NewspaperDirect Introduces Adget, New Rich-Media Advertising Widget To Boost Flagging Fortunes of Newspaper Industry

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Embedded online ad technology provides ability for local advertisers to interact with local customers, and enables newspapers to more easily transition to ad-funded digital editions.

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The entire transaction takes place within the Adget, which is itself integrated with the digital newspaper page. Readers can therefore interact with local advertisers without leaving the newspaper.

NewspaperDirect Inc. has launched Adget, a new rich-media online advertising widget platform for newspapers and magazines that use NewspaperDirect SmartEdition technology for their digital editions. Adget makes online advertising more effective for local businesses and service providers, which may already advertise in print media but have been reluctant to pay for online advertising due to its predominantly global scope and the challenge of converting Cost-per-Click (CPC) leads into local customers.

Adget embeds "Cost-per-Action" advertising directly into a digital newspaper. Adget-enhanced ads can contain an embedded video, audio file or graphic to promote special offers from local merchants. Within the Adget, buttons or links allow the reader to 'click to transact' with the advertiser. For example, a furniture store could invite the reader to order a printed catalogue, a local restaurant could accept dinner reservations, or a local car dealer could invite sign-ups for a test drive at a time and location convenient for the reader.

Since the reader is already registered with the newspaper, on-file personal data can be used to auto-fill forms within the Adget to speed up and simplify the transaction for the reader. The reader can also edit personal information before committing to any interaction with an advertiser.

"We think the simplicity and power of Adget makes it easy for publishers to sell, and easy for advertisers to buy," said Alexander Kroogman, CEO of NewspaperDirect. "The entire transaction takes place within the Adget, which is itself integrated with the digital newspaper page. Readers can therefore interact with local advertisers without leaving the newspaper."

CanWest MediaWorks Publications Inc. (, the largest publisher of newspapers in Canada, is the first to implement the technology in its 11 digital editions.

"CanWest is excited about the potential of Adget to create a more interactive environment for our advertisers and subscribers," said Quin Millar, Director, Newspaper Sales,
Automotive, Travel & Tourism and Media Entertainment of CanWest Mediaworks Publications Inc. "We have been actively piloting Adget in our digital editions and the feedback from our advertisers has been great."

Adget is simple, fast and completely secure. It offers the potential to unlock new revenue streams for newspaper publishers, which have been experiencing steep declines in ad revenues in their print editions and are undergoing a painful transition to ad-funded digital editions.

"The growing readership of online newspapers is a testament to the high value readers place on original content," added Kroogman. "With Adget, newspapers can now leverage their increasing Web traffic and their unique 'local' value proposition, and provide advertisers with a much higher return on their advertising investment."

The Adget model has the potential to provide a much higher 'value for the buck' than today's CPC or banner advertising models. Whereas the average CPC on the Web is worth about 20-50 cents, an Adget transaction (for example, booking a dentist appointment) can be worth hundreds of dollars to the advertiser.

NewspaperDirect is enhancing its SmartEdition platform with Adget and promoting it as the new industry standard for Cost-per-Acquisition (CPA) advertising. Newspapers that adopt the Adget model will be able to capitalize on their growing Web traffic by generating substantial revenue per transaction in a more efficient, reader-driven, Web 2.0 way.

About CanWest MediaWorks Publications Inc.
CanWest MediaWorks Publications ( is the largest publisher of newspapers in Canada, as measured by paid circulation, readership and revenue, with ten major metropolitan daily newspapers serving nine Canadian cities, including: The Vancouver Sun, The Province (Vancouver), Ottawa Citizen, The Gazette (Montreal), Edmonton Journal, Calgary Herald, The Windsor Star, Times-Colonist (Victoria), Leader-Post (Regina), The Star Phoenix (Saskatoon), together with 23 community daily, weekly and bi-weekly publications, and a one-third interest in the Metro Ottawa and Metro Vancouver, free commuter dailies.

CanWest MediaWorks Publications Inc. is 74% indirectly owned by CanWest Global Communications Corp., (NYSE: CWG; TSX: CGS and CGS.A,, and 26% indirectly owned by the CanWest MediaWorks Income Fund (TSX: CWM.UN; CanWest Global Communications Corp., an international media company, is Canada's largest media company. The Company also owns, operates and/or holds substantial interests in free-to-air and subscription-based television networks, out-of-home advertising, web sites, and radio stations and networks in Canada, New Zealand, Australia, Singapore, Turkey, the United States and the United Kingdom.

About NewspaperDirect Inc.
Founded in 1999 and based in Vancouver, Canada, NewspaperDirect Inc. ( is the world leader in multi-channel newspaper and magazine content distribution and monetization. NewspaperDirect offers hundreds of newspaper and magazine titles through a global network of more than 1,200 print locations in more than 90 countries, delivering them to hotels, libraries, cruise ships, corporate offices, retail outlets, home subscribers and Web browsers everywhere. from NewspaperDirect is the world's largest online newspaper kiosk, providing instant access to hundreds of newspapers and magazines from around the world. Users can view publications online, download titles for offline viewing, instantly translate articles into 12 different languages, listen to publications on their PCs, Macs or mobile devices, and enjoy reading hundreds of publications that have been optimized for smart phones, BlackBerry devices, the iPhone and the iPod Touch. NewspaperDirect has also adapted for the library, corporate, airline, hotel and OEM markets.

NewspaperDirect's SmartEdition ePaper solution, powered by PressDisplay technology, fits every publisher's needs with zero investment and zero operational cost. With SmartEdition, a publisher's subscribers benefit from anywhere/anytime access to current and back issues of their publications, while enjoying premium digital features such as voice, translation, sharing, blogging and advanced searching. NewspaperDirect provides full hosting, payment acceptance, customer service management and technical support.

Today, SmartEdition is already integrated into the workflow of hundreds of publishers. It operates premium sites for local, national and international newspapers around the world, including: Washington Post, New York Post, Newspapers & Technology, The Age (Australia), The Daily Telegraph (UK), The Times Online (UK), Daily Mail (UK), Le Figaro (France), and all 11 CanWest publications, including National Post (Canada).

Tim Cox, +1-650-369-7784 (for NewspaperDirect), PressReader and SmartEdition are trademarks or registered trademarks of NewspaperDirect Inc. All other trademarks and registered trademarks belong to their respective owners.


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