PointRoll Ignites Local-Market Advertising on the Web with PaperBoy Local Delivery™

Gannett Co., Inc., Knight-Ridder, Inc., Real Cities Network, Tribune Company, USATODAY.com and Yahoo! Web Sites to Deliver "Localized" Rich Media Ads in Major Markets Nationwide

Advertisers Can Now Reach a National Audience with Interactive Ads Containing Dynamic, Market-Specific Information

Fort Washington, PA- October 31, 2005 - PointRoll Inc. today announced the immediate availability of PaperBoy Local Delivery, the first way for advertisers to reach a nationwide audience with interactive, online display ads incorporating market-specific content. PaperBoy ads can deliver tailored, ever-changing information to 69 percent of the total Internet audience, on Web sites including Yahoo!, USATODAY.com and the 217 local online publications represented by Gannett Co., Inc. (NYSE: GCI), Knight-Ridder, Inc. (NYSE: KRI), the Tribune Company (NYSE: TRB), and the Real Cities Network.

PaperBoy ads automatically incorporate dynamic information, such as featured products, pricing, store locator and coupon printing, into a highly interactive online circular. Initially, online circulars will be provided though a partnership with Web shopping leader ShopLocal, which brings more than six years of knowledge managing and hosting geo-targeted promotional content for retailers of all sizes.

"National retail advertisers can now interact with consumers locally, offering city-specific circulars and driving purchases on a store-by-store basis," said Christopher Saridakis, CEO of PointRoll. "With PaperBoy, the convergence of dynamic content, geographic targeting and rich media interactivity results in a highly positive brand experience, and ultimately, increased sales for advertisers."

National advertisers typically allocate about half of their ad budgets to national advertising and half to ad buys in local markets. However, only 5 percent of spending on online display ads was dedicated to local outreach in 2004.* As consumers increasingly use the Internet to research and shop for local products and services, advertisers have tried to take advantage of the Web's interactivity to provide relevant content. PaperBoy is the first product that allows advertisers to deliver market-specific rich media spots to consumers across the country with a single ad buy.

"For years, advertisers have struggled with how to most efficiently use the Internet to drive brick-and-mortar store traffic; PaperBoy is an amazing solution that achieves this by delivering online circulars to local-content news sites," said Paul Gunning, Vice President and General Manager of Tribal DDB Chicago. "We see an immediate fit for the retail, automotive, financial and real estate industries, where advertisers need to communicate fast-changing, market-specific information. Advertisers will now be able to complement print circulars with powerful online outreach."

Content for PaperBoy ads will be provided through PointRoll's partnership with ShopLocal. Advertisers already using ShopLocal.com to host their e-circulars can transfer the information directly into PaperBoy ads - making the process of launching a campaign as straightforward as creating a single creative template and placing a consolidated media buy. The version of an ad that a consumer sees is then determined by the publication's target geography, computer settings, or user-entered zip code information.

In addition to providing true direct marketing benefits for advertisers, PointRoll's PaperBoy product also creates significant revenue-generating opportunities for online publishers by enabling them to sell premium, display ad space that is completely customizable to a given geography. Like their offline counterparts, local Web publishers will be able to reach their consumers with relevant ads that will personalize the consumer experience and increase loyalty to their sites.

"This is a truly robust and innovative option for local online advertising," said Jack Williams, SVP of Diversified Business and Development at Gannett. "With PaperBoy Local Delivery, advertisers can connect with customers where they read their daily news. The ability to incorporate city-by-city information online in a user-friendly format makes this a powerful option for national advertisers who want better traction in local markets."

PaperBoy ads are expandable banners that allow large amounts of content to be incorporated automatically, updated frequently and displayed seamlessly. Ads include interactive features such as shopping lists, e-mail sign ups, store locators, send-to-a-friend and video. Advertisers can also sequence ads, to present a progression of messages to a consumer over a specified time period. Detailed product information is available at: www.paperboydelivery.com.