Gotta believe it’s a downmarket demographic, too:
As recently as 1998, the total audience for Milwaukee’s 10 p.m. news shows was 320,000; by 2006 that had dropped to 267,000 and this year to 250,000. No station has suffered a greater decline than Channel 4 (WTMJ), which plummeted from 137,000 viewers in 1998 to 72,900 this year.
Via Inside Milwaukee.