JOURNAL COMMUNICATIONS INC
10-K405, 1996-04-01
NEWSPAPERS: PUBLISHING OR PUBLISHING & PRINTING
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                        SECURITIES & EXCHANGE COMMISSION
                             Washington, D.C.  20549
                                    FORM 10-K

   (X)  Annual Report Pursuant to Section 13 or 15(d) of the Securities
   Exchange Act of 1934 (Fee Required) for the fiscal year ended December 31,
   1995.

   Commission File Number:  0-7831

                          JOURNAL COMMUNICATIONS, INC.
             (Exact name of Registrant as specified in its charter)

             Wisconsin                          39-0382060
    (State of incorporation)          (I.R.S. Employer identification number)

                333 West State Street, Milwaukee, Wisconsin 53203
                    (Address of principal executive offices)

               Registrant's telephone number, including area code:
                                 (414) 224-2374

           Securities registered pursuant to Section 12(b) of the Act:
                                      NONE

           Securities registered pursuant to Section 12(g) of the Act:
                     Common Stock, Par Value $0.25 Per Share
                                (title of class)

   Indicate by check mark whether the registrant (1) has filed all reports
   required to be filed by Section 13 or 15(d) of the Securities Exchange Act
   of 1934 during the preceding 12 months (or for such shorter period that
   the registrant was required to file such reports) and (2) has been subject
   to such filing requirements for the past 90 days.  Yes  X   No    

   Indicate the number of shares outstanding of each of the issuer's classes
   of common stock, as of March 13, 1996:

        Class                             Outstanding at March 13, 1996
     Common stock, par value $0.25                       13,476,678

   Indicate by check mark if disclosure of delinquent filers pursuant to Item
   405 of Regulation S-K (Section 229.405 of this chapter) is not contained
   herein, and will not be contained, to the best of registrant's knowledge,
   in definitive proxy or information statements incorporated by reference in
   Part III of this Form 10-K or any amendment to this Form 10-K.  [ X ]

   State the aggregate market value of the voting stock held by non-
   affiliates of the Registrant:  Not applicable.

   Portions of the Proxy Statement for the Registrant's Annual Meeting of
   Shareholders, to be held June 4, 1996, are incorporated by reference in
   Part III.


   <PAGE>
                                     PART I
                               ITEM 1.   BUSINESS

   The Registrant is a diversified communications and media company.  Its
   1995 revenues, broken down by business segments, were:  publishing -
   44.5%; printing - 34.2%; broadcast - 12.6%; telecommunications - 6.7%, and
   direct marketing - 2.0%.  Material developments in the Registrant's
   business in 1995 included:  the launching of a new Milwaukee newspaper
   from the merger of its two daily newspapers; the acquisition of its first
   radio duopoly (in Omaha) and reaching an agreement to acquire a second
   multi-station radio operation (in Tucson);  extending its label printing
   market into Latin America;  the divestiture of Perry Printing Corporation,
   a long-run printer of magazines and catalogs;  the launching of a major
   expansion of its fiber optic network in northern Wisconsin; the
   acquisition of a direct mail business; the adverse impact on earnings of a
   forty percent (40%) increase in the price of newsprint, and the final
   payment that settled a 16-year patent infringement lawsuit.    In addition
   to the information provided below, see Item 6, "Selected Financial Data,"
   Item 7, "Management Discussion and Analysis" and Item 8, "Consolidated
   Financial Statements and Supplementary Data." 

   The following indicates the percent of consolidated revenues derived from
   the activities noted for the past three (3) years:

        Source                  1995        1994         1993
     Publications              44.5%       42.2%        44.1%
       Advertising             35.3        32.7         33.6
       Circulation              9.2         9.5         10.5
     Broadcast                 12.6        10.0          9.8
     Commercial Printing       34.2        40.9         40.4
     Telecommunications         6.7         5.7          5.7
     Direct Marketing           2.0         1.2          0.0

   Publishing

   Journal Sentinel Inc., a wholly-owned subsidiary of the Registrant,
   publishes the major daily newspaper in the Milwaukee, Wisconsin, market. 
   Prior to April 2, 1995, it had published the evening Milwaukee Journal
   (The Journal) since 1882, the Sunday edition of The Journal (Sunday
   Journal) since 1911, and the morning Milwaukee Sentinel (the Sentinel)
   since it was acquired in 1962.  On April 2, 1995, both daily newspapers
   were merged and became one morning newspaper, the Milwaukee Journal
   Sentinel.  Average paid circulation for the twelve months ended March 31,
   1995, for the last five years, as audited by the Audit Bureau of
   Circulation, was:

                       1995      1994      1993     1992    1991

   Journal          211,801    228,454   238,351   240,566  260,480
   Sentinel         173,895    173,019   171,271   166,085  172,772
   Sunday Journal   486,422    492,425   490,077   490,361  497,777

   Since the newspapers were combined, average daily paid circulation for the
   six months ended September 30, 1995, as provided to the Audit Bureau of
   Circulations, was 309,137.

   Advertising volume in column inches and units for the Company's Milwaukee
   newspapers for the last five calendar years was:

                                 (in thousands)
                     1995       1994      1993      1992     1991  
   Column Inches 
     Full Run       2,289.7    2,666.0   2,657.6   2,619.0  2,526.8
     Part Run         257.1      213.4     260.9     181.3    195.5
   Units
     Preprint           2.8        2.4       1.9       1.6      1.5

   There are 101 other newspapers and shoppers published in the four-county
   Milwaukee market.  Most of these are weekly publications, while a few are
   biweekly, fortnightly or monthly.  Of these 101 publications, 39 are paid
   subscription and 62 are delivered without charge or are available free at
   various public locations.  These publications cover a wide variety of
   interests, including community, business, labor, religious, ethnic,
   foreign language or other special interest newspapers.

   One other daily newspaper, The Freeman, is published in Waukesha and is
   circulated in portions of Waukesha County.  In addition, editions of USA
   Today, Chicago Tribune, Chicago Sun Times, Madison Capitol-Times,
   Wisconsin State Journal and New York Times are sold in the Milwaukee
   market.  Journal Sentinel Inc.'s newspaper also competes for advertising
   revenue or support with five (5) network-affiliated commercial television
   stations, five (5) independent television stations (two (2) of which are
   low power television stations), two public television stations and 34 AM
   and FM radio stations located in the four-county market, several cable
   television companies and several direct mail services.  One network-
   affiliated television station and two radio stations in the Milwaukee
   market are owned by a subsidiary of the Registrant.

   The Milwaukee Journal Sentinel maintains news bureau offices in Madison,
   Wisconsin, and Washington, D.C.  It also has suburban bureaus in Waukesha
   and Cedarburg and correspondents based in West Bend and Stevens Point,
   Wisconsin.  The Journal Sentinel is a member of the  Associated Press and
   subscribes to these wire services:  the Washington Post-Los Angeles Times
   News Service, the New York Times News Service, the Knight-Ridder News
   Service and the feature portion of the Gannett News Service.  The Journal
   Sentinel  is also a contributing member of the Scripps Howard News
   Service.  

   The April 1995 merger resulted in a work-force reduction.  Severance,
   early retirement payments and other non-recurring costs associated with
   the launch of the Milwaukee Journal Sentinel resulted in a pre-tax charge
   of  $17.5 million.

   During 1995, while the cost of newsprint increased by 40%, newsprint
   consumption at the Milwaukee newspapers was higher than the prior year. 
   Newsprint is purchased from four Canadian and two American suppliers. 
   Supplies for 1996 are considered sufficient and newsprint costs are
   expected to stabilize.
                                      
   The Registrant also publishes, through its ADD, Inc. subsidiary, eight (8)
   weekly newspapers in southwestern Connecticut; six (6) weekly newspapers
   and one (1) monthly controlled-circulation business publication in
   Wisconsin; three (3) weekly newspapers and one (1) daily newspaper in
   Florida; forty-six (46) shopper publications, with twenty-two (22) in
   Wisconsin, fifteen (15) in Ohio, two (2) in Florida, two (2) in
   Pennsylvania, two (2) in Vermont, one (1) in Georgia, one (1) in Louisiana
   and one (1) in New York;  three (3) paid auto publications, with two (2)
   in Louisiana and one (1) in Wisconsin;  two (2) paid boating publications,
   with one in Louisiana and one in Florida; three (3) free auto publications
   in Ohio; two (2) free monthly Health & Fitness publications, with one (1)
   in Pennsylvania and one (1) in Louisiana; six (6) monthly real estate
   publications and two (2) senior citizens' publications in Ohio published
   six (6) times per year, and one (1) nationwide electronic classified
   advertising database.

   Printing

   Imperial Printing Company, a wholly-owned subsidiary acquired on October
   6, 1992, specializes in the production of short to medium runs (1,000 to
   50,000 copies) of medical, legal and technical journals for various trade
   associations, documentation manuals for hardware and software
   manufacturers and the duplication of CD-ROM's, floppy disks and computer
   tapes.  Imperial is based in St. Joseph, Michigan, and has additional
   operations in Fremont, San Jose and Irvine, California and Roncq, France. 
   No supply restrictions are anticipated in 1996 for the raw materials
   Imperial utilizes.

   In June 1994, the heat-set web offset operations of Perry Printing
   Corporation ("Old Perry"), a wholly-owned subsidiary of the Registrant,
   were spun off into a new subsidiary corporation.  Perry Printing
   Corporation changed its name to NorthStar Print Group, Inc., and the name
   of the new corporation, a subsidiary of NorthStar Print Group, Inc., was
   changed to Perry Printing Corporation ("New Perry").  The assets and
   business of New Perry were sold in May 1995 for $95 million plus the
   assumption of trade and other liabilities.  Payment was made by the
   issuance of 115,000 shares of the buyer's preferred stock with a value of
   $11.5 million and the delivery of the balance in cash.

   NorthStar Print Group, Inc., a wholly-owned subsidiary of the Registrant,
   the continuing portion of Old Perry, is headquartered in Brown Deer,
   Wisconsin, and has manufacturing operations in Brown Deer, Green Bay and
   Watertown, Wisconsin, and Norway, Michigan.  It employs a wide array of
   printing technologies in the various markets it serves.  These include
   sheed-fed offset, rotogravure and flexographic processes that are used to
   print point-of-purchase materials, labels for consumer goods and industry
   manufacturers (including in-mold labels), and out-of-home media. 
   NorthStar Print Group, Inc., is one of the nation's largest  producers of
   beer bottle labels and completed an arrangement in 1995 to extend its
   label market to the largest beer brewer in Brazil.  Its supply of raw
   materials is considered adequate.  NorthStar remains  the owner of the
   properties in Waterloo, Wisconsin, that are being leased to New Perry.

   Trumbull Printing, Inc., though a wholly-owned subsidiary of the
   Registrant, is managed by a subsidiary of ADD, Inc. that is co-located in
   Trumbull, Connecticut.  Trumbull Printing, Inc., is a small web offset
   printer of newspapers and newspaper inserts.  Its principal raw materials,
   paper and ink, are expected to be in sufficient supply at stable prices in
   1996. 
    
   Broadcasting

   Journal Broadcast Group, Inc., a wholly-owned subsidiary of the Registrant
   (formerly known as WTMJ, Inc.), operates three television stations and
   eleven (11) radio stations in six (6) states.  All operate under licenses
   from the Federal Communications Commission.

   In Milwaukee, Journal Broadcast Group, Inc. has been the pioneer and
   leading broadcaster since it started AM operations in 1927, FM in 1941
   (discontinued 1950-1960) and television in 1947.  News reporting and
   editorial operations at Journal Broadcast Group, Inc., are independent of
   the Registrant's newspaper operations.

   Registrant's three (3) Milwaukee broadcast operations, WTMJ-TV, WTMJ-AM
   and WKTI-FM,  consistently rank high in audience rating surveys. 
   Competition for advertising revenue in the ten-county area of dominant
   influence ("ADI") includes nine (9) other commercial television stations
   (including two (2) low power television stations), two (2) noncommercial
   stations, thirty-four (34) other radio stations, several cable television
   companies, seven (7) daily newspapers (including one owned by Registrant),
   and numerous weekly newspapers.  

   Journal Broadcast Group, Inc. also operates: KTNV-TV, Las Vegas, Nevada,
   an ABC affiliate; WSYM-TV, Lansing, Michigan, a Fox affiliate; two radio
   stations in Wausau, Wisconsin, WSAU-AM and WIFC-FM, both ABC radio
   affiliates; KQRC-FM, Kansas City/Leavenworth, Kansas, affiliated with The
   Source/Westwood One network; KEZO-AM, KEZO-FM and KKCD-FM in Omaha,
   Nebraska where KEZO-AM and KKCD-FM are affiliated with the CBS Spectrum
   Network, and KMXZ-FM, KKND-AM and KKHG-FM in Tucson, Arizona.  WTMJ-TV is
   affiliated with the NBC network.  WTMJ-AM is affiliated with the CBS Radio
   network, and WKTI-FM is affiliated with the ABC radio network.  

