Q:  As a business leader, what attracted you to an industry like television? 
I’ve always been attracted to the business of commerce, particularly the broadcast industry. The requirement to provide goods or services that create value to the consumer, while at the same time push the team to tackle a complex world of marketplace ambiguity, diversity and multiple goals is an irresistible challenge. Television provides a window to the world and through this medium, we have an opportunity to educate, inform and entertain millions of people every day. In addition, I value the fact that television stations are an integral part of the communities they serve and provide local advertisers a platform to reach their customers in a way they otherwise could not. 

Q:   The economy is forcing companies of all sizes to innovate in order to remain successful. What one or two steps has Fisher taken to respond to the downturn in the economy?    
Despite the challenging economic times, we have not lost focus on our goal of transforming Fisher into a regional leader in the broadcast industry. We see opportunities to position the company for the future and continue to make investments to increase the value we deliver to our viewers and listeners, advertising partners and shareholders. I believe we have the most talented team in the industry and if we can provide them the necessary resources, I am confident we can take Fisher to the next level. At the same time, we recognize the importance of maintaining a disciplined approach on containing costs and preserving cash. 

Q: The news business is changing on an almost hourly basis. How have social media sites like
YouTube, Facebook and Twitter changed the news gathering — and news sharing —function?
Technological and social changes are redefining our industry and we need to embrace the rise of personal media and identify ways that traditional broadcast companies can leverage these emerging channels to our advantage. In the current age of media fragmentation and niche marketing, users no longer turn to a single medium for all their information. We have moved into an era of consumer choice, where mass media, niche media and personal media are all in demand and should complement one another. While there will always be a demand for news focused toward the mass audience, we must recognize the growing need for information tailored to individual preferences. We have begun to see this phenomenon play out as large media companies, including Disney and News Corp are developing niche and personal media businesses based on search and aggregation. 

Q:   How is Fisher incorporating these new media tools into its broadcasting strategy?
I believe the future of the media industry is one where content providers such as newspapers and television stations develop the platforms to allow users to customize when and how they receive their content. To support the increasingly mobile and digital world, we have been investing in our Internet technology and entering into business partnerships that will allow users to access our news broadcasts, television programming, local advertising and other content on their laptops and smart phones.  

Q:  You recently acquired four Spanish-language TV stations, including two in eastern
Washington.
Tell us more about this expansion. Why is it so important at this time?
Fisher has a long-standing commitment to serve our local communities and with the Spanish language population being the fastest growing segment in the Pacific Northwest, we felt it was important to diversify our portfolio and invest in our Univision affiliates. During the last decade, the Spanish language broadcast market has exploded to coincide with the growth of the Hispanic population in the United States. The Univision network, the country’s fifth-largest network, dominates this space, including being the top-rated station in some cities. Additionally, it’s estimated that advertisers spent approximately $2 billion on Spanish language advertising in 2008 and that amount is expected to continue to grow.  

Q: When it first opened its doors in 1910, Fisher was a flour mill. One hundred years later, it has evolved into a broadcasting leader. Where do you see Fisher in another 100 years?
One of the hallmarks of Fisher is our ability to adapt to the ever-changing world we operate in, and while we do not know where the next 100 years will take us, I am confident that Fisher will be a leader in its field.