Client Memo: Scripps to Sell WTMJ-

January 25, 2018

To: Edge Messaging Clients

Fr: Brian Fraley, President & CEO

Re: Scripps to Sell WTMJ – What does this mean for you?

Good morning,

Today brings HUGE, breaking Wisconsin media news. Earlier this morning, the E.W. Scripps Company announced it plans to sell all 34 of its radio stations, including WTMJ in Milwaukee. The Cincinnati-based company’s plan to exit the radio business is part of a larger restructuring that began last year.

Some questions we’ll be following…

Will the stations be acquired as a group, or piecemeal? There are not that many heavy hitters in the industry with access to the capital required to make the big deal right now. It will be fascinating to see how the WTMJ TV and Radio operations manage the split, as they share the same facility in Milwaukee, and have for more than 70 years.

Regardless of your opinion of the politics of their former or current talk show hosts, WTMJ is a gem. It is one of the most-respected legacy stations in the nation. It has far more cache than a station in this market size would be expected to have. It is the flagship of the Brewers, Bucks, Packers and has a solid news operation.

Entercom? Salem? Emmis? Odds are that by year end, there will be a new heavy hitter in town (or a current player gets a much bigger footprint).

I have a lot of friends that work on the radio and TV operations at WTMJ’s Radio City and I can only imagine the unease they may be feeling now. But in that business, change and uncertainty are commonplace. Still, I feel for them. However, the reason I’m emailing you this morning, as this news is breaking, is because it will impact your efforts in Wisconsin. A change of this magnitude will have a huge ripple effect.

When Gannett purchased the Milwaukee Journal Sentinel, the ‘news hole’ for traditional media outlets across the state shrunk dramatically. Unless the new owners of WTMJ intend on altering the format to all news, I expect that shrinkage will continue.

Your efforts to educate, persuade and sell must evolve.

The changes in the traditional news media elevate the importance of creating, owning and distributing your own content. It is why we continue to recommend that our clients build up their own internal distribution channels and fully explore social media, peer-to-peer networking and other non-traditional methods of advertising, public relations and message distribution.

Our company’s investment in digital video and audio is looking better by the day.

As always, we’ll not only keep you informed regarding changes in the media landscape in Wisconsin, our team at Edge Messaging will keep you prepared to thrive amidst the change.

Here is the link to the story regarding Scripps’ sale.

Do not ever hesitate to contact us with any questions or concerns.



Brian Fraley
President, Edge Messaging, LLC
Public Relations at the Speed of NOW

Yes Facebook and Twitter Matter

Social Media Edge Messaging

You may question whether Facebook and Twitter matter to you, but the fact is, they and other social media platforms matter to your target audience. If you want to reach your audience you can’t dictate the medium through which they will engage. So you need to be everywhere.

Social media has to be a significant component of your message delivery plan. We hear “Do I really need a Facebook page?” and “I don’t get Twitter” all the time.

We are here to help. We will explain the various social media platforms, explain how they work, and strategize how you can use them to advance your cause, sell your product, elect your candidate and/or spread your message.

Just this year it was reported that a majority of U.S. adults – 62% – get news on social media,

It is also useful to see how, when combined with the sites’ total reach, the proportion of users who gets news on each site translates to U.S. adults overall. Facebook is by far the largest social networking site, reaching 67% of U.S. adults. The two-thirds of Facebook users who get news there, then, amount to 44% of the general population. YouTube has the next greatest reach in terms of general usage, at 48% of U.S. adults. But only about a fifth of its users get news there, which amounts to 10% of the adult population. That puts it on par with Twitter, which has a smaller user base (16% of U.S. adults) but a larger portion getting news there.

However, a word to the wise: don’t just limit your concerns to a mere presence on social media. Your message needs to be mobile-ready. If your message isn’t accessible on a mobile device (smartphone, tablet, etc.) then you’re ignoring almost every potential consumer/client/voter under the age of 30…

With each passing day, it becomes more and more important to think: Mobile First!  We’ll help get you there.