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TRIBUNE'S FORWARD-LOOKING INVESTMENT IN N'DIGO

 CHICAGO, Jan. 29 /PRNewswire/ -- The Chicago Tribune (NYSE: TRB) invited a simple question when it invested recently in a promising monthly newspaper serving Chicago's middle-class African-American community. Why would a metropolitan newspaper loan money to another publication aimed at an audience the daily is hoping to win?
 N'Digo, a thoughtful tabloid of opinion, profiles and features, got a development boost from the loan. The Chicago Tribune, meanwhile, saw an investment opportunity linked with a chance to better serve a significant group of potential new readers -- a Tribune Company goal in markets across the nation.
 The N'Digo-Chicago Tribune connection is a "win-win situation," says N'Digo publisher Hermene Hartman. The new cash will help build the subscriber base at the three-year-old publication, which recently began printing at Freedom Center, the Chicago Tribune's state-of-the-art production facility.
 "And this is a chance for the Chicago Tribune to get to know more about black readership," Hartman says. "We bring a new perspective to the table."
 John Puerner, Chicago Tribune's vice president of marketing and development, says the Tribune also is considering an advertising partnership in which account representatives will sell ads for N'Digo along with the Tribune.
 The newspaper is "financing N'Digo's long-term growth plan," Puerner says. The funding will be used for staffing, equipment, and a marketing campaign to boost a circulation base that slid when the journal moved from free distribution to 50 cents an issue last April.
 "Are we going after the same readers? Absolutely," Puerner says. "We think our relationship is complementary, not competitive."
 Hartman says the Chicago Tribune's association with N'Digo sends an important message to its African-American audience and can help the newspaper learn how to reach these readers.
 Hartman's target is citywide, with an emphasis on the South Side: "That's where 70 percent of black Chicago is. And I see room for growth in the south suburbs."
 Puerner says the Chicago Tribune is "pleased to support N'Digo's efforts to reach a larger audience."
 Another Tribune Company newspaper also recognized the potential of this kind of information exchange. In November 1991, the Ft. Lauderdale- based Sun-Sentinel began publishing AExito!, a bilingual weekly tabloid that targets Dade County Hispanics -- one of Miami's fastest-growing populations.
 In just over a year, circulation has reached 65,000. AExito! publisher Alfredo Duran, former assistant to the publisher at the Sun-Sentinel, believes the success comes because the publication "is a unique product that goes after an untapped market."
 "The Sun-Sentinel recognized there was an entire middle class of Hispanics that was being under-served by existing media," he says. "AExito!'s entrance into that market has given the community a voice. AExito!, which means success,' is an expression of cultural pride and achievement. We celebrate the successes of Dade County's Hispanic community." In addition, Tribune has learned more about the Hispanic market, Duran says.
 Staff of the Sun-Sentinel's Miami edition and AExito! now share an office, and the publications have reprinted many of each other's stories.
 Tribune's interest in minority markets has gone beyond newspapers. Last year, Tribune Entertainment Company, a subsidiary of Tribune Broadcasting Company, established a target-marketing division to acquire programming of special interest to minorities.
 This builds on more than eight years of television targeting experience. Tribune Entertainment already syndicates "Soul Train," "The Soul Train Music Awards," "Apollo Comedy Hour" and special movies such as "Final Shot: The Hank Gathers Story." For the first time this year, Tribune Entertainment will syndicate the "Black Filmmakers' Awards," the first "Soul Train Comedy Awards" and the "Vernon Johns Story" starring James Earl Jones.
 "We are educating our clients about the value of target-market programming," says Donald Hacker, president and CEO of Tribune Entertainment.
 Hacker says TEC, like the Chicago Tribune and Sun-Sentinel, is broadening its scope. "We must continue to research audiences -- find out who they are and develop programming to meet their needs."
 Tribune is a leading U.S. information and entertainment company. It publishes seven daily newspapers, owns and operates seven television and six radio stations, produces and syndicates information and entertainment, and manufactures newsprint.
 -0- 1/29/93
 /NOTE TO EDITORS: On Jan. 1, 1993, the News and Sun-Sentinel Company based in Ft. Lauderdale, Fla., changed its name to the Sun- Sentinel Company. The address and phone remain the same: 200 E. Las Olas Blvd., Ft. Lauderdale, Fla. 33301-2293; (305) 356-4000/
 /CONTACT: Robert D. Carr, 312-222-3763; or (investors) Joseph A. Hays, 312-222-3237, both of the Tribune Company/
 (TRB)


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

TS -- NY051 -- 0760 01/29/93 12:32 EST
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Date:Jan 29, 1993
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