Publisher McClatchy to Buy Tru Measure

US newspaper and Internet publisher The McClatchy Company is to acquire media measurement and analytics firm Tru Measure. Financial terms were not disclosed.

Founded in 2009, Tru Measure provides media companies and their ad clients with tools and technology to measure and track the effectiveness of digital ad campaigns and consumer engagement. The firm has partnered with McClatchy since 2010, and its products are a component of the latter's recent impressLOCAL digital marketing and measurement initiative.

As part of the acquisition, Tru Measure co-founder Charity Huff will join McClatchy, retaining her position as Tru Measure's General Manager.

Christian Hendricks (pictured), McClatchy VP, Interactive Media, comments: 'ROI and performance assessment are now front and center in almost every conversation we have with small and medium-sized businesses. With the addition of Tru Measure to our product and services portfolio, our advertising sales consultants are now positioned to not only talk about results, but to show customers how each component of their advertising spend is performing.'

Web sites: www.mcclatchy.com and www.trumeasure.com .