PNI Digital Media (TSX VENTURE:PN)(OTCBB:PNDMF), ("PNI" or the "Company"), the
leading innovator in online and in-store digital media solutions for retailers,
announces that the Board of Directors has authorized the purchase of up to
1,714,943 of the outstanding common shares of the Company by way of a normal
course issuer bid made through the facilities of the TSX Venture Exchange. The
normal course issuer bid is in effect as of May 27, 2011 and will remain in
effect for one year or until the Company has acquired 5% of the outstanding
common shares. Canaccord Genuity Corp. is the appointed dealer through which the
bid will be conducted. 


The normal course issuer bid has been approved by the TSX-V and will be subject
to the rules of the exchange and applicable securities laws, including the rules
pertaining to the maximum number of shares that can be purchased in any one day.
PNI Digital Media will pay the market price at the time of acquisition of common
shares purchased through the facilities of the exchange. All common shares
acquired by the Company under the normal course issuer bid will be cancelled. In
the previous twelve months PNI Digital Media has made the following purchases
pursuant to a normal course issuer bid: 




Purchase Date         Number of Shares Purchased    Purchase Price per Share
                                                                            
May 20, 2010                              10,000                       $1.70
June 10, 2010                             10,000                       $1.67
June 30, 2010                             20,000                       $1.55
July 19, 2010                             20,000                       $1.45
August 4, 2010                            10,000                       $1.50
September 3, 2010                         10,000                       $1.45
September 8, 2010                         10,000                       $1.40
September 14, 2010                        10,000                       $1.33
October 11, 2010                           9,400                       $1.57
October 12, 2010                          12,900                       $1.56
November 4, 2010                          12,900                       $1.53
November 26, 2010                         40,000                       $1.73
December 3, 2010                          10,000                       $1.67
December 29, 2010                         13,100                       $1.58
January 4, 2011                            5,700                       $1.58
January 5, 2011                           14,800                       $1.57
January 10, 2011                           4,900                       $1.58
January 12, 2011                           3,900                       $1.61
January 13, 2011                          46,100                       $1.57



PNI Digital Media is initiating the normal course issuer bid because it believes
that, at certain times, the market price for the common shares of the Company
may not reflect the underlying value of its business and its future prospects.
The objective of the normal course issuer bid is to provide market stability for
the benefit of the Company's shareholders. 


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 photo 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.


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.
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