SEATTLE (AP) ¿ Fisher Communications Inc. said Wednesday it has set up 38 neighborhood news Web sites in the Portland and Eugene, Ore., areas.

The company, which operates radio and TV stations in Oregon, Seattle and Idaho, said the new "hyper-local" sites combine reporting from its stations with online Web templates from a company called DataSphere Technologies Inc.

The step is part of a broader move by traditional media to focus on their local markets and capture more advertising there as ad revenue migrates to the Web.

In a statement, Fisher CEO Colleen B. Brown said the new sites are aimed at providing "neighborhood information at a grassroots level while further enabling local businesses to efficiently reach their customers."

Fisher shares rose 10 cents to $18.26 in afternoon trading.
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