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Tue 17 Jul 2007, 11:43 PMA / PMN / PMAP - Primedia Limited - Salient Date
PMA   PMAP  PMN
 PMA                                                                             
PMA / PMN / PMAP - Primedia Limited - Salient Dates Announcement                
Primedia Limited                                                                
(Incorporated in the Republic of South Africa)                                  
Registration number 1993/003355/06                                              
Share code:  PMA & ISIN:  ZAE000035119                                          
Share code:  PMN & ISIN:  ZAE000035127                                          
Share code:  PMAP & ISIN:  ZAE000080529                                         
("Primedia" or the "Company")                                                   
SALIENT DATES ANNOUNCEMENT                                                      
1.   Introduction                                                               
                                                                                
Shareholders of Primedia ("shareholders") are referred to  the               
   announcement  published  on SENS  on  5  July  2007  in  which               
   shareholders  were  advised that a  consortium  of  investors,               
   acting   through  Red  Pen  2  General  Trading  (Proprietary)               
Limited  ("Newco"),  had notified the board  of  directors  of               
   Primedia ("the board") of its firm intention to:                             
    -     make  an  offer  to  acquire all  the  ordinary  shares               
    ("ordinary  shares")  and  N  ordinary  shares  ("N  ordinary               
shares") in the issued share capital of Primedia; and                       
    -     make  an  offer  to  acquire  all  the  non-redeemable,               
    cumulative,  non-participating preference shares ("preference               
    shares")   in   the   issued  share  capital   of   Primedia,               
(collectively, "Primedia shares");                                          
   in  accordance  with  and as contemplated  by  the  Securities               
   Regulation Code on Takeovers and Mergers and the Rules of  the               
   Securities  Regulation  Panel  ("SRP")  ("SRP  Code"),  to  be               
effected by way of schemes of arrangement in terms of  section               
   311  of the Companies Act, No 61 of 1973, as amended, proposed               
   by Newco between:                                                            
    -      Primedia  and  its  ordinary  shareholders  ("ordinary               
scheme");                                                                   
    -     Primedia  and its N ordinary shareholders ("N  ordinary               
    scheme"); and                                                               
    -     Primedia  and its preference shareholders  ("preference               
scheme"),                                                                   
      (collectively, "the schemes").                                            
                                                                                
