NEW YORK (AP) -- Journal Communications Inc. of Milwaukee and E.W. Scripps Co. of Cincinnati have agreed to combine their broadcasting operations while spinning off newspaper holdings into a separate public entity.

The deal announced late Wednesday is the latest move by media companies to separate sluggish newspaper operations from more profitable broadcast units, as the industry adapts to consumers’ increasing taste for digital content.

The trend started with Belo Corp., which in 2008, spun off its newspapers including The Dallas Morning News. More recently, The Tribune Co. said it is splitting its print business, including the Los Angeles Times, and its TV channels. News Corp. and Time Warner Inc. have also split into separate publishing and entertainment companies.

Shareholders have shown their preference for pure-play broadcast companies rather than companies that combine newspapers and broadcast. The news sent Journal Communications shares up 28 percent and E.W. Scripps shares up almost 11 percent in morning trading Thursday.

Journal Communication’s newspaper component, Journal Media Group, will be headquartered in Milwaukee and operate in 14 markets, according to news releases from the companies. It will combine Journal Communications’ Milwaukee Journal Sentinel, community publications and digital products with Scripps’ daily newspapers, including the Memphis Commercial Appeal, plus community and digital products.


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