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Traffic Impact of TimesSelectTraffic

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Monthly nytimes pageviews during TimesSelect119 MM pvcomScore, Aug 2007http://www.techcrunch.com/2007/12/10/nytimes-surges-cnet-slumps/

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Monthly nytimes pageviews after TimesSelect cancelled181 MM pvcomScore, Oct 2007

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Monthly pageview suppression(62 MM pv)

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Percent suppression(34%)

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Revenue StatisticsQ309Annualized

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Internet revenues$78,900,000$315,600,000NYTCo earningshttp://phx.corporate-ir.net/phoenix.zhtml?c=105317&p=irol-pressArticle&ID=1052447&highlight=

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Internet ad revenues$68,300,000$273,200,000NYTCo earnings(includes NYT.com, About.com, Boston.com, and other)

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Internet News Media Group ad revenues$39,000,000$156,000,000NYTCo earnings

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Percent of Internet NMG traffic from NYTimes.com71%comScore Sept 2009: 123MM for NYTimes.com pageviews

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NYTimes.com estimated internet ad revenues$27,728,324$110,913,295

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Value of Suppressed RevenuesSep-09Annualized

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NYT Internet News Media Group traffic (annualized)173 MM pv2076 MM pvcomScore Sept 2009: 173MM for NYTimes.com + Boston.com + Consumersearch.com + TheLedger.com

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Imputed RPM$75.14$75.14

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Advertising opportunity loss on suppressed pageviews($4,658,960)($55,907,514)

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% of NYTimes.com revenue(50%)(50%)

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Monthly unique audience13,298comScore Sept 2009 US UU's

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Monthly revenue per unique viewer$0.70