August 28, 2006

Advertisers Find Solutions on AdSource.DallasNews.com

The Dallas Morning News is among the nation's first major-market newspapers to realize the value of meeting advertising clients' needs 24-7 with robust online solutions

DALLAS The Dallas Morning News, a subsidiary of Belo Corp. (NYSE: BLC), is transforming online client services in the newspaper industry through AdSource.DallasNews.com, a one-stop solution site for its advertising clients and employees. Until recently, most of the newspaper industry has lagged behind in providing robust online client-service solutions while successful online client service portals have become commonplace in other industries including banking, retail and travel.

"AdSource.DallasNews.com is an exciting Web portal that provides extensive market research, detailed features and benefits about our online and traditional print products, other useful information and access to our turnkey creative services," says Bernie Heller, vice president of advertising at The Dallas Morning News. "This represents a major step forward in our goal to know our clients better and to exceed their service expectations."

With Oracle Portal at the core, AdSource.DallasNews.com offers users details about

The Dallas Morning News products and their value, such as content features, benefits, target audiences, mechanical specifications, rates and deadlines. The site also provides the functionality that many clients are now demanding, such as the ability to access electronic tearsheets and to upload ad materials around the clock.

"We've been very pleased with the response we've received so far from our customers, and we're planning to develop additional functionality," says Patricia Blair, senior director of advertising marketing at The Dallas Morning News. "We look forward to adding the capability for our established clients to reserve, revise and cancel display ads, and to provide more interactive and personalized content that strengthens client loyalty."

Since the launch of AdSource.DallasNews.com in March, The Dallas Morning News has received more than 17,000 ad material uploads, collected multiple new leads daily and seen a steady increase in page views. AdSource.DallasNews.com is aligned with parent company Belo's strategy of creating innovative solutions to grow its market share.

User feedback confirms that AdSource.DallasNews.com is a user-friendly client service portal. "When I first learned about AdSource.Dallasnews.com, I was confident that it was going to be a solution to our advertising puzzle," says Russ Wilson, advertising account executive at The Dallas Morning News. "It has proved to be an outstanding advertising solution for our clients and staff. This innovative product provides up-to-date answers in an organized format, including the diverse print, television and interactive media advertising options available in the Dallas-Fort Worth market."

About The Dallas Morning News
Established in 1885, The Dallas Morning News is the nation's tenth largest newspaper, serving a weekly print and online audience of more than 2.1 million. The newspaper has received eight Pulitzer Prizes since 1986, as well as numerous other industry awards recognizing the quality of its investigative and feature journalism, design and photojournalism. Its Web site, DallasNews.com, received the Scripps Howard Foundation National Award for Web Reporting in 2005. In 2003, the paper launched the leading Spanish-language daily in North Texas, Al D a; the standard-setting free weekday paper, Quick; and the nation's first editorial blog. The Dallas Morning News is the flagship newspaper subsidiary of Belo Corp. (NYSE: BLC), one of the nation's largest media companies with a diversified group of market-leading television, newspaper, cable and interactive media assets. A Fortune 1000 company with 7,700 employees and $1.5 billion in revenues, Belo operates in some of America's most dynamic markets in Texas, the Northwest, the Southwest, and Rhode Island and the Mid-Atlantic.

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