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 first quarter of Fiscal Year 2011. GAAP profit before income taxes for the quarter was $1.6 million. Revenue for the quarter was $7.7 million. If foreign currency exchange rates had remained constant, revenue for the quarter would have been approximately $8.1 million, compared to $7.8 million during the same period last year.

Fiscal 2011 First Quarter Financial and Operational Highlights:


--  GAAP net income before income taxes of $1.6 million, a 26% increase
    compared to $1.3 million in the first quarter of Fiscal 2010
--  Transacted 6.4 million orders over the PNI Digital Media Platform, a 14%
    increase compared to first quarter of Fiscal 2010
--  Revenue of $7.7 million, compared to $7.8 million in first quarter of
    Fiscal 2010
--  Transactional revenue of $6.3 million, consistent with the first quarter
    of Fiscal 2010. Transaction fees represented 81% of total revenue for
    the quarter, consistent with the same period last year
--  Non-GAAP adjusted EBITDA(1) of $2.3 million, compared to $2.7 million
    during the same period last year
--  Overall expenses fell 5% to $6.2 million for the quarter
--  Cash expenses increased 7% to $5.3 million for the quarter
--  Achieved 100% uptime for the third holiday season in a row

"We have started 2011 with a record profit before taxes of $1.6 million and solid adjusted EBITDA of $2.3 million in the first quarter," said Kyle Hall, Chief Executive Officer of PNI Digital Media. "We have a well established core business and we look forward to reigniting revenue growth as we roll out our new offerings throughout 2011."

Conference Call

The Company will host a conference call on Wednesday, February 23rd, 2011 at 4:30pm ET (1:30pm PT) to discuss the Company's Fiscal 2011 first 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. 39102493. 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 http://www.pnimedia.com/webcast. The presentation will be available for download for dial-in callers.


Consolidated Balance Sheets
                                                 December 31,  September 30,
                                                        2010           2010
                                              --------------  -------------

Assets

Current assets
 Cash and cash equivalents                    $    3,737,564  $   4,690,355
 Accounts receivable                               6,125,136      5,302,865
 Prepaid expenses and other current assets           548,702        541,026
 Current portion of future income tax asset        1,094,702      1,026,651
                                              --------------  -------------

                                                  11,506,104     11,560,897

Property and equipment                             5,184,067      5,230,829
Future income tax asset                            4,280,015      4,953,934
Intangible assets                                    873,775      1,115,794
Goodwill                                             630,351        658,904

                                              --------------  -------------

                                              $   22,474,312  $  23,520,358
                                              --------------  -------------
                                              --------------  -------------

Liabilities

Current liabilities
 Accounts payable and accrued liabilities     $    3,911,753  $   5,471,878
 Current portion of deferred revenue                 602,139        613,081
 Current portion of capital lease obligations              -        107,964
 Future income tax liability                         115,889        119,081
                                              --------------  -------------

                                                   4,629,781      6,312,004

Deferred revenue                                      50,137         78,876
                                              --------------  -------------
                                                   4,679,918      6,390,880
                                              --------------  -------------

Shareholders' Equity

Share capital                                 $   65,996,007  $  66,200,215
Contributed surplus                               19,175,859     18,933,619
                                              --------------  -------------
                                                  85,171,866     85,133,834
                                              --------------  -------------

Deficit                                          (64,601,299)   (65,684,820)

Accumulated other comprehensive loss              (2,776,173)    (2,319,536)
                                              --------------  -------------

                                                 (67,377,472)   (68,004,356)
                                              -----------------------------

                                                  17,794,394     17,129,478

                                              --------------  -------------
                                              $   22,474,312  $  23,520,358
                                              --------------  -------------
                                              --------------  -------------


Consolidated Statements of Earnings and Comprehensive Gain
                                                      Three Months Ended
                                                 December 31,   December 31,
                                                        2010           2009
                                              --------------  -------------

Revenue                                       $    7,733,805  $   7,756,213

Expenses
 Network delivery                                  1,489,955      1,947,684
 Software development                              2,728,289      1,924,592
 General and administration                        1,023,791      1,080,758
 Sales and marketing                                 303,110        240,503
 Amortization                                        689,379      1,372,816
                                              --------------  -------------

                                                   6,234,524      6,566,353
                                              --------------  -------------

Earnings from operations before the undernoted     1,499,281      1,189,860

Realized foreign exchange (loss) gain                (25,449)       (20,140)

Unrealized foreign exchange gain                     195,888        167,973

Interest income                                           48            425

Interest expense - capital lease                      (5,536)       (27,323)

Interest expense - other                                   -         (1,560)

Loss on disposal of property and equipment           (19,472)             -

                                              --------------  -------------

                                                     145,479        119,375
                                              --------------  -------------

Earnings before income taxes                       1,644,760      1,309,235

Current income tax (expense)                               -              -
Future income tax (expense) benefit                 (561,239)       (64,912)

                                              --------------  -------------
Net earnings                                       1,083,521      1,244,323

Other comprehensive earnings:

Unrealized foreign exchange loss on
 translation of self sustaining foreign
 operations                                         (456,637)      (312,056)
                                              --------------  -------------

Comprehensive gain                            $      626,884  $     932,267
                                              --------------  -------------
                                              --------------  -------------
                                                                                                                             Earnings per share

Basic                                         $         0.03  $        0.04
Fully diluted                                 $         0.03  $        0.04


Non-GAAP Financial Measures
                                                      Three Months Ended
                                                 December 31,   December 31,
                                                        2010           2009
                                              --------------  -------------

Net profit in accordance with GAAP            $    1,083,521  $   1,244,323
Amortization                                         689,379      1,372,816
Interest expense                                       5,536         28,883
Income taxes                                         561,239         64,912
Stock based compensation expense                     199,097        185,077
Unrealized foreign exchange (gain)                  (195,888)      (167,973)

                                              --------------  -------------
Adjusted EBITDA                               $    2,342,884  $   2,728,038
                                              --------------  -------------
                                              --------------  -------------

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 http://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.

The TSX Venture Exchange has neither approved nor disapproved the information contained in this release. PNI Digital Media relies upon litigation protection for "forward-looking" statements.

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

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