSUMING CONTENT FAMILY FORWARD MOTIVATIONS

PERSONAL DEVELOPMENT FOR SELF, FAMILY AND COMMUNITY

•Being more educated on key issues to build empathy, form own POV, connect with family/friends to discuss issues, have smart conversations, find balanced perspective to come together •Knowing how to support my community, get more involved to resolve issues affecting my family or others in my area to make city a better place and bring community together on issues •Understand how local policies and votes will potentially impact my family or local community •Being a role model and getting involved within my community by volunteering, mentoring, maintaining strong relationships, and giving back to make community a better place

10 Gannett Custom Qualitative Family Forward Interviews, Quant Poll and Diary Trackers 2018 REASONS FOR CONSUMING CONTENT FAMILY FORWARD MOTIVATIONS

MANAGE MY MONEY EFFECTIVELY AND MAKE SMART FINANCIAL DECISIONS

• Creating and/or maintaining financial stability and build financial cushion to keep family comfortable • Keeping up with shifts in the economy and how it affects me on a local level or where I live • Educating myself about what may potentially impact my income (ex. tax reform, increases in local property tax, real estate trends) and how it affects me personally • Finding trustworthy local expert financial advice to get ideas about planning for future and make smart decisions • Educating myself on smart ways to plan for retirement and education savings to support family long-term • Balancing saving with spending needs to have financial security to take care of family/others/my community. Be in a position to help others in need • Finding local opportunities to save money on large purchases • Research/reviews & comparing the prices of big ticket products available in the surrounding area to get the best value

11 Gannett Custom Qualitative Family Forward Interviews, Quant Poll and Diary Trackers 2018 REASONS FOR CONSUMING CONTENT

FAMILY FORWARD MOTIVATIONS

HELP ME ADVANCE MY CAREER

• Finding a new job/new career opportunities to expand what I am doing or better fit life- stage needs/lifestyle (ex. opportunities close to home, local business expansion, etc.) • Keeping eye out for industries, companies or careers that are booming vs. declining to watch for opportunities • Balancing responsibilities between work & home • Growing income to account for current/future needs • Learning how to pursue what I am passionate about and love to do • Discovering new opportunities to achieve dreams and achieve success • Discovery of local cost efficient educational/training possibilities to stay ahead and understand how to become even more valuable to my company or clients • Stay on top of local professional events/activities for career advancement & networking

12 Gannett Custom Qualitative Family Forward Interviews, Quant Poll and Diary Trackers 2018 FAMILY FORWARD CONTENT GAPS CAN FAMILY FORWARD FIND THE INFORMATION THEY NEED TO FULFILL THEIR DESIRED BENEFITS?

• When asked about their perceived availability of information that helps them to accomplish benefits, Family Forward consumers provided insight into potential content gaps

• The biggest gap for Family Forward was connected “Being involved/active in their community” followed by “Advancing your career/making smart business decisions”. For both benefits, 40% of consumers felt that they could find very little or none of what they needed

• The smallest gap was in “Learning how to do something”, only 20% of consumers felt that they could find very little or none of what they needed

When it comes to finding information that helps you to [BENEFIT], how much of what you need do you find? Find Some/Very Little/None of what I need Find Most of what I need/All of what I need

Be involved/active in my community 42% 58% Advancing your career/ making smart business decisions 41% 60% Manage your money, make smart financial decisions 28% 72% Be a better parent, child or friend 27% 73% Keep you/your family, your community healthy and fit 23% 77% Learn how to do something 20% 80%

13 Gannett Custom Qualitative Family Forward Interviews, Quant Poll and Diary Trackers 2018 Key questions for creating Segment Relevant Content

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Who is my audience and What type of How do I develop why am I developing segment-relevant content for this content do I content? segment? develop?