   Telecommunications

   MRC Telecommunications, Inc. (MRC), a wholly-owned subsidiary, provides
   telecommunications services.  Its services include terrestrial and
   satellite transmission of broadcast-quality video signals.  In addition,
   MRC offers state-of-the-art, bulk, network transmission, including SONET
   and bandwidth-on-demand, to other common carriers.   NorLight, Inc., is a
   wholly-owned subsidiary of MRC.  NorLight, Inc., MRC's business-to-
   business service, markets advanced data circuits, frame relay, and
   switched voice services including domestic, international and calling card
   services, to medium and large businesses in Wisconsin, Michigan, Minnesota
   and Illinois where NorLight is authorized by the public service
   commissions to offer services. NorLight has two wholly-owned subsidiaries,
   Telephone Associates Long Distance, Inc. (TALD) and Bemidji Long Distance,
   Inc. (BLD), which provide switched voice services to residential and small
   business customers in Minnesota, Michigan and Wisconsin.

   MRC Telecommunications, Inc., is a co-founding member of UniSPAN, a
   national and international consortium of other regional carriers that
   provide frame relay services.

   Direct Marketing

   PrimeNet Marketing, Inc., a wholly-owned subsidiary, was acquired in
   January 1994.  Located in St. Paul, Minnesota, it is engaged in the
   business of providing personalized database marketing services to
   merchandisers and manufacturers, which services include the design and
   development of database systems; the creation, maintenance and enhancement
   of data files; the development of personalized communications for the
   purpose of executing specific promotions; mail processing; receiving
   orders and/or requests through its 1-800 Response Center, and fulfilling
   such orders and requests.  

   Mega Direct, Inc., was acquired on June 22, 1995, by ADD, Inc., a wholly-
   owned subsidiary of the Registrant.  Mega Direct is a marketing firm that
   provides complete direct mail services, including design, printing and
   distribution.  It is one of the largest direct mail firms in the country
   serving the automotive industry.

   Compliance with Environmental Laws

   No operation of the Registrant has suffered material adverse effects from
   having to bring its operations into compliance with environmental laws.

   Methods of Distribution

   The Registrant's newspapers are distributed through networks of carriers,
   most of whom are independent contractors.  Advertising for Registrant's
   newspapers and broadcast stations is generally sold by employees, with
   some national advertising obtained by agents.  Sales for the Registrant's
   commercial printing, telecommunications and direct marketing operations
   are generally obtained by employees and a limited number of agents.

   Employees

   The Registrant and its subsidiaries, as of December 31, 1995, had
   approximately 4,510 full-time and 2,040 part-time employees.

   Financial Information About Industry Segments

   Financial information about Registrant's industry segments is presented in
   Note 10 to the Consolidated Financial Statements appearing on pages 27 and
   28 of this report.

                               ITEM 2.  PROPERTIES

   Principal properties operated by the Registrant and its subsidiaries are
   summarized as follows:

   Subsidiary             Location         How Held       Square Footage

   Journal Sentinel Inc.
    (Publishing)
   Offices/Plant          Milwaukee, WI     Owned              464,000
   Garage                 Milwaukee, WI     Owned               67,500
   Distribution
    Centers               Milwaukee, WI     Leased             166,100

   ADD, Inc.
    (Publishing)
   Office/Plant           WI, OH, GA, FL    Owned or Leased    252,500
                          VT, NY, PA, LA

   Hometown Publications, Inc.
    (Publishing)
   Office                 Trumbull, CT      Leased               5,600

   Auto Mart Publishing, Inc.
    (Publishing)
   Office                 Dayton, Columbus  Leased               4,300
                          & Cincinnati, OH

   Mega Direct, Inc.
   (Direct Marketing)
   Office                 Clearwater, FL    Leased              39,700

   Journal Broadcast Group, Inc.
    (Broadcasting)
   Office and Studios     Milwaukee, WI     Owned              101,500
   KTNV-TV Studios        Las Vegas, NV     Owned               20,300
   WSYM-TV Studios        Lansing, MI       Leased              10,300
   WSAU-AM/WIFC-FM
    Studios               Wausau, WI        Owned                5,600
   KQRC-FM Studios        Kansas City/
                          Leavenworth, KS   Leased               3,700
   KEZO-AM/FM & KKCD-FM
    Office and Studios    Omaha, NE         Leased              12,200

   NorthStar Print Group, Inc.
    (Commercial Printing)
   Office/Plant           Brown Deer, WI    Owned              127,300
   Office/Plant           Norway, MI        Owned              101,700
   Office/Plant           Watertown, WI     Owned              201,700

   Label Products & Design Inc.
    (Commercial Printing)
   Office and Plant       Green Bay, WI     Owned               39,600

   PPC Liquidations, Inc.
    (Real Estate Holding)
   Office & Warehouses    Waterloo, WI      Owned              120,000

   Trumbull Printing, Inc.
    (Commercial Printing)
   Office/Plant           Trumbull, CT      Owned               51,600

   Imperial Printing Company
    (Commercial Printing)
   Office/Plant/
    Warehouse             St. Joseph, MI    Leased             318,500
   Office/Plant           Fremont, CA       Leased              98,700
   Office/Plant           Irvine, CA        Leased              49,000
   Office/Plant/
    Warehouse             San Jose, CA      Leased             226,000
   Office/Plant           San Jose, CA      Leased              83,000

   MRC Telecommunications,
   Inc.
    (Fiber optic &        Rubicon, WI       Owned                3,800
    microwave             Skokie, IL        Owned                6,100
    transmission          Afton, WI         Owned                3,800
    services)             Arden Hills, MN   Owned                1,700
                          Minneapolis, MN   Leased               2,100
                          Brookfield, WI    Leased              15,600

   NorLight, Inc. 
   (Fiber optics 
   & microwave
   transmission
   services) 
   Office                 Minneapolis, MN   Leased               1,300

   Telephone Associates
    Long Distance, Inc. &
    Bemidji Long          Duluth, MN        Leased               5,200
    Distance, Inc.        Bemidji, MN
   (Long distance 
   telecommunications service)

   Nordoc Software Services, S.A.
    (Commercial Printing)
   Office/Plant           Roncq, France     Leased              80,700

   PrimeNet Marketing, Inc.
    (Data Base
    Management)           Mendota Heights,
   Office/Plant           Minnesota         Leased              87,200


                           ITEM 3.  LEGAL PROCEEDINGS
   The Company paid damages of $18.6 million in 1991 and $5.7 million in
   February 1996 in settlement of a patent infringement lawsuit.  Otherwise,
   the Company is involved in various claims and lawsuits incidental to its
   business, which, in the opinion of management, will not have a material
   effect in the aggregate on the Company's financial position or operations.

          ITEM 4.  SUBMISSION OF MATTERS TO A VOTE OF SECURITY HOLDERS
                                      None.

                   ITEM 4A.  EXECUTIVE OFFICERS OF REGISTRANT

   The executive officers of Registrant, as of March 25, 1996, all of whom
   hold office until the next annual meeting of the board of directors, which
   will be held immediately following the annual meeting of shareholders on
   June 4, 1996, are:

      Name              Age  Office                     Held Since

   Robert A. Kahlor     62   Chairman of the Board/CEO  September 4, 1992
   Steven J. Smith      45   President                  September 4, 1992
   Thomas M. Karavakis  65   Senior Vice President      June 2, 1987
   Douglas G. Kiel      47   Senior Vice President      June 2, 1992
   Keith K. Spore       53   Senior Vice President      September 6, 1995
   Paul M. Bonaiuto     45   Senior Vice President      March 5, 1996
   Robert M. Dye        48   Vice President             June 5, 1990
   Gregory H. Forbes    46   Vice President             June 8, 1993
   Stephen O. Huhta     40   Vice President             June 8, 1993
   Ronald G. Kurtis     48   Vice President             June 8, 1993
   James J. Ditter      34   Vice President             September 6, 1995
   William T. Lutzen    34   Vice President             June 7, 1994
   Daniel L. Harmsen    40   Vice President             March 5, 1996
   Paul E. Kritzer      53   Vice President             June 5, 1990 
                             & Secretary                September 1, 1992
   Christine A.
    Farnsworth          47   Assistant Secretary        June 8, 1993

   All of the executive officers of the Registrant except Messrs. Forbes,
   Bonaiuto and Ditter have been employed by the Company in key management
   positions for more than five (5)  years.  Mr. Forbes joined the Company in
   October 1992 when Imperial Printing Company, of which he was president and
   owner, was acquired by the Registrant.  Mr. Bonaiuto has been Chief
   Financial Officer of the Registrant since January 1996 and was elected a
   Senior Vice President in March 1996.  Previously Mr. Bonaiuto had been
   President of NorthStar Print Group, Inc., a subsidiary of the Registrant,
   from June 1994 to January 1996; Senior Vice President and Chief Financial
   Officer of Perry Printing Corporation, then a subsidiary of the
   Registrant, from July 1992 to June 1994, and executive vice president of
   The Peterson Group, Wilmington, Delaware, a private equity investment
   firm, for the remainder of the past five-year period.  Mr. Ditter was
   elected President of MRC Telecommunications, Inc., a subsidiary of the
   Registrant, in September 1995 after serving as that company's senior vice
   president and chief financial officer since August 1992.  Prior to that,
   Mr. Ditter had been the controller of Peck Foods Corporation, Milwaukee.

                                     PART II
                  ITEM 5.  MARKET FOR REGISTRANT'S COMMON STOCK
                         AND RELATED STOCKHOLDER MATTERS

   There is no established public trading market for the Registrant's common
   stock.  Units representing beneficial interests in the Registrant's common
   stock can be purchased only by full-time employees with ninety (90) days
   service and part-timers with two consecutive years of service of one
   thousand (1,000) hours each year.  As of March 13, 1996, the Journal
   Employes' Stock Trust (the "Trust") owned of record 12,960,000 of the
   issued common stock shares or 90% of the issued common stock of the
   Registrant.  The Trust issues units, each representing a beneficial
   interest in one share of the Registrant's stock, to eligible employees
   ("unitholders").  On March 13, 1996, 2,623 unitholders owned 11,195,983
   units (representing 83.1% of Registrant's outstanding common stock) and
   thus were the beneficial owners of a like number of shares of the
   Registrant's stock held by the Trust.  The balance of 1,764,017 units
   issued by the Trust were, on the above date, held by personal trusts and
   employee benefit trusts or by the Company, which are treated as treasury
   stock and not voted.

   Prior to all meetings of shareholders of the Registrant, the Trustees are
   required to deliver to each active employee-unitholder a proxy, with the
   right of substitution, for the number of the Registrant's shares
   represented by his or her units.

   Unitholders may sell their units only through procedures, and at a formula
   price, dictated pursuant to the Stock Trust Agreement and only to other
   employees designated by President of the Registrant.  Whenever a
   unitholder ceases to be an employee, for any reason except retirement,
   corporate downsizing or divestiture, he or she must offer his or her units
   for resale to active employees designated by the President of the Company. 
   Employees who retire may retain a decreasing percentage of their units for
   up to ten (10) years after the first anniversary of their retirement.  All
   units held by retirees are voted by the Trustees. Units may also be held
   by employee benefit trusts, and unitholders may transfer units to personal
   trusts and to charitable, educational or religious trusts.  All units held
   by such trusts are likewise voted by the Trustees of the Stock Trust.  As
   of March 13, 1996, retirees, personal trusts, an employee benefit trust,
   and other trusts held 5,302,026 units, representing a beneficial interest
   in 39.3% of the Registrant's outstanding common stock.

   All of the Trustees under the Journal Employes' Stock Trust Agreement are
   directors of the Registrant.  They have no financial interest in the
   Registrant's stock owned by the Trust other than through the units they
   own individually.

   The Registrant's unit price and dividend history for the past decade are
   presented in the following table: 

                          Employee Stock Ownership Plan

                     Unit       Unit     Unit Price            Total
                     Price      Price    Increase    Cash      Annual
   Year               Begin      End     (Decrease)  Dividend  Return

   1995 - 4th Qtr      35.95    36.24        0.29     0.55       8.3
   1995 - 3rd Qtr      36.12    35.95       (0.17)    0.55
   1995 - 2nd Qtr      35.62    36.12        0.50     0.55
   1995 - 1st Qtr      35.40    35.62        0.22     0.45
   1994 - 4th Qtr      34.97    35.40        0.43     0.55       7.7
   1994 - 3nd Qtr      34.92    34.97        0.05     0.45
   1994 - 2nd Qtr      34.84    34.92        0.08     0.45
   1994 - 1st Qtr      34.64    34.84        0.20     0.45
   1993                33.60    34.64        1.04     1.80       8.5
   1992                32.60    33.60        1.00     1.80       8.6
   1991                31.48    32.60        1.12     1.80       9.3
   1990                29.66    31.48        1.82     1.70      11.9
   1989                26.65    29.66        3.01     1.70      17.7
   1988                23.71    26.65        2.94     1.50      18.7
   1987                20.94    23.71        2.77     1.38      19.8
   1986                18.54    20.94        2.40     1.25      19.7

   In addition to the Journal Employees' Stock Trust, there are two (2) other
   record holders of stock of the Registrant.  The Registrant is not aware of
   any recent sales of such stock.

