Fisher Captures 1,000 Advertisers with Hyperlocal Strategy

SEATTLE: Fisher Communications says its hyperlocal neighborhood sites have now attracted more than 1,000 advertisers to more than 100 neighborhood sites. The broadcaster launched the initiative last August with 43 Web sites focused on distinct Seattle neighborhoods.

“This progress is in line with our strategic plan and on track with our broadcast to broadband initiative to provide neighborhood information at a grassroots level while enabling local businesses to efficiently reach their customers,” said Colleen Brown, Fisher president and CEO.

Analysts at BIA/Kelsey in Chantilly, Va., are keen on hyperlocal media. The research firm predicted that hyperlocally targeted media will create a break-out revenue stream this year. (See “BIA is Big on Local Media for 2010.”)

Fisher now operates hyperlocal neighborhood sites in Seattle, Washington; Portland and Eugene, Ore.; Bakersfield, Calif. and Boise, Idaho. The sites leverage content from local TV affiliates as well as from folks within the neighborhoods and site users. The ad platform is provided by DataSphere Technologies. Fisher has 13 full-power and seven low-power TV stations and eight radio stations across 12 markets in California, Oregon, Washington, Idaho and Montana.