14 GETTING THE NEWS RIGHT IS A HUGE BALANCING ACT

• These consumers are time pressed and want quick hits of juicy content, but they still want real journalism/facts (in many cases more than ever) and often do need complete details for specific needs • Summaries and videos are key in providing a snapshot while demonstrating where depth is available • Opinion Pieces may be less critical in a world of constant barrage of opinions • People do want the un-filtered, deep stories both locally and on issues they care about (from police brutality to environment to product safety and celebrity downfalls). Still, the news can also overwhelm and upset, so they are eager for more positive stories and uplifting content

• Family Forward wishes for all news sources: Less opinions & wasting time, more focus on unbiased stories that affect people like us or have a local or positive bent

15 Gannett Custom Qualitative Family Forward Interviews, Diary trackers and Quant Poll 2018 RELEVANT CONTENT DELIVERS ON THE BENEFITS THEY SEEK FROM NEWS AND INFO EVERY STORY/TOPIC HAS AN ANGLE THAT FULFILLS A DESIRED BENEFIT FAMILY FORWARD – EXAMPLE POINTS OF RELEVANCY

Financial/Career Health & Wellness News Relevant Topic Examples • Personal Finance & Investments/savings • Wellness Issues in community • Local breaking news resources o Homeless, Drugs, Violence • Crime in the community, stories behind crimes • Local financial news/advice • Local healthcare concerns • Local renewal and development in area o Personal impact of local economy, shifts, tax o Food safety, health treatments • Community and racial tensions, getting involved changes • How to volunteer, mentor and get involved in local o Deals/Bargains locally and saving on organizations/activities that help kids/others • Local weather watch purchases • Aging parents/elder care guidance and resources o Real estate, Home DIY • Traffic or construction issues o Tips and tricks to manage money • Stress in schools, violence/shootings, issues • Local consumer issues and scams o Retirement and college savings impacting children, bullying • Local human interest stories • Navigating career placement and advancement • Mental and physical wellness • Education news that impacts my family or o Further education and/or job training in the • Healthy eating, and local restaurants that help community local area • Local stress-relieving activities o New job opportunities/ businesses opening, • Local politics and watchdog that impacts me/my local job fairs, networking events • Fitness & food themed local events family/my community Segment Alignment Insight Examples •Manage and spend money effectively • Be a better parent • Positive impact on community •Make sound financial business decisions • Positive impact on community • Stay informed on local issues and causes •Career/goal oriented and motivated • Healthy habits in busy lifestyle • Discover how national news can influence on a local level •Be a better parent • Interests in organic, healthy foods/recipes • Make sound financial decisions • Be a better parent

Remember: Family Forward stretches beyond just ‘parenting content’ topics. Fulfilling the ‘Being a better parent’ benefit takes many forms and shapes & splinter into multiple types of content that are interpreted by the consumer based on needs they have.

Gannett Custom Segmentation Study 2015/16; 2016, 2018 Qualitative interviews, diary trackers 16 2016 comScore Multi-Platform /GfK MRI Media + Fusion (11-16/S16) RELEVANT CONTENT DELIVERS ON THE BENEFITS THEY SEEK FROM NEWS AND INFO EVERY STORY/TOPIC HAS AN ANGLE THAT FULFILLS A DESIRED BENEFIT

FAMILY FORWARD – EXAMPLE POINTS OF RELEVANCY Entertainment/Things to Do Sports

Relevant Topic Examples Lo •Local live events •Trending sports news and topics •Advice & reviews on local eateries and other type of dining venues, •Sports entertainment and human interest what’s new •Local athlete personal spotlights • Day trip options that are nearby (film festivals. Music concerts, art •Sports impact on community exhibits, etc.) •Major sporting events/ teams •Local cultural/theater news and events o local pro teams •Local must-see attractions o local college & high school sports •Nightlife experiences (bars, restaurants, etc.) •Discovery of the local best kept secrets •Best family options for fun, entertainment and time together

Segment Alignment Insight Examples •Moments of escape •Moments of escape •Avid Music listeners / Concert goers •Stress relief and entertainment •Stress relief •Top sports digital behavior •Manage money effectively •Go to sporting events •Be a better parent •Sports viewer / reader •Be a better parent

Gannett Custom Segmentation Study 2015/16; 2016, 2018 Qualitative interviews, Diary trackers 17 2016 comScore Multi-Platform /GfK MRI Media + Fusion (11-16/S16) For all content, consider the “how will this affect me?” FAMILY FORWARD CONTENT EXAMPLES angle of the story FF content can take many shapes to fulfill* Family Forward key benefits Key wish for all news sources: Less opinions & wasting time, more focus on unbiased stories that affect people like us or have a community or positive bent News Health & Wellness

Michigan boy stuck 13 semis line Detroit Well Water May Not be NJ Sues Purdue underwater for 8 Black teen misses bus, Police Investigating HIV growing concern in Royal Oak High Schooler freeway to help man Safe, SWFL Health Pharma Over minutes in resort pool gets shot at after asking After Teen Says Man Detroit, infection rate Has Confirmed Case of considering suicide Officials Warn Opioid Epidemic for directions Follows Her to Bus Stop four times some counties Hep A