                        ITEM 6.  SELECTED FINANCIAL DATA

   Selected financial data of the Registrant is presented in the table on
   following page.

   <TABLE>
   <CAPTION>

                                                                    JOURNAL COMMUNICATIONS
                                                                      10 YEARS IN REVIEW
                                       1995           1994           1993           1992           1991            1990

    <S>                             <C>             <C>           <C>             <C>            <C>             <C>   
    EARNINGS AND DIVIDENDS
    (in thousands of dollars)
      Earnings from continuing
        operations before income
        taxes (6)                    $46,231(5)      $67,831       $67,498         $62,670        $55,458         $48,992
      Net earnings                    44,213          43,867        44,204          41,631         40,035          41,113
      Earnings for option price       43,149          43,867        44,204          41,631         40,626          49,443
      Dividends                       29,157          26,699        25,156          25,244         25,358          24,192
      Earnings retained               15,057          17,168        19,048          16,387         14,677          16,921

    PER SHARE
      Net earnings                     $3.18           $3.13         $3.16           $2.97          $2.84           $2.89
      Earnings for option price         3.10            3.13          3.16            2.97           2.88            3.47
      Dividends                         2.10            1.90          1.80            1.80           1.80            1.70
      Book value                       26.85           26.04         24.76           23.40          22.11           21.54
      Unit option price                36.24           35.40         34.64           33.60          32.60           31.48

    NET SALES (6)
    (in thousands of dollars)
      Publications                  $267,148        $261,303      $244,529        $238,386       $232,756        $235,853
      Broadcast                       74,623          63,445        54,851          52,891         52,088          56,456
      Printing                       202,556         151,853       126,401          68,372         60,161          57,852
      Telecommunications              39,977          35,974        32,411          31,256         15,398          12,414
      Direct Marketing                11,578           7,799             -               -              -               -
      Other                                -               -             -               -              -               -
      Eliminations                    (4,050)         (2,793)       (3,501)         (1,814)        (1,631)         (1,462)
                                      ------          ------        ------          ------         ------          ------
    Total net sales                 $591,832        $517,581      $454,691        $389,091       $358,772        $361,113

    OPERATING EXPENSES (6)
    (in thousands of dollars)
      Payroll                       $169,198        $158,450(4)   $137,580(3)     $117,815(2)    $105,151        $102,463
      Materials and component
        services                     172,381         117,320        99,170          75,685         77,576          80,318
      Depreciation and
        amortization                  34,413          29,779        28,335          25,585         24,301          20,442
      Other services                 174,461         145,756       123,675         109,721        101,884         103,084
                                      ------          ------        ------          ------         ------          ------
    Total expenses                  $550,453        $451,305(4)   $388,760(3)     $328,806(2)    $308,912        $306,307

    INVESTED CAPITAL
    (in thousands of dollars)
      Property and equipment (6)    $160,433        $149,687      $135,716        $124,107       $121,665         $83,154
      Net working capital            111,116         107,675       100,780          95,774         93,847         128,859
      Long-term capital                2,762           2,947         3,609           2,251          1,369             608
      Stockholders' equity           366,330         367,429       347,447         328,230        311,772         306,793

      Total assets                   474,738         461,416       437,429         409,863        389,958         401,371
      Percent return on
        stockholders' equity           12.0%           12.6%         13.5%           13.4%          13.1%           14.3%
      Percent return on total
        assets                          9.6%           10.0%         10.8%           10.7%          10.0%           11.3%
 
  <CAPTION>
                                                                                                Average Annual
                                                                                                  Compound %
                                       1989           1988           1987           1986           Increase

    <S>                             <C>             <C>           <C>             <C>                <C>
    EARNINGS AND DIVIDENDS
    (in thousands of dollars)
      Earnings from continuing
        operations before income
        taxes (6)                    $69,668         $61,901       $57,048(1)      $58,247           -2.53%
      Net earnings                    54,988          49,633        41,614(1)       38,762            1.47%
      Earnings for option price       54,988          51,745        41,944(1)       38,762            1.20%
      Dividends                       24,374          21,496        19,576          17,783            5.65%
      Earnings retained               30,614          28,137        22,038          20,979           -3.62%

    PER SHARE
      Net earnings                     $3.83           $3.46         $2.93(1)        $2.71            1.79%
      Earnings for option price         3.83            3.61          2.95(1)         2.71            1.51%
      Dividends                         1.70            1.50          1.38            1.25            5.93%
      Book value                       20.08           18.14         16.27           14.02            7.49%
      Unit option price                29.66           26.65         23.71           20.94            6.28%

    NET SALES (6)
    (in thousands of dollars)

      Publications                  $232,371        $222,209      $200,873        $183,504            4.26%
      Broadcast                       54,087          52,744        48,339          45,194            5.73%
      Printing                        55,301          51,427        43,923          45,179           18.14%
      Telecommunications              11,429          11,342        11,539           9,598           17.18%
      Direct Marketing                     -               -             -               -             N.A.
      Other                                -               -         1,986           3,343             N.A.
      Eliminations                    (1,608)           (940)         (767)           (635)            N.A.
                                    --------         -------       -------         -------            -----
    Total net sales                 $351,580        $336,782      $305,893        $286,183            8.41%

    OPERATING EXPENSES (6)
    (in thousands of dollars)
      Payroll                        $98,161         $94,787       $89,029         $83,581            8.15%
      Materials and component
        services                      81,008          79,835        71,183          65,940           11.27%
      Depreciation and
        amortization                  19,536          19,884        14,553          12,631           11.78%
      Other services                  90,756          84,477        76,931          71,042           10.50%
                                      ------         -------       -------         -------           ------
    Total expenses                  $289,461        $278,983      $251,696        $233,194           10.01%

    INVESTED CAPITAL
    (in thousands of dollars)
      Property and equipment (6)     $76,746         $74,789       $66,131         $67,730           10.06%
      Net working capital            125,841         106,805        97,525          81,448            3.51%
      Long-term capital                1,808           2,583         9,072           6,643             N.A.
      Stockholders' equity           288,036         260,002       231,446         200,260            6.94%
      Total assets                   364,860         335,395       307,682         268,902            6.62%
      Percent return on
        stockholders' equity           21.1%           21.4%         20.8%           21.1%
      Percent return on total
        assets                         16.4%           16.1%         15.5%           15.9%

   <FN>
   1) Does not include cumulative effect on prior years of change in accounting for deferred income taxes of $3,571,749 or $0.25
      per share in 1987.
   2) Includes full year of Norlight and IPC since Oct. 6.
   3) Includes full year of IPC, and NOrdoc Software Services since Feb 28.
   4) Includes full year of PrimeNet DataSystems.
   5) Does not include gain on sale of Perry Printing Corp. of $14,940,942 or $1.07 per share in 1995.
   6) Figures have been restated to exclude the discontinued operations of Perry Printing Corp.
   </TABLE>

                   ITEM 7.  MANAGEMENT ANALYSIS AND DISCUSSION

   Consolidated
   Revenue from continuing operations in 1995 was $591.8 million, a 14.3%
   increase over 1994 revenue of $517.6 million.  Revenue from continuing
   operations in 1993 was $454.7 million.  In 1995, operating earnings were
   $41.4 million, a decrease from 1994 earnings of $66.3 million.  The
   decrease in operating earnings was a result of the one-time newspaper
   merger charges of $17.5 million and the Webcraft lawsuit settlement of
   $5.7 million.  In 1993, operating earnings were $65.9 million.  During
   1995, the improving economic conditions and an increase in advertising
   market share helped to increase advertising revenue and operating profits
   for the broadcast segment.  The printing segment experienced growth
   through increased revenues in the computer software industry.  Operating
   results, however, declined in the publications segment due to the 40%
   increase in newsprint prices.  The direct marketing segment showed a net
   loss.

   Publications
   The publications segment includes daily and weekly newspapers, shoppers
   and specialty publications.  In 1995, revenue was $267.1 million, up 2.2%
   over 1994 and 9.3% better than in 1993.  In 1994 and 1993, revenues from
   this segment were $261.3 million and $244.5 million, respectively. 
   Operating earnings in 1995 were $16 million, including newspaper merger
   charges of $17.5 million.  Without the $17.5 million in merger charges,
   operating earnings decreased 23.8% from 1994.  Operating earning for 1994
   were $44 million, an increase of 9.4% over 1993 operating earnings of
   $40.2 million.
   Journal Sentinel Inc. is the largest company in the publications segment. 
   Revenue in 1995 rose by 1.2% to $212.2 million compared with $209.5
   million in 1994.  In 1995, operating earnings excluding the merger charge
   were down 25.7% from the prior year.  The decrease in operating earnings
   was the result of drastic increases in newsprint cost.  Newsprint costs
   are expected to stabilize in 1996.  Operating earnings in 1994 were up
   from 1993 by 14.1%.  The increase was the result of increased classified
   advertising revenue and lower newsprint cost.  Advertising revenue in
   1995, 1994 and 1993 was $155.9 million, $149.4 million and $138 million,
   respectively.  In 1995, classified revenue was up 6.8% over 1994 due to
   increased employment lineage and rate increases.  Retail advertising
   revenue increase by 4.2% from 1994.  General advertising revenue decreased
   by 8.5%, as a result of decreased volume.  Pre-print revenues rose 1.7%
   compared with 1994.  From 1993 to 1994, classified advertising revenue
   increased by 14%.  Retail advertising revenue was approximately equal to
   the prior year, while general advertising revenue rose by 21% during the
   1993-'94 period.  In 1995, circulation revenue was $53.1 million, down 6%
   from 1994.  In 1994, circulation revenue was $56.5 million, while in 1993
   it was $55.9 million.
   ADD, Inc. is the other operation in the publications segment.  Its 1995
   revenue was $54.9 million, a 6% increase over 1994 revenue of $51.8
   million.  In 1993, revenue was $47.8 million.  Operating earnings in 1995
   showed a slight decrease from the prior year, decreasing 2.5%.  This
   resulted from the substantial increase in newsprint prices.  In 1995,
   revenue for the Wisconsin and Ohio operations increased by 11.1% and
   17.5%, respectively.  During 1995, the Wisconsin operations showed
   significant improvement in operating earnings over the previous year while
   the Ohio, Louisiana and Pennsylvania operations showed declines.

   Broadcast
   In 1995, revenue was $74.6 million, an increase of 17.6% over 1994 revenue
   of $63.4 million and 35.9% higher than 1993 revenue of $54.9 million. 
   Operating earnings in 1995 increased 34.6% and 81% over 1994 and 1993,
   respectively.  The 1995 increase was a result of strong national and local
   advertising sales and excellent ratings at all broadcast operations.
   In 1995, the company's television stations accounted for 68.8% of the
   segment's revenue and 82.9% of its operating earnings.  At the Milwaukee,
   Las Vegas and Lansing television stations, the operating earnings showed
   substantial growth over the prior year.
   The company acquired three radio stations in Omaha during 1995.  Operating
   earnings in 1995 for the Milwaukee and Kansas City radio stations were
   ahead of the 1994 operating results.  In 1996, the company acquired three
   radio stations in Tucson.

   Printing
   The 1995 revenue for NorthStar Print Group, Inc. was $53.9 million, a 6.7%
   decrease from the prior year's revenue of $57.8 million.  In 1993, revenue
   was $51.8 million.  NorthStar increased operating earnings to $0.6 million
   from an operating loss of $0.7 million in 1994.  In 1995, significant
   operating efficiencies were attained at the Norway/Watertown operation. 
   The Milwaukee and Green Bay operations experienced a decrease in revenue
   and operating earnings for 1995.
   At Imperial Printing Company, doing business as IPC Software/Publishing
   Services ("IPC"), 1995 revenue was $122 million, a 66.2% increase over
   1994 revenue of $73.4 million  The 1995 operating earnings increased by
   116.3% compared with 1994.  Increased revenue at the Fremont, California,
   operation contributed to the increase in operating earnings.  Nordoc
   Software Services, located in Roncq, France (near Lille), showed a 97.2%
   revenue gain, but incurred an operating loss for the year.
   In 1995, revenue for Trumbull Printing Inc. was $14.1 million, a 24.8%
   increase compared with 1994 revenue of $11.3 million. Revenue in 1994 was
   up 45.2% over 1993 revenue.  In 1995, operating earnings increased by
   13.7% from the 1994 results.
   The printing plants of ADD Inc. had revenue of $12.5 million in 1995, a
   34.4% increase over 1994 revenue of $9.3 million and 115.5% over 1993
   revenue of $5.8 million.  In 1995, operating earnings increased by 4.8%
   from 1994.

