NetZero 2011 Annual Report Download - page 68

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Table of Contents
Content & Media Sales and Marketing
The decrease in Content & Media sales and marketing expenses was the result of a $4.7 million decrease primarily related to online
marketing costs to acquire new online nostalgia customers, a $2.3 million decrease in personnel- and overhead-related costs and a $1.7 million
decrease in marketing costs to acquire new online loyalty marketing members. These decreases were partially offset by $5.5 million in marketing
costs in the year ended December 31, 2011 primarily related to television advertising supporting the launch of the Memory Lane website.
Content & Media Technology and Development
Content & Media technology and development expenses remained relatively consistent for the year ended December 31, 2011, compared to
year ended December 31, 2010, as noted in the table above.
Content & Media General and Administrative
The increase in Content & Media general and administrative expenses was primarily due to a $2.0 million increase in legal reserves and, to
a lesser extent, a $0.3 million increase in personnel- and overhead-related costs. The increase was partially offset by a $1.0 million decrease in
professional services and consulting fees.
Content & Media Restructuring and Other Exit Costs (Benefits)
65
Year Ended December 31,
Change
2011
2010
$
%
(in thousands, except percentages)
Content & Media sales and marketing
$
59,063
$
62,226
$
(3,163
)
(5
)%
Content & Media sales and marketing expenses as a
percentage of Content & Media revenues
31.8
%
30.9
%
Year Ended December 31,
Change
2011
2010
$
%
(in thousands, except percentages)
Content & Media technology and development
$
22,751
$
22,803
$
(52
)
—
%
Content & Media technology and development expenses as a
percentage of Content & Media revenues
12.3
%
11.3
%
Year Ended December 31,
Change
2011
2010
$
%
(in thousands, except percentages)
Content & Media general and administrative
$
26,020
$
24,574
$
1,446
6
%
Content & Media general and administrative expenses as a
percentage of Content & Media revenues
14.0
%
12.2
%
Year Ended
December 31, Change
2011 2010 $ %
(in thousands, except percentages)
Content & Media restructuring and other exit costs
(benefits)
$
1,616
$
(91
)
$
1,707
1,876
%