The media group Fisher Communications has launched a new lifestyle brand tied to its Seattle TV and radio operations. Aimed at the 18-49 demographic, SeattlePulp.com covers the “newest restaurants and bars, upcoming events, the latest in technology, gadgets and gaming, personal and career development and reviews of the ‘Best Of’ the city.”
The site is powered by several contributors, “Pulp Voices,” ranging from an executive chef to a home improvement expert. “The rapid growth of social media as the new platform to share real-time information has given rise to a wave of citizen journalists,” said Fisher’s Randa Minkarah. “Our new Pulp brand will bring together these well-known and popular experts under one website, making it easier for consumers to access the information, as well as providing advertisers the ability to target specific segments of interest.”
While the site is accessible through SeattlePulp.com, it’s also the lifestyle vertical of KOMONews.com, Fisher’s integrated news site for Seattle. “With a more urban, witty and fun voice, Seattle Pulp is aimed at enhancing and complementing the current KOMOnews.com user experience,” the press release explains. Seattle Pulp has its own brand identity and Facebook and Twitter accounts.
Seattle Pulp is kicking off its Facebook page with a contest.
Seattle Pulp is entering a vibrant, competitive market. Seattle has two strong alt weekly websites — The Stranger and Seattle Weekly — as well as Hearst’s web-only SeattlePI.com and independents like The Sunbreak. There are two city magazines online, as well. But as we’ve written here many times before, creating differentiated local content under new brands should be a priority for local media companies.
Among local TV groups nationwide, the smaller Fisher Communications has been one of the most aggressive on the digital front. Last year, Fisher rolled out hundreds of neighborhood blogs powered by Datasphere — and it later invested in the company. With the launch of Seattle Pulp, Fisher says it will take the lifestyle brand to Portland with PortlandPulp.com later this summer.