   The  schemes  will be subject to the suspensive conditions  as               
detailed in the announcement dated 5 July 2007.                              
2.   Scheme Meetings                                                            
   Shareholders are advised that the High Court of South Africa                 
   has granted Primedia leave to convene the ordinary scheme                    
meeting, the N ordinary scheme meeting and the preference                    
   scheme meeting (collectively, "the scheme meetings"), to be                  
   held on Monday, 6 August 2007, at the registered office of                   
   Primedia, Primedia Place, 5 Gwen Lane, Sandton, 2196 as                      
follows:                                                                     
    -    the ordinary scheme meeting will be held at 09h00;                     
    -     the N ordinary scheme meeting will be held at 10h00  or               
    upon  the completion of the ordinary scheme meeting whichever               
is the later; and                                                           
    -     the preference scheme meeting will be held at 11h00  or               
    upon   the  completion  of  the  N  ordinary  scheme  meeting               
    whichever is the later.                                                     
3.   Important dates and times                                                  
   The important dates and times set out below relate to each of                
   the ordinary scheme, N ordinary scheme and the preference                    
   scheme and must be read in the context of the particular                     
scheme(s) applicable to you:                                                 
                                                         2007                   
Circular to be posted to all shareholders       Monday 16 July                  
on or about                                                                     
Circular to be available to all                Tuesday 17 July                  
shareholders on Primedia`s website                                              
(www.primedia.co.za) on                                                         
Last day to trade in Primedia shares on the  Wednesday 25 July                  
JSE in order to be recorded on the register                                     
to vote at the scheme meetings, by 17h00 on                                     
Record date for voting to determine those          Wednesday 1                  
Primedia shareholders entitled to vote at               August                  
the scheme meetings, by 17h00 on                                                
Last day to lodge form of proxy for the      Thursday 2 August                  
ordinary scheme meeting, by 09h00 on                                            
Last day to lodge form of proxy for the N    Thursday 2 August                  
ordinary scheme meeting, by 10h00 on                                            
Last day to lodge form of proxy for the      Thursday 2 August                  
preference scheme meeting, by 11h00 on                                          
Forms of proxy may also be handed to the       Monday 6 August                  
chairperson of the relevant scheme meeting                                      
up to 10 minutes before they commence on                                        
Ordinary scheme meeting held at 09h00 on       Monday 6 August                  
N ordinary scheme meeting held at 10h00 or     Monday 6 August                  
upon the completion of the ordinary scheme                                      
meeting whichever is the later on                                               
Preference scheme meeting held at 11h00 or     Monday 6 August                  
upon the completion of the N ordinary                                           
scheme meeting whichever is the later on                                        
Results of the scheme meetings released on     Monday 6 August                  
SENS on                                                                         
Results of the scheme meetings published in   Tuesday 7 August                  
the South African press on                                                      
Court hearings to sanction the schemes       Tuesday 14 August                  
presently scheduled to be at 10h00, or as                                       
soon thereafter as counsel may be heard, on                                     
Results of the Court hearings and final      Tuesday 14 August                  
dates published on SENS on                                                      
Results of the Court hearings and final           Wednesday 15                  
dates published in the South African press              August                  
on                                                                              
Orders of Court sanctioning the schemes            Thursday 16                  
registered with CIPRO on or about                       August                  
In respect of each of the schemes which are                                     
sanctioned and are unconditional                                                
Last day to trade in Primedia shares in       Friday 24 August                  
order to be recorded on the register on the                                     
record date for the schemes on                                                  
Expected date for suspension of the listing   Monday 27 August                  
of the Primedia shares on the JSE, from                                         
commencement of trade on the JSE on                                             
Record date to participate in the schemes,    Friday 31 August                  
by 17h00 on the JSE on                                                          
Last date and time for forms of surrender     Friday 31 August                  
and transfer to be received by the transfer                                     
secretaries (for the purposes of enabling                                       
scheme considerations to be paid or                                             
credited on the implementation date), by                                        
12h00 on                                                                        
Indicative implementation date of the                Tuesday 4                  
schemes at the commencement of business on           September                  
Date from which the scheme considerations            Tuesday 4                  
will be made available or posted to                  September                  
certificated scheme participants (subject                                       
to documents of title to Primedia shares                                        
having been received on or prior to the                                         
record date for the schemes) on                                                 
Scheduled date from which the scheme                 Tuesday 4                  
considerations will be credited/updated to           September                  
the accounts of the relevant CSDPs or own                                       
name registered dematerialised scheme                                           
participants, as the case may be, of                                            
dematerialised scheme participants on                                           
Strate                                                                          
Termination of listing of Primedia shares          Wednesday 5                  
on the JSE                                           September                  
Notes:                                                                          
1.    The  above dates and times are indicative only and are subject            
  to  change.   Any change to any of the above dates and/or  times,             
  approved if necessary by the JSE, the SRP and/or the Court, will be           
advised by notification on SENS and in the press.                             
2.   Shareholders should note that, as Primedia is trading in the               
Strate environment, settlement for trade takes place 5 (five)                   
business days after such trade. Therefore, shareholders who acquire             
Primedia shares on the JSE less than 5 (five) business days before              
the record date for voting, will not be eligible to vote at the                 
relevant scheme meeting/s (which record date is presently scheduled             
to be Wednesday, 1 August 2007).                                                
3.   Dematerialised scheme members (other than own name                         
dematerialised scheme members) must provide their CSDP or broker                
with their instructions for attendance or voting at the scheme                  
meetings in the manner stipulated in the custody agreement governing            
the relationship between such dematerialised scheme members and the             
relevant CSDP or broker. These instructions must be provided to the             
CSDP or broker by the cut-off time and date as per the provisions of            
the said custody agreement between the CSDP or broker for                       
instructions of this nature.                                                    
4.   No dematerialisation or re-materialisation of Primedia share               
certificates will take place from the last business day to trade in             
order to be recorded on the register on the record date for the                 
schemes (which last business day to trade is presently scheduled to             
be Friday, 24 August 2007).                                                     
5.   All references to times in this document relate to South                   
African local times unless otherwise stated.                                    

4.   Hearing before the Executive Committee of the SRP and Appeal               
                                                                                
   On  2 July 2007, the Executive Committee of the SRP ruled that               
the  proposed  offers by Newco to acquire all of the  ordinary               
   shares and N ordinary shares respectively, complies with  Rule               
   11.1  of  the SRP Code in that the intended offer prices  made               
   for  the  ordinary shares and N ordinary shares are comparable               
as  contemplated in Rule 11.1 of the SRP Code.  Having  regard               
   for  this ruling, Newco has proceeded with its offer  for  the               
   ordinary  shares  and N ordinary shares  on  the  basis  of  a               
   differential  price.   On 11 July 2007,  Prudential  Portfolio               
Managers  (South  Africa)  (Proprietary)  Limited  lodged   an               
   appeal  against  the aforesaid ruling. Newco  has  waived  the               
   ordinary  scheme  condition contained in  paragraph  9.1.15  (               
   that  no  appeal to the full panel of the SRP, is made against               
the  ruling  of  the Executive Committee of the  SRP)  of  the               
   announcement   dated   5  July  2007.  The   ordinary   scheme               
   conditions  set out in paragraph 9.1.16 (that the  full  panel               
   does  not  rule that Newco must pay a higher price for  the  N               
shares),  9.1.17  and  9.1.18 of the announcement,  are  still               
   applicable.                                                                  
Sandton                                                                         
17 July 2007                                                                    
Transaction arranger and debt advisor to Newco                                  
Capitau Advisory Limited                                                        
Merchant bank to Newco and transaction sponsor                                  
Rand Merchant Bank, a division of FirstRand Bank Limited                        
Legal advisor to Newco                                                          
MJ King Inc.                                                                    
M & A Tax, Corporate Law and Competition advisors to Newco                      
KPMG Services (Proprietary) Limited                                             
Investment bank, independent expert and sponsor to Primedia                     
Investec Bank Limited                                                           
Legal advisor to Primedia                                                       
Edward Nathan Sonnenbergs Inc.                                                  
Reporting accountants and auditors of Primedia                                  
Deloitte & Touche                                                               
                                                                                
Date: 17/07/2007 11:43:02 Produced by the JSE SENS Department.
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