Stamps.com 2011 Annual Report Download - page 35

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As discussed above, our results are subject to macro economic factors and other factors which could cause these trends to be worse than our
current expectation. See Item 1A. “Risk Factors” and the discussion of forward-looking statements on page 1 of Part I of this Report.
Years Ended December 31, 2010 and 2009
Total revenue in 2010 was $85.5 million, an increase of 4% from $82.1 million in 2009. PC Postage revenue, including service revenue, product
revenue and insurance revenue, in 2010 was $78.4 million, an increase of 6% compared to $73.6 million in 2009. PhotoStamps revenue in 2010
was $7.2 million, a decrease of 16% compared to $8.5 million in 2009. Other revenue in 2010 was $27,000, an increase of 69% compared to
$16,000 in 2009.
PC Postage revenue for customers acquired through our enhanced promotion channel for 2010 was approximately $4.5 million, a decrease of
28% from approximately $6.3 million in 2009. PC Postage revenue for customers acquired through our non-
enhanced promotion channels was
approximately $73.8 million in 2010, an increase of 10% from approximately $67.4 million in 2009. The following table sets forth the total
number of paid customers originally acquired through our non-enhanced promotion channels on a quarterly basis (in thousands):
We believe that the increase in paid customers in 2010 was attributable to our increased customer acquisition spending. For customers originally
acquired through our non-
enhanced promotion channels, our average subscriber related monthly revenue per paid customer in 2010 was $18.25
compared to $17.64 in 2009.
Table of Contents
Paid Customers (in 000
’
s)
Year
First Quarter
Second Quarter
Third Quarter
Fourth Quarter
2010
336
338
334
340
2009
321
317
315
320
31