   Telecommunications
   In the telecommunications segment, 1995 revenue increased by 11.1% to $40
   million.  This increase is a result of a substantial increase in the
   private line circuits sold and MRC Telecommunications, Inc.'s ("MRC")
   entrance into the "switched voice" services market.  NorLight, Inc.
   purchased the business and substantially all the assets of Telephone
   Associates Long Distance, Inc. ("TALD") and Bemidji Long Distance, Inc. in
   mid-1994.  TALD and Bemidji are "resellers" of long distance services. 
   Operating earnings at MRC increased by 4.5% in 1995 compared with 1994 and
   8.2% compared with 1993.

   Direct Marketing
   PrimeNet Marketing, Inc., doing business as PrimeNet Data Systems, which
   was purchased on January 11, 1994, experienced a decrease in revenue from
   $7.8 million in 1994 to $6.9 million in 1995.  An operating loss was
   incurred in both 1995 and 1994 as the company restructured.
   On June 22, 1995, a subsidiary of ADD, Inc. purchased the business and
   substantially all the assets of Mega Direct, Inc. Mega Direct specializes
   in customized direct marketing services, primarily for the automotive
   industry.  In 1995, Mega Direct had revenue of $4.7 million and operating
   earnings of $1 million.

   Newspaper Merger Charges
   On April 2, 1995, Journal Sentinel Inc. merged The Milwaukee Journal and
   the Milwaukee Sentinel into a morning newspaper called the Milwaukee
   Journal Sentinel.  The merger of the newspapers resulted in a pretax
   charge of $17.5 million.  The charge consisted of $11.3 million in
   termination benefits for approximately 250 full-time employees and $6.2
   million for non-recurring start-up costs of the new newspaper.  The 1995
   cash outlay of $11.4 million was funded by cash flow from operations and
   proceeds from the sale of Perry Printing Corporation.

   Other Income and Expenses
   Dividends and interest income were $4.8 million, an increase from $1.7
   million in 1994.  The 1995 increase was a result of the increase in short-
   term investments and dividends received from preferred stock.  In 1993,
   this amount was $1.5 million.  The company investments in short-term
   securities have increased due to the proceeds from the sale of Perry.

   Income Taxes
   Income taxes were 39.6% of pretax earnings in 1995, 40.1% in 1994 and
   39.2% in 1993.  The decrease is a result of a change in the effective
   state tax rate.  Permanent tax "differences" exist for goodwill
   amortization for acquisitions before 1993 and the increase in cash
   surrender value of the company's life insurance investment pool.

   Earnings from Continuing Operations
   Earnings from continuing operations of $27.9 million or $2.01 per share in
   1995 were $12.7 million or $0.89 per share less than in 1994.  The merger
   charges and the Webcraft settlement reduced 1995 earnings per share by
   $1.00.  Excluding the merger charges and the Webcraft settlement, earnings
   per share from continuing operations were $3.01 in 1995.  In 1993,
   earnings from continuing operations were $41 million or $2.93 per share.

   Discontinued Operations
   On April 27, 1995, the company sold substantially all the assets used in
   the business of its wholly-owned subsidiary, Perry Printing Corporation. 
   Perry is a heatset web offset printer of long-run catalogs and
   publications.  The sale of Perry allowed the company to redirect its
   assets to other segments of the company and earn a better return on
   investment.  As a result, the Perry operations have been accounted for as
   a discontinued operation.
   Net revenues were $45.9 million, $117 million and $105.9 million in 1995,
   1994 and 1993, respectively. Earnings from discontinued operations were
   $1.4 million, $3.3 million and $3.2 million during the same years.
   The aggregate sale price was approximately $95 million plus the assumption
   of trade and other liabilities.  Payment was made by the issuance of
   115,000 shares of the buyer's preferred stock with a value of $11.5
   million and the payment of the balance in cash.
   Proceeds were used to fund the ADD, Inc. and Journal Broadcast Group
   acquisitions, the Journal Sentinel merger charges and increase the cash
   reserves.

   Net Earnings
   Net earnings from 1995 were $44.2 million or $3.18 per share, versus net
   earnings of $43.9 million, or $3.13 per share in 1994.  In 1993, net
   earnings for the year were $44.2 million or $3.16 per share.

   Liquidity and Capital Resources
   Cash provided by continuing operations, which is a significant source of
   the company's liquidity, totaled $43.2 million in 1995, $59.3 million in
   1994 and $54 million in 1993.
   Principal uses of cash during this period were for property and equipment
   expenditures and acquisitions.  Capital expenditures for property and
   equipment were $33.4 million, $36.6 million and $31.2 million in 1995,
   1994 and 1993, respectively.  In 1996, capital expenditures are expected
   to approximate the 1995 level.  The company also has remained active in
   acquiring other businesses.  Cash used for acquisitions was $22.8 million
   in 1995, $12.7 million in 1994 and $1.6 million in 1993.  During 1995, the
   company made acquisitions that expanded its broadcast, shopper and direct
   marketing operations.  In late January and early February 1996, the
   company acquired three radio stations in Tucson, Arizona.  The cash
   purchase price was approximately $16.1 million.
   Cash provided by discontinued operations was $82.8 million, $7.2 million
   and $5.4 million in 1995, 1994 and 1993, respectively.
   Cash used for financing activities was: 1995 - $46.5 million; 1994 - $24.8
   million; and 1993 - $23.7 million.  Dividends paid during 1995 were $29.2
   million, or $2.10 per share.  This compares with $26.7 million ($1.90 per
   share) in 1994 and $25.2 million ($1.80 per share) in 1993.
   Net working capital at the end of 1995 increased by $3.4 million to $111.1
   million. Commitments for television programs not yet produced as of
   December 31, 1995, were $9 million.  The company has traditionally not
   used debt as a source of funds.

   Effect of Inflation
   The company's results of operations and financial conditions have not been
   significantly affected by general inflation.  The company has reduced the
   effect of rising costs through improvements in productivity, cost
   containment programs and, where the competitive environment permits,
   increased selling prices.  See publications section for discussion on
   impact of newsprint costs.

                   ITEM 8.  CONSOLIDATED FINANCIAL STATEMENTS
                             AND SUPPLEMENTARY DATA

   The Financial Statements with Report of Independent Public Auditors are
   presented on the pages immediately following.



   Report of Ernst & Young LLP, Independent Auditors



   The Board of Directors
     and Stockholders
   Journal Communications Inc.


     We have audited the accompanying consolidated balance sheets of Journal
   Communications Inc. as of December 31, 1995 and 1994, and the related
   consolidated statements of earnings and retained earnings, and cash flows
   for each of the three years in the period ended December 31, 1995.  Our
   audits also included the financial statement schedule listed in the index
   in Item 14(a).  These financial statements and the schedule are the
   responsibility of the Company's management.  Our responsibility is to
   express an opinion on these financial statements based on our audits.

     We conducted our audits in accordance with generally accepted auditing
   standards.  Those standards require that we plan and perform the audit to
   obtain reasonable assurance about whether the financial statements are
   free of material misstatement.  An audit includes examining, on a test
   basis, evidence supporting the amounts and disclosures in the financial
   statements.  An audit also includes assessing the accounting principles
   used and significant estimates made by management, as well as evaluating
   the overall financial statement presentation.  We believe that our audits
   provide a reasonable basis for our opinion.

     In our opinion, the financial statements referred to above present
   fairly, in all material respects, the consolidated financial position of
   Journal Communications Inc. at December 31, 1995 and 1994, and the
   consolidated results of its operations and its cash flows for each of the
   three years in the period ended December 31, 1995, in conformity with
   generally accepted accounting principles.  In our opinion, the related
   financial statement schedule, when considered in relation to the basic
   financial statements taken as a whole, presents fairly in all material
   respects the information set forth herein.


                                                   ERNST & YOUNG LLP

   Milwaukee, Wisconsin
   February 13, 1996

   <PAGE>
                           JOURNAL COMMUNICATIONS INC.
                           CONSOLIDATED BALANCE SHEETS

                                                        December 31      
     ASSETS                                        1995          1994      
   Current assets:
     Cash                                       $10,133,273  $ 12,884,740
     Short-term investments (Note 1)             61,362,172    38,964,215
     Receivables, net (Note 1)                   94,670,354    81,386,307
     Inventories (Note 1)                        31,292,261    25,443,053
     Prepaid expenses                             9,211,795    10,249,166
     Prepaid income taxes                         4,197,508       454,222
     Deferred income taxes (Note 3)               4,706,000     5,347,000
     Net current assets of discontinued
       operations (Note 9)                                -    16,550,403
                                                -----------   -----------
    Total current assets                        215,573,363   191,279,106

   Property and equipment, at cost:
     Land and land improvements                  11,997,665    10,502,363
     Buildings                                   53,509,836    49,060,730
     Equipment                                  301,388,897   275,766,234
                                                -----------   -----------
                                                366,896,398   335,329,327
     Less accumulated depreciation              206,463,640   185,642,365
                                                -----------   -----------
         Net property and equipment             160,432,758   149,686,962
   Net non-current assets of discontinued
     operations (Note 9)                             -         49,924,513
   Goodwill (Note 1)                              33,258,717   28,864,047
   Other intangible assets, net (Note 1)          34,798,493   24,287,121
   Corporate life insurance investment pool       16,390,303   14,208,090
   Other assets (Note 9)                          14,284,589    3,166,028
                                                ------------ ------------
                                                $474,738,223 $461,415,867
                                                ============ ============

        LIABILITIES AND STOCKHOLDERS' EQUITY
   Current liabilities:
     Accounts payable                           $ 33,591,498 $ 31,363,719 
     Accrued compensation                         18,241,478   19,856,229 
     Customer service deposits                    11,705,228   11,823,750 
     Accrued employee benefits (Note 2)           21,166,388   12,442,829 
     Other current liabilities                    12,864,104    4,916,352
     Current portion of long-term obligations      6,889,035    3,201,437 
                                                ------------  -----------
          Total current liabilities              104,457,731   83,604,316   

   Long-term obligations (Note 5)                  2,761,802    2,946,636   
   Deferred income taxes (Note 3)                  1,189,000    7,436,000 

   Stockholders' equity (Note 6):
     Common stock, $.25 par value; authorized
       and issued 14,400,000 shares                3,600,000    3,600,000 
     Retained earnings                           390,278,614  373,625,977   
     Treasury stock, at cost (Note 6)            (27,548,924)  (9,797,062) 
                                                ------------  -----------
        Total stockholders' equity               366,329,690  367,428,915  
                                                ------------  -----------
                                                $474,738,223 $461,415,867 
                                                ============ ============

                             See accompanying notes.
   <PAGE>
                           JOURNAL COMMUNICATIONS INC.
                      CONSOLIDATED STATEMENTS OF EARNINGS 


                                               Years ended December 31 
                                         1995          1994         1993
   Continuing operations:
      Operating revenue:
       Publications:
         Advertising                 $208,857,471  $198,214,122  $182,536,690
         Circulation                   54,499,666    57,951,504    57,272,146 
         Other                          3,790,626     5,137,396     4,720,547 
       Broadcast                       74,623,031    63,444,709    54,850,495 
       Printing                       202,556,016   151,853,351   126,401,157 
       Telecommunications              39,977,523    35,973,931    32,411,290 
       Direct Marketing                11,577,881     7,799,072          - 
       Eliminations                    (4,049,726)   (2,793,364)   (3,501,062)
                                     ------------   -----------    ---------- 
                                     $591,832,488  $517,580,721  $454,691,263 
     Operating costs and expenses:
       Cost of sales                  346,144,072   289,383,027   250,260,769 
       Selling and administrative
         expenses                     181,091,296   161,922,335   138,499,227 
       Merger and litigation
         charges(Notes 4 & 8)          23,218,055          -             - 
                                      -----------   -----------   ----------- 
                                      550,453,423   451,305,362   388,759,996 

     Operating earnings                41,379,065    66,275,359    65,931,267 
     Other income(deductions):
       Dividends and interest - net     4,806,225     1,668,931     1,542,596 
       Gain(loss) on sale of assets        45,629      (113,566)       24,252 
                                       ----------    ----------    ---------- 
                                        4,851,854 
                                                      1,555,365     1,566,848 
                                       ----------    ----------    ---------- 
     Earnings from continuing
     operations before income taxes    46,230,919    67,830,724    67,498,115 

     Provision for income taxes
      (Note 3)                         18,330,000    27,230,000    26,460,000 
                                       ----------    ----------    ---------- 
     Earnings from continuing
      operations                       27,900,919    40,600,724    41,038,115 
                                       ----------    ----------    ---------- 
   Discontinued operations (Note 9)
     Earnings, net of applicable
      income taxes of $915,000,
      $2,170,000 and $2,140,000         1,371,473     3,266,421     3,166,003
    
     Gain on sale, net of
      applicable income tax
      expense of $9,960,000            14,940,942           -             - 
                                       ----------    ----------    ---------- 
   Net Earnings                      $ 44,213,334  $ 43,867,145   $44,204,118 
                                       ==========    ==========    ========== 
   Earnings per share (Note 1)
     Continuing operations                  $2.01         $2.90         $2.93 
     Discontinued operations                 1.17          0.23          0.23 
                                           ------         -----         ----- 
   Net earnings                             $3.18         $3.13         $3.16 
                                            =====         =====         ===== 


