The McClatchy Company (NYSE:MNI) announced today that it has signed an agreement to acquire Tru Measure, a media measurement and analytics firm based in Crested Butte, Colorado. McClatchy expects to complete the acquisition by the end of the month. Financial terms were not disclosed.

Founded in 2009, Tru Measure provides media companies and their advertising customers with tools and technology to better measure and track the effectiveness of digital advertising campaigns and consumer engagement.

Tru Measure has partnered with McClatchy since 2010. Its products are a key component of McClatchy’s recent impressLOCALTM initiative, which provides small and medium-sized advertisers with the digital tools and support necessary to successfully market their businesses online. impressLOCALTM debuted at McClatchy newspapers in Kansas City and Fort Worth in 2012 and is being rolled out to several additional McClatchy markets in 2013.

“This is another important investment in McClatchy’s digital future,” said Christian A. Hendricks, McClatchy vice president, interactive media. “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.”

Hendricks added, “We look forward to continuing Tru Measure’s relationships with existing customers and expanding the suite of products offered.”

As part of the acquisition, Tru Measure co-founder Charity Huff will join McClatchy and remain in her role as Tru Measure’s general manager.

“The Tru Measure team is excited to join McClatchy. We will continue to expand our services, enabling our reseller partners to own the measurement conversation in their local market,” Huff said.

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About Tru Measure

Founded in 2009 and headquartered in Denver with additional offices in Sacramento, Calif.; Seattle; and Raleigh-Durham, N.C., Tru Measure is a technology and customer service-driven company grounded in and committed to the advertising return on investment (ROI) needs of small and midsized businesses (SMBs). A wholly-owned subsidiary of McClatchy, Tru Measure offers a complete advertising ROI solution that provides expertise and guidance on go-to-market advertising programs including print, online, mobile and social for a broad spectrum of North American, European and Australian companies, including McClatchy, BH Media Group, The Washington Post, and EATEL. For more information, visit www.trumeasure.com.

About McClatchy

McClatchy is a 21st century news and information leader, publisher of iconic brands such as the Miami Herald, The Kansas City Star, The Sacramento Bee, the Charlotte Observer, The (Raleigh) News and Observer, and the (Fort Worth) Star-Telegram. McClatchy operates media companies in 28 U.S. markets in 14 states, providing each of its communities with high-quality news and advertising services in a wide array of digital and print formats. McClatchy is headquartered in Sacramento, Calif., and listed on the New York Stock Exchange under the symbol MNI.