PointRoll’s PaperBoy Delivers: At One Year Old, Major Retailers Leverage Offering, Surpass First Year Benchmarks

PaperBoy, which re-invented the local newspaper circular for online audiences, introduces dynamic data that enables a single, national brand message automatically matched to local offers, inventory and host of other variables that are adjustable on the fly

Conshohocken, Pa., December 6, 2006 – PointRoll, Inc., the leading developer of innovative rich media technology solutions that delivers 70 percent of all rich media ad units, today announced that PaperBoy has surpassed its year-one performance benchmarks and has powered online circular campaigns for household retail brands such as Staples, Wal-Mart, Target, Home Depot, CVS and Walgreens while garnering an average time spent on the ad of nearly 20 seconds. A snapshot of a year-one metrics breakdown for PaperBoy is as follows:

“PointRoll identified a real need in the market when we created and launched PaperBoy in 2005, providing companies that normally run newspaper circulars with a way to reach an expanded, massive local audience online,” said Chris Saridakis, CEO, PointRoll. “In doing so, PaperBoy has enabled new and established brands to effectively drive consumers to brick and mortar stores, building a bridge with online audiences. By taking the traditional circular and giving it the engaging interactive power of rich media combined with publisher distribution to local audiences, retail brands can maintain—and grow—conversions while driving traffic to their stores.”

The PaperBoy Experience
Entering its second year, PaperBoy continues to automatically incorporate dynamic information, such as featured products, store locations and coupon printing into a highly interactive online circular, transforming print circulars into engaging, localized online ads targeted with local information. By infusing these circulars with interactivity such as shopping lists, store locators, printable coupons and viral “send to a friend” capabilities, PaperBoy ad units keep users on the brand for extended periods of time while influencing and driving consumers in-store. With no design limits, PaperBoy offers advertisers that include Home Depot and Staples complete creative freedom and flexibility to deliver their message in a variety of file formats and sizes.

The Power of Dynamic Data: One Brand Message, Many Local Nuances
PaperBoy represents the only rich media advertising medium that can dynamically pull current, geographically-specific product data into existing national advertising creative. This “dynamic data” gathering capability connotes swapping out or supplying variable content–whether in video, text or other forms–across a single creative in multiple placements, instantaneously. Therefore, inventory, financing, pricing and product information can be automatically tailored locally throughout a national campaign and can be adjusted on the fly. It saves time and money while further cultivating brand experience and equity. It’s especially relevant for a host of retailers, including automotive dealers, consumer products and many other categories. PaperBoy’s dynamic data capability continues to grow, moving into other areas such as movie-ticketing. PointRoll recently added Fandango to its Preferred Partner Program. Through this partnership consumers are able to rollover rich media motion picture ad units, find local movie times for their zip code range and seamlessly purchase tickets from Fandango.

Massive Distribution Channel
PaperBoy’s media network includes AOL, About.com, Knight Ridder Digital/Real Cities, Tribune Interactive, The New York Times, MSN, Accuweather.com, USAToday.com, Boston.com,Yahoo! and the Gannett Online Network, featuring over 100 local newspaper sites. Together, these sites represent millions of Internet users and more than 75 percent of the online populace.

About PointRoll, Inc.
PointRoll, a wholly owned subsidiary of Gannett Co., Inc. (NYSE: GCI), develops innovative rich media technology solutions that go beyond the creative limitations of existing advertising options. PointRoll’s ground-breaking products and superior service enable advertisers to connect with consumers by creating an interactive online environment that generates conversion. Alongside its unique, compelling offerings and service, PointRoll delivers comprehensive, real-time reporting capabilities that exponentially improve measurement, generating data that effectively illustrates how and why it maximizes return on investment.

The company launched its first proprietary technology platform, “The Boys,” to provide a full range of marketing solutions that include comprehensive service support and extensive data reporting capabilities. “The Boys” include: FatBoy® expanding ads, Tomboy® universal 100K+, TowelBoy® snap-back units, BadBoy® floating ads, and PaperBoy Local Delivery™. PointRoll works with more than 800 advertisers and its technology is accepted by thousands of online.