SHOPLOCAL AND DOUBLECLICK RAISE THE BAR ON INTERNET RETAIL ADVERTISING


New York - October 10, 2006 – ShopLocal, LLC, one of the nation’s largest Web-to-store comparison shopping companies, and DoubleClick have announced a partnership to provide enhanced geographically targeted advertising that will allow retailers, catalog publishers and advertising agencies to dynamically place circular promotions in online rich media ads. The announcement was made today, coinciding with the opening day of the Shop.org Annual Summit, the premier gathering of Internet and multi-channel retailers.
The collaboration between DoubleClick and ShopLocal™ extends the reach of national weekly circulars, advertisements and free-standing inserts to consumers visiting sites anywhere on the Web, not just on individual retail sites. The new product, called SmartMedia™, combines the power of ShopLocal’s patented SmartCircular™ technology, which turns traditional print advertisements into automatically updated online circulars that reach consumers on a local level, and DoubleClick’s rich media platform, DART Motif, to provide the best of interactive design and ad serving and reporting capabilities for advertisers.

“SmartMedia is a dynamic, cost-effective way for retailers to deliver versioned store circulars and inserts to shoppers online,” said Bob Armour, vice president of Marketing and Business Development, ShopLocal, LLC. “In addition to providing full localized advertising, we are offering retailers a highly customizable and efficient way to drive customers into their local stores.”

According to a study completed by Dieringer Research Group in 2005, the Web drives local purchases with more than 56 percent of consumers doing online research before heading to stores. Twice as many Web-to-store shoppers prefer using the Web to print ads and more than three times as many prefer the Web to traditional television ads.

“SmartMedia allows easy delivery of more relevant ads, all localized, within a DART Motif rich media ad through which customers can have the same page-turning experience of print circulars,” said Ari Paparo, vice president of Rich Media for DoubleClick. “As circular content is updated, the SmartMedia rich media banner is dynamically updated in a seamless, yet truly dynamic fashion.”
Extending the capabilities of DART Motif, SmartMedia offers a complete range of rich media formats including expandable banners, an important feature to many large national retailers. According to Nielsen/NetRatings AdRelevance, 2004, more than one-third of online ad impressions of Fortune 500 brands are rich media, making it an essential product enhancement.

ShopLocal, LLC, offers consumers and retailers a comprehensive marketplace for multi-channel shopping and advertising. With ShopLocal.com™ (http://www.shoplocal.com) and The ShopLocal Network – made up of more than 200 affiliate media, search and shopping sites – consumers have access to the only Web site with information on products from local stores side-by-side with e-commerce options. With ShopLocal’s SmartCircular, SmartCatalog™, SmartMedia services and MyStore™ by ShopLocal, retailers can distribute sales and promotional content on the ShopLocal site as well as through their own Web sites, integrating e-commerce and local in-store promotions.
DoubleClick, headquartered in New York, provides technology and services that empower marketers, agencies and web publishers to work together successfully and profit from their digital marketing investments. The company’s focus on innovation, reliability and insight enables clients to improve productivity and results.

Gannett Co., Inc. (NYSE:GCI), Tribune Company (NYSE:TRB), and The McClatchy Company (NYSE:MNI), are partners in ShopLocal and other joint ventures to provide consumers online products such as CareerBuilder.com, Cars.com and Apartments.com.

# # #

ShopLocal, ShopLocal.com, SmartCircular, SmartCatalog and SmartMedia are trademarks and Eva the Shopping Diva is a service mark of ShopLocal, LLC. Other company and product names may be trademarks of their respective owners.