Man charged in hit- Family of accused Two hurt, three Tornado and Fire Seven Days of Heroin: This School is Reno Law Prohibits Mayor & Health and-run crash that killed California serial killer suspects on the Loose Three Weeks Apart This is What an Stepping Up for Building Second Reno Commissioner Kick-off 8-year-old Detroit boy voices sympathy for After Anderson Home Devastate Family Epidemic Looks Like Cincinnati’s Homeless Shelter Fight Against Flu victims Invasion Poorest Kids

Warren woman found living with Entertainment/Things to Do boyfriend's decomposing body Agreement Halts Federal Step by step: How the Parkland Killing of Predators in CO school shooting unfolded River Days 2018 lineup: Kool Larry Nassar's former Teens stop basketball game to take knees, & the Gang, Beatlemania, “Janet Jackson “Creativity on Display: “Watch: Tarpon Springs Michigan State boss arrested pay respect during funeral procession Tamia return Visits small Pet Costume Contest Police, Fire Crews Dance Childhood for Halloween” in ‘Thriller Challenge’” Financial/Career Home in Gary, “Five Great Things to do This Indiana” 21 best Weekend: See Jay Leno, YPFI “New Art Event debuts things to do Film Fest, Hudson Valley with kids in “Denver Restaurant Week” in La Quinta” “Spiezo Firm Faces $780K Atlanta Begins Taking “Starting Pay is $17.64/hour: State Workers Comp Applications “County in ‘Critical We Energies Looks to Hire Suit” Sports for Pot Club Need’ of Poll Workers Seasonal Telecollectors” Licenses” Before Next Week’s Election” “Blount County Leader Say Michigan football: Housing Market will be Ready “Young’s Firing for Influx of New Jobs” “Buffalo Bills Honor Elysee Mbem-Bosse “College Alternatives Offer “Financial Seminar Sign of Changing Planned in Millville “’Pretty Unique:’ Officer Craig Lehner in sorry for Jim Careers without Heavy Debt” Times at U of L” Harbaugh threats Parking Garage Near Pregame Ceremony” New Bucks Arena Ford revels in a new 'city of Could Someday Statewide average gas prices Feature Top-Level Joey Votto will buy possibility'; residents hopeful, Lakota West lacrosse player increase by about 9 cents for “Applications Now Open for ‘Free’ Tailgating donkey for Zack Cozart if skeptical suffered a brain injury in a second straight week NY College Tuition for Spring 2018” he makes All-Star Game summer game

18 Gannett Custom Qualitative Family Forward Interviews and Diary Trackers 2018, Local Brand Equity 2017 FAMILY FORWARD CONTENT EXAMPLES FF content can take many shapes, fulfilling the Family Forward benefits NOTE: Family Forward goes beyond just parenting content topics. ‘Being a better parent’ can take many forms and shapes & splinter into multiple types of content that aren’t obviously tied to parenting or family, but interpreted by the consumer based on needs theyhave.

