Quick Completes First SMS-Entry Campaign With Chevrolet; Results Show Young Readers Favor Text Messaging Contest Entry

DALLAS, March 15 -- Quick, the "fast-read" news and entertainment publication from The Dallas Morning News, partnered with Chevrolet to give away a 2005 Chevy Cobalt to one of its readers. In order to reach younger adults in an innovative way, the contest (Feb. 16, 2005 - March 2) offered SMS (short message service) contest entry in addition to online and physical entry.

The campaign proved successful with 5,541 total entries and participation from all major wireless carriers in the area. Readers were asked to text- message the word "COBALT" from their cell phones to a promotional number for a chance to win. In the end, 3,568 entries were received via text messaging, 1,943 online at http://www.quickdfw.com/ and 30 physical paper registrations.

"Our young, professional readers lead extremely busy lives," Quick general manager Dave Schmall says. "We must be able to reach our audience while they are on the go. Finding new and innovative ways to communicate with them is critical. This contest reaffirmed our strategy and its impact, since 64 percent of the entrants opted to communicate with us through text messaging."

The 2005 Chevy Cobalt Giveaway was publicized to readers via ads in Quick, which is offered free Monday through Friday at restaurants, coffee shops and other hot spots for young adults. The entire cover of the March 2 edition of Quick was wrapped in an ad for the last day of the contest. In addition, buses, radio spots and street teams dressed in Chevy apparel helped to communicate the contest to young Dallasites.

"We call the Cobalt 'the new commotion in the Chevy family,'" Vicki Kidd, assistant regional divisional marketing manager for Chevrolet in the South Central region says. "It made sense to partner with Quick to 'cause a commotion' with this exciting and innovative campaign."

Daryl Miller, a 28-year-old Quick reader, was randomly selected as the winner, taking delivery of his new 2005 Chevy Cobalt on March 7. The contest was made possible online through Belo Interactive Media and via SMS through Inforeedom, Inc.

"This campaign reinforced the huge opportunity for establishing a new mobile channel to interact with customers in a dynamic way," Mark Baehr, vice president of Inforeedom, Inc., says. "We believe Quick's campaign is a breakthrough in the way media companies reach their consumers."

Additional campaigns that offer text-message entry will be offered by Quick in 2005 to promote the launch of the new 2005 Chevy Colorado, as well as other initiatives.

About Quick:

Quick was launched in November 2003 as a free, daily, fast-read tabloid to appeal to the interests and needs of active 18 to 34-year-old adults in the greater Dallas market. Quick's complementary Web site, QuickDFW.com, was enhanced in September 2004. It features extensive, searchable entertainment listings, unique lifestyle content, up-to-the-minute news and profiles of more than 200 local bands with downloadable MP3s. Quick is a product of The Dallas Morning News.

About Belo:

Belo Corp. is 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 approximately 7,600 employees and $1.5 billion in annual revenues, Belo operates media franchises in some of America's most dynamic markets and regions, including Texas, the Northwest, the Southwest, Rhode Island, and the Mid-Atlantic. Belo owns 19 television stations (six in the top 15 markets); owns or operates seven cable news channels; and manages one television station through a local marketing agreement. Belo's daily newspapers are The Dallas Morning News, The Providence Journal, The Press-Enterprise (Riverside, CA) and the Denton Record-Chronicle (Denton, TX). Belo operates more than 30 Web sites, several interactive alliances and a broad range of Internet-based products. Additional information, including earnings releases and corporate communications, is available online at http://www.belo.com/ . For more information contact Carey Hendrickson, vice president/Investor Relations & Corporate Communications, at 214-977-6626.

About Inforeedom, Inc.:

Based in Dallas, Inforeedom provides turnkey wireless solutions that enable their clients to extend relationships with their customers into the mobile environment. Inforeedom enables content providers, brands and media companies to deliver personalized, interactive, actionable wireless information. All Inforeedom programs, including marketing campaigns, messages and premium messages, are built to meet their clients' specific business objectives.