Organization and ValuesPrimedia’s Homes Division

Excerpted from Publisher Town HallPresented on September 26th, 2008

By James Moon, VP – New Homes

Organizational StructureHomes Division, Primedia

Homes Division Sales Organization

James MoonVP, Homes

Greg SaraDirector, Finance

Brad Denham West

Regional Director

Greg Demski South

Regional Director

Emily Boyd East

Regional Director

Bob ClouserNortheast

Regional Director

-Austin NHG

-Dallas NHG

-Houston NHG

-Jacksonville NHG

-Orlando NHG

-San Antonio NHG

-Tampa Bay NHG

-Baltimore NHD

-Columbus NHG

-DC NHD

-Indianapolis NHG

-Kansas City NHG

-New Jersey NHG

-Philadelphia NHG

-Richmond NHD

-St. Louis NHG

Jason Culpepper DirectorNational Business

Yami QuijanoOperations Manager

-Denver NHG

-Colorado Springs

NHG

-Phoenix NHG

-Portland NHG

-Seattle NHG

-Atlanta NHG

-Atlanta TCH

-Charlotte NHG

-Charlotte TCH

-Nashville NHG

-Triangle NHG

-National Accounts

-Online Markets

Homes Division Online Organization

James MoonVP, Homes

Jeff AnopDirector, Homes

Online

Gary Esposito Sr. Manager, SEO

Homes Online

FUTURE POSITIONProduct Manager

Marco De Obaldia Homes Online

Melissa NeighborsPSR Group

-Lead tactical SEO efforts for Homes sites-Reports overall SEO improvements-Creates and manages SEO changes for all Homes sites-Partners with Product Manager to ensure SEO updates are inline with product vision

-Lead tactical changes to the sites that flow from the online strategy, partners with IT team-Leads requirement gathering and creation-Leads reporting efforts-Reports tactical improvements up to Director

-Supports new and existing customers-Supports the needs of the national sales staff- Works with IT team to ensure technical /system needs are met

-Translates business needs into user interface changes-Leads NHG.com redesign effort-Partners with EGG for creation of product marketing materials that align with web and print products

Product Team

We envision a Primedia that is:

◦ The “employer of choice” for teammates

◦ The “provider of choice” for clients

◦ An “investment of choice” on Wall Street

Homes Division Vision

Our Mission is to:◦ Implement a culture that values people and

that engages them in the exceptional delivery of products and services

◦ Provide the most helpful and widely used media for potential new home buyers

◦ Deliver highly effective advertising solutions for home builders

◦ Create significant financial value for Primedia and our shareholders

Homes Division Mission

Our Core ValuesHomes Division

People We will demonstrate effective,

compassionate leadership founded on:◦ Honesty

◦ Integrity

◦ The genuine belief in people

We are committed to: ◦ Employing the best

◦ Re-sourcing our markets appropriately

◦ Promoting front-line input

◦ Providing quality of work life for everyone

Teamwork We will leverage the talents of

individuals to: ◦ Create team synergies

◦ Build our business

◦ Meet performance requirements

We will communicate with clarity within our group and across functional lines so we can:◦ Effectively secure new ideas

◦ Unify our mission

Continuous Improvement

We will constantly assess and refine: ◦ Our product

◦ Operational processes

◦ Sales strategies

We will apply best practices that: ◦ Drive revenue

◦ Create value for our stakeholders

Customer Service

Our number one objective will be to satisfy:◦ External Clients• Advertisers

• Consumers

• The investment community

◦ Internal clients

Customer service excellence will be the standard by which all actions are measured.

Financial Results

Through sense of urgency and tireless commitment to these principles . . . ◦ . . . having the best people working as a

team to continuously improve our sales operation and better serve our customers . . .

We will attain: ◦ Maximum financial results

◦ Career success

Core Values Pyramid

People

Teamwork

Continuous Improvement

Customer Service

Excellence

Financial Results

5 Steps of SellingSales Training Model

Five Steps of Selling

Set Appointm

ent

Satisfy Needs

Close the Sale

Customer Service

Step 1: Set the Appointment

Initial contact

Build rapport

Create interest

Set appointment

Step 2: Establish Needs

ResearchDo your homework…

• Company website and Internet

• Competition, customers, employees

Ask questions

• Close and open-ended questions

• Discover “hot buttons”

Paraphrase needs

• Review needs in summary format

• Confirm your understanding

Use tie-downs

Step 3: Satisfy with FAB-Ts

Feature Important product characteristic…

• Full service provider

AdvantageHow the feature helps…

• Only deal with one vendor for all services

BenefitThe financial impact…

• Saves you time and allows you to make more money

Tie-downsCreates comfort in saying “yes”…

• And that is what your client’s need . . . right?

Step 4: Close the SaleTrial close

• Ask for the business

• Present professional proposal

Field objections

• Confirm previously established needs

• Is there anything else preventing us from moving forward today?

• Use FAB- Ts to overcome concerns

Close the sale

Ask for referrals

Step 5: Customer Service

Set Appointment

Establish Needs

Satisfy Needs

Close the Sale

Sharp focus on customer service

Thanks for your time. My Best,

James Moon