Raycom to Debut Hyper-Local Community Sites

Partnering with DataSphere on hundreds of microsites

By Michael Malone -- Broadcasting & Cable, 3/5/2010 10:32:14 AM

Raycom Media is partnering with DataSphere Technologies to launch what it says will be "hundreds" of local community news websites. The first of Raycom's "LocalNet" sites will be up and running before the end of April.

DataSphere has launched a similar local web strategy with Fisher Communications in markets that include Seattle and Portland. Portland, for one, has 30 community sites up and running thus far, offering localized news to the various communities and appealing to local advertisers that may have previously passed on TV advertising.

Fisher announced a $1.5 million investment in Bellevue-based DataSphere last month.

The websites will be launched in cities served by Raycom's stations, which include WCSC Charleston and WOIO Cleveland, and will "provide local communities with the best source of information about news, events, entertainment and personalities relevant to their day-to-day lives," said Raycom in a statement. "Local businesses will also benefit from the opportunity to reach their potential customer base within a compelling new context."

"Raycom's focus has always been on contributing to the local community, seeking out divergent points of view and creating an atmosphere of community dialogue," said Raycom Media President/CEO Paul McTear. "DataSphere's LocalNet service will allow us to further fulfill this vision rapidly, and with greater efficiency than would otherwise be possible."