Topix Taps Krillion To Deploy New Electronic Circular That Highlights Latest Deals On In-Stock Products From Local Retailers

Krillion e-circular enhances local news and forum pages with interactive showcase of hyper-local product offers from leading, national retailers—just in time for the holidays

12.08.2009 – MOUNTAIN VIEW, Calif.: Topix, the leading news community on the Web, is deploying a new form of e-circular that dynamically presents real-time deals on local, in-stock products to the thousands of people that visit the Topix local news and community forums each day. The new e-circulars, which are powered by local product search leader Krillion (www.krillion.com), are automatically matched to the ZIP of any local content page, and exclusively feature popular ‘best buys’ from local retailers that have that product in stock at that moment.

“As a leading local online news aggregator and publisher, Topix serves tens of thousands of communities, providing the latest news and discussion forums,” said David Galvan, Topix VP of business development. “By connecting our readers with the latest offers from trusted local retailers, we become a more valuable resource for our readers while deriving revenues from our highly trafficked local content pages.”

More than 90 percent of all retail sales are still conducted at local stores, and Krillion’s latest real-time, local product e-circular represents the state of the art in local product advertising. Unlike traditional newspaper circulars, which are updated on a weekly basis, the Krillion e-circular uses Krillion’s dynamically updated index of in-stock products and national storefront locations to present a fully automated up-to-the-minute feed of ‘on-sale’ and ‘in-stock’ products across multiple retailers.

For any given local content page on Topix, the new Krillion interactive unit headlines with “Today’s Best Deals” available in that area, and then displays a carousel of top-selling products that are currently in-stock with local retailers such as Best Buy, Home Depot, and Sears. The viewer can pause and resume the e-circular at any time, and click on any featured product to see the product detail page on that retailer’s website. Because the e-circular displays popular products and retailers tuned to local consumers’ shopping options, the Krillion e-circular typically delivers click-through rates that are three to five times better than average.

“Local news sites are a cost-effective way for advertisers to connect with local shoppers, but as news consumption migrates from print to online, publishers need a way to deploy interactive product offers that complement the fresh and dynamic nature of local news and discussion forums,” said Joel Toledano, EVP and co-founder of Krillion. “Krillion’s local product technology taps into a deep and broad index of offers and retailers, and can be tailored to the needs of both publishers and retailer advertisers.”

Useful links
Krillion's e-circular in action: http://www.topix.com/forum/san-mateo
Krillion home page: http://www.krillion.com
Krillion's blog: http://www.krillionology.com/
Krillion on Facebook: http://www.facebook.com/pages/Krillion/59105476859
Follow Krillion on Twitter: http://twitter.com/krillionology

About Topix
Topix is the leading news community on the Web, connecting people to the information and discussions that matter to them in every U.S. town and city. A Top 10 online newspaper destination (comScore, October 2009), the company links news from 50,000 sources to 360,000 lively user-generated forums. Topix also works with the nation’s major media companies to grow and engage their online audiences through forums, publishing platforms and RSS feeds. Based in Palo Alto, Calif., Topix LLC is a privately held company with investment from Gannett Co. Inc. (NYSE: GCI), The McClatchy Company (NYSE: MNI) and Tribune Company. For more, visit www.topix.com.

About Krillion
Krillion is the leading local shopping search engine that provides up-to-the-minute intelligence on where specific branded products are sold, and which retailer has them in stock at that moment. Krillion aggregates information from partner companies and websites to create an index of products, retailers, locations and in-store stock availability for 40,000 cities across the United States. The Krillion network reaches millions of people who are making local purchasing decisions through the Krillion.com partner network. The powerful combination of Krillion’s patent-pending Krillion Localization Engine™ and its real-time StockCheck™ tool enables web-savvy shoppers to quickly find, compare and buy products near them, speeding their path to purchase and helping them take advantage of in-store pickup and other convenience services offered by multi-channel retailers. Krillion’s local product index and search engine powers the websites of top manufacturers and publishers, providing a dynamic local product search platform that helps them connect their customers with in-stock products at local retailers. Krillion was founded in 2006 and is funded by Hummer Winblad Venture Partners and Leapfrog Ventures. www.krillion.com @krillionology

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News Facts

Expansion of partnership with local online news leader means consumers are presented with local, relevant product deals from top retailers.
Web publishers can work with Krillion to monetize their web content, offering relevant deals on in-stock product from local retailers.
Consumer-product manufacturers that work with Krillion will see additional national exposure for their products in these new e-circular modules.
Retailers who work with Krillion will see more website hits and foot traffic in the stores whose in-stock product is featured alongside local news and user-generated content on Topix.com.
Joel Toledano, EVP and co-founder of Krillion: "Krillion's local product technology taps into a deep and broad index of offers and retailers, and can be tailored to the needs of both publishers and retailer advertisers."