                             See accompanying notes.
   <PAGE>

                           JOURNAL COMMUNICATIONS INC.
                  CONSOLIDATED STATEMENTS OF RETAINED EARNINGS

                                                  
                                        Years ended December 31 
                                      1995           1994           1993  
   Retained earnings:

     Balance at beginning
      of year                     $373,625,977  $355,878,873  $336,553,427 

     Net earnings                   44,213,334    43,867,145    44,204,118 
    
     Cash dividends (per share,
     1995 $2.10, 1994 $1.90,
     1993 $1.80)                   (29,156,648)  (26,699,455)  (25,156,340)

     Treasury stock transactions
     (Note 6)                          616,303       416,530       365,145 

     Currency translation
     adjustment                        979,648       162,884       (87,477)
                                   -----------   -----------   ----------- 
     Balance at end of year       $390,278,614  $373,625,977  $355,878,873 
                                   ===========    ==========   =========== 


                             See accompanying notes.
   <PAGE>

                           JOURNAL COMMUNICATIONS INC.
                      CONSOLIDATED STATEMENTS OF CASH FLOWS


                                                              
                                             Years ended December 31         
                                           1995         1994           1993  

   Cash flow from operating
    activities:
    Earnings from continuing
     operations:                    $27,900,919   $40,600,724    $41,038,115 
     Adjustments for non-cash
      items:
        Depreciation and
        amortization                 34,413,368    29,778,626     28,335,179 
        Deferred income taxes        (5,610,000)     (400,000)    (1,200,000)
        Net loss (gain) from sales
        of assets                       (45,629)      113,566        (24,252)
        Change in:
          Receivables               (15,892,523)  (15,991,602)   (11,033,367)
          Inventories                (5,414,490)   (8,057,754)    (1,492,355)
          Accounts payable            7,814,280     7,814,136     (6,566,235)
          Other current assets and 
           liabilities of
           continuing operations         22,372     5,429,337      4,936,314 
                                     ----------    ----------     ---------- 

        Net cash provided by
        operating activities         43,188,297    59,287,033     53,993,399 

   Cash flow from investing
    activities:
     Proceeds from sales of
      assets                          1,031,417     2,029,798        773,637 
     Property and equipment
      expenditures                  (33,406,269)  (36,569,338)   (31,170,841)
     Net (increase) decrease in
      short-term investments        (22,397,956)   11,201,801      3,787,446 
     Assets of businesses
      acquired                      (22,773,013)  (12,697,391)    (1,572,769)
     Other - net                     (4,748,507)   (5,189,473)    (5,552,888)
                                     ----------   -----------     ---------- 
        Net cash used for
         investing activities       (82,294,328)  (41,224,603)   (33,735,415)
                                    -----------   -----------    ----------- 
        Net cash provided by
         discontinued operations
         (Note 9)                     82,831,605    7,193,410       5,375,462

   Cash flow from financing
    activities:
     Net increase (decrease)in
      long-term obligations            (184,834)     (731,975)     1,232,349 
     Purchase of treasury stock     (25,487,943)   (1,834,240)    (3,865,125)
     Sales and distribution of
      treasury stock                  8,352,384      4,485,108      4,122,332
     Cash dividends                 (29,156,648)  (26,699,455)   (25,156,340)
                                    -----------   -----------    ----------- 
        Net cash used for
        financing activities        (46,477,041)  (24,780,562)   (23,666,784)
                                    -----------   -----------    ----------- 
   Net increase (decrease)
    in cash                          (2,751,467)      475,278      1,966,662 

   Cash at beginning of year         12,884,740    12,409,462     10,442,800 
                                     ----------    ----------     ---------- 
   Cash at end of year              $10,133,273   $12,884,740    $12,409,462 
                                     ==========    ==========     ========== 
   Cash paid for income taxes       $47,557,000   $29,108,000    $31,122,000 
                                     ==========    ==========     ========== 

                             See accompanying notes.

   <PAGE>
                           JOURNAL COMMUNICATIONS INC.
                   NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
                        December 31, 1995, 1994 and 1993


   l.Principal accounting policies

     Basis of consolidation - The consolidated financial statements include
     the accounts of Journal Communications, Inc. and its wholly owned
     subsidiaries (collectively, the Company).  All significant intercompany
     balances and transactions have been eliminated.

     Foreign currency translation - Assets and liabilities of foreign
     subsidiaries are translated into U.S. dollars at year-end exchange rates
     while income and expense items are translated at the average exchange
     rates for the year.  Resulting translation adjustments are reflected in
     retained earnings.

     Earnings per share - Earnings per share is based on the weighted average
     shares outstanding during each period.

     Short-term investments - Short-term investments, which consist
     principally of government securities, commercial paper and bank
     certificates of deposit with maturities of one year or less, are stated
     at cost, which approximates market value. 

     Receivables - Allowance for doubtful accounts at December 31, 1995 and
     1994 was $2,475,670 and $2,065,012, respectively.

     Inventories - Inventories are stated at the lower of cost (first in,
     first out method) or market.  Inventories at December 31, consist of the
     following:

                                     1995           1994
     Paper and Supplies       $19,142,582    $15,265,140
     Work in Process            4,559,107      4,812,159
     Finished Goods             7,590,572      5,365,754
                               ----------     ----------
                              $31,292,261    $25,443,053
                               ==========     ==========

     Property and equipment - Property and equipment are recorded at cost. 
     Depreciation of property and equipment is computed principally using the
     straight-line method.

     Goodwill - Goodwill arising from acquisitions subsequent to November 1,
     1970, is amortized on a straight-line basis over 40 years.  Goodwill
     prior to November 1, 1970, is amortized when it is determined that such
     intangible assets have a limited useful life.  At December 31, 1995,
     $3,095,000 of goodwill was not being amortized.  Accumulated
     amortization at December 31, 1995 and 1994 was $9,567,294 and 
     $8,662,555, respectively.

     Other intangible assets -  Identifiable intangible assets resulting from
     acquisitions are amortized on a straight-line basis for a period up to
     30 years.  Accumulated amortization relating to intangible assets at
     December 31, 1995 and 1994 was $22,989,814 and $17,923,152 respectively. 
     Other intangible assets also include the costs of television program
     contracts, recorded under the gross method, which are deferred and
     amortized over the estimated number of runs of the related programs.     

     Use of estimates - The preparation of financial statements in conformity
     with generally accepted accounting principles requires management to
     make estimates and assumptions that affect the amounts reported in the
     financial statements and accompanying notes.  Actual results could
     differ from those estimates.

     Reclassification - Certain reclassifications have been made to the 1994
     and 1993 financial statements to conform with the 1995 presentation.

   2.Employee benefit plans

     Contributory and noncontributory pension and savings plans cover
     substantially all employees.  The amount charged against earnings with
     respect to all of these plans was $9,908,000, of which $4.0 million
     relates to the merger of the newspapers, $6,225,000, and $5,712,000  in
     1995, 1994 and 1993, respectively.

     Net pension cost for the defined benefit plan includes the following
     components:

                                            (thousands of dollars)
                                      1995         1994       1993  
    Service cost                     $ 2,068      $2,481      $2,233
    Interest on projected 
      benefit obligation               6,015       5,526       5,551
    Return on plan assets            (10,644)        865      (4,768)
    One-time recognition of
     costs related to newspaper
     merger                            4,000           -           -
    Net amortization and deferral      4,860      (6,570)       (683)
                                     -------     -------      ------
    Net pension cost                  $6,299      $2,302      $2,333
                                       =====       =====       =====

     Actuarial assumptions used to project the benefit obligations and the
   net pension cost were:

                                                 1995    1994        1993

    Discount rate                               7.50%    8.00%      7.25%
    Rate of increase in compensation
     levels                                     5.00%    5.25%      4.75%
    Expected long-term rate of return on
     plan assets                                9.50%    9.50%      9.50%

   The assets of the plan consist primarily of government and other bonds and
   listed stocks.  The accrued pension liability at December 31, 1995 and
   1994  was $10,199,000 and  $7,715,000,  respectively.

   The funded status of the plan at December 31 was as follows:

                                                              
                                                    (thousands of dollars)
                                                        1995       1994  

    Actuarial present value of
     benefit obligations:
      Vested benefits                                  $67,428    $60,232
      Nonvested benefits                                 2,949      3,074
                                                       -------    -------
       Accumulated benefit obligation                   70,377     63,306
       Effect of projected
        compensation levels                             13,396     13,073
                                                       -------    -------
      Projected benefit obligation                      83,733     76,379
      Less: plan assets at fair value                   63,047     57,342
                                                        ------     ------
      Projected benefit obligation
       in excess of plan assets                        $20,726    $19,037
                                                        ======     ======


     On January 1, 1993, the Company adopted Statement of Financial
     Accounting Standards No. 106, "Employers' Accounting for Postretirement
     Benefits Other Than Pensions" (SFAS 106).  This standard requires that
     the expected cost of postretirement health and life insurance benefits
     be charged to expense during the years the employees render service. 
     The Company has elected to amortize the unfunded obligation of
     $25,324,000 at January 1, 1993 over a period of 20 years. 
     Postretirement benefit expense includes the following components:


                                                  (thousands of dollars)
                                                      1995   1994    1993 
     Service cost                                     $433   $572    $454
     Interest cost on accumulated
       postretirement benefit obligation             2,067  1,991   2,073
     Amortization of transition obligation           1,139  1,266   1,266
     One-time recognition of costs related
       to newspaper merger                           2,092      -       -
                                                     -----  -----   -----
     Postretirement benefit expense                 $5,731 $3,829  $3,793
                                                     =====  =====   =====


       The funded status of the plans on an aggregate basis at December 31
   was as follows:

                                                      (thousands of dollars)
                                                          1995         1994 
   Accumulated postretirement
    benefit obligation:
     Retirees                                            $19,756    $15,156
     Fully eligible participants                             855      1,645
     Other active participants                             7,859      8,131
                                                          -------    ------
   Total accumulated postretirement benefit obligation    28,470     24,932
   Unrecognized actuarial gain (loss)                     (1,655)       837

   Less:  Unrecognized transition obligation              18,871     22,102
                                                          -------    ------
   Accrued postretirement benefit cost liability         $ 7,944    $ 3,667
                                                          ======     ======

     The assumed health care costs trend rates used in measuring the
     accumulated postretirement benefit obligation (APBO) for pre-age
     retirees for 1996 are 9.0% grading down to 5.0% in 2010 and thereafter,
     and for 1995 was 9.5% grading down to 5.5% in 2008 and thereafter, and
     for post-age (65) retirees for 1996 are 8.0% grading down to 5.0% in
     2006 and thereafter, and 1995 was 8.5% grading down to 5.5% in 2004 and
     thereafter. The benefit cost trend rates have a significant effect on
     the amounts reported. The impact of a 1% increase in the health care
     cost trend rates would have increased the APBO 5.4% at December 31,
     1995, and would have increased the aggregate service cost and interest
     cost components of the postretirement benefit expense by 6.7%.  The
     weighted average discount rate used in determining the accumulated
     postretirement benefit obligation was 7.5% and 8.0% for 1995 and 1994,
     respectively.  

   3. Income Taxes

     The provision for income taxes consists of the following:


                       (thousands of dollars)
                      1995      1994      1993 
     Current
       Federal      $18,670   $21,400   $21,870
       State          5,270     6,230     5,790
                    -------   -------   -------
                     23,940    27,630    27,660
     Deferred        (5,610)     (400)   (1,200)
                    -------   -------   -------
                    $18,330   $27,230   $26,460
                    =======   =======   =======

   The components of net deferred taxes as of December 31 were as follows:

                                                  (thousands of dollars)
    Deferred tax assets:                             1995          1994 
       Accrued compensation and
           employee benefits                      $ 9,520        $ 6,902
       Intangible assets                              569            896
       Inventories                                    390             49
       Accounts receivable                            855            648
       Domestic loss carryforwards                  2,491          1,056
       Foreign loss carryforwards                   1,121             -
       Other                                          540            687
                                                  -------        -------
       Total deferred tax assets                   15,486         10,238
       
     Deferred tax liability:
       Property, plant and equipment               11,969         12,327
                                                  -------        -------
          Net deferred tax asset (liability) 
           included in balance sheet              $ 3,517        $(2,089)
                                                  =======        =======

   4.     Litigation

     In November 1995, a judgement was issued against the Company for $8.4
     million in connection with a patent infringement lawsuit.  In February
     1996, the judgement was settled for $5.7 million, which has been
     recorded in fiscal 1995.  The settlement fully relieves the Company of
     all past and future obligations under this matter.

