Third Anniversary Weblogs Inc _ AOL 11

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Weblogs, Inc. and AOL October 2005 – October 2008

Three years of hyper-growth for Weblogs Inc.

Transforming AOL into the largest global blog publisher



WEBLOGS, INC. circa October 2005

Leading Brands

comScore Media Metrix

Unique Visitors (MM) Domestic World Wide Page Views (MM) Domestic World Wide Time Spent (MM) Domestic World Wide Number of Employees



1.7

unavailable



6.5

unavailable



2.5

unavailable



4



2005 Revenue: ~$6M Number of Employees: 4



AOL Weblogs | Confidential



2



WEBLOGS, INC. circa October 2008

October 2005

Unique Visitors (MM) Domestic World Wide Page Views (MM) Domestic World Wide Time Spent (MM) Domestic World Wide 2

unavailable



August 2008 % Growth

13 19 642% 994%



1



CAGR

95% 122%



New Weblogs Inc. brands:

BloggingStocks Autoblog Green WoW Insider



WalletPop

6

unavailable



81 106



1157% 1542%



133% 154%



ParentDish Slashfood



2

unavailable



62 77



2432% 3021%



194% 215%



Styledash

That’s Fit



Green Daily

1



% Growth based on Domestic Oct'05 metrics comScore Media Metrix



Massively



International brands

Publishing in 7 countries & 8 languages



2005 Revenue (est)

$6M

Employees: 4



2008 Revenue (est)

$30M

Employees: 26



CAGR

71%

26%



Four new monthly traffic records in 2008, including September; on track for record traffic in Oct. Multiple records for Eng, Auto, Joy, Gadling, during 2008. Single day network record: Oct. 14, 24mm pageviews.



Engadget: Chinese, Smp. Chinese, Japanese, Spanish, Korean, Polish Autoblog: Chinese, Smp. Chinese, Spanish Planned: Autoblog French, German & U.K. (Q4); Engadget French (Q4)



AOL Weblogs | Confidential



3



Official Blog Partner of CES 2009

Engadget & CEA announced last week that Engadget would be the official blog partner of CES; the only site to receive an official partner designation



Continued Growth for the Leading Tech News Blog



October 2005

Unique Visitors (MM) Domestic World Wide Page Views (MM) Domestic World Wide Time Spent (MM) Domestic World Wide 0.7

unavailable



August 2008

1.4 4



% Growth 2 CAGR

96% 429% 26% 75%



Flagship of AOL Tech:



Engadget

Switched



(#4: Technorati top 100)



TUAW



(#34 Technorati top 100)

(#88 Technorati top 100)



2

unavailable



6 15



227% 677%



49% 98%



Download Squad



0.4

unavailable



6 11



1450% 2695%



151% 205%



Global network:



Engadget Japanese

Engadget Korean



(#85, Technorati top 100)



Engadget Chinese (and Simplified Ch.)

1



Oct 2005 based on Engadget.com; August 2008 includes Engadget.com and other sites added since acquisition (EngadgetHD and Engadget Mobile) 2 % Growth based on Domestic Oct'05 metrics comScore Media Metrix

TIME.com: #7, First Annual Blog Index (March 2008)

Brodeur: Three Most Credible Tech News Sources (May 2008) PC magazine: Top 100 Blogs (October 2007)



Engadget German

Engadget Polish Engadget Spanish



AOL Weblogs | Confidential



4



The Leading Game Information Blog Network

October 2005

Unique Visitors (MM) Domestic World Wide Page Views (MM) Domestic World Wide Time Spent (MM) Domestic World Wide

1



August 2008

1 3



% Growth 2

711% 1516%



CAGR

101% 153%



0.2

unavailable



New Joystiq Brands

WoW Insider



0.7

unavailable



9 14



1232% 1992%



138% 176%



Massively Big Download



0.6

unavailable



7 11



1056% 1706%



126% 163%



Oct 2005 based on Joystiq.com; August 2008 includes Joystiq.com and other sites added since acquisition (Dsfanboy.com, NintendoWiifanboy.com, PS3 fanboy.com, SecondLifeInsider.com,WoWinsider.com, Xbox360fanboy.com, and Massively.com 2 % Growth based on Domestic Oct'05 metrics comScore Media Metrix

Technorati Top 100 blogs (#40, October 2008)

MTV: “Best of the Best” (2008) Entertainment Weekly Top 25 Sites



PC World “100 Blogs We Love”



AOL Weblogs | Confidential



5



The Leading Auto Information Blog

October 2005

Unique Visitors (MM) Domestic World Wide Page Views (MM) Domestic World Wide Time Spent (MM) Domestic World Wide

1



August 2008

2 3



% Growth 2

975% 1515%



CAGR

125% 158%



0.2

unavailable



Planned Global Expansions



Autoblog French (Q4, 2008) Autoblog German (Q4, 2008)

Autoblog U.K. (Q4, 2008)



0.5

unavailable



9 14



1594% 2752%



158% 207%



0.2

unavailable



6 8



2383% 3471%



193% 230%



Oct 2005 based on Autoblog.com; August 2008 includes Autoblog.com and other site added since acquisition (Autobloggreen.com) 2 % Growth based on Domestic Oct'05 metrics comScore Media Metrix



Technorati Top 100 blogs (#54, October 2008) Men’s Vogue: Best Tech Web Sites (August 2008) PC Magazine: Top 100 blogs (October 2007)



AOL Weblogs | Confidential



6



Recent Accolades



Technorati Top 100 blogs (#54, October 2008) Men’s Vogue: Best Tech Web Sites (August 2008) PC Magazine: Top 100 blogs (October 2007)



SmartMoney Power 30 (Oct. 2008)



PC magazine: Top 100 Blogs (October 2007) Brodeur: Three Most Credible Tech News Sources (May 2008) TIME.com: #7, First Annual Blog Index (March 2008)



Technorati Top 100 blogs (#40, October 2008)

MTV: “Best of the Best” (2008) Top Ten BestWritten Blogs (Oct. 2008) Entertainment Weekly Top 25 Sites



PC World “100 Blogs We Love”



AOL Weblogs | Confidential



7



AOL & Weblogs Inc.

• BLOGSMITH: Scalable global platform for continued growth, publishing 700 blogs • Investment in low-cost, highmargin publishing • Capitalizing on the fragmentation of the Web



Transforming AOL Into the Largest Global Owned-and-Operated Blog Publisher



• Engine of organic traffic growth • Publishing to passion points of consumers

• Building the blue chip brands of the future • New model for publishing in the 21st century



AOL Weblogs | Confidential



8



AOL Blog Network

The Largest Global Owned and Operated Blog Publisher

October 2005

Unique Visitors (MM) Domestic World Wide Page Views (MM) Domestic World Wide Time Spent (MM) Domestic World Wide 2

unavailable



August 2008 % Growth 2

22 30 1192% 1654%



CAGR

135% 160%



6

unavailable



630 654



9623% 9995%



360% 366%



2

unavailable



289 315



11662% 12707%



391% 405%



1 October 2005 based on Weblogs Inc Network; August 2008 includes Weblogs Inc Network and some other Blogsmith sites added since acquisition (Spinner.com, TheBoot.com, Asylum.com, TMZ, Fanhouse.com and Lemondrop.com) 2 % Growth based on Domestic Oct'05 metrics for Weblogs Inc Network comScore Media Metrix

Gawker Media: 5.3M unique visitors

B5media: 1.1M unique visitors



AOL Weblogs | Confidential



9




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