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For more information, contact: For Immediate Release

Kirsten Armstrong
(415) 252-4088


American Greetings, E*Trade and Hewlett Packard Among Top Sites to Adopt
New Server-Side Solution for Automated and Personalized Web Site Graphics

San Francisco, Calif. - August 17, 1998 - Macromedia, Inc. (NASDAQ: MACR)
today announced the general availability of Macromedia Generator, the
solution for automated and personalized Web site graphics. Macromedia
Generator is powerful new server-based software that uses templates created
in Flash 3 to create Web graphics on the fly with dynamic data. The
Generator product line includes the Developer's Studio for authoring
graphic templates, and the Generator Graphics Server for delivering
real-time Web graphics. By automating the process of linking data-driven
content to Web site graphics, Generator enables Web designers to create
real-time headlines, mastheads, advertising, interactive maps, schedules,
charts, graphs and more. Generator is now available directly from
Macromedia at http://www.macromedia.com/generator.

"Macromedia Generator is the missing link we were looking for to enable us
to deliver dynamic Web content in a compelling graphical format," said Dean
Lucas, Web design manager of product development at E*Trade. "We can now
give our audience a completely new way of interacting with relevant
financial market information on the Web without sacrificing a degree of
performance. Going forward, we hope to push this technology even further
to produce some astounding components for our Web site and provide a higher
level of interactivity for the end-user."

"Generator is the next step in our mission to add life to the Web," said
David Mendels, co-general manager of Macromedia's Web Publishing Business
Unit. "Now, companies building Web sites with live data can add the power
of real-time, personalized graphics without custom programming."

Currently, Web designers must manually and continually update graphics and
animations. As Web sites increasingly rely on frequently changing data to
attract and retain visitors, the production of Web pages and graphics can
become time consuming and error prone. Generator now gives Web designers
more flexibility and control over the appearance of their data-driven
graphics, while providing end users with a rich, interactive view of live
information. To see examples of Generator in action - such as real-time
news and personalized Web graphics - visit

With Generator, any graphic - from personalized banner advertising to
custom weather maps to automated event listings - can be driven from a data
source and refreshed on-the-fly without redesigning the entire graphic or
page. Generator exports all standard Web graphic formats, such as GIF,
JPEG and PNG, as well as vector-based Flash (.swf) files. Generator is
designed for data-driven sites with frequently changing graphical content,
News and Information Sites, which need to display live information, such
as graphical sports scores, headlines, weather maps, response graphs, or
event listings. To see examples of news and information Web sites that are
powered by Macromedia Generator, visit E*Trade
(http://us-flash.etrade.com), Internet Business Magazine
(http://www.ibmag.co.uk), and Philadelphia Online
Corporate and Commerce Sites that dynamically generate promotional
information, real-time advertising, charts and schematics. Visit Chevron
(http://chevroncars.com), Hewlett Packard (http://www.hp.com/kayak), and
NCompass Labs (http://www.ncompasslabs.com) for examples of innovative
corporate and commerce Web sites that are using Generator.
Destination Sites that require personalization and customization of the
interface for each user, as well as branded, promotional content. American
Greetings (http://flash.americangreetings.com) and Fans Only
(http://www.fansonly.com) are among the leading Internet destinations that
are using Generator.
Design and Creative Firms that want to provide the most engaging and
compelling dynamic content for their clients. Leading design and creative
firms that are using Generator include Darwin Digital
(http://www.saatchisf.com/darwin), ISL (http://www.islco.com), K-Web
(http://www.k-web.net), Matinee
(http://www.matinee.co.uk/lottery/lottery.htm), Organic Online
(http://www.edam.organic.com/flashdemo), RareMedium
(http://www.rarekids.com/buddymaker/), RazorFish
(http://www.razorfish.com), Smashing Ideas (http://www.smashingideas.com),
Think Inc. (http://www.i-book.thinkinc.com), and White Shark

"Macromedia Generator gives us the opportunity to combine the two most
important elements for our clients -- database functionality and
graphically rich branded content -- for corporations such as Chevron," said
Chris Comis, producer at ISL Consulting. "ChevronCars.com's 'Food for
Thought' is a highly personalized and dynamic game, serving up age-specific
questions and responses. With Generator, the process of updating and
maintaining this site is less expensive and faster than other methods, and
strongly positions the Chevron brand for future Internet models that will
ultimately compete with television."