   5.     Long-term obligations

                                                   December 31,        
                                           1995                1994   
     Note payable,8%, due June 1996     $4,458,565          $        -
     Capital lease & other obligations,
      average interest 8% in 1995        1,510,508           1,924,895
     Television program contracts,
      due through 1999                   3,681,764           4,223,178
                                        ----------          ----------
                                         9,650,837           6,148,073 
     Less current portion                6,889,035           3,201,437
                                        ----------          ----------

                                        $2,761,802          $2,946,636
                                        ==========          ==========

     In addition, the Company has the rights to broadcast certain television
     programs during the years 1996-2000 under contracts aggregating
     $8,964,075. 


   6.     Stockholders' equity

     The Company periodically purchases units of beneficial interest in The
     Journal Employees' Stock Trust (JESTA) for use in its Incentive
     Compensation Plan and for resale to its employees.  Treasury stock
     activity is as follows:

   <TABLE>
   <CAPTION>
                                  1995                       1994                       1993
                            Units        Amount        Units       Amount        Units      Amount

   <S>                    <C>         <C>            <C>        <C>
   Beginning Balance       291,249    $ 9,797,062     366,574   $12,031,400     375,214   $11,923,462
   Purchases               699,608     25,487,943      52,500     1,834,241     112,245     3,865,125
   Sales                  (232,275)    (7,736,081)   (127,825)   (4,068,579)   (120,885)   (3,757,187)
                          --------     ----------     -------    ----------     -------    ----------
   Ending Balance          758,582    $27,548,924     291,249    $9,797,062     366,574   $12,031,400
                          ========     ==========     =======    ==========     =======    ==========
   Gain on sales                         $616,303                  $416,530                  $365,145
                                         ========                   =======                   =======
   </TABLE>



   7.     Acquisitions

     On January 24, 1995 and February 1, 1995, the Company acquired the
     business and substantially all of the assets of KEZO-FM, KEZO-AM and
     KKCD-FM in Omaha, Nebraska.  The combined cash purchase price was
     approximately $12.7 million.

     On June 22, 1995, the Company acquired the business and substantially
     all of the assets of Mega Direct, a direct marketing company based in
     Clearwater, Florida, at a purchase price of approximately $8 million.

     The acquisitions were accounted for using the purchase method. 
     Accordingly, the operating results and cash flows of the acquired
     businesses are included in the Company's consolidated financial
     statements from the dates of acquisition.  Had KEZO-FM, KEZ0-AM, KKCD-FM
     and Mega Direct been acquired as of January 1, 1995, the effect of the
     acquisitions on the Company's consolidated results of operations would
     not have been material.

   8.     Merger Charges

     On April 2, 1995, Journal Sentinel Inc. merged The Milwaukee Journal and
     the Milwaukee Sentinel into a morning newspaper called the Milwaukee
     Journal Sentinel.  This resulted in a pretax charge of $17.5 million,
     which consisted of $11.3 million in termination benefits for
     approximately 250 employees and $6.2 million for other nonrecurring
     costs associated with the launch of the new newspaper. In 1995, $5.2
     million of the termination benefits and all of the other costs were
     paid. 

   9.     Discontinued Operations

     Effective April 27, 1995, the Company sold substantially all the assets
     used in the business of its wholly owned subsidiary, Perry Printing
     Corporation ("Perry").  Perry was a heatset web offset printer of long
     run catalogs and publications. The assets sold consisted of accounts
     receivable, inventories, fixtures, equipment and certain real estate. 

     The Perry operations have been reflected as discontinued operations,and
     accordingly, prior period financial statements have been  restated to
     reflect this treatment.

     Net revenues of discontinued operations were as follows:

                          1995            1994           1993

   Net Revenues       $45,945,666    $116,967,239     $105,914,558

          The sale price was approximately $95 million, which included
          115,000 shares of the buyer's preferred stock with a value of $11.5
          million, plus the assumption of trade and other liabilities by the
          buyer.  The Company has recorded an after tax gain on the sale of
          $14.9 million.

   10.    Segment analysis 

          Journal Communications, Inc. is an employee-owned, diversified
          communications company with operations in 16 states and France. 
          The Company's principal lines of business are  publishing,
          broadcasting, printing, telecommunications and direct marketing. 
          The  Milwaukee Journal Sentinel and 75 paid and free periodicals
          are published. The broadcasting business consists of eight radio
          and three television stations. The printing of short-run
          publications, circulars and periodicals, computer software
          documentation and diskette duplication, quality labels and
          packaging and promotional materials is provided by the printing
          business.  The telecommunications business provides a full range of
          services with one of the largest digital networks in the Midwest.
          Personalized direct marketing services are provided to
          merchandisers and manufacturers. 

   <TABLE>
   <CAPTION>
                                                     (thousands of dollars)
                                              Sales                          Earnings          
                                   1995       1994       1993        1995      1994       1993  

   <S>                           <C>        <C>        <C>          <C>       <C>        <C> 
   Publications                  $267,148   $261,303   $244,529     $16,020   $43,998    $40,212
   Broadcast                       74,623     63,445     54,851      19,644    14,589     10,853
   Printing                       202,556    151,853    126,401       8,124     3,477      8,132
   Telecommunications              39,977     35,974     32,411       9,429     9,023      8,715
   Direct Marketing                11,578      7,799       --        (2,652)   (1,487)       --
   Corporate & eliminations        (4,050)    (2,793)    (3,501)     (9,186)   (3,325)    (1,981)
                                 --------   --------   --------     -------   -------    -------
                                 $591,832   $517,581   $454,691      41,379    66,275     65,931
                                 ========   ========   ========
   Corporate - other income                                           4,852     1,556      1,567 
                                                                    -------   -------    -------
   Earnings before income taxes                                     $46,231   $67,831    $67,498
                                                                    =======   =======    =======

   <CAPTION>
                                          December 31
                      Identifiable total assets             Depreciation              Capital expenditures 
                       1995      1994        1993      1995      1994      1993      1995      1994      1993 

   <S>              <C>        <C>        <C>        <C>       <C>       <C>       <C>       <C>       <C> 
   Publications     $ 94,106   $ 90,175   $ 91,249   $ 5,937   $ 5,393   $ 5,698   $ 8,303   $ 7,320   $ 8,329
   Broadcast          66,843     52,268     50,347     2,961     2,811     2,586     3,641     4,310     3,451
   Printing          139,211    116,371     86,051     7,832     6,303     4,725    16,785    17,322    13,756
   Telecom-
    munications       55,216     61,172     56,024     7,446     7,265     6,843     2,612     6,404     5,206
   Direct
    Marketing         19,471      9,214       --         829       629      --       1,594       923        --
   Corporate          99,891     65,741     67,444       207       149       121       471       290       429
                     -------    -------    -------    ------    ------    ------   -------   -------   -------
                    $474,738   $394,941   $351,115   $25,212   $22,550   $19,973   $33,406   $36,569   $31,171
                     =======   ========    =======   =======    ======   =======   =======   =======   =======

   </TABLE>

              ITEM 9.  CHANGES AND DISAGREEMENTS WITH ACCOUNTS ON 
                       ACCOUNTING AND FINANCIAL DISCLOSURE
                                      None.

                                    PART III
                      ITEM 10.  DIRECTORS OF THE REGISTRANT

   Directors Anderson, Barr, Christman, D'Alexander, Davis, Knoche, Koenan
   Woodall and Thomas are members of the Unitholders Council who were
   selected by unitholders to be nominated for election to the Board of
   Directors.  Messrs. Bonaiuto, Ditter, Forbes, Davis and Thomas and Ms.
   D'Alexander  have less than five years of service with the Company.  The
   other directors, except for Mr. Meissner, have been employed by the
   Company or its subsidiaries in key management positions for more than five
   years.  Information regarding the executive officers of the Company is set
   forth in Part I, Item 4A above.  Mr. Meissner is Executive Director of the
   Public Policy Forum, Milwaukee.  Additional information in response to
   this item is incorporated herein by reference to the Company's proxy
   statement, which shall be filed with the Securities and Exchange
   Commission no later than April 29, 1996.

                        ITEM 11.  EXECUTIVE COMPENSATION

   Information in response to this item is incorporated herein by reference
   to the Company's proxy statement, which shall be filed with the Securities
   and Exchange Commission no later than April 29, 1996.

               ITEM 12.  SECURITY OWNERSHIP OF CERTAIN BENEFICIAL
                              OWNERS AND MANAGEMENT

   The following chart states the equity ownership of each Director of the
   Registrant and the chief executive officer and four next most highly
   compensated individuals who will be named as such in the Registrant's
   Proxy Statement, which will be filed with the Securities and Exchange
   Commission no later than April 29, 1996:

                                                    Units Held   Percent of
                                                      as of      Ownership
                                     Held Office     March 13,   *denotes
     Name                  Age       Since            1996(1)     <1%(2)

   David A. Anderson         44   June 6, 1995          4,630        *
   Margaret E. Barr          48   June 7, 1994          9,700        *
   Paul M. Bonaiuto          45   June 8, 1993         13,000        *
   Sue Ellen Christman       53   June 6, 1995          1,350        *
   Judith M. D'Alexander     48   June 6, 1995            200        *
   John C. Davis             33   June 6, 1995          3,230        *
   James J. Ditter           34   September 6, 1995     2,740        *
   Robert M. Dye             47   March 6, 1990        41,580        *
   Christine A. Farnsworth   47   June 8, 1993         31,550        *
   Gregory H. Forbes         46   June 8, 1993         25,000        *
   Stephen O. Huhta          40   June 8, 1993         26,355        *
   Robert A. Kahlor          62   March 6, 1973        85,435        *
   Thomas M. Karavakis       65   June 5, 1984         77,035        *
   Douglas G. Kiel           47   June 4, 1991         26,300        *
   Eldon M. Knoche           56   June 6, 1995         11,330        *
   M. J. L. Koenan Woodall   29   June 6, 1995          1,495        *
   Paul E. Kritzer           53   June 5, 1990         35,070        *
   Ronald G. Kurtis          48   June 8, 1993         49,800        *
   David G. Meissner         58   June 7, 1988             --(3)     --(3)
   Steven J. Smith           45   June 2, 1987         73,880        *
   Keith K. Spore            53   September 6, 1995    22,000        *
   Christopher S. Thomas     26   June 6, 1995            570        *
   All directors as
    a group(4)                                      5,844,276        45.1%

   (1)      A "Unit" represents a beneficial interest in one share of the
            common stock of Journal Communications, Inc.

   (2)      Represents percentage of the 12,960,000 units outstanding on
            March 13, 1996.

   (3)      Mr. Meissner owns no Units but is an officer and director of
            Matex Inc., which owns 1,320,000 shares of Journal stock.  Mr.
            Meissner's wife is also an officer and director of Matex Inc. and
            together with her children owns or has a beneficial interest in
            33% of the outstanding common stock of Matex Inc.  Mrs. Meissner
            also has a 33% beneficial interest in 120,000 shares of Journal
            Communications, Inc. common stock.  Other members of Mrs.
            Meissner's family own or have a beneficial interest in the
            remaining 67% of the Matex Inc. shares and the 120,000 shares of
            Journal stock.

   (4)      Each of Messrs. Bonaiuto, Kahlor, Karavakis, Kiel and Smith has
            voting power arising under the Trust Agreement establishing the
            Trust in respect to the number of units set forth opposite such
            individual's name.  In addition, as a group as trustees of the
            Trust, such individuals have voting power arising under the Trust
            Agreement establishing the Trust, as of March 13, 1996, in
            respect of 5,302,026 units held by retirees and other former
            employees of the Registrant, employee benefit trusts, employees'
            personal trusts and charitable, educational or religious trusts.

   Additional information in response to this item is incorporated herein by
   reference to the Company's proxy statement, which shall be filed with the
   Securities and Exchange Commission no later than April 29, 1996.

            ITEM 13.  CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS

   Information in response to this item is incorporated herein by reference
   to the Company's proxy statement, which shall be filed with the Securities
   and Exchange Commission no later than April 29, 1996.

                                     PART IV
                ITEM 14.  EXHIBITS, FINANCIAL STATEMENT SCHEDULES
                             AND REPORTS ON FORM 8-K


   (a)     1.    Financial Statements and Financial Statement Schedules
           The following consolidated financial statements of the Registrant
           are included in Item 8: 

                                                      Form 10-K
                                                      Page Number
            Consolidated Balance Sheets at
              December 31, 1995, 1994 and 1993            18


            Consolidated Statements of Earnings
              and Retained Earnings for each of
              the three years in the period ended
                 December 31, 1995                        19-20

            Consolidated Statements of Cash Flows
              for each of the three years in the
              period ended December 31, 1995              21

            Notes to Consolidated Financial Statements    22-28

             Financial Statement Schedules:
              Consolidated schedules for each of the 
              three years in the period ended
              December 31, 1995:
                 II - Valuation and qualifying accounts   32

           All other schedules are omitted since the required information is
           not present, or is not present in amounts sufficient to require
           submission of the schedule, or because the information required is
           included in the consolidated financial statements and notes
           thereto.

