PNI Digital Media (TSX VENTURE: PN)(OTCBB: PNDMF), ("PNI" or the "Company"), the leading innovator in digital media solutions for retailers, announced financial results for the second quarter of Fiscal Year 2011. Revenue for the quarter was $5.0 million. If foreign currency exchange rates had remained constant, revenue for the quarter would have been approximately $5.2 million, compared to $5.3 million during the same period last year.

Fiscal 2011 Second Quarter Financial and Operational Highlights:


--  Transacted 3.6 million orders over the PNI Digital Media Platform, a 10%
    increase compared to the second quarter of Fiscal 2010
--  Revenue of $5.0 million, compared to $5.3 million in second quarter of
    Fiscal 2010
--  Transactional revenue of $3.5 million, compared to $3.7 million during
    the second quarter of Fiscal 2010 Transaction fees represented 69% of
    total revenue for the quarter, consistent with the same period last year
--  Non-GAAP adjusted EBITDA(1) of $(0.1 million), compared to $1.0 million
    during the same period last year
--  GAAP net loss after income taxes of $852,000 for the quarter
--  The Company extended its agreement with Costco for an additional five
    year term through 2016
--  More than 700 promotions were offered over the PNI Digital Media
    Platform during the quarter

"Our second quarter is historically our weakest and this year was no exception," said Kyle Hall, Chief Executive Officer of PNI Digital Media. "We were happy to announce our contract extension with Costco through 2016 and look forward to announcing more customer news as we are able."

Conference Call

The Company will host a conference call on Thursday, May 26th, 2011 at 4:30pm ET (1:30pm PT) to discuss the Company's Fiscal 2011 second quarter financial results. Mr. Kyle Hall, Chief Executive Officer, Mr. Aaron Rallo, President and Chief Operating Officer and Mr. Simon Bodymore, Chief Financial Officer will host the call.

To join the call, please dial (888) 241-0394 (US/Canada) or (647) 427-3413 (International) and quote conference ID no. 67562578. Please call 10 minutes prior to the scheduled start time. PNI Digital Media will also provide a live webcast and slide presentation, available on the Company's website at www.pnimedia.com/webcast. The presentation will be available for download for dial-in callers.


Consolidated Balance Sheets


                                                    March 31,  September 30,
                                                        2011           2010
                                             ------------------------------

Assets

Current assets
  Cash and cash equivalents                      $ 4,745,436    $ 4,690,355
  Accounts receivable                              3,782,818      5,302,865
  Prepaid expenses and other current assets          590,213        541,026
  Current portion of future income tax asset       1,082,060      1,026,651
                                             ------------------------------
                                                  10,200,527     11,560,897

Property and equipment                             5,617,962      5,230,829
Future income tax asset                            4,531,907      4,953,934
Intangible assets                                    691,821      1,115,794
Goodwill                                             634,603        658,904

                                             ------------------------------
                                                $ 21,667,946   $ 23,520,358
                                             ------------------------------
                                             ------------------------------

Liabilities

Current liabilities
  Accounts payable and accrued liabilities       $ 3,667,556    $ 5,471,878
  Current portion of deferred revenue                423,910        613,081
  Current portion of capital lease
   obligations                                             -        107,964
  Future income tax liability                        109,772        119,081
                                             ------------------------------
                                                   4,201,238      6,312,004

Deferred revenue                                      55,713         78,876
                                             ------------------------------
                                                   4,256,951      6,390,880
                                             ------------------------------

Shareholders' Equity

Share capital                                   $ 66,633,431   $ 66,200,215
Contributed surplus                               18,944,573     18,933,619
                                             ------------------------------
                                                  85,578,004     85,133,834
                                             ------------------------------
Deficit                                          (65,453,778)   (65,684,820)

Accumulated other comprehensive loss              (2,713,231)    (2,319,536)
                                             ------------------------------
                                                 (68,167,009)   (68,004,356)
                                             ------------------------------
                                                  17,410,995     17,129,478
                                             ------------------------------
                                                $ 21,667,946   $ 23,520,358
                                             ------------------------------
                                             ------------------------------



Consolidated Statements of Earnings and Comprehensive Gain

                              Three Months Ended          Six Months Ended
                            March 31,    March 31,    March 31,    March 31,
                                2011         2010         2011         2010
                       ----------------------------------------------------

Revenue                  $ 5,031,263  $ 5,261,722 $ 12,765,068 $ 13,017,935

Expenses
  Network delivery           992,498    1,238,269    2,482,453    3,185,953
  Software development     2,879,128    1,922,796    5,607,417    3,847,388
  General and
   administration          1,056,037    1,009,289    2,079,828    2,090,047
  Sales and marketing        257,919      215,027      561,029      455,530
  Amortization               692,853    1,322,910    1,382,232    2,695,726
                       ----------------------------------------------------

                           5,878,435    5,708,291   12,112,959   12,274,644
                       ----------------------------------------------------

(Loss) earnings from
 operations
 before the undernoted      (847,172)    (446,569)     652,109      743,291

Realized foreign
 exchange (loss)             (57,549)     (40,434)     (82,998)     (60,575)

Unrealized foreign
 exchange (loss) gain       (104,980)     458,835       90,908      626,808

Interest income                    -          253           48          679

Interest expense -
 capital lease                     -      (21,915)      (5,536)     (49,238)

Interest expense -
 other                           (15)           -          (15)      (1,560)

Loss on disposal of
 property and equipment      (71,241)           -      (90,713)           -
Loss on settlement of
 asset retirement
 obligation                        -       (4,810)           -       (4,810)

