Amazon’s Kindle Targeting Avid Readers and Frequent Flyers

By Sean Callahan

Nov. 12, 2008

 Callahan 1

Executive Summary:

• Introduction

The Kindle is a new electronic reading device from Amazon. Designed with a variety of

useful features, and taking advantage of Amazon’s vast literary resources, the company hopes it

will be the first truly successful electronic reader. This media plan represents an effort to

designate a target audience for the Kindle and to advertise the product to that audience using a

variety of proven media outlets.

• Product Features

The Kindle’s central feature is its portability. Weighing 10.3 ounces, and being only 7.5

inches by 5.3 inches, and less than an inch thick, the Kindle should be easy to carry and

comfortable to hold for most readers. The screen, measuring six inches diagonally, is designed

to look more like paper than most computer-type displays, reducing glare as well as eye fatigue

from long periods of use. The physical design of the product focuses on comfort as well, with a

rubberized, tapered back making the unit easy to hold for hours at a time (Perenson).

Kindle uses a 3G wireless internet connection, the same as the iPhone and similar

devices. The connection is accessible virtually anywhere, as it does not require hot spots or

wireless routers to work. If the wireless connection is left on, the Kindle’s battery generally lasts

about two days. With the wireless switched off, it can last more than a week (Mossberg). Books

can be selected through menus on the Kindle and downloaded in about a minute, giving

consumers almost instant access to the more than 170,000 books available for the device. The
 Callahan 2

Kindle has a built-in storage capacity of 180 megabytes, which generally holds approximately

200 books. The Kindle also provides access to newspapers, magazines, blogs and online news

feeds. The subscriptions range from $.99 to $14.99, and are automatically downloaded

(Holahan).

The Kindle sells for $359, and is purchased directly from the Amazon website. Amazon

ships the device to the user, just as it would ship a book or other product.

• Usage Patterns of Target

One of the easiest things for an avid reader to do with the Kindle is save money. The

average hardcover book costs more than $20, compared to $9.99 for most Kindle books. If a

user purchases between 30 and 40 books on the Kindle that they would have otherwise

purchased in hardcover form, the Kindle will essentially have paid for itself.

Its size allows it to fit into virtually any briefcase or travel bag, and most purses. Thus,

avid readers who would normally carry multiple books, or at least want to, will take the Kindle

with them to work, to the park, on vacation, and virtually anywhere else. They will download

books, newspapers and blogs onto the device, eliminating the need to carry multiple items in

order to satisfy their desire to read.

Avid readers will download the New York Times onto the Kindle and read the book

review. They will see a book that appeals to them, download it and begin reading, all within

minutes. They will download anywhere from one to ten or more books in a month, reading

them in bed, or on their lunch breaks, or in classrooms.

 Callahan 3

Frequent Flyers will pack the Kindle into their carry-on luggage. They will walk past the

bookshops and the kiosks selling newspapers and magazines. While they wait for their flight,

they will download and read many of those same books, newspapers and magazines on the

Kindle. During the flight, they will use the Kindle again. After their meetings and conventions, or

their daily vacation activities, they will return to their hotels, using reading from the Kindle yet

again.

Target Audience Profile:

Introduction:

Avid readers are as perfect a lifestyle profile match for the Kindle as there could likely

be. Comprising more than forty million American households, the group regularly performs the

primary task the Kindle is designed for: reading. The Kindle will allow them to read many of the

same books in one small device, often at a reduced price.

Like avid readers, frequent flyers are a logical match for the Kindle. Nearly half of

frequent flyers are avid readers (47.8%, index of 130). Many people like to read while on

planes, and the Kindle is nicely suited for this task. Readers can carry one device that allows

them to read multiple books, newspapers and blogs, all of which can fit easily into a briefcase

or purse. The Kindle’s battery life and ergonomic design should make it easy and comfortable to

use for hours, making it beneficial on long flights as well as delays at airports.

