Milwaukee Journal-Sentinal Does PR for Its City

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The Milwaukee Journal-Sentinal is developing a campaign to bring more retailers to Milwaukee. PR Week reports that as a result of declining ad revenue, the daily newspaper has created a business development director position to promote the city and to convince new retailers and potential advertisers to move there. Initially the paper will work with local public and private economic development and real estate organizations to determine what resources it can provide them such as demographic and purchasing-power data. The new business development director, Robert Schwartz, told PR Week that the editorial and reporting staff would not be involved in the promotion effort. In order for his efforts to work, he said, he must be able to maintain a retailer's confidentiality.