53 This strategy has served Gannett well in the development of our newspaper Internet efforts. The aggressive local focus, including advertising sales efforts, combined with effective use of national economies of scale and standardized technology resulted in solid results in 2001. Pro forma advertising revenue for local newspaper Web sites increased by 29% in 2001, which followed an 88% increase in 2000. Recent traffic on our sites reached more than 40 million visitors and over 150 million page views per month. Newsroom editorial systems were replaced in Lansing, Battle Creek and the Wisconsin Winnebago group of six newspapers in 2001. In 2002, new editorial systems will be installed in Rochester, Louisville, Cincinnati, St. George and Salisbury. The newer systems have Web-conversion capabilities that make it eas- ier and quicker for newspapers to post stories on their Web sites. Gannett newsrooms continue to convert to digital photogra- phy, which enables our newspapers to provide photos with very late-breaking stories and to be more competitive on their Web sites. By the end of 2002, more than 75 Gannett news photo departments are expected to be 100 percent digital. The Rate Matrix sales program was implemented at 12 Gannett newspapers in 2001 and more newspapers will follow in 2002. The Rate Matrix is a program for selling multiple ads across multiple product lines and packaging them into one buy for the customer. A typical Matrix package might include a retail display ad, a classified help wanted ad, a print-and-deliver insert targeted to specific zones, an online directory listing and an online coupon. Pricings and proposals are done on laptop or desktop computers. New online classified ad order entry software was installed  in three newspapers in 2001. The software allows the customer to place their classified ad via the newspaper’s Web site. It per- mits the customer to build both their print and online ad using templates provided by the newspaper or to customize the ad to meet their specific requirements. The standard software includes six categories: employment, automotive, real estate, merchandise, obituaries and legals. It also facilitates upsell opportunities such as bolding, attention getters, and e-mail hyperlinks. When  customers complete the design of their ads and select a product schedule, they receive a realtime price quote. Customers can then book their ads without further newspaper involvement.  A larger rollout is planned for 2002. Also in 2002, Gannett will begin the rollout of it newest update to the company’s legacy software. The update will focus primarily on advertising functionality. The highlight of the release is the new pricing engine that will permit the packaging and  selling of multiple products across multiple mediums. This will improve the competitive position of Gannett’s local newspapers in their marketplaces, and provide the flexibility to be more  creative in meeting advertisers’ changing needs.  In addition to the software enhancements added to the newest system version and the commercial release of its e-com- merce integration package, GMTI entered a strategic marketing agreement with Atex, Inc. of Bedford, Mass. Atex will market  the Digital Collections archive system as part of its editorial  publishing system in North and South America. The Digital Collections digital asset management system  has now been installed at USA TODAY, Gannett News Service, 69 Gannett newspapers and 25 non-Gannett newspapers. A  centralized, group-wide archive system for Ottaway Newspapers, a division of Dow Jones, Inc., and an advertising and photo  management system for Wegman’s Food Markets in Rochester, N.Y., were completed in 2001. The Wegman’s installation marks the most recent use of the Digital Collections system outside the publishing industry. GMTI continued the rollout of CelebroCityServer, its soft- ware for building online shopping and commerce guides on Web sites, to more than 34 Gannett properties. In May 2001, GMTI acquired the AutoChooser division of Pentawave, Inc. GMTI is blending the AutoChooser technology with Celebro’s CarsPlus system to enable newspapers to offer Web site creation/hosting and print advertising integration. Significant non-Gannett users of AutoChooser technology include The Washington Post, The Atlanta Journal-Constitution, and Media News Group. GMTI installed new systems at The Indianapolis Star and Pensacola Offset and upgraded systems at a number of Gannett newspapers including Burlington, El Paso, Fort Myers, Olympia and Rockford. Thirteen non-Gannett newspapers and 10 real estate companies use Celebro’s ASP solution to manage their advertising. More than 4,000 real estate companies have aggre- gated 500,000 property listings in the Celebro database. Celebro produces ads for 300 publications and provides access to more than 45,000 agents across the United States. Non-Gannett  properties purchasing Celebro.com in 2001 included the Orlando Sun-Sentinel and the Austin (Texas) Board of Realtors. Gannett Media Technologies International (GMTI) continued to transition customers to its Internet-based Celebro system. Celebro aids in the creation of new advertising products while automating the scheduling and production of real estate ads. Newspapers are freed from production requirements. Real estate companies are now linked directly to GMTI’s database servers where Celebro’s automation software builds ads and sends  complete, digitized ad files to our newspapers for pagination  and printing. 