Target Summary:

Target’s Psychographic Summary

 Callahan 4

• Primary Target: Avid Readers

• Secondary Target: Frequent Flyers

Target’s Demographic Summary

• Gender/Marital Status: Female/Married

• Age Range: 35 - 64

• HH Income: $50,000 - $100,000

Geographic Summary

• Metro area priority No. 1: Burlington, VT- Plattsburgh, NY

• Metro area priority No. 2: Eugene, OR

• Metro area priority No. 3: Charlottesville, VA

Media Plan:

Introduction:

The primary concern in any advertising campaign is getting the message across clearly

and convincingly to the target audience. This is especially true with the Kindle, given its

numerous capabilities, and especially because electronic readers are only beginning to become

familiar to the general public. For this reason, this campaign will focus on media types that

allow the Kindle to be visually demonstrated to the consumer. The campaign will run between

October and December to take advantage of the holiday shopping season.

 Callahan 5

The ideal target audience will be reading when they see an advertisement for the

Kindle. They will be at the airport during the afternoon or evening, waiting for a flight and

keeping an eye on their heavy carry-on luggage which contains books, magazines and

newspapers. They will be tired, and the idea of a handy, compact gadget to replace much of

their load will appeal to them. They will be thinking about the upcoming holiday season and

what to buy for friends and family, and what they themselves should ask for.

Media Type Priorities:

Because the Kindle is designed to replace physical reading materials, it makes sense to

devote significant advertising emphasis within these media types to appeal to their users.

Because newspapers can be downloaded to the Kindle, and because full-page ads provide

ample space on which to display and demonstrate the capabilities of the product, newspapers

will be the primary media type by which the Kindle will be advertised. Avid readers and

frequent flyers each read newspapers on a regular basis. Also, newspapers target specific cities,

making them a great way to reach the intended audience.

Magazines follow closely behind newspapers as the second preferred media type. Like

newspapers, they provide a visual means of communication, even allowing for crisp, color

images. Magazines can also be downloaded to the Kindle, appeal to both avid readers and

frequent flyers, and are often targeted to specific audiences. However, they provide less space

with which to present the Kindle, making them second among media types.

The internet is a perfect place to present the Kindle to consumers. It allows for limitless

space with which to display the product, video and interactive introductions, and the ability to
 Callahan 6

receive targeted traffic from any other page on the internet that posts a link to the Kindle

website. Most internet users are accustomed to technology, and would probably not be averse

to making the transition to electronic readers. Likewise, avid readers and frequent flyers are

each more likely than the average American to subscribe to online services, use electronics and

own personal computers and cell phones. The only issue with advertising on the internet is that

much of the target audience there will likely find and be interested in the Kindle anyway.

Therefore, it would be beneficial to reach beyond these consumers and target those who still

primarily use physical copies of reading materials, attracting even more of the target audience

to the Kindle.

Television is a great medium for displaying the Kindle in a visual way. Like the

commercials that introduced the iPhone, showing the many things consumers can use it for,

Kindle commercials would allow the audience to see the device in action and become familiar

with its features. Still, while it is possible to reach a fairly targeted audience with some shows,

television reaches too broad a spectrum of consumers to be a prime media vehicle for Kindle

advertising—not to mention that avid readers, though they are more likely than the average

American to watch sports on TV or subscribe to cable, are probably far more likely see and be

affected by a Kindle ad while doing what they do best: reading.

Radio is the least practical of the media types as it relates to the Kindle. Although radio

stations reach specific geographic areas, they are generally not targeted enough

demographically to carry the message effectively. Even more troubling is radio’s total lack of

visual communication. While the Kindle could be described to listeners, they probably would
 Callahan 7

not completely understand the concept, and probably would not be swayed by the

advertisement. Avid readers likely do not listen to the radio while reading or thinking about

reading, and frequent flyers cannot listen to the radio while flying, unless they are on the

internet.

Media Vehicle Choices:

• Magazines

U.S. News & World Report:

Avid readers and frequent flyers are each more likely than the average American to

follow current affairs and politics, with indexes of 158 and 183 respectively. This makes

U.S. News & World Report a great vehicle for reaching these audiences. The magazine is

weekly, allowing for multiple runs of the ad during the three-month campaign. The

magazine can also be downloaded to the Kindle, which should appeal to readers.

