Milwaukee-based Journal Communications sells PrimeNet operations in exit from direct marketing

Journal Communications sells PrimeNet operations

MILWAUKEE — The publisher of the Milwaukee Journal Sentinel is selling its PrimeNet operations, marking its exit from the direct-marketing business.

Milwaukee-based Journal Communications Inc. did not disclose the terms of the deal Wednesday.

PrimeNet provides direct-marketing services to those selling automotive, retail, publishing and financial-services products.

Journal Communications is selling its PrimeNet operations in Clearwater, Fla., to a new company owned by PrimeNet President Mark Keefe.

The Milwaukee publisher says it also sold PrimeNet’s mailing service operations in St. Paul, Minn., in a separate transaction last week.

Journal Communications says it will treat the PrimeNet transaction as a discontinued operation in its 2010 financial statements.