McClatchy Interactive to Deploy TACODA Audience Management Services Across Network of Regional Sites

Publisher of 12 Newspapers Will Launch Behavioral Targeting

with Minneapolis Star and Sacramento Bee Sites

Mar 30, 2005, 00:00 ET from TACODA

    NEW YORK, March 30 /PRNewswire/ -- TACODA, the pioneer and leading
 provider of behavioral-targeted online advertising solutions, today announced
 that McClatchy Interactive, the online services unit of The McClatchy Company,
 one of the largest newspaper companies in the United States, has signed an
 agreement to use TACODA Audience Management Services(TM) (AMS) for its network
 of news and regional portal sites.  AMS will first be deployed on two of the
 company's flagship news sites: (The Sacramento (CA) Bee) and (Star Tribune (Minneapolis, MN)).
     "TACODA AMS complements our existing technology and allows us to add value
 to our advertising programs," says Christian A. Hendricks, McClatchy's vice
 president for interactive media.
     TACODA Audience Management Services helps web sites, particularly those
 with large user bases, create comprehensive profiles of site visitors based on
 their navigation behavior.  With AMS, McClatchy will develop constantly
 refreshed audience segments that marketers can target with precision and
 efficiency to deliver highly relevant messages to its users.
     "We know McClatchy's online properties are always looking for ways to
 improve the experience of its users.  With AMS combined with their
 registration data's demographic profiles and industry lifestyle segments, we
 know they'll continue to deliver innovative online advertising offers," says
 TACODA CEO Dave Morgan.
     McClatchy publishes the leading web site in each of its 12 daily newspaper
 markets that include: Anchorage, AK; Beaufort, SC; Fresno, CA; Rock Hill, SC;
 Hilton Head, SC; Merced, CA; Modesto, CA; Raleigh, NC; Kennewick, WA; Tacoma,
 WA as well as Minneapolis and Sacramento.  Many McClatchy newspapers also
 offer community-oriented portals to augment their well-established news sites.
     McClatchy Interactive provides newspapers with content, publishing tools,
 software development and online publishing solutions for dozens of newspapers
 across the United States and Canada, including McClatchy's 12 dailies.
     The McClatchy Company, headquartered in Sacramento, Calif., is a leading
 newspaper and Internet publisher.  It publishes 12 daily and 18 non-daily
 newspapers.  McClatchy has daily circulation of 1.4 million and Sunday
 circulation of 1.8 million.  McClatchy's newspapers include, among others, the
 Star Tribune in Minneapolis, The Sacramento Bee, The Fresno Bee and The
 Modesto Bee in California, The News & Observer in Raleigh, N.C. and the
 Anchorage Daily News.
     TACODA(R) ( is the pioneer and leading provider of
 behavioral-targeted online advertising solutions for driving quality branding
 relationships.  TACODA delivers advertisers the highest quality, targeted
 audiences from premium sites, powering successful online advertising
 campaigns.  TACODA-enabled websites, which number over 2,000, reach over 70%
 of the US internet audience monthly.  Its roster of customers, mostly Fortune
 1000 business, includes branded national, regional and vertical sites, and 75%
 of the top twenty US newspaper companies.  Customers include New York Times
 Digital,, iVillage, Gannett/, The Tribune Company,
 Belo Interactive,,, Advance Publications' Advance
 Internet and  Virtually every top 50 online marketer has run
 campaigns on TACODA-enabled sites such as leading travel, automotive, packaged
 goods, consumer/health products and consumer electronics companies.
     TACODA and AUDIENCE MANAGEMENT SERVICES are trademarks of TACODA Systems,