Reader’s Digest:

Reader’s Digest is a popular magazine among readers. The ads will run in the Elite

Edition, which goes to readers aged 18-54 with a household income of more than

$50,000, a nice fit for the target demographic. This magazine can also be downloaded to

the Kindle.

Conde Nast Traveler:

This is a high-end magazine targeting frequent travelers. Its readers have a median

household income of more than $143,000, meaning they have both a need (travel) and
 Callahan 8

the ability to easily afford a Kindle. Therefore, it seems worthwhile to buy the fourth

cover for this magazine.

• Newspapers

Burlington Free Press:

The Free Press serves the Burlington, VT and Plattsburg, NY areas. This area has a

significant concentration of avid readers and frequent flyers, many of whom probably

read the paper on a regular basis. Ads will run in the travel section on Sundays. The

paper’s highest circulation is on Saturday, so an ad should run that day in the

entertainment section.

Eugene Register-Guard:

The Register-Guard does not seem to have a book or travel section, but if there is one, I

would place the ads there. Again, the paper serves an area rich with the target

demographic. Its highest circulation is Sunday.

Charlottesville Daily Progress:

The Daily Progress serves a smaller area than the other two, but it is the city with the

highest rate of avid readers. Ads should run in the travel section on Sundays. In all three

papers, ads should run Friday, Saturday, Sunday and either Tuesday or Wednesday to

provide a semi-bursting schedule throughout the week, but still reach the greatest

portion of the target audience.

• Television

60 Minutes:
 Callahan 9

Though it reaches an extensive audience, 60 Minutes should appeal to the target

audience in particular because of their interest in current events and politics. The

program seems to target intelligent, knowledge-seeking people like avid readers. It also

focuses on world affairs, which could interest international travelers. The only shows

that seem to be centered around books specifically appear to be on C-SPAN, which does

not run advertising. Therefore, a show like 60 Minutes might be the best available for

targeting avid readers. The show is on once a week, limiting the total number of possible

ads during the campaign.

CBS Evening News:

Similar to 60 Minutes, the CBS evening news appeals to a wide audience, but should

appeal specifically to the target audience for the Kindle. Being a daily show, it will allow

plenty of runs for the ads.

Anthony Bourdain:

Anthony Bourdain is an international travel and food-related show on the Travel

Channel. Being one of the more popular travel shows on television, it should appeal to

frequent flyers. It often airs multiple times during the week, allowing plenty of

opportunity for running Kindle commercials.

• Radio

Eugene, OR - KMGE:

KMGE is an adult-contemporary station with an audience profile that includes primarily

women aged 35-44, followed by women aged 25-54. Because this is a close match to the

target audience, it should be a good choice for Kindle advertising. Also, many people
 Callahan 10

likely listen to it while at work, leading to multiple people hearing the ads, and possibly

discussing the Kindle after hearing about it on the radio.

Burlington, VT - WEZF:

WEZF is another AC station, with a primary audience of women aged 35-64 and a

secondary audience of persons 25-54. Again, this is a good match for the target

demographic.

Charlottesville, VA - WQMZ:

WQMZ is an AC station, with a primary audience of women aged 25-54 and a secondary

audience of persons 25-54. Again, this is a good match for the target demographic.

• Internet

NYTimes.com (Book Page):

The New York Times book review and bestseller lists are among the most important

tools for many avid readers in deciding what to read. This should generate numerous

clicks from readers, especially when they find out they can download the Times to their

Kindle.

Oprah.com (Book Club Page):

Like the New York Times, Oprah’s book club is instrumental in determining what and

how readers read. This is especially true among women, which makes it perfect for the

target audience.

Travelchannel.com:
 Callahan 11

The Travel Channel is a cable network with programming geared toward frequent

travelers. Its website is a popular destination as well, providing tips and information

related to travel and destinations. Frequent Flyers probably view this site on a regular

basis.

Goodreads.com:

Goodreads.com is a site devoted to book recommendations, reviews, news, etc. It is

another site that should appeal to avid readers.

