Borrell Awards of Merit Issued to Fisher CEO, Shycast, and Long Island Web Site

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Borrell Associates Inc. today issued three Awards of Merit for achievement in local online advertising ventures, including an Innovator of the Year award to Fisher Communications President & CEO Colleen Brown.

Hordes of local media companies are doing great, innovative things with their interactive operations

Borrell Associates Inc. today issued three Awards of Merit for achievement in local online advertising ventures, including an Innovator of the Year award to Fisher Communications President & CEO Colleen Brown.

In addition to Ms. Brown, awards went to Long Island-based YourLI.com for Best Results for Advertisers and to Princeton, N.J.-based Shycast for helping local merchants. The awards were presented at a luncheon Tuesday during Borrell’s 2010 Local Online Advertising Conference at the Grand Hyatt in New York. The sold-out conference attracted nearly 400 local media executives.

"Hordes of local media companies are doing great, innovative things with their interactive operations,” said Gordon Borrell, CEO of Borrell Associates. “But the cream of the crop are those who are delivering sustainable financial results for advertisers and for their companies. That was the deciding factor in selecting recipients.”

Ms. Brown received the Innovator of the Year award for Fisher’s launch of more than 100 hyperlocal Web sites and surpassing 1,000 individual advertising clients. Borrell said the effort is notable because it represented a “counter-culture change” for a TV broadcaster to reach that many smaller businesses in such a viable, self-sustaining Internet venture. “Change may happen in the ranks, but it has to come from the top. And at the top of this remarkable story is one remarkable CEO,” he said in presenting the award.

YourLI.com, a Web site launched by Long Island Radio Group last year, received the award for Best Results for Local Businesses. The coupon and savings site averages 22,000 “wallet ready” unique visitors who print up to 12,000 coupons per month – the equivalent of distributing more than half a million coupons across Long Island. Advertisers interviewed as part of Borrell’s verification process reported 10 to as many as 50 YourLI.com coupons per week “walking in the door.” Accepting the award was Dave Widmer, president of Long Island Radio Group.

Shycast, a Princeton-based company that runs branded video contests, won for Best Results for the Community. Shycast conceptualized and ran – at its own expense – a contest where residents submitted videos about why they liked shopping in downtown Princeton.

“Small-business owners told us they were fully expecting abysmal holiday sales as shoppers flocked to discount stores,” Borrell said. “They told us that this campaign created such a buzz that most of them – even an ice cream store in winter, if you can believe that – saw increased business. When 45 cents of every dollar spent at a small local merchant stays in the community, as opposed to 13 cents spent at the big chain stores, it’s pretty clear that Shycast’s efforts were a direct contributor to helping save jobs and the dreams of local business owners.” Accepting the award was Drew Peloso, CEO of Shycast.

For more information on the awards or Borrell Associates, visit http://www.borrellassociates.com or call 757.221-6641.

About Borrell Associates Inc.:
Borrell Associates Inc. is a research and consulting firm that tracks local advertising and helps media companies develop executive strategies. It works with more than 1,000 local media companies throughout North America and publishes regular analyses of major advertising trends and conduct sales training for clients. The company is headquartered in Williamsburg, Va.

About Fisher Communications, Inc.:
Fisher Communications, Inc. is a Seattle-based communications company that owns and operates 13 full power television stations, 7 low power television stations, and 8 radio stations. It also owns and operates Fisher Interactive Network, its online division, (including over 100 online sites); Fisher Pathways, a satellite and fiber transmission provider; and Fisher Plaza, a media, telecommunications, and data center facility near downtown Seattle. For more information visit http://www.fsci.com.

About YourLI.com:
YourLI.com is a consumer focused website created to help Long Islanders save money. It offers coupons, half-price gift certificates, a directory of more than 100,000 local advertisers, contests, and locater features for the lowest gas and heating-oil prices on Long Island. It was launched in 2009 by Long Island Radio Group, a privately held company that owns six radio stations on Long Island, including KJOY, B-103, WJMC, WRCN, and LOVE 96.1. For more information, visit http://www.yourli.com.

About Shycast:
Shycast is a privately held company started by a group of entrepreneurial undergraduates at Princeton University in 2007. It creates brand-building contests for merchants that engage video and social networking to drive awareness and excitement for brands. Shycast is base in Princeton, N.J. For more information visit http://www.shycast.com.

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