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

Wisconsin Media Turn to Edge Messaging for Analysis and Insight

Wisconsin reporters know to turn to the professionals at Edge Messaging for insight and analysis on public relations, strategic communications and political news.

Here, our president, Brian Fraley provides Fox 6 in Milwaukee with his analysis of the upcoming 2018 contest for Governor.

Fraley says the big unknown is the mood of voters a year from now, and whether they take out their frustrations on Republicans like Walker.

An hour later, a reporter for the Wisconsin State Journal asked him to comment on a development in the 2018 GOP Primary contest for US Senator.

Fraley, who has opposed Trump, said he’s skeptical Bannon and his allies will have much sway in Wisconsin’s U.S. Senate race. Attacks like those published by Breitbart “are more about raising money from national donors than about impacting what happens on the ground in Wisconsin,” Fraley said.

With more than a half century of combined experience in strategic communications, media and politics, the team at Edge Messaging is well informed, and well-equipped to deliver for news reporters, and newsmakers.


Edge Messaging Opens New Offices/Production Facility

Strategic Communications Company Moves to Brookfield’s Bishop’s Woods

[BROOKFIELD, WISC…] Edge Messaging, LLC has expanded and relocated their Waukesha County, Wisconsin offices to the Bishop’s Woods neighborhood in the City of Brookfield.

“As our client base grew it became apparent we needed additional room to produce more audio, visual and other creative projects in-house,” said Edge Messaging’s President Brian Fraley. “So we’ve created a  production and meeting space that is larger, more flexible and more accommodating to our clients’ real-time demands.”

Brookfield’s Bishop’s Woods is located along Interstate-94 and the vibrant Bluemound Road corridor. The new Edge Messaging facility is in Bishop’s Wood’s Atrium 120 Building, located at 120 Bishops Way, Suite 164. At approximately 2,000 square feet, it more than doubles the size of Edge Messaging’s previous office space.

“Companies, candidates and causes partner with us for public relations at the speed of now,” said Fraley. “We’ve experienced steady growth in the last two years and believe our dynamic new space will help us better meet our clients’ demands for state-of-the art audio, video and internet production.”

Edge Messaging is a strategic communications and public relations consultancy that also creates radio and television commercials, websites and social media campaigns.

Edge Messaging’s clients include corporations, political candidates and nonprofits that range in size from Fortune 10 companies to small, voluntary grassroots organizations.


Dan Deibert Joins Edge Messaging

Strategic Communications Company Adds Veteran Broadcaster

[BROOKFIELD, WISC…] Edge Messaging, LLC is expanding its strategic communications team with the addition of Dan Deibert as Director of Creative Services and Innovation. Deibert brings a quarter century of broadcasting experience to the firm. He has hosted radio shows in Chicago and St. Louis, as well as in Wisconsin’s three largest media markets.

“Dan is one of the most creative individuals I’ve ever come across and luring him to leave broadcasting and come aboard our team is a huge coup for our clients,” said Edge Messaging President Brian Fraley. “I created this job description with a Dan Deibert-type in mind, and then decided to make a play for the real deal.”

Deibert comes to Edge Messaging from legendary WOC where he co-hosted the “AM Quad Cities” morning program on the iHeart Media-owned station. He previously hosted shows in Milwaukee at iHeart’s NewsTalk 1130 WISN, on Madison’s WTDY and WTAQ/WGEE/WNFL in Green Bay. Deibert has also served as a regular fill in on Westwood One’s nationally-syndicated Overnight America, and in various time slots on Chicago’s WGN, St. Louis’ KMOX, and Milwaukee’s Scripps-owned AM620 WTMJ.

“I’m a storyteller at heart,” said Deibert. “I’m excited to get to work on behalf of our clients and help them tell their stories and effectively communicate with the audiences they need to target.”

As Director of Creative Services and Innovation, Deibert will immediately begin utilizing his podcasting, videography, graphic arts and multimedia production skills to enhance the services already provided by Edge Messaging.

“Our business and our team both continue to grow because we are relentless and deliver results for our clients,” said Fraley. “Dan knows we not only work hard, we work smart and are committed to helping our clients win.”

Edge Messaging is a Strategic Communications and Public Relations firm located in Waukesha County, Wisconsin. Edge Messaging’s clients include corporations, political candidates and nonprofits that range in size from Fortune 100 companies to voluntary grassroots organizations.

Madison’s Capital Times Reaches Out to Edge Messaging President Brian Fraley for Thoughts on the 2018 Governor’s Race

“The Democrats’ bench is weak,” said Republican strategist Brian Fraley, head of the conservative firm Edge Messaging. “But a lot can change in a year. And the Trump impact on the 2018 electorate can’t be predicted at this point. Also, some mid-tier Democrat could get wind behind their sails over the next year.”

You can read the whole article, including more insight from Fraley, here.

Lisa Manna Joins Edge Messaging Team

Manna Edge

Emerging Communications Firm Hires Respected Journalist

[BROOKFIELD, WISC…] Award-winning journalist Lisa Manna has joined Edge Messaging, LLC as a communications specialist.

“I’m looking forward to using my skills to help Edge Messaging’s clients navigate the traditional and new media waters,” said Manna, whose 15-year career includes work in broadcast journalism and traditional public relations. “Edge Messaging understands how people consume, share and shape information in today’s world.”

Manna began her journalism career in small media markets in the Midwest before anchoring the weekend and then morning newscasts at Green Bay’s ABC affiliate, WBAY Channel 2. Manna is also a veteran of Today’s TMJ4, Milwaukee’s NBC affiliate, and has also written and produced several documentaries, commercials and magazine articles in her career.

“As we expand the services we offer our clients, Lisa is a fantastic addition to our team,” said Edge Messaging President Brian Fraley. “She will play an important role across multiple platforms of our business, including content development and media training.”

Edge Messaging, LLC is a strategic communications consulting firm in Waukesha County, Wisconsin. Serving candidates, companies and organizations who thrive in the free-market, Edge Messaging has offices on West Bluemound Road in Brookfield.

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