Technologyreview.com:

Technologyreview.com provides information and reviews about the latest technology.

Avid readers who are interested in technology, or who want more information about

electronic readers, might visit this site.

WSJ.com (Travel/Book Pages):

The Wall Street Journal’s web site has book and travel pages geared toward the Kindle’s

target audience. It is also a popular destination for these demographics.

Engadget.com:

Engadget is another technology site that should also attract those interested in

electronic readers and technology in general.

• Google Keywords:

electronic book reader

ebook reader

portable ebook reader

 Callahan 12

electronic reader

electronic ink

ebook device

Google keywords represent an extremely efficient way to reach the target

audience. They charge only when an advertisement is clicked, meaning that only people

interested in the product result in the overall cost of the ad. Meanwhile, even readers

who do not click on the ad will see it, subconsciously raising their awareness of the

product.

These words constitute a variety of terms a consumer might search for related to

the Kindle or electronic readers in general. These terms each had a reasonable cost per

click and a high volume of searches. The cost for the general term “book” was too high,

and the term would likely be searched for by an audience much wider than the target

audience.

Schedule Justified:

The schedule is centered on the holiday shopping season, which should be a great time

for Kindle sales. Radio, television and newspapers will each use a bursting schedule, running

three weeks per month, usually with a break during the fourth week. The target audience will

probably not notice the off-weeks, perceiving one continuous campaign for the Kindle.

For magazines, an advertisement will be run once in each of the monthly magazines,

and three issues per month in the weekly U.S. News & World Report. Advertisement in these

media types will not run during the fourth week of December, as the holiday shopping season
 Callahan 13

will be essentially over at this point as far as the Kindle is concerned, especially since it has to

be shipped to consumers.

Internet banner advertising will run in a similar bursting three-week-per-month

schedule. Google keywords will run consistently throughout the campaign, since they are on a

per-click basis and reach such a targeted audience. All internet advertising will run during the

final week of December, to appeal to members of the target audience who received

Amazon.com gift cards for Christmas and want to make a purchase quickly.

Conclusion:

The Kindle has a number of desirable features to offer both avid readers and frequent

flyers. With a targeted advertising approach like the one described above, this audience could

be effectively reached, leading to considerable Kindle sales. The media types emphasized in this

campaign primarily allow for visual demonstration of the Kindle, which will be instrumental in

communicating the intended message. The intended target, waiting in an airport, seeing the

Kindle for the first time in a newspaper, magazine, television commercial or using the internet

on their laptop, would likely have significant interest in the product (as would a reader laying on

the couch or sitting in their cubicle at work). For this reason, the campaign would likely be a

successful one.
 Callahan 14

Bibliography

Holahan, Catherine. “Can Amazon Kindle Digital Book Fever?” Business Week Online 20 Nov.

2007: 6-. Academic Search Premier. EBSCOhost. Owens Lib., Maryville, MO. 5 Oct. 2008.

Mossberg, Walter. “Amazon’s Kindle makes buying e-books easy, reading them hard.” The

Wall Street Journal 29 Nov. 2007: Academic Search Premier. EBSCOhost. Owens Lib.,

Maryville, MO. 5 Oct. 2008.

Pacheco, Dennis Costa. “Amazon tries to ‘Kindle’ interest in e-books.” Caribbean Business 29

Nov. 2007: 38-. Academic Search Premier. EBSCOhost. Owens Lib., Maryville, MO. 5 Oct.

2008.

Perenson, Melissa. “Amazon kindles interest in e-books.” PC Mag Feb. 2008: Academic

Search Premier. EBSCOhost. Owens Lib., Maryville, MO. 5 Oct. 2008.

Takahashi, Dean. “First look: Sony Reader PRS-505/SC vs. Amazon Kindle: First look: Sony

Reader vs. Amazon Kindle.” San Jose Mercury News 24 Dec. 2007: Academic Search

Premier. EBSCOhost. Owens Lib., Maryville, MO. 5 Oct. 2008.

