ShopLocal Drives Dramatic Growth in Traffic and Advertising Revenue with WebTrends On Demand

Leading comparison shopping site improves acquisition efforts and visitor experiences through easy-to-use hosted analytics service

Portland, Ore - May 8, 2007 - WebTrends Inc., the market leader for web analytics and Marketing Performance Management solutions, today announced that ShopLocal, the leader in multi-channel shopping services, has leveraged marketing insights from WebTrends leading hosted analytics service—WebTrends On Demand®—to drive significant traffic growth and greater consumer engagement in its advertising business year-over-year.

“The deep insight, real-time metrics and powerful custom reporting capabilities of WebTrends On Demand have proven to be mission critical assets for our marketing team, business managers and advertisers,” said Bill McCarthy, chief operating officer of ShopLocal. “WebTrends has shown us that ShopLocal has achieved dramatic growth by delivering marketing insights that drive our business as well as our advertisers’ success. ShopLocal is now one of the most visited comparison shopping properties on the Internet.”

ShopLocal.com (www.shoplocal.com), which includes more than 75 percent of the nation’s top 50 retailers’ circulars on its site, provides shoppers access to information on products and sales from local stores side-by-side with ecommerce options. From 2005 to 2006, while using the hosted WebTrends On Demand service, ShopLocal.com achieved a 30 percent increase in page views and visits on a day-to-day basis, and an 84 percent increase in visitors using the site to research retailer promotions during the three-day holiday shopping period around Black Friday. In addition, with its new, interactive and streamlined redesign, visitors are spending much more time engaged with the site, viewing an average of 14 page views per visit.

Leveraging WebTrends comprehensive campaign and search marketing analytics, ShopLocal.com has significantly expanded its efforts to attract high-quality visitors to its site. The marketing team tracks keyword buys at both a campaign and product category level, determining which produce the highest clickthrough and revenue to optimize their efforts. ShopLocal is also currently expanding its email marketing initiatives, using WebTrends to evaluate results from four different email subscriptions localized to visitors’ regions, in addition to email price alerts for specific products.

To ensure its expanded acquisition efforts drive the greatest results possible for its advertisers, which include the nation’s top five retailers, ShopLocal provides its advertisers access to WebTrends analytics to evaluate and optimize advertising effectiveness. In addition, the Company has also focused on improving visitor site experiences. Reports showing top on-site searches and the activity those searches generated, as well as searches that produced no results, allowed ShopLocal to optimize its internal search engine, streamlining visitor research and comparison efforts. With comprehensive navigation analysis from WebTrends, site designers tracked how visitors navigated to a specific page and the following pages visited afterwards, in order to quickly isolate key paths and identify usability obstacles. The new ShopLocal.com redesign now allows visitors to view all weekly circulars and local print ads together in one location on the homepage, using drop-down menus and advanced search capabilities to quickly narrow their focus.

“We’re extremely proud of the success that ShopLocal was able to achieve leveraging WebTrends comprehensive marketing analytics,” said Tim Kopp, CMO, WebTrends. “The flexibility to use WebTrends solutions to answer unique business needs, backed by the expertise of our services organization, is proving to be a key competitive advantage for both WebTrends and our customers.”

About ShopLocal
ShopLocal, the leader in multi-channel shopping services, offers a complete suite of solutions connecting retailers and consumers online and in-store. The company’s Web site, ShopLocal.com, provides consumers choice and control in their shopping experience by offering the most comprehensive selection of timely online and in-store offers on one easy-to-use site. With ShopLocal.com, consumers can find millions of products and up-to-date weekly sales, deals, and coupons for consumer electronics, apparel, groceries and more.

ShopLocal’s customers include Target, Best Buy, Home Depot, CVS and Sears. ShopLocal powers multi-channel shopping for hundreds of newspaper Web sites and other leading local and shopping sites, such as Los Angeles Times, Miami Herald, Arizona Republic, Google and Superpages.com. ShopLocal is owned by Gannett Co., Inc. (NYSE:GCI), Tribune Company (NYSE:TRB), and The McClatchy Company (NYSE:MNI). For more information, visit www.shoplocal.com.

About WebTrends Inc.
WebTrends is the leading provider of web analytics software and on-demand solutions for web-smart customers including General Mills, IKEA, Microsoft, Reuters and Ticketmaster. With WebTrends Marketing Lab, the company has expanded its comprehensive analytics platform to offer on-the-fly data exploration and customer targeting solutions fueling relationship marketing. Thousands of enterprises have chosen WebTrends solutions and consulting services to accurately prove and improve their business and marketing results.

For more information, visit www.webtrends.com.