"Macromedia's new server-based software for graphics is a perfect
complement to Sun's scalable and reliable servers and Solaris operating
environment," said Bill Correll, worldwide market development manager, Sun
Microsystems. "Flash Generator is a great way for Sun customers running
high-volume, media-centric Web sites, like those designed for electronic
commerce and real-time news and information services, to create a more
compelling and immediate user experience."

"The next generation of Web sites are going to depend on server technology
to dynamically deliver data, images and information, and Macromedia is
pioneering in this new market with Generator," said Adam Berrey, product
marketing director at Allaire Corporation. "We're excited about how
customers are integrating the Cold Fusion Web application server with
Generator to deliver online commerce, content publishing and business
automation applications that incorporate dynamic Web graphics and
enterprise business systems."

Vector-based graphics have numerous advantages in designing animation,
graphics, and user interface for Web pages. Macromedia Flash products,
which are based on vector technology, bring compelling, interactive
multimedia content to life on the Web. Professional Web designers use
Flash, FreeHand, and Generator to create and deliver compact, fast, and
beautiful vector-based graphics and animation for the Web. The free Flash
player enables Web consumers to display Flash and Generator content that
streams, or plays, as it downloads from within a Web browser -- even when
surfing the net with standard 28.8 kps modems.

Macromedia recently announced partnerships with Netscape and Microsoft
ensuring that the Flash player is included with every Netscape browser and
comes pre-installed with the Windows 98 operating system, making exciting
Flash content available to a broad range of Internet users around the
world. Macromedia also recently published the popular Flash file format
(.swf) as an open Internet binary standard with widespread support from
industry-leading companies, including Microsoft, IBM, RealNetworks,
Associated Press, @Home, and Broderbund. The moves establish Flash as the
Web standard for vector graphics and animation, provide a more attractive
environment to content publishers, allow Web designers to make animation a
standard element in their designs, and enable developers to deliver
Flash-compatible authoring and editing tools. For more information, visit

The Generator product line is now available directly from Macromedia.
Generator Dynamic Graphics Server is available for Microsoft Internet
Information Server on Windows NT, and Microsoft Personal Web Server for
Windows, for US $2,999 per server processor. Generator Developer's Studio,
Flash Edition is now available for Windows NT, Windows 95 and Macintosh for
US $499 per user license. Flash 3 users can upgrade to the Generator
Developer's Studio, Flash Edition for US $199 per user license. Interested
parties outside North America should contact their local Macromedia
distributor for pricing and availability. For the name of a Macromedia
authorized reseller in your area, call (800) 326-2128 or visit
http://www.macromedia.com. Generator Dynamic Graphics Server for Solaris
will be available later this year. To learn more about Generator, visit

Macromedia's mission is to add life to the Web. By providing its
award-winning Web Publishing, Web Traffic, and Web Learning solutions to
Web designers, consumers, and the enterprise, Macromedia is delivering a
completely new generation of Internet tools and technologies designed to
transform the Web experience. Headquartered in San Francisco, Macromedia
(NASDAQ: MACR) has more than 550 employees worldwide and is available on
the Internet at http://www.macromedia.com. Macromedia also hosts one of
the most engaging sites on the Web at http://www.shockrave.com.

# # #

Macromedia, Generator, Flash and FreeHand are trademarks or registered
trademarks of Macromedia, Inc., as indicated. Other company names, brand
names and product names may be trademark(s) of others.


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