Amazon Kindle Media Plan
Prepared by Sean Callahan, Oct. 23, 2008

Media Plan Overview

No. of
Media Vehicle Insertions Total Cost CPM

Television
60 Minutes 108 $ 76,003.20 $ 16.67
CBS Evening News 750 $ 174,000.00 $ 16.67
Anthony Bourdain* 540 $ 83,520.00 $ 31.62
TV Total/Avg 1398 $ 333,523.20 $ 21.66

Radio
Eugene, OR - KMGE 600 $ 93,600.00 $ 10.43
Burlington, VT - WEZF 600 $ 108,000.00 $ 7.77
Charlottesville, VA - WQMZ 600 $ 89,790.00 $ 13.93
Radio Total/Avg 1800 $ 291,390.00 $ 10.71

Magazines
Reader's Digest 3 $ 383,100.00 $ 33.78
U.S. News & World Report 9 $ 1,323,837.00 $ 18.06
Conde Nast Traveler 3 $ 328,995.00 $ 54.97
Magazines Total/Avg 15 $ 2,035,932.00 $ 35.60

Newspapers
Eugene Register-Guard 36 $ 243,537.84 $ 39.61
Burlington Free Press 36 $ 275,621.40 $ 70.88
Daily Progress (Charlottesville) 36 $ 260,026.20 $ 98.72
Newspapers Total/Avg 108 $ 779,185.44 $ 69.74

Internet
nytimes.com - book page 2700 $ 94,500 -
oprah.com - book club 3000 $ 72,000 -
travelchannel.com 3000 $ 72,000 -
goodreads.com 3000 $ 72,000 -
technologyreview.com 1800 $ 104,400 -
wsj.com - book/travel pages 6000 $ 180,000 -
engadget.com 2400 $ 139,200 -
Banners Total/Avg 21900 $ 734,100 -

Google.com 247200 $ 448,536 $ 1,630.00

TOTAL/AVG 3321 * $ 4,622,666.64 $ 34.43 *

*
Amazon Kindle Media Plan
Prepared by Sean Callahan, Oct. 23, 2008

Newspaper Placements

Ad Size Cost/Ad # of Total Campaign Reach

Publication Name (col. In.) Cost/Col. In. (gross) Insertions Cost Circ (000) estimate Reach (000) CPM (reach)

Eugene Register-Guard
Weekday * 126 $ 50.12 $ 6,315.12 18 $ 113,672.16 66.7 2.5 166.75 $ 37.87
Saturday * 126 $ 57.26 $ 7,214.76 9 $ 64,932.84 72.4 2.5 181 $ 39.86
Sunday * 126 $ 57.26 $ 7,214.76 9 $ 64,932.84 70.2 2.5 175.5 $ 41.11
Register-Guard Totals/Avg $ 6,914.88 36 $ 243,537.84 209.3 2.5 523.25 $ 39.61

Burlington Free Press

Weekday * 129 $ 52.72 $ 6,800.88 18 $ 122,415.84 43.2 2.5 108 $ 62.97
Saturday * 129 $ 65.98 $ 8,511.42 9 $ 76,602.78 41.8 2.5 104.5 $ 81.45
Sunday * 129 $ 65.98 $ 8,511.42 9 $ 76,602.78 49.9 2.5 124.75 $ 68.23
Free Press Totals/Avg $ 7,941.24 36 $ 275,621.40 134.9 2.5 337.25 $ 70.88

Daily Progress (Charlottesville)

Weekday 126 $ 55.65 $ 7,011.90 18 $ 126,214.20 28.4 2.5 71 $ 98.76
Saturday 126 $ 59.00 $ 7,434.00 9 $ 66,906.00 28.7 2.5 71.75 $ 103.61
Sunday 126 $ 59.00 $ 7,434.00 9 $ 66,906.00 31.7 2.5 79.25 $ 93.80
Daily Progress Totals/Avg $ 7,293.30 36 $ 260,026.20 88.8 2.5 222 $ 98.72

Newspaper Totals/Avg $ 7,383.14 108 $ 779,185.44 433 2.5 1082.5 $ 69.74

*Includes 35% discount for multiple runs/week

Rates obtained from SRDS Newspaper source
Amazon Kindle Media Plan
Prepared by Sean Callahan, Oct. 23, 2008

