-By Katy Bachman

The home of Intel and Nike, Portland is both a high-tech center and a haven for outdoor ecological-minded enthusiasts. It’s also a big News/Talk market, supporting three radio stations of that ilk, and two Talk stations, led by Clear Channel’s News/Talk KEX-AM, a top-ranked station in the market.

With nearly 10 percent of the market Hispanic, there are also four Regional Mexican-formatted radio stations, including Salem Communications’ KRYP-FM, which for the first time in Portland took the top ratings spot, per Arbitron’s recent Spring survey. Last year, Fisher Communications' Univision affiliate, KUNP, launched the market's only all-Spanish local newscast.

Both KOIN-TV, New Vision Television’s CBS affiliate, and KPTV, Meredith Broadcasting’s Fox affiliate, are gunning for the leading news position long held by KGW, Belo’s NBC affiliate. While KGW holds onto the top ratings spot from 5 to 6:30 p.m., KPTV has ranked No. 1 in late news for several surveys and No. 1 in mornings 5 to 9 a.m. among adults 25-54. In February, two stations, KPTV and KATU, Fisher's ABC affiliate, launched 4 p.m. newscasts. In September, KPTV will add a 5 p.m. news hour for a two-hour news block and produce the market’s first prime-time newscast at 8 p.m. for its duopoly sister station, KPDX, a MyNetworkTV affiliate.

Advance Publications’ The Oregonian continues to distinguish itself as one of the nation’s leading papers, last year winning a Pulitzer Prize for breaking-news reporting. Rival Portland Tribune this May cut back its publication frequency from twice to once a week, laying off a number of employees, in order to focus on its Web site.

Clear Channel Outdoor has a strong out-of-home presence in the market including the original Foster & Kleiser plant, the first OOH company that eventually became Clear Channel Outdoor. Clear Channel recently lost the Portland International Airport advertising contract to Alliance Airport Advertising.