News Health & Wellness

“Two hurt, three “Hudson Valley Hospitals “Tornado and Fire “This School is Stepping “Columbus Man suspects on the Loose “Nine Arrested in Fort Up for Cincinnati’s RankedContent for Safety” Example Insight: “Help Local Kids Get a Great Three Weeks Apart Raises Awareness “Mayor Barrett & After Anderson Home Myers Prostitution Poorest Kids” Night’s Sleep with FOX 2 Devastate Family” about Male Breast Commissioner of Invasion” Sting” This collegeCancer” tuition story highlightsand Gardnerthe -White!” Health Kick-off “Agreement Halts “New Operating Room Milwaukee’s Fight Federal Killing of “how does this affect me?” of the “NJ Sues Purdue Helps Highland Hospital “A Healthy Against the Flu” Predators in CO” Surgeons Advanced Banana Tart “Chunk of Concrete Pharma Over topic, a great example of increasing“”Well Water May Not be Safe, “Police Investigating Opioid Epidemic” Imaging” Recipe” SWFL Health Officials Warn” “Vast Majority of After Teen Says Man Flies Off Michigan ContentPositive Drug ExampleFollows Her Insight: to Bus Bridge, Nearly Kills relevance forEntertainment/Things Family Forward readersto Do Tests at Local Stop: Woman” ThisFacility local Include news story emphasizes “Seven Days of Heroin: looking to advance their education Narcotics”” “Reno Law Prohibits Building This is What an Epidemic the “how does thisSecond impact Reno Homeless my Shelter” Looks Like” and/or careers while being“Five Great cost Things to “Local Stylist Featured do This Weekend: See “Creativity on Display: “Watch: Tarpon Pet Costume Contest life?” of the topic, a wonderful on efficient.Buzzfeed for Springs Police, Fire Jay Leno, YPFI Film Financial/Career Fest, Hudson Valley for Halloween” Turning Hair into Crews Dance in example of expanding pertinence Walking Works of Art” ‘Thriller Challenge’” Restaurant Week” for“Denver Family Forward readers who “Spiezo Firm Faces $780K State “Janet Jackson Visits Small “Laugh A lot at ‘Spamalot’ “New Art Event Begins Taking Workers Comp Suit” Childhood Home in Gary, Indiana” at Surfside Playhouse” debuts in La Quinta” wantApplications to be“County informed in ‘Critical about“Starting Pay what is for Pot Club Need’ of Poll Workers $17.64/hour: We Energies Sports isLicenses” going onBefore in Nexttheir Week’s community, Looks to Hire Seasonal “Applications Now Election” Telecollectors” Open for ‘Free’ NY how it will influence their lives, College Tuition for Spring 2018” “Naples Man Rolls “Common “Pelham’s Jennifer “Young’s Firing “Buffalo Bills Honor Rare Back-to-Back andReasons how FEMA they can help. “Blount County Leader Say Bell Wins Third Diving Sign of Changing “Financial Seminar Officer Craig Lehnerin 300 in Bowling” Denies Money “College Alternatives Housing Market will be Ready Title” Times at U of L” Planned in Millville Pregame Ceremony” After Disasters”Offer Careers without for Influx of New Jobs” Heavy Debt” “’Pretty Unique:’ Parking Garage Near New Bucks “Granville 3, Highland 2” Arena Could Someday Feature Top-Level Tailgating

19 Three key questions for creating Segment Relevant Content

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Who is my audience and How do I develop why am I developing What type of content content for this do I develop? segment-relevant segment? content?

20 CONTENT DEVELOPMENT APPROACH AND CONSIDERATIONS Building an Engaging Content Experience

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Identify Consider Define Choose Distribution/ Content Discovery Target Relevant Angle/ Appropriate Platform and Awareness Segment Content Approach Design/ Strategy Topics Formatting (Web, Mobile, (marketing, social (Article, Video, Social) plan, SEO) Podcast, …)

Who is my What benefit What about How do my Where is this How can I optimize audience? do they want the story will readers want segment going reach and content to fulfill resonate with to engage with to engage with engagement? for them? this segment? the story I am this story? telling?

21 CONTENT DEVELOPMENT APPROACH AND CONSIDERATIONS Building an Engaging Content Experience

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Angle / approach examples Relevant topic examples • Local breaking news • How does it affect me/those close to • Wellness issues in community • Crime in my community/risk Family Forward • Local healthcare news to me or those close to me me…why should I care? • Food trends/recipes • Local weather watch • How can I get involved/help or • Healthy eating and local • Consumer issues/scams prevent Differentiating Benefits: restaurants that help • Local human interest • Story through the lens of real people • Be a better parent • • Local stress relieving activities Local renewal and who experienced • Effectively manage my money • Fitness/food themed events development • Tips / Guides / Hacks • Make sound financial decisions • Aging parents/elder care • Education news affecting my • Keep me and my family healthy/fit • Stress in schools, issues school/community • Top Ten • Help me advance my career impacting kids, • Politics/watchdog that directly • Reviews • Make good business decisions bullying/violence impacts me/family • Expert Advice Shared Benefits: • Mental and physical wellness • Advice /reviews on local • Voice of the consumer / User eateries • Solve problems, learn how to do • Personal impact of local Opinion something economy shifts, taxes • Day trip options • In the life of… / Day in the life…to • Get the best deals on products I buy • Deals/bargains locally • Cultural/ theater events • Real estate, school tuition • Nightlife experiences humanize issues • Education/job training in area • Best kept local secrets • Stress relief / moments of escape • New job opportunities/ • Sports entertainment and • Sense of entertainment/humor networking/training human interest, athlete Sources: Local Brand Equity Research 2017 spotlights. Pro/high school/ 22 2018 Qualitative interviews, diary trackers college 2016 comScore Multi-Platform //GfK MRI Media + Fusion (11-16/S16) CONTENT DEVELOPMENT APPROACH AND CONSIDERATIONS Building an Engaging Content Experience

