It’s the largest of the seven markets in the Scripps radio portfolio (#38) up for sale, and it could lure David Field back to the buying table. The Entercom CEO has said he plans to continue to grow the company wherever it makes sense, Entercom has the capability to buy more, and Milwaukee is already in that market and not maxed out.
Entercom owns two FMs and one AM in Milwaukee. Scripps is selling Country station WKTI-FM and powerhouse news station WTMJ-AM. Picking up two more signals may help Entercom compete against iHeartmedia and Saga in that market.
Saga Communications already owns 4 FMs and one AM in Milwaukee. iHeartMedia owns four FMs and two AMs. The Milwaukee Radio Alliance is also a player in Milwaukee with two FMs and one AM.
According to BIA/Kelsey, Milwaukee over-the-air advertising revenue for 2017 was $84.2 million.
