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Newspaper Agency Corporation Extends Contract To Double Licensed Ad Volume Delivered Through Accipiter's Premier Ad Management Application

NAC Has Relied On AdManager Over The Past Five Years to Serve Targeted Ad Campaigns to More Than 2 Million Web Site Visitors Per Month

RALEIGH, N.C.--(BUSINESS WIRE)--May 4, 2004--

Accipiter Solutions, Inc. today announced that Newspaper Agency Corporation (NAC), agent for Utah's two largest newspapers (through a joint operating agreement), has extended its contract to double the ad volume they are licensed to deliver through Accipiter's AdManager. NAC has used AdManager since 1998 to manage its online advertising program for The Salt Lake Tribune (MediaNews Group property) and Deseret Morning News. With more than 17 million page impressions and 2 million unique visitors each month to their Web sites, NAC depends on AdManager to serve nearly 70 million targeted ads per month.
NAC was formed in 1952 to merge the advertising, printing, circulation and business functions of The Salt Lake Tribune and Deseret Morning News. Ensuring that clients meet their advertising objectives remains the first goal of NAC employees. Whether the client requests market research, unique advertisement production or a brainstorming session, NAC stands ready to help, realizing their success is dependent on the success of the Salt Lake newspapers' clients.

The New Media Web Development and Production team at NAC initially selected Accipiter's AdManager to help them serve targeted ad campaigns to their online users. After evaluating other ad management products on the market at that time, the team chose Accipiter because it fit all of their needs, including affordability, overall value, ease of use and rich media capabilities.

"AdManager provides us with a level of technology that will grow as our needs change," explained John Kunze, Web production manager, NAC. "AdManager has the flexibility to give us as little or as much control as we require. Other products we have evaluated simply don't provide the same level of control as Accipiter's AdManager."

AdManager has allowed NAC to provide additional enhancements to its customers as their needs have evolved over the last five years. In addition to basic ad management functionality, NAC uses AdManager to serve ads based on context-sensitive keyword searches and content. For example, if a user visits a page about car shopping, AdManager serves ads with relevant content. Or, if a user enters "cars" in a keyword search, ads with relevant content are also served on the resulting pages.

Jeff Wood, vice president of sales for Accipiter, said, "It's important for NAC's advertisers to receive meaningful reports to ensure their advertising dollars are being well spent. With the use of Accipiter's real-time reporting capabilities and inventory projections, NAC provides its customers with exactly what they require and can expect to generate greater revenue and decrease unsold inventory across its newspaper sites."

About NAC

The Newspaper Agency Corporation was formed in 1952 to merge the advertising, printing, circulation and business functions of The Salt Lake Tribune and Deseret Morning News. What was first done with typewriters, red pens and "hot metal" type is now achieved with state-of-the-art computers and four-color offset printing. The NAC's printing plant underwent a multi-million dollar renovation in the late 1980s to ensure the finest reproduction for readers and advertisers. Ensuring that clients meet their advertising objectives remains the first goal of agency employees. Whether the client requests market research, unique advertisement production or a brainstorming session on the year ahead, NAC professionals stand ready to help, realizing their success is dependent on the success of the Salt Lake newspapers' clients. For more information, please visit http://www.nacorp.com.

About Accipiter

Based in Raleigh, North Carolina, Accipiter has been a pioneer and leading developer of online advertising solutions and services since 1996. With offices worldwide including the U.K., Italy, Scandinavia, and Singapore, Accipiter provides global solutions for over 300 customers in 26 countries. Accipiter executives are respected as industry thought leaders, and strive to develop industry standards through work with organizations such as the Internet Advertising Bureau and the Online Publisher's Association. Accipiter offers two ad management solutions: a site-side software solution, AdManager V7, and a hosted, outsourced solution, AdBureau. Accipiter also leads the industry with over five years of experience in implementing behavioral targeting technology. For general information, please visit www.accipiter.com.

AdManager is a registered trademark of Accipiter Solutions, Inc. All other company and product names may be trademarks or service marks of the company with which they are associated.

Contacts


SRK Communications for Accipiter:
Shawn Ramsey-Kroboth, 919-359-0947
Mobile: 919-621-0737
shawn@srkcommunications.com

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