Magazine Placements

Cost/Ad # of Total Reach

Magazine Name (gross) Insertions Campaign Cost Circ (000) estimate Reach (000) CPM (reach)

Reader's Digest * $ 127,700 3 $ 383,100 1260 3 3780 $ 33.78

U.S. News & World Report ** $ 147,093 9 $ 1,323,837 2036 4 8144 $ 18.06
Conde Nast Traveler **/ $ 109,665 3 $ 328,995 798 2.5 1995 $ 54.97

Magazine Totals/Avg $ 128,153 15 $ 2,035,932 4094 3.17 13919 $ 35.60

* Rate obtained from Reader's Digest web site - Elite Edition only (Adults 18–54 with HHI $50,000+)
** Rates obtained from 2007 SRDS Magazine source
/ Rate is for 4th cover
Amazon Kindle Media Plan
Prepared by Sean Callahan, Oct. 23, 2008

Radio Placements

Persons 12+ Listeners of Cost per :60 # of CPM

Program Rating Rating % in Market Station Cost per point ad Insertions Total Cost (listeners)

Eugene, OR - KMGE
Morning (FM) 5.2 5.2% 287500 14950 $ 32.00 $ 166.40 300 $ 49,920.00 $ 11.13
Day (FM) 5.2 5.2% 287500 14950 $ 28.00 $ 145.60 300 $ 43,680.00 $ 9.74
Eugene Total/Avg 29900 $ 30.00 $ 156.00 600 $ 93,600.00 $ 10.43

Burlington, VT - WEZF
Morning (FM) 7.5 7.5% 308800 23160 $ 24.00 $ 180.00 300 $ 54,000.00 $ 7.77
Day (FM) 7.5 7.5% 308800 23160 $ 24.00 $ 180.00 300 $ 54,000.00 $ 7.77
Burlington Total/Avg 46320 $ 24.00 $ 180.00 600 $ 108,000.00 $ 7.77

Charlottesville, VA - WQMZ
Morning (FM) 7.3 7.3% 147200 10746 $ 21.00 $ 153.30 300 $ 45,990.00 $ 14.27
Day (FM) 7.3 7.3% 147200 10746 $ 20.00 $ 146.00 300 $ 43,800.00 $ 13.59
Charlottesville Total/Avg 21491 $ 20.50 $ 149.65 600 $ 89,790.00 $ 13.93

Radio Totals/Avg 6.67 97711 $ 24.83 $ 161.88 1800 $ 291,390.00 $ 10.71

Rates obtained from SRDS Radio source

Amazon Kindle Media Plan
Prepared by Sean Callahan, Oct. 23, 2008

Television Placements

HH Ppl Total
TV HH in Viewing per Viewers Cost per Cost per :30 # of CPM
Program Rating Rating % Market Program HH (000) point ad Insertions Total Cost (viewers)

60 Minutes
Eugene, OR 9.1 9.1% 235750 21453 2.5 53.6 $ 64.00 $ 582.40 36 $ 20,966.40 $ 10.86
Burlington, VT 9.1 9.1% 328050 29853 2.5 74.6 $ 114.00 $ 1,037.40 36 $ 37,346.40 $ 13.90
Charlottesville, VA 9.1 9.1% 85520 7782 2.5 19.5 $ 54.00 $ 491.40 36 $ 17,690.40 $ 25.26
60 Minutes Total/Avg 9.1 9.1% 649320 59088 2.5 147.7 $ 77.33 $ 703.73 108 $ 76,003.20 $ 16.67

CBS Evening News

Eugene, OR 3 3.0% 235750 7073 2.5 17.7 $ 64.00 $ 192.00 250 $ 48,000.00 $ 10.86
Burlington, VT 3 3.0% 328050 9842 2.5 24.6 $ 114.00 $ 342.00 250 $ 85,500.00 $ 13.90
Charlottesville, VA 3 3.0% 85520 2566 2.5 6.4 $ 54.00 $ 162.00 250 $ 40,500.00 $ 25.26
CBS Evening News Total/Avg 3 3.0% 649320 19480 2.5 48.7 $ 77.33 $ 232.00 750 $ 174,000.00 $ 16.67