                       ----------------------------------------------------
                            (233,785)     391,929      (88,306)     511,304
                       ----------------------------------------------------

(Loss) earnings before
 income taxes             (1,080,957)     (54,640)     563,803    1,254,595

Current income tax
 benefit (expense)                 -            -            -            -
Future income tax
 benefit (expense)           228,478      (36,246)    (332,761)    (101,158)

                       ----------------------------------------------------
Net (loss) earnings         (852,479)     (90,886)     231,042    1,153,437

Other comprehensive
 gain (loss):

Unrealized foreign
 exchange gain (loss) on
 translation of self
 sustaining foreign
 operations                   62,942     (659,784)    (393,695)    (971,840)
                       ----------------------------------------------------
Comprehensive (loss)
 gain                    $  (789,537) $  (750,670) $  (162,653)  $  181,597
                       ----------------------------------------------------
                       ----------------------------------------------------

(Loss) earnings per
 share
  Basic                  $     (0.03) $     (0.00) $      0.01   $     0.03
  Fully diluted          $     (0.03) $     (0.00) $      0.01   $     0.03


Non-GAAP Financial Measures

                                                   Three Months Ended
                                             March 31, 2011  March 31, 2010
                                             ------------------------------

Net (loss) in accordance with GAAP              $  (852,479)    $   (90,886)
Amortization                                        692,853       1,322,910
Interest expense                                         15          21,915
Income tax (benefit) expense                       (228,478)         36,246
Stock based compensation expense                    160,303         181,872
Unrealized foreign exchange loss (gain)             104,980        (458,835)

                                             ------------------------------
Adjusted EBITDA                                 $  (122,806)    $ 1,013,222
                                             ------------------------------
                                             ------------------------------


                                                    Six Months Ended
                                             March 31, 2011  March 31, 2010
                                             ------------------------------

Net earnings (loss) in accordance with GAAP     $   231,042     $ 1,153,437
Amortization                                      1,382,232       2,695,726
Interest expense                                      5,551          50,798
Income tax expense                                  332,761         101,158
Stock based compensation expense                    359,400         366,949
Unrealized foreign exchange (gain)                  (90,908)       (626,808)

                                             ------------------------------
Adjusted EBITDA                                 $ 2,220,078     $ 3,741,260
                                             ------------------------------
                                             ------------------------------

Notes:

1 - Non-GAAP Measures

The Company continues to provide all information required in accordance with GAAP, but believes evaluating its ongoing operating results may not be as useful if an investor is limited to reviewing only GAAP financial measures. Accordingly, the Company uses non-GAAP financial information to evaluate its ongoing operations and for internal planning and forecasting purposes. The primary non-GAAP financial measures utilized by the Company include adjusted EBITDA and adjusted EBITDA per share. Adjusted EBITDA is defined as earnings (loss) before interest expense, taxes, depreciation, amortization, unrealized foreign currency gains and losses and stock-based compensation.

To supplement the Company's financial statements presented on a GAAP basis, we believe that these non-GAAP measures provide useful information about the Company's core operating results and thus are appropriate to enhance the overall understanding of the Company's past financial performance and its prospects for the future. These adjustments to the Company's GAAP results are made with the intent of providing both management and investors a more complete understanding of the Company's underlying operational results and trends and performance. Management uses these non-GAAP measures to evaluate the Company's financial results, develop budgets, manage expenditures, and determine employee compensation. The presentation of additional information is not meant to be considered in isolation or as a substitute for or superior to net (loss) earnings or net (loss) earnings per share determined in accordance with GAAP.

Currency:

All amounts are expressed in Canadian dollars. This notice is qualified in its entirety by reference to the Company's financial statements and accompanying Management Discussion and Analysis, which are accessible on the SEC'S website at www.sec.gov/edgar.shtml and on SEDAR at www.sedar.com.

About PNI Digital Media- Founded in 1995, PNI Digital Media operates the PNI Digital Media Platform, which provides transaction processing and order routing services for major retailers. The PNI Digital Media Platform connects consumer-ordered digital content, whether from online, in-store kiosks, desktop software or mobile phones, with retailers that have on-demand manufacturing capabilities for the production of personalized products such as photos, photo books and calendars, business cards and stationery. PNI Digital Media successfully generates millions of transactions each year for retailers and their thousands of locations worldwide.

Further information on our company can be found at www.pnimedia.com.

The statements that are not historical facts contained in this release are forward-looking statements that involve risks and uncertainties. PNI Digital Media's actual results could differ materially from those expressed or implied by such forward-looking statements. Factors that could cause or contribute to such differences include, but are not limited to, changes in technology, employee retention, inability to deliver on contracts, failure of customers to continue marketing the online solution, competition, general economic conditions, foreign exchange and other risks detailed in the Company's annual report and other filings. Additional information related to the Company can be found on SEDAR at www.sedar.com and on the SEC'S website at www.sec.gov/edgar.shtml. The information contained herein is subject to change without notice. PNI Digital Media shall not be liable for technical or editorial errors or omissions contained herein.

PNI Digital Media relies upon litigation protection for "forward-looking" statements.

The TSX Venture Exchange has neither approved nor disapproved the information contained in this release. Neither TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.

Contacts: PNI Digital Media Inc. - Financial Information Simon Bodymore CFO (604) 893-8955 ext.229 PNI Digital Media Inc. - Investor Relations and Press Simon Cairns (866) 544-4881 ir@pnimedia.com www.pnimedia.com

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