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Family Forward are more likely to consume &/or highly rate: video, podcasts, newsletters, VR/360 video, Family Forward are mobile-first and social Discovery is a critical photo galleries, headlines, short- centric news consumers. They are also more consideration for form articles, blogs, consumer likely to consume news &/or highly rate: Family Forward generated content, online tools- mobile apps/web and social sources through search and utilities, sharable formats, info- social to drive graphics awareness (Life gadgets/widgets/calculators…etc.) Family Forward’s Social Media Skews

Source: USA Today Brand Equity Research, Wave 2, Jan’17 23 Source: 2016 comScore Multi-Platform //GfK MRI Media + Fusion (11-16/S16) CONTENT DEVELOPMENT APPROACH AND CONSIDERATIONS - EXAMPLES Building an Engaging Content Experience 1 2 3 4 5 6

Identify Target Consider Define Angle/ Choose Appropriate Distribution/ Platform Content Discovery and Segment Relevant Approach Design/ Formatting Strategy Awareness Content Topics (Article, Video, Podcast, …) (Web, Mobile, Social) (marketing, social plan, SEO) Who is my What benefit do they What about the story How do my readers Where is this segment How can I optimize reach and audience? want content to serve for will resonate with this want to engage with going to engage with this engagement? them? segment? the story I am telling? story? Is it sharable?

• Targeting new & younger audiences with Snapchat and Instagram. • Marketing promos desktop/mobile site and app, Tips for navigating home Blog and/or Video series Mobile centric with social Manage My Money for … purchasing process with a Consider for FF: approachable • FBIA ads driving to sign up page FAMILY FORWARD distribution, potential for a • Bounce Exchange units on relevant Home Purchase younger consumers’ voice / for easy to consumer niche newsletter network pages driving to sign up perspective for a busy family forward page • Re-marketing promotions email list with other relevant newsletter opportunities

Manage My Money for … What are cost and time • Targeting new & younger audiences Career efficient local continuing Slide show / Short-form Mobile and social with Facebook instant articles, FAMILY FORWARD Advancement/Further education programs for the article distribution Snapchat and Instagram with SEO Education working professional? plan

Keep me and my family What are some in-home Tutorial video with Mobile centric with social • Cross-promo FAMILY FORWARD healthy and fit… fitness routines the whole • Snapchat and Instagram description article Exercise and Fitness family can enjoy? distribution • YouTube channel

• Facebook Instant articles, Snapchat and Instagram with SEO plan, Expert and first-person imbedded newsletter promotions accounts / advice for local Make sound financial • iTunes/Soundcloud • Lead gen ads on FB, Twitter, LinkedIn taxes, banking, & IG FAMILY FORWARD decisions… Podcast / video series • investments, healthcare Digital Desktop/Mobile • Digital / Social sweepstakes where Personal finance insurance, auto insurance, with social video sign ups lead to access to real estate trends content/event

Profiling a real local Make sound financial consumer while they shop Interactive article with the decisions… Mobile web/app with Social strategy with Snapchat, Instagram, FAMILY FORWARD for the same product in integration of video, social Saving on big ticket and other digital platforms various department stores media posts, and/or photos social distribution purchases in the surrounding area

Gannett Custom Segmentation Study 2015/16 24 Source: 2016 comScore Multi-Platform //GfK MRI Media + Fusion (11-16/S16) CONTENT DEVELOPMENT APPROACH AND CONSIDERATIONS – EXAMPLE WORKSHEET Building an Engaging Content Experience

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Identify Target Consider Define Angle/ Choose Appropriate Distribution/ Platform Content Discovery and Segment Relevant Approach Design/ Formatting Strategy Awareness Content Topics (Web, Mobile, Social) (marketing, social plan, SEO) (Article, Video, Podcast, …) Who is my What benefit do they What about the story How do my readers Where is this segment How can I optimize reach and audience? want content to serve for will resonate with this want to engage with going to engage with this engagement? them? segment? the story I am telling? story? Is it sharable?

FAMILY FORWARD

25 Gannett Custom Segmentation Study 2015/16 Source: 2016 comScore Multi-Platform //GfK MRI Media + Fusion (11-16/S16)