Star Tribune Selects Unica's Affinium

Unica Corporation, a leading provider of analytical CRM and cross-channel marketing automation solutions, announced that the Star Tribune, one of the largest daily newspapers in the U.S., has selected Unica's Affinium to manage its circulation marketing campaigns and the direct marketing programs the newspaper oversees for advertisers in the Twin Cities area.

Affinium, the first fully-integrated marketing automation suite, is designed for companies seeking to implement effective one-to-one marketing and to leverage customer information across multiple data sources and interactive touchpoints. The Star Tribune will initially use two key components of the system - Affinium Model(, Unica's award-winning data mining and predictive modeling software, and Affinium Campaign(, for automated, cross-channel campaign management.

"Affinium is a highly sophisticated solution that brings together all the elements of good marketing, including analyzing and understanding customers, cross-channel campaign management, and sound reporting and measurement," said Don Poepping, the Star Tribune's director of direct marketing operations. "It gives us the ability to turn customer data into actionable information, and to use that information to deliver value-added marketing. We expect it to have an immediate and positive impact on our subscriber retention and acquisition programs, as well as on the marketing programs we manage for our advertisers."

"Among newspapers, the Star Tribune is already recognized for the high caliber of its database marketing programs," said Yuchun Lee, Unica's co-founder and CEO. "Affinium provides them with a powerful new tool for developing and executing personalized, customer-centric marketing programs - programs that truly optimize customer relationships and deliver the highest possible return on investment."

About Star Tribune

The Star Tribune Company, an information and communications company serving the Twin Cities area of Minneapolis and St. Paul, is a subsidiary of The McClatchy Company of Sacramento, Calif. Star Tribune produces the Star Tribune newspaper, the 17th largest daily metropolitan newspaper in the nation (daily circulation 406,409 per Audit Bureau of Circulation report 3/00) and the 11th largest metropolitan Sunday newspaper (circulation 679,681). The company also produces a variety of niche print, direct marketing and electronic services products, including startribune.com, the region's preferred source of online information, with 20 million page views and 1.4 million unique visitors per month.

About Unica

Unica, a leading provider of analytical CRM and marketing automation solutions, helps innovative businesses achieve one-to-one marketing through personalized interactions at the right time, through the right channels. Affinium, Unica's modular, cross-channel marketing suite, delivers deep functionality for data mining and predictive modeling, campaign and customer interaction management, real-time personalization, and reporting. Hundreds of businesses worldwide rely on Unica's software, services, and expertise to build profitable customer relationships and achieve marketing success. Headquartered in Lincoln, Mass., Unica is privately held with offices throughout the U.S. and a network of distribution partners in Europe, South Africa, and South America. Its customers include Bank of Montreal, Fingerhut, ABN AMRO, United Parcel Service, Marriott, and John Hancock Insurance. For more information, call 781-259-5900 or visit www.unicacorp.com.