ABM Annual Conference:Leveraging Alliances, Partnerships

and Technology to Gain Scale

May 4, 2014 | Phoenix, Arizona

Dexter Steis, Executive PublisherNatural Gas Intelligence

Natura lGas In te l . com

About Natural Gas Intelligence

• Founded 1981. Based in Dulles, VA

• 7 B2B Newsletters serving NatGas marketplace

• 16 full time employees (inhouse thought leaders-outsourced IT)

• CAGR of 5% from 2008-2013. Revenue up 22% YTD.

“This is your last chance … After this, there is no turning back.You take the blue pill – the story ends, you wake in your bed,

and believe whatever you want to believe.You take the red pill –

you stay in Wonderland,and I show you,

how deep the rabbit-hole goes.”

The old IntelligencePress.com website (the blue pill)

New Site Wish List

• Breakup journalistic content

• Better tagging of content

• Integrate charts and graphs with articles

• Permit article previews to give visitors a taste

• Integrate our gas price data in the hopes it to the “nice to have crowd”not just the “need to have crowd”

• Display Shale Daily so it doesn’t look like the red-headed stepchild

The new site: NatGasIntel.com (the red pill)

Leveraging Content to Drive Traffic (the rabbit hole)

1. Shale Basin Landing Pages2. Nat Gas Price Data Landing Pages3. Metered Paywall and Acceptance into Google News

Marcellus Basin Landing Page

NGI’s Natural Gas Pricing Table

Henry HubLanding Page

The old IntelligencePress.com website (the blue pill)

The old shaledaily.com website (the other blue pill)

The new site: NatGasIntel.com (the red pill)

Early days… But this is what we have learned:

1. Leveraging Content to build traffic is easier than you think.2. Ancillary Products (Sales) and Data Sales are natural outcomes of

more content and traffic. 3. Better website with stickier content has increased renewals. (85% thus

far in 2014 versus 62% in 2013)4. Google News has helped drive traffic both directly and indirectly (from

Google Search).5. More traffic + metered paywall = more conversions from fewer trials.

Revenue up 22% YTD

What we are still trying to figure out:

1. How to increase ad sales?2. How do I decrease my cart abandonment % for trial and

subscription sales?3. Should I keep sending trial users a daily email even after their

7-day trial expires?

Dexter Steis is Executive Publisher of Natural Gas Intelligence (NGI), a leading B2B news, data and analytics company serving the natural gas industry since 1981. Mr. Steis joined NGI in June 1994 and over the years has held several roles in the organization, including markets reporter and business analyst. He assumed the position of Executive Publisher in September 2004. In this role, he oversees NGI's commercial operations, including Sales and Marketing, Accounting, New Product Development and IT.

Mr. Steis grew up in the natural gas industry and has watched the industry evolve from its deregulated infancy in the early 1990s to the burgeoning production of a fuel whose plentiful supply and low price is sparking industrial growth in the United States as well as the very realistic goal of energy independence.

Mr. Steis received his bachelor's degree in Business Administration with a concentration in Finance and a minor in moguls from the University of New Hampshire. He lives in Arlington, Virginia with his wife and two children.

Ph: 703.318.8848 | Email: dexter.steis@natgasintel.com

N a t G a s I n t e l . c o m