      2.   Exhibits
           The exhibits listed below are filed as part of this annual report.


      Exhibits

      ( 3.1) Articles of Association, filed herewith 

      ( 3.2) By-Laws [Incorporated by reference to Exhibit 3.1 to Journal
             Communications, Inc.'s Current Report on Form 8-K dated March 5,
             1996 (Commission File No. 0-7831)]

      ( 9)   Journal Employees' Stock Trust Agreement, dated 
             May 15, 1937, as amended, filed herewith

      (10.1) Management Long Term Incentive Plan, filed herewith

      (10.2) Management Annual Incentive Plan, filed herewith

      (21)   Subsidiaries of the Registrant, filed herewith

      (23)   Consent of Independent Auditors, filed herewith

      (27)   Financial Data Schedule, filed herewith

   <PAGE>

                          JOURNAL COMMUNICATIONS, INC.

          SCHEDULE II - CONSOLIDATED VALUATION AND QUALIFYING ACCOUNTS

                  Years ended December 31, 1995, 1994 and 1993



                           Balance at   Additions    Deductions   Balance
                           beginning    charged to     from       at end
                           of  year     earnings     allowances   of year
   Allowance for
    doubtful receivables:

   1995                    $2,065,012   $3,007,365   $2,596,707   $2,475,670
                           ==========   ==========   ==========   ==========
   1994                    $2,500,533   $2,952,136   $3,387,657   $2,065,012
                           ==========   ==========   ==========   ==========
   1993                    $2,612,329   $2,336,437   $2,448,233   $2,500,533
                           ==========   ==========   ==========   ==========


   Note:

     (a)  Accounts receivable written off, less recoveries, against the
   allowance.

   <PAGE>

          Pursuant to the requirements of Section 13 or 15(d) of the
   Securities Exchange Act of 1934, the Registrant has duly caused this
   Annual Report to be signed on its behalf by the undersigned, thereunto
   duly authorized.

                                        JOURNAL COMMUNICATIONS, INC.


                                        By: /s/ Robert a. Kahlor
                                        Robert A. Kahlor
                                        Chairman of the Board and CEO


          Pursuant to the requirements of the Securities Exchange Act of
   1934, this report has been signed by the following persons on behalf of
   the Registrant and in the capacities and on the dates indicated:

   /s/ David A. Anderson                                        April 1, 1996
   David A. Anderson, Director

   /s/ Margaret E. Barr                                         April 1, 1996
   Margaret E. Barr, Director

   /s/ Paul M. Bonaiuto                                         April 1, 1996
   Paul M. Bonaiuto, Director & Chief Financial Officer
    (Principal Financial Officer)

   /s/ Sue Ellen Christman                                      April 1, 1996
   Sue Ellen Christman, Director

   /s/ Judith M. D'Alexander                                    April 1, 1996
   Judith M. D'Alexander, Director

   /s/ John C. Davis                                            April 1, 1996
   John C. Davis, Director

   /s/ James J. Ditter                                          April 1, 1996
   James J. Ditter, Director

   /s/ Robert M. Dye                                            April 1, 1996
   Robert M. Dye, Director

   /s/ Christine A. Farnsworth                                  April 1, 1996
   Christine A. Farnsworth, Director

   /s/ Gregory H. Forbes                                        April 1, 1996
   Gregory H. Forbes, Director

   /s/ Stephen O. Huhta                                         April 1, 1996
   Stephen O. Huhta, Director

   /s/ Robert A. Kahlor                                         April 1, 1996
   Robert A. Kahlor, Director & Chairman of the Board
   (Principal Executive Officer)

   /s/ Thomas M. Karavakis                                      April 1, 1996
   Thomas M. Karavakis, Director

   /s/ Douglas G. Kiel                                          April 1, 1996
   Douglas G. Kiel, Director

   /s/ Eldon M. Knoche                                          April 1, 1996
   Eldon M. Knoche, Director

   /s/ Mary Jane L. Koenen Woodall                              April 1, 1996
   Mary Jane L. Koenen Woodall, Director

   /s/ Paul E. Kritzer                                          April 1, 1996
   Paul E. Kritzer, Director

   /s/ Ronald G. Kurtis                                         April 1, 1996
   Ronald G. Kurtis, Director

   /s/ David G. Meissner                                        April 1, 1996
   David G. Meissner, Director

   /s/ Steven J. Smith                                          April 1, 1996
   Steven J. Smith, Director

   /s/ Keith K. Spore                                           April 1, 1996
   Keith K. Spore, Director

   /s/ Christopher S. Thomas                                    April 1, 1996
   Christopher S. Thomas, Director

   <PAGE>
                          JOURNAL COMMUNICATIONS, INC.

                                INDEX TO EXHIBITS
                                  (Item 14(a))


        Exhibits


        ( 3.1)      Articles of Association, filed herewith 

        ( 3.2)      By-Laws [Incorporated by reference to Exhibit 3.1 to
                    Journal Communications, Inc.'s Current Report on Form 8-
                    K dated March 5, 1996 (Commission File No. 0-7831)]

        ( 9)        Journal Employees' Stock Trust Agreement, dated May 15,
                    1937, as amended, filed herewith

        (10.1)      Management Long Term Incentive Plan, filed herewith

        (10.2)      Management Annual Incentive Plan, filed herewith

        (21)        Subsidiaries of the Registrant, filed herewith

        (23)        Consent of Independent Auditors, filed herewith

        (27)        Financial Data Schedule, filed herewith



                          JOURNAL COMMUNICATIONS, INC.
     (Organized Under the Laws of the State of Wisconsin, February 5, 1883)

                             ARTICLES OF ASSOCIATION
                  Including Amendments Effective March 25, 1996


        First:  The purposes for which the corporation is organized are to
   engage in any lawful activity within the purposes for which corporations
   may be organized under the Wisconsin Business Corporation Law, Chapter 180
   of the Wisconsin Statutes, including without limitation, the buying,
   holding, selling, exchanging, dealing in, acquiring and disposing of,
   pledging, leasing and managing of all kinds of real and personal property,
   tangible and intangible and wheresoever situated.

        Second:  The name of said corporation shall be "Journal
   Communications, Inc." and said corporation shall be located in the City of
   Milwaukee, County of Milwaukee, and State of Wisconsin.

        Third:  The aggregate number of shares which the corporation shall
   have the authority to issue is Fourteen Million Four Hundred Thousand
   shares of capital stock having a par value of twenty-five cents per share.

        The Board of Directors of the corporation shall have authority to
   acquire by purchase from time to time any shares of its issued and
   outstanding capital stock for such consideration and upon such terms and
   conditions as the Board of Directors in its discretion shall deem proper
   and reasonable in the interest of the corporation; and in respect of the
   shares of its own capital stock so acquired by the corporation, no
   stockholder or the corporation shall be entitled as a matter of pre-
   emptive right to subscribe for, purchase or receive any portion thereof;
   and in respect of shares of its own capital stock so acquired by the
   corporation the Board of Directors shall have authority in its discretion:

        (i)  To cancel and retire all or any part of such shares, or

        (ii) To retain as treasury stock all or any part of such shares, or

        (iii)     To convert all of any part of such shares of
                  stock into units of beneficial interest in
                  capital stock of the corporation pursuant to
                  the provisions of The Journal Employees
                  Stock Trust Agreement dated May 15, 1937,
                  between Harry J. Grant, Faye McBeath and
                  others, as settlors, and Harry J. Grant, L.
                  A. Webster, J. D. Ferguson, L. L. Bowyer and
                  Marvin H. Creager as trustees, and Journal
                  Communications, Inc. (then named The Journal
                  Company) and (without first offering the
                  same for purchase by stockholders) to sell
                  such units of beneficial interest in capital
                  stock of the corporation to employees
                  eligible under said Stock Trust Agreement to
                  hold units of beneficial interest in such
                  stock; provided, however, that the price
                  payable for each such unit of beneficial
                  interest in capital stock of the corporation
                  sold by the corporation to any such
                  employees shall be the "option price"
                  thereof (as defined in said Stock Trust
                  Agreement) prevailing at the time of sale in
                  each case, determined in the manner
                  prescribed in the Stock Trust Agreement
                  aforesaid.

        Fourth:  The property, affairs and business of the corporation shall
   be managed by a board of directors consisting of such number of members,
   not less than three, as shall be fixed by the By-Laws.  Directors need not
   be stockholders.

        Fifth:  Registered holders of the certificates of stock of the
   corporation shall be members of the corporation and shall be entitled to
   vote at all meetings of said corporation, in person or by proxy, and each
   share of stock shall be entitled to one vote.

        Sixth:  These articles of association may be amended at any regular
   or special meeting of said corporation by vote of the holders of at least
   two-thirds of all the shares of stock of said corporation.


                                     JOURNAL

                                   EMPLOYEES'

                                   STOCK TRUST

                                    AGREEMENT



                           As amended February 1, 1990

   <PAGE>
                               Journal Employees'

                              Stock Trust Agreement

                               Dated May 15, 1937

                   (As amended May 5, 1954; December 23, 1964;
                July 31, 1968; March 26, 1973; January 16, 1975;
                June 1, 1979, April 1, 1982, and January 1, 1986)

                               Journal Employees'
                              Stock Trust Agreement


        AGREEMENT, dated May 15, 1937, by and between HARRY J. GRANT, FAYE
   McBEATH, WILMINGTON TRUST COMPANY, as Trustee under Agreement dated
   November 12, 1931, with Katharine Boyd Morehead, WILMINGTON TRUST COMPANY,
   as Trustee under Agreement dated November 12, 1931, with Mary Body Evans,
   SUSAN A. BOYD, KATHARINE BOYD MOREHEAD and MARY BOYD EVANS, first parties;
   HARRY J. GRANT, LESLIE A. WEBSTER, JOHN DONALD FERGUSON, LEONARD L. BOWYER
   and MARVIN H. CREAGER, called "the trustees," second parties; and JOURNAL
   COMMUNICATIONS, a Wisconsin corporation, called "the Company," third
   party:

        1:   General Definitions.

        (a)  This Agreement shall be known as "Journal Employees' Stock Trust
   Agreement," except where referred to herein as "this Agreement."

        (b)  "Section" shall mean a division of this Agreement designated by
   arabic numerals.

        (c)  The word "called" shall indicate the adoption for purposes of
   simplification and convenience of certain terms and expressions which will
   thereafter sometimes be used in this Agreement.

        (d)  "Persons" shall include corporations, trusts, associations and
   partnerships, as well as natural persons.

        (e)  "Journal stock" shall mean the capital stock of the Company and
   in the event of the reorganization or recapitalization of the Company,
   whatever voting stock shall most nearly correspond to the present capital
   stock of the Company.

        (f)  "Stockholder-Eligible" shall mean each of the persons named as
   First Parties in the preamble of this Agreement so long as such persons
   shall hold any shares of Journal stock and shall include the successor or
   successors of each such person in the ownership of Journal stock.

        (g)  "Employee shall mean every person now or at any time hereafter
   employed in the service of one or more of the Employers, including the
   officers of any of the Employers, so long as they shall be so employed or
   on leave of absence duly granted.  A director as such shall not be deemed
   an employee or an officer for the purposes of this Agreement.

        (gg) "Employers" shall mean the Company and all corporations of which
   the Company owns directly or indirectly 80% or more of the voting capital
   stock.

        (h)  "Employee-Eligibles" shall mean employees during the continuance
   of their employment.

        (hh) An "Employee-Eligible-Transferee" means a person to whom units
   are assigned by an employee-eligible upon the conditions defined in
   Section 12 of this agreement.

        (i)  "Ex-Employee-Eligibles" shall mean persons who have ceased to be
   employee-eligibles and those succeeding to their rights as owners of units
   so long as such persons shall own any units as hereinafter defined.

        (ii) An "Employee Benefit Trust" shall mean a pension, profit
   sharing, stock bonus or other similar trust established by an employer to
   provide retirement benefits to employees and a trust established by an
   employee-eligible to provide retirement benefits.

        (j)  "President" shall mean the person from time to time occupying
   the office of President of the Company, in his individual and not in his
   official capacity.

        (k)  "Board of Directors" shall mean a majority of the persons from
   time to time constituting the Board of Directors of the Company, in their
   individual and not in their official capacities.

        (l)  Unless otherwise indicated by the context, the singular shall
   include the plural and the plural the singular, and the masculine shall
   include the feminine and neuter.

        (m)  "Month" shall mean calendar month.

        (mm) "Accounting Period" shall mean one of the 13 periods into which
   the Company divides the calendar year for accounting purposes.  Each such
   period is composed of 4 calendar weeks, except that the first and
   thirteenth periods may be longer or shorter to the extent necessary to
   make each accounting year end on December 31.

        (n)  "Assign shall mean bargain, sell, assign, convey and deliver.

        (o)  "Retirement" shall mean the separation of an employee from the
   employment of the Employers with a pension granted by any of the Employers
   or under provisions of a pension trust or trusts established by any of the
   Employers for the benefit of employees.

