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TRIBUNE NEWSPAPER NETWORK OFFERS ADVERTISING ADVANTAGE

 CHICAGO, Jan. 5 /PRNewswire/ -- Beginning this week, national advertisers will have the option to buy space in two or more of Tribune Newspaper Company's (NYSE: TRB) seven newspapers in packages that could stretch clients' ad budgets significantly.
 This network-buy concept "makes it simpler for advertisers who do business in several Tribune Company markets," said Jerry McCarthy, Chicago Tribune's director of general advertising and head of the New York-based Tribune Newspaper Network.
 "Our goal is to solve marketing problems for advertisers, while enhancing our business," he said. "We hope to improve everybody's bottom line."
 Tribune Newspaper Network advertising salespeople will draft individual deals with clients, who are initially expected to range from transportation to travel to financial accounts. Most contracts likely will be for a minimum 12 months and could include merchandising tie-ins or value-added components.
 Chicago Tribune sales staff in Chicago, Dallas, Detroit, Miami and New York will represent the network when calling on clients. "We are using the market position and national reputation of the Chicago Tribune to get business for Tribune newspapers," McCarthy said.
 Tribune newspapers are the Chicago Tribune; the Fort Lauderdale Sun- Sentinel; the Orlando Sentinel; the Daily Press in Newport News, Va.; the Peninsula Times Tribune in Palo Alto, Calif.; the Times Advocate in Escondido, Calif.; and the Californian in Temecula, Calif.
 "All advertisers are trying to stretch their budgets, so there seems to be a lot of interest in our group approach," McCarthy said.
 Initial testing of the network began in March when TWA bought an advertising package in the Chicago Tribune, the Fort Lauderdale Sun- Sentinel, The Orlando Sentinel, the Daily Press and the Peninsula Times Tribune.
 "TWA advertised with all but one Tribune market in 1992, and they felt the campaign was so successful they have renewed for 1993. Because they have increased the number of flights into southern California, they now plan to include Escondido," McCarthy said.
 With the exception of the Chicago Tribune, Tribune's newspapers currently hire sales-representative firms to solicit national advertisers. Because these firms sell advertising for several newspapers, their priorities sometimes differ from those of their clients, said Mitch McKinnon, the network's marketing manager. "But we will have only one priority -- selling Tribune newspapers."
 Each member of the Chicago Tribune's New York sales staff will be assigned to a Tribune newspaper, McKinnon said. "We will have resident experts responsible for learning about rate structures, ad-order-entry features and other specifics of each product."
 The network should result in more advertising for Tribune's smaller newspapers. "The Chicago Tribune is involved with all the major accounts," McCarthy said. "Through the network, the Tribune's other newspapers will have access to some of those advertisers."
 Tribune Newspaper Company is a wholly owned subsidiary of Tribune Company, a leading provider of information and entertainment in the United States. In addition to publishing, Tribune Company owns and operates seven television and four radio stations, produces and syndicates information and entertainment, and manufactures newsprint.
 -0- 1/5/93
 /CONTACT: Robert D. Carr of Tribune Company, 312-222-3763, or at home, 708-279-8021/
 (TRB)


CO: Tribune Company ST: Illinois IN: PUB SU:

SH -- NY040 -- 1694 01/05/93 11:28 EST
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Date:Jan 5, 1993
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