Anthony Bourdain*
Eugene, OR 2 2.0% 122580 2452 2.5 6.1 $ 64.00 $ 128.00 180 $ 23,040.00 $ 20.88
Burlington, VT 2 2.0% 167070 3341 2.5 8.4 $ 114.00 $ 228.00 180 $ 41,040.00 $ 27.29
Charlottesville, VA 2 2.0% 46260 925 2.5 2.3 $ 54.00 $ 108.00 180 $ 19,440.00 $ 46.69
Anthony Bourdain Total/Avg 2 2.0% 335910 6718 2.5 16.8 $ 77.33 $ 154.67 540 $ 83,520.00 $ 31.62

Television Totals/Avg 56.4 1634550 85286 213.2 $ 77.33 $ 363.47 2796 $ 333,523.20 $ 21.66

Rates obtained from SRDS Television source

*TV HH in Market for Bourdain include only cable HH
Amazon Kindle Media Plan
Prepared by Sean Callahan, Oct. 23, 2008

Internet Placements

Total Total No. of

Cost/1000 Impressions/ Total No. of Impressions
Banners Impressions Month (000) Cost/Month Months (000) Total Cost
nytimes.com - book page $ 35 900 $ 31,500 3 2700 $ 94,500
oprah.com - book club $ 24 1000 $ 24,000 3 3000 $ 72,000
travelchannel.com $ 24 1000 $ 24,000 3 3000 $ 72,000
goodreads.com $ 24 1000 $ 24,000 3 3000 $ 72,000
technologyreview.com $ 58 600 $ 34,800 3 1800 $ 104,400
wsj.com - book/travel pages $ 30 2000 $ 60,000 3 6000 $ 180,000
engadget.com $ 58 800 $ 46,400 3 2400 $ 139,200
Banners Total/Avg $ 36 7300 $ 34,957 21900 $ 734,100

Cost/Click Total Clicks/ Total

Google Keyword-based Ads (CPC) Month No. of Months Clicks Total Cost CPM (CPC)
electronic book reader $ 1.81 3600 3 10800 $ 19,548 $ 1,810.00
ebook reader $ 2.10 60500 3 181500 $ 381,150 $ 2,100.00
portable ebook reader $ 0.89 2900 3 8700 $ 7,743 $ 890.00
electronic reader $ 1.65 8100 3 24300 $ 40,095 $ 1,650.00
electronic ink $ 1.89 2900 3 8700 $ 16,443 $ 1,890.00
ebook device $ 1.44 4400 3 13200 $ 19,008 $ 1,440.00
Google Total/Avg $ 1.63 82400 247200 $ 448,536 $ 1,630.00
Amazon Kindle Media Plan
Prepared by Sean Callahan, Oct. 23, 2008

Media Plan Schedule

October November December
Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4 Week 1 Week 2 Week 3 Week 4
Television
60 Minutes x x x x x x x x x
CBS Evening News x x x x x x x x x
Anthony Bourdain* x x x x x x x x x

Radio
Eugene, OR - KMGE x x x x x x x x x
Burlington, VT - WEZF x x x x x x x x x
Charlottesville, VA - WQMZ x x x x x x x x x

Magazines
Reader's Digest x x x
U.S. News & World Report x x x x x x x x x
Conde Nast Traveler x x x

Newspapers
Eugene Register-Guard x x x x x x x x x
Burlington Free Press x x x x x x x x x
Daily Progress (Charlottesville) x x x x x x x x x

Internet
nytimes.com - book page x x x x x x x x x x
oprah.com - book club x x x x x x x x x x
travelchannel.com x x x x x x x x x x
goodreads.com x x x x x x x x x x
technologyreview.com x x x x x x x x x x
wsj.com - book/travel pages x x x x x x x x x x
engadget.com x x x x x x x x x x
Google.com x x x x x x x x x x x x x