New Partnership of Media Giants Brings Metromix Experience to the Digital Generation

New Partnership of Media Giants Brings Metromix Experience to the Digital Generation

Innovative Advertising Campaign Encourages Young Adults to 'Metromix' Their Life's Playlist

CHICAGO, Oct. 30 /PRNewswire/ -- Today's generation of socially active adults is a digital one relying on an arsenal of technology to navigate everyday life. These sophisticated 21-34 year-olds don't leave home without their mp3 players, smart phones and laptops and log countless hours surfing the web daily for news, buying tunes, networking with friends and making their weekend plans. One entertainment website praised by the industry and visitors alike for its unique combination of editorial content, user input and distinctively local point-of-view has become a trusted resource of the 'digital generation.' It is poised to become a daily entertainment resource to millions of new consumers in cities across the U.S. as two of the nation's largest media companies - Gannett Co., Inc. and Tribune Interactive (a division of Tribune Company) - announced yesterday the formation of Metromix LLC.

"We are bringing the authentically local Metromix experience to the nation's top markets and are providing a credible, up-to-the-minute entertainment resource for millions," said Kara Walsh, CEO of Metromix LLC. "Our users have grown up depending on technology to manage their lives - and they turn to Metromix daily to stay 'in the know' about their city's social scene."

Metromix achieves its success through the credibility and depth of its locally developed content, which will aid users in deciding where to go and what to do. The sites connect them to comprehensive listings of local events, thousands of restaurants, bars and clubs, and the best in movies, television, music and theater. Metromix's interactive features also allow users to contribute to reader panels, reviews and photo galleries, enhancing the uniquely local experience that is unlike any other website of its kind.

"Being at the forefront of innovation has always been a priority for us and we are continually updating our interface to keep Metromix as dynamic and user-friendly as possible," Sean Smyth, Director of Marketing and Development. "Our team is planning a variety of cool, new features including customized searches, video elements and mobile applications in 2008. It's sure to be a very exciting year ahead for this company and millions of Metromix visitors."

Helping Users Create their "Life's Playlist"

To capture attention in established Metromix markets and create buzz in new ones, the company is launching a breakthrough online, outdoor and transit advertising campaign developed by Chicago-based advertising powerhouse Leo Burnett USA, in conjunction with Starcom USA and Pixel. The innovative and bold campaign was developed to appeal to the socially-savvy Metromix user seeking new experiences to help them enjoy their life and appreciate their "downtime." The creative - which focuses quirky ways of turning Metromix into a 'verb' and invites this discerning audience to 'Metromix' different searches - will reinforce how easy, fun and useful the site is for visitors.

"Leo Burnett understands the social value of Metromix and created an integrated campaign to engage new and current users with a compelling idea - you can create your perfect social playlist for any occasion," said Rich Stoddart, president of Leo Burnett USA. "Our campaign showcases Metromix's fresh, engaging content in a colorful way and demonstrates the impact it has on improving the social lives of its users."

The breakthrough campaign will remind socially active young adults that Metromix offers the tools, information and insight to customize, mix and remix their own social scene and will include transit ads, online ads, billboards, phone kiosks and wild postings. In addition, Metromix also has planned display and search-engine marketing, online promotions, local events and viral campaigns on My Space, You Tube and through Facebook applications in the coming year.

The Growth of Metromix

In 1997, leveraging resources of the Chicago Tribune's editorial department, Metromix began as a local entertainment website geared for the coveted 21-34 year-old consumer. Metromix Chicago has grown exponentially during the past decade and generates more than 12 million page views per month.(1)**

More impressively, despite a boom of new web-based resources appealing to the same target audience within the past decade, the site has grown to become the #1 local entertainment guide in Chicago based on page views, pages per visitor, time-on-site(2)** - all speaking to Metromix's ability to keep its users engaged and constantly logging on.

Starting in late 2005 and continuing this summer, Tribune Interactive launched Metromix in its publishing markets including Los Angeles, New York and South Florida among others. The partnership between Tribune and Gannett will create a national network of local sites in the USA's Top 30 markets and more.

The typical Metromix user has a large and extremely influential network of friends, family and colleagues and knows how to tap into technology to seek out new and intense experiences.

As it expands to new markets, Metromix is also quickly responding to the technological needs of its constantly-evolving users with enhanced functionality and new features that will keep them logging on. It recently introduced interactive maps on all venues and event pages targeting city hot spots, as well as a central interactive calendar to help users make daily, weekly or even monthly plans. Metromix has also gotten a 'facelift' in recent months featuring a cleaner interface with enhanced visual appeal and an updated logo to capture the attention of its design-conscious visitors.

(1) Based on Omniture internal tracking software analysis

(2) Based on Comscore (Jan '06-07)

First Call Analyst:
FCMN Contact:

Source: Metromix

CONTACT: Sean Smyth of Metromix LLC., +1-312-222-4377,
ssmyth@metromix.com; or Kathleen A. Henson of Henson Consulting, Inc.,
+1-630-933-9477, kathleen@hensonconsulting.com

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Profile: International Entertainment