Catalina Marketing Refines Focus On Proprietary Business Strategies

Catalina Marketing Refines Focus On Proprietary Business Strategies 


ST. PETERSBURG, Fla., Nov. 24  /PRNewswire-FirstCall/ -- Catalina Marketing
Corporation  today announced plans to reorganize the company to focus on
businesses which maximize its proprietary and strategic advantages.
Specifically, Catalina said it will realign and restructure its domestic and
international businesses to focus primarily on point-of-sale applications within
the consumer packaged goods, retail and pharmaceutical industries. The company
believes these businesses will provide profit, cash flow and growth
opportunities.

The decision to focus on this business strategy is the result of an assessment
initiated by Catalina Marketing's Board of Directors and Michael R. O'Brien,
Catalina Marketing's interim chief executive officer.  Mr. O'Brien said, "As we
have conducted an overall assessment of the business and its potential, it has
become clear that our best opportunities to generate long- term value are in
Catalina's proprietary products and services. These areas require Catalina's
complete focus and energy at the present time."

The company said it plans to examine strategic alternatives for other units of
its business, including its direct mail division, Catalina Marketing Direct
Marketing Services, its custom research division, Catalina Marketing Research
Solutions and Pacific Media, a Tokyo-based outdoor advertising business. The
alternatives to be considered include the possible sale or divestiture of these
units.  In connection with the reorganization, Catalina has accepted the
resignation of Patricia A. Melanson, group president, and is in the process of
reorganizing the reporting structure of its executive management to better
reflect the company's renewed focus.

Based in St. Petersburg, Fla., Catalina Marketing Corporation
(http://www.catalinamarketing.com/) was founded 20 years ago based on the
premise that targeting communications based on actual purchase behavior would
generate more effective consumer response. Today, Catalina Marketing combines
unparalleled insight into consumer behavior with dynamic consumer access. This
combination of insight and access provides marketers with the ability to execute
behavior- based marketing programs, ensuring that the right consumer receives
the right message at exactly the right time. Catalina Marketing offers an array
of behavior-based promotional messaging, loyalty programs and direct to patient
information. Personally identifiable data that may be collected from the
company's targeted marketing programs, as well as its research programs, are
never sold or given to any outside party without the express permission of the
consumer.

Certain statements in the preceding paragraphs are forward looking, and actual
results may differ materially.  Statements not based on historic facts involve
risks and uncertainties, including, but not limited to, the changing market for
promotional activities, especially as it relates to policies and programs of
packaged goods and pharmaceutical manufacturers for the issuance of certain
product coupons and other promotions, the effect of economic and competitive
conditions and seasonal variations, actual promotional activities and programs
with the company's customers, the pace of installation of the company's store
network, the policies and programs of the company's retail partners, the success
of new services and businesses and the pace of their implementation, and the
company's ability to maintain favorable client relationships. 

DATASOURCE: Catalina Marketing Corporation



CONTACT:  Investors, Christopher W. Wolf, Executive Vice President and

Chief Financial Officer, [phone], or Joanne Freiberger, Vice

President, Finance, [phone], or Media, Susan Gear, Executive Director,

Marketing, [phone], all of Catalina Marketing Corporation



Web site:  http://www.catalinamarketing.com/ 

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