Fisher Continues With 'Reinvent Local Media' Strategy
Fisher Communications, which operates ABC-Univision duopolies in Seattle and Portland, plans to continue to “reinvent local media” with “hyper-serving,” according to CEO Colleen Brown.
In broadcast news, Brown said there is a focus on an “advocacy journalism approach” in its core station business. But that also acts as a starting point across multiple platforms, including multicast channels, digital (including 121 neighborhood sites) and a Seattle news radio station.
Fisher operates 13 full-power TV stations, from Seattle to Idaho Falls to Bakersfield, Calif.
In the fourth quarter, Fisher posted a 9% increase in TV ad dollars to $27.4 million (the auto category was up 19%, while the retail category dropped 6%). Excluding a real estate sale, profit would have dropped to $6.4 million from $8.3 million for the same period in the year before.
Fisher's share price jumped nearly 5% on Thursday to close at $30.
Brown did not offer a definitive answer regarding whether Fisher would participate in any federal government auction of spectrum, saying it is reviewing the matter, but “there is too much to speculate on right now.”