FTD.com 2011 Annual Report Download - page 72

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Table of Contents
increases were partially offset by a $9.1 million decrease in cost of revenues associated with our Communications segment.
Sales and Marketing
The decrease in consolidated sales and marketing expenses was due to a $19.3 million decrease in sales and marketing expenses associated
with our Communications segment and a $12.6 million decrease in sales and marketing expenses associated with our Content & Media segment.
These decreases were partially offset by a $4.1 million increase in sales and marketing expenses associated with our FTD segment and a
$0.3 million increase in depreciation expense.
Technology and Development
The decrease in consolidated technology and development expenses was primarily related to a $6.2 million decrease in technology and
development expenses associated with our Communications segment, a $2.7 million decrease in technology and development expenses
associated with our Content & Media segment and a $0.7 million decrease in technology and development expenses associated with our FTD
segment. These decreases were partially offset by a $0.8 million increase in depreciation expense.
69
Year Ended December 31, Change
2010
2009
$
%
(in thousands, except percentages)
Sales and marketing
$
175,865
$
202,810
$
(26,945
)
(13
)%
Sales and marketing expenses as a percentage of total
segment sales and marketing expenses:
FTD
53.1
%
43.9
%
Content & Media
35.2
%
36.6
%
Communications
11.6
%
19.5
%
Year Ended December 31,
Change
2010
2009
$
%
(in thousands, except percentages)
Technology and development
$
55,381
$
64,158
$
(8,777
)
(14
)%
Technology and development expenses as a percentage of
total segment technology and development expenses:
FTD
24.2
%
21.2
%
Content & Media
49.3
%
45.7
%
Communications
26.5
%
33.1
%