Scripps’ Acquisition of WTMJ Presents Challenge to Milwaukee Newspaper

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By Mark Joyella

TMJThe pending acquisition of Milwaukee NBC affiliate WTMJ presents a challenge to the newspaper that gave the station its call letters, The Milwaukee Journal, now the Milwaukee Journal Sentinel.

As the Milwaukee Business Journal reports, Scripps has made digital a high priority, and that means targeting the Journal‘s lucrative online property, JSOnline:

The Milwaukee Journal Sentinel’s JSOnline attracts the most visitors of the local-news websites in town, but JSOnline may get a major new competitor in Milwaukee as a result of WTMJ-TV’s pending move to E.W. Scripps Co., which is starting to build digital news sites for its television stations.

“We can’t just watch newspapers build a revenue stream,” Scripps CEO Rich Boehne told the Business Journal. “We are eager to roll out and leverage our digital products and investments across the attractive Journal markets.”