Pressroom
Left Turn After treading a careful line as Journal Sentinel editorial page editor, O. Ricardo Pimentel is letting loose as a columnist. by: ERIK GUNN | 6/22/2011

 This article originally appeared in the May 2011 issue of Milwaukee Magazine

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Whispered conspiracy theories nipped at the heels of January’s surprise announcement that Journal Sentinel editorial page editor O. Ricardo Pimentel was stepping down to write a column. “There is a story here and the bodies are still warm,” a confident reader assured Pressroom.

Was he ditched for being too liberal? Pimentel’s prior work as an Arizona Republic columnist and his Quick Hits at the JS suggested a harder edge than the sometimes mushy centrism of the paper’s editorial page. His new column’s left hooks at Gov. Scott Walker – whom the paper endorsed last fall – cemented the image.

“Who is the real Scott Walker?” Pimentel asked after the governor’s phone conversation with a blogger posing as a wealthy campaign contributor. “The one who bills himself as an eminently reasonable populist? Or the one who smirks privately with his monied enablers? Both Walkers owe Wisconsin an apology.”

But Pimentel tells Pressroom he wasn’t pushed. “I just wanted to do something different,” he says. “I wanted to write a column again. I wanted to write with my voice. I missed it a whole lot.”

Still, the timing was odd. The column and Pi ...  more

Green and Gold Packers coverage is a cash cow for the Journal Sentinel, with all kinds of auxiliary publications that make money. By Erik Gunn 8/26/2010

  The Milwaukee Journal Sentinel may be struggling along with the rest of the media industry, but there’s one bright spot: sports coverage – more specifically, Green Bay Packers coverage. The impact of the Packers is huge in driving both newspaper sales and traffic online, where the sports page gets more hits than the home page. But the paper has also been successful – in a nationally notable way – at finding new ways to make money in the new media era. First, there’s Packer Plus – a weekly print tabloid sold 40 weeks a year by subscription and on newsstands. It features a mix of mater ...  more
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