Scripps Continues to Build News Operation at WSFL, Names General Manager

By Stephanie Tsoflias Siegel 

Scripps is launching a news operation in Miami, Fla. at the company’s newly acquired WSFL an has named Bill Siegel as vice president and general manager.

Siegel is currently a senior director of content strategy for Scripps. In his current role, Siegel works with a group of Scripps’ local televisions to implement the company’s content strategy.

“Bill is a veteran journalist with a well-tuned ability to tell stories that matter to our local audiences,” said Brian Lawlor, president of local media. “His experience in overseeing content strategy for multiple markets will serve Scripps well as we build Miami’s newsroom from the ground up and find new ways to serve audiences and advertisers in South Florida.”


He joined Scripps in 2015. Before that, he served as the executive news director for WWL, the CBS affiliate in New Orleans. He’s also worked at WISN in Milwaukee and KMOV in St. Louis.

WSFL has yet to detail what their news platform will look like. Adding this station means Scripps stations reach nearly 70 percent of the households in Florida.