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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 who sell 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.

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On the Net:

Journal Communications: http://www.journalcommunications.com/

PrimeNet: http://www.primenet.com/

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