McClatchy buys firm that tracks online ads

Published: Thursday, Mar. 14, 2013 - 12:00 am | Page 6B
Last Modified: Thursday, Mar. 14, 2013 - 7:53 am

The McClatchy Co. is buying a digital marketing firm that specializes in tracking the effectiveness of online advertising campaigns.

Sacramento-based McClatchy, which owns The Bee, said Wednesday it agreed to buy Tru Measure of Crested Butte, Colo. Terms of the deal, which will be completed at the end of March, weren't disclosed.

The two companies have worked on projects since 2010. Tru Measure's products are used in a McClatchy program called impressLOCAL, a marketing tool for small and midsized advertisers. The program debuted last year at McClatchy papers in Kansas City and Fort Worth, Texas, and will spread to other markets this year.

The acquisition is "another important investment in McClatchy's digital future," said Chris Hendricks, the company's vice president for interactive media.

Tru Measure's co-founder Charity Huff is joining McClatchy.

Call The Bee's Dale Kasler, (916) 321-1066. Follow him on Twitter @dakasler.

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