Tribune and Mediaspectrum Join Forces to Make Self-Service Advertising Available Across Publishing Industry

Partnership Supports Industry-Wide Collaboration via Single, Consolidated Ad
Sales Portal
BOSTON & CHICAGO--(Business Wire)--
Mediaspectrum, Inc. and Tribune Company today announced a partnership - a joint
effort to support publishers industry-wide by enabling fast and secure
self-service advertising. The solution, recently implemented across Tribune,
will now be available to any media company to quickly implement
customer-centric, self-service advertising sales for print, Web, rich media and
beyond.

Mediaspectrum was selected by Tribune a year ago to power its self-service
advertising initiative. Tribune`s goal was to generate more ad volume in a very
efficient manner, making it economically attractive for many more advertisers.
The solution needed to support all advertising platforms including print, Web
and rich-media; and, be open enough to support Tribune`s internal development
efforts. By implementing the Ad Sales platform, Tribune was able to open up a
sales pipeline much larger than was previously possible by reaching new, local
advertisers and offering them very competitive pricing. Tribune is now offering
the solution to publishers across the industry - to share in its expertise and
the platform`s power for transforming businesses.

"Moving toward a self-service model is critical to our industry`s future," said
Mike Sacks, Vice President of Operations at Tribune Publishing. "We selected
Mediaspectrum`s Ad Sales to help drive this initiative because it is the only
scalable solution on the market, which fits well with our internal development
efforts. Already, Tribune has reduced its expenses and generated significant new
revenue since implementing this portal."

"All publishers can benefit from leveraging this platform to significantly
advance their customers` experiences," added Sacks. "Rather than tackle this
self-service model individually - a hefty endeavor for any single company - we
look forward to once again collaborating with our like-minded publishers to
create a single advertising platform that will compete on the same scale as
today`s major digital ad networks. To accomplish this task, we are opening up
our tools and methodology to others so that the entire industry can share. This
will be a joint industry effort, better positioning all for success."

With proven infrastructure and the bandwidth to scale this initiative
industry-wide, Tribune and Mediaspectrum will work closely with partners to
offer various solutions and options that align the interests of all parties
involved. Participating publishers will be ensured timely implementations and
top-notch support, to begin realizing new revenue quickly. Existing advertisers
are further empowered, with a convenient place to do business 24 hours a day, 7
days a week.

"As we watch the industry evolve, publishers are embracing Web portals as the
central hub for all customer interaction," said Scott Killoh, CEO at
Mediaspectrum. "This collaborative effort with Tribune creates a single, elegant
platform for ad sales matched with the real-world knowledge and tools that will
allow publishers to thrive."

About Tribune Company

TRIBUNE is America`s largest employee-owned media company, operating businesses
in publishing, interactive and broadcasting. In publishing, Tribune`s leading
daily newspapers include the Los Angeles Times, Chicago Tribune, The Baltimore
Sun, Sun-Sentinel (South Florida), Orlando Sentinel, Hartford Courant, Morning
Call and Daily Press. The Company`s broadcasting group operates 23 television
stations, WGN America on national cable, Chicago`s WGN-AM and the Chicago Cubs
baseball team. Popular news and information websites complement Tribune`s print
and broadcast properties and extend the Company`s nationwide audience. To learn
more about Tribune Company, visit: http://www.tribune.com.

About Mediaspectrum

Mediaspectrum's Cloud Computing Platform is the premier solution for addressing
all aspects of multi-channel advertising and editorial content management. Today
Mediaspectrum is helping the world`s leading media companies - including the
Washington Post, Tribune Company, USA Today and Trinity Mirror - to increase ad
revenues, manage content, streamline processes and improve customer experience.
Mediaspectrum is headquartered in Burlington, MA and can be found on the Web at
http://www.mediaspectrum.net.

Photos/Multimedia Gallery Available:
http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6051934&lang=en

Mediaspectrum
Jay Cody, 781-685-4648
Vice President of Marketing
or
Tribune Company
Gary Weitman, 312-222-3394
Senior Vice President of Corporate Relations
gweitman@tribune.com

Copyright Business Wire 2009