BRODERBUND BOARD ELECTS EXPERIENCED CONSUMER BRANDS AND DIRECT MARKETING VETERAN TO CEO POST; Joe Durrett, Former President of ADVO, to Head Consumer Software Leader.

NOVATO, Calif.--(BUSINESS WIRE)--Oct. 3, 1996--Broderbund Software, Inc. (NASDAQ:BROD) has appointed an experienced consumer brands and direct marketing executive as its new chief executive officer. Joe Durrett, who most recently served as president and chief operating officer of ADVO, Inc. and has also held senior positions at Kraft General Foods, will take over CEO duties from Broderbund founder Doug Carlston. Bill McDonagh will continue as president and chief operating officer. Carlston will remain active in the company as Chairman of the Board of Directors. Durrett also has been appointed to Broderbund's Board of Directors.

Durrett, 51, brings extensive consumer packaged goods and management leadership experience to Broderbund. Durrett, who received a MBA from the Wharton School, University of Pennsylvania, and a BA in Economics from Duke University, has a proven track record of growth and innovation. Before joining ADVO as president in 1992, he had spent more than two decades in senior marketing and sales positions at Kraft General Foods and brand management positions at Procter and Gamble. Durrett was named vice president of marketing at Kraft's Retail Food Group in 1980 and quickly promoted to executive vice president of marketing in 1982. He was appointed president of Kraft's Grocery Products Division in 1985 and promoted to group president of Kraft Sales and Operations in 1987. In 1990, Durrett was named senior vice president of Kraft General Foods responsible for $28 billion in sales revenue. At ADVO, the nation's largest direct marketing company, Durrett managed the core business which consistently grew during his tenure.

"I'm truly excited to join Broderbund just as the software market is emerging from a niche technology and becoming a competitive consumer packaged goods arena," said Durrett. "This is exactly the type of challenge I've been looking for and I think the potential for Broderbund to leverage its experience and creativity to take advantage of the Internet and other changes in the software market is impressive. I'm ready to help Broderbund accelerate and execute strategies to respond to changing market conditions and increase both its product flow and market share."

Carlston initiated the search for a new CEO so he could devote his time to developing non-CD-ROM businesses featuring Broderbund interactive content. Carlston, who will remain active in determining Broderbund's product direction, is leading a team to develop Internet products that are complementary to Broderbund's core competencies.

"Although Joe's track record in management and leadership of large organizations is impressive, it really was the chemistry between him and our management team that came through in the interview process. I am personally excited to welcome Joe and to conclude the search for a new CEO," said Carlston. "It was evident to me that he really sees the potential and creative talent that can be leveraged within Broderbund."

Durrett will work closely with president and COO McDonagh. Said McDonagh, also a member of Broderbund's Board, "We interviewed several candidates, including leaders in technology, and Joe clearly has the management skills we felt were needed to take Broderbund to its next level of growth. I'm looking forward to working with Joe."

Broderbund Software is the market share leader in the highly-competitive productivity software category with The Print Shop(r) series and Family Tree Maker(r). Also included in the company's portfolio are the education and creativity software best-sellers Kid Pix(r) and Where in the World is Carmen Sandiego?(r). Myst(r), a top-selling software title, and its upcoming sequel are part of Broderbund's entertainment line.

Broderbund is a diversified consumer software company offering a broad selection of award-winning products for use in homes, schools and small businesses. Broderbund has a successful track record of identifying and capitalizing on emerging trends through the development of innovative software that takes advantage of the latest personal computer technologies. Broderbund's site on the worldwide web is located at http://www.broderbund.com. -0-

Note to Editors: Broderbund(r), The Print Shop(r), Myst(r), Kid Pix(r), and Where in the World is Carmen Sandiego?(r) are all registered trademarks of Broderbund Software, Inc.

CONTACTS: Broderbund Software

Eric Winkler, Corporate Communications

415/382-4568

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Robin Linstrom, Investor Relations 

415/382-4449

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