        2:   Purpose.  The provisions of this Agreement are intended to
   promote and facilitate the acquisition and ownership of a beneficial
   interest in Journal stock by employee-eligibles and to promote stability
   and continuity of management and control of the Company in the interest of
   the Company, the stockholder-eligibles and the employee-eligibles through
   the instrumentality of the trust hereinafter created.

        3:   Conveyance to the Trustees.  First parties do hereby severally
   assign to the trustees, in trust, for the uses and purposes hereinafter
   defined, the number of shares of Journal stock set opposite their
   respective names below, viz.:

        Harry J. Grant                               10,000 shares
        Faye McBeath                                 10,000 shares
        Wilmington Trust Company, as Trustee
          under Agreement dated November 12, 1931,
          with Katharine Boyd Morehead                3,300 shares

        Wilmington Trust Company, as Trustee under
          Agreement dated November 12, 1931, with
          Mary Boyd Evans                             3,300 shares

        Susan A. Boyd, Katharine Boyd Morehead and 
          Mary Boyd Evans                             3,400 shares
        ____________________________________________________________

            Total                                    30,000 shares

        The said 30,000 shares of Journal stock, together with such other
   shares of Journal stock as may hereafter be held by the trustees
   hereunder, are called the "Capital Stock Fund."


                                       I.

                          CAPITAL STOCK FUND, UNITS OF
                          BENEFICIAL INTEREST THEREIN,
                               TRUST CERTIFICATES

        4:   Units of Beneficial Interest, Trust Certificates.  The
   beneficial interests in the Capital Stock Fund shall be divided into
   30,000 equal parts called "units."  The trustees shall from time to time
   increase or decrease the number of units into which the Capital Stock Fund
   shall be divided, to accord in so far as may be practicable with the
   number of shares of Journal stock held by them hereunder.  Units shall be
   evidenced by certificates, called "trust certificates," issued by the
   trustees.

        Every such trust certificate shall be deemed to represent the number
   of units specified therein, unless the trustees shall have increased or
   decreased the number of units, in which case they shall call in all trust
   certificates then outstanding and shall issue in lieu thereof new trust
   certificates specifying the proper increased or decreased number of units
   represented thereby.  From and after any such call, each outstanding trust
   certificate affected thereby shall represent not the number of units
   specified therein but the number of units for which a new certificate is
   required, as aforesaid, to be issued in lieu thereof.

        Trust certificates shall be in substantially the following form:

        This is to Certify That ________________________________ is the owner
   of ______ units of beneficial interest in the trust under Journal
   Employees' Stock Trust Agreement dated May 15, 1937, to which reference is
   made for the terms and conditions of said trust, including the rights and
   obligations of the holder of this certificate.  By acceptance of this
   certificate the holder consents to be bound by all of the terms and
   conditions of said Agreement, an original of which is on file for
   inspection at the office of the undersigned trustees at 333 West State
   Street, Milwaukee, Wisconsin.

        The persons eligible to acquire any right or interest in this
   certificate or in the units of beneficial interest represented hereby are
   limited and this certificate is transferable only as provided in said
   Journal Employees' Stock Trust Agreement.

   Dated _____________________________

   Trustees under Journal Employees' Stock Trust Agreement dated May 15,
   1937.

        5:   Units Vested in First Parties, Disposition by Them.  Ownership
   of said 30,000 units shall forthwith be vested in first parties severally
   in proportion to the number of shares of Journal stock hereinbefore
   assigned by them respectively to the trustees, and first parties reserve
   to each of their number the right to assign said units so vested in them,
   but only to eligibles as hereinafter defined, in accordance with the terms
   of an agreement of even date herewith between first parties and Journal
   Shares Corporation, a Wisconsin corporation.

        6:   Classes of Persons Eligible to Hold Trust Certificates.  Except
   as otherwise provided in Section 15, units and trust certificates
   evidencing units may be owned and held only by persons included in one of
   the following classes, which persons are called "eligibles:

        (a)  Stockholder-eligibles.

        (b)  Employee-eligibles.

        (c)  Ex-employee-eligibles, but only with respect to units and trust
   certificates evidencing units acquired by them or their predecessors in
   interest as employee-eligibles and only on condition that the options
   provided for in Section 10 shall not have been exercised, subject,
   however, to the limitations set forth in Section 13.

        (d)  The Company.

        (e)  Journal Shares Corporation.

        (f)  Employee-eligible-transferees.

        (g)  Employee Benefit Trusts.

        7:   Recordation of Certificates and Transfers Thereof.  The trustees
   shall keep a record of each trust certificate issued showing the date of
   issue, the number of units represented thereby, the certificate number and
   the name and address of the person to whom issued.  The trustees shall
   also keep a record of each transfer of a trust certificate showing the
   date of transfer, the name and address of the person or persons to whom
   transferred, together with the number of units represented thereby and the
   number or numbers of the new trust certificate or certificates issued.  If
   any trust certificate shall be cancelled, the trustees shall note upon
   their record the certificate number, date of cancellation and the number
   of units cancelled.

        The trustees shall record the transfer of a trust certificate only
   upon the production of proof satisfactory to them that the transfer of the
   units represented thereby is in accordance with the terms of this
   Agreement, and, except in the case of a sale of units owned by employee-
   eligibles, ex-employee-eligibles, employee-eligible-transferees and
   employee benefit trusts under the options provided for in Section 10, only
   upon the surrender of such trust certificate properly endorsed.  No
   transfer of any unit or of any trust certificate shall be valid or
   effective for any purpose unless made in accordance with the terms and
   conditions of this Agreement, nor unless such transfer shall have been
   entered on the trustees' record.  The trustees shall not recognize any
   transfer of a fractional unit.  The acceptance of a trust certificate by
   the person to whom issued or the assertion of any right or interest in
   units shall constitute an acceptance of and an agreement to be bound by
   all of the terms and conditions of this Agreement.

        8:   Rights of Stockholder-Eligibles to Exchange Journal Stock for
   Trust Certificates and Trust Certificates and Trust Certificates for
   Journal Stock.  Any stockholder-eligible but no other person may at any
   time and from time to time assign shares of Journal stock to the trustees
   and receive an exchange therefor trust certificates evidencing units, or
   may surrender trust certificates representing units acquired by them as
   stockholder-eligibles and subject to the terms and conditions of this
   Agreement, receive in exchange therefor shares of Journal stock; provided,
   however, that the ratio between the number of units and the number of
   shares of Journal stock thus exchanged shall equal the ratio between the
   number of units outstanding and the number of shares of Journal stock held
   by the trustees immediately prior to such exchange.

        9:   Option Events With Respect to Units Owned by Employee-Eligibles. 
   All units owned by employee-eligibles employee benefit trusts, employee-
   eligible-transferees or ex-employee-eligibles shall be subject to purchase
   under the options defined in section 10, subject to the conditions
   hereinafter stated, upon the happening of the option events hereinafter
   defined:

        (a)  A written offer to sell a specified number of units signed by
   any unitholder and delivered to the President shall constitute an option
   event in respect of the number of units specified in the offer.

        (b)  Termination of the employer-employee relationship between any
   employee-eligible and the Employers by reason of any cause other than
   retirement shall constitute an option event in respect of all units then
   owned by such employee-eligible and in respect of all units then held by
   an employee-eligible-transferee pursuant to prior transfer by such
   employee-eligible under the provisions of Section 12 and in respect of all
   units held by an Employee Benefit Trust established by an employee-
   eligible.

        (c)  In the event of termination of the employer-employee
   relationship between any employee-eligible and the Employers by reason of
   retirement, the first anniversary of such retirement shall be an option
   event in respect of all units then owned by such individual in excess of
   9/10 of the number of units owned at the time  of retirement; the second
   anniversary of such retirement shall be an option event in respect of all
   units then owned by such individual in excess of 8/10 of the number of
   units owned at the time of retirement; the third anniversary of such
   retirement shall be an option event in respect of all units then owned by
   such individual in excess of 7/10 of the number of units owned at the time
   of retirement; the fourth anniversary of such retirement shall be an
   option event in respect of all units then owned by such individual in
   excess of 6/10 of the number of units owned at the time of retirement; the
   fifth anniversary of such retirement shall be an option event in respect
   of all units then owned by such individual in excess of 5/10 of the number
   of units owned at the time of retirement; the sixth anniversary of such
   retirement shall be an option event in respect of all units then owned by
   such individual in excess of 4/10 of the number of units owned at the time
   of retirement; the seventh anniversary of such retirement shall be an
   option event in respect of all units then owned by such individual in
   excess of 3/10 of the number of units owned at the time of retirement; the
   eighth anniversary of such retirement shall be an option event in respect
   of all units then owned by such individual in excess of 2/10 of the number
   of units owned at the time of retirement; the ninth anniversary of such
   retirement shall be an option event in respect of all units then owned by
   such individual in excess of 1/10 of the number of units owned at the time
   of retirement; the tenth anniversary of such retirement shall be an option
   event in respect of all units then owned by such retired ex-employee-
   eligible.  Provided further that the death of any retired ex-employee-
   eligible prior to the tenth anniversary of his retirement shall be an
   option event in respect of all units owned by such retired ex-employee-
   eligible at the time of death.  The above reference to "units owned" and
   "units then owned" refers to units registered in the name of the retired
   employee and includes any marital or community property interest of the
   retired employee's spouse.

        (cc) In the case of any retired ex-employee-eligible who retired on
   or before December 31, 1974, each anniversary of such retirement after
   that date shall, at the written election of such retired ex-employee-
   eligible, be an option event in respect of a number of units equal to one-
   seventh of the units owned by him at the time of retirement, or such
   lesser number of units as may constitute all units owned by him on such
   anniversary date.  If any such ex-employee-eligible fails to file such
   written election with the trustees before the first anniversary of his
   retirement after December 31, 1974, option events with respect to units
   owned by him shall occur on the dates and in the amounts provided by this
   agreement as in effect on the date of his retirement.  This paragraph (cc)
   shall cease to be a part of this agreement on the date on which the last
   unit owned by a retired ex-employee-eligible who retired on or before
   December 31, 1974, is sold.

        (ccc) In the case of any retired ex-employee-eligible who retired on
   or before June 1, 1979, each anniversary of such retirement after that
   date shall, at the written election of such retired ex-employee-eligible,
   be an option event in respect of a number of units equal to one-tenth of
   the units owned by him at the time of retirement, or such lesser number of
   units as may constitute all units owned by him on any such anniversary
   date.  If any such ex-employee-eligible fails to file such written
   election with the trustees before the first anniversary of his retirement
   after June 1, 1979, option events with respect to units owned by him shall
   occur on the dates and in the amounts provided by this agreement as in
   effect on the date of his retirement or as elected under Section 9(cc) as
   the case may be.  This paragraph (ccc) shall cease to be a part of this
   agreement on the date on which the last unit owned by a retired ex-
   employee-eligible who retired on or before June 1, 1979, is sold.  The
   above reference to "units owned" and "units then owned" refers to units
   registered in the name of the retired employee and includes any marital or
   community property interest of the retired employee's spouse.

        (d)  For purposes of the option events described in Sections ((c),
   (cc) and (ccc),

        (i)  units held by an employee-eligible-transferee or an Employee
   Benefit Trust established by an employee-eligible shall be treated as
   owned by the ex-employee-eligible who assigned such units to the employee-
   eligible-transferee or established the Employee Benefit Trust; and

        (ii) such option events shall be applied to such units held by
   employee-eligible-transferees and such Employee Benefit Trusts in the
   chronological order of the issuance of the certificates evidencing such
   units after first being applied to units held by the ex-employee-eligible. 
   The death of the ex-employee-eligible shall be an option event in respect
   of all units then held by the employee-eligible-transferees and such
   Employee Benefit Trusts as well as all units then owned by the ex-
   employee-eligible.

        (e)  Termination as referred to in this Section 9 shall be deemed to
   have occurred when an employee has ceased to be employed by any of the
   Employers.

        (f)  A sale, transfer or other disposition of a unit or the trust
   certificate evidencing a unit, which is invalid and ineffective under the
   provisions of Section 12, shall constitute an option event with respect to
   such unit at the time of such attempted sale, transfer or other
   disposition.

        (g)  An option event with respect to a unit owned by an employee-
   eligible, an ex-employee-eligible or an employee-eligible-transferee shall
   constitute an option event with respect to any marital or community
   property interest of the spouse of the employee-eligible, the ex-employee-
   eligible, or the employee-eligible or ex-employee-eligible who transferred
   the unit to the employee-eligible-transferee.

        10:  Options With Respect to Units.  Options to purchase all or any
   of the units made available through the happening of an option event, by
   depositing at the office of the trustees in cash the option price
   determined according to the formula set forth in Section 11, together with
   interest thereon as provided in Section 13, within the period of time
   limited below, shall be vested in each of the following classes of
   optionees successively:

        Class A Optionees.  For a period of six months after the happening of
   an option event, such employee-eligible or eligibles, excluding the
   President, either concurrently or successively, for such number of units
   and for such period or periods not exceeding six months, as may be
   designated in writing by the President to the Trustees.

        Class B Optionees.  For a period of two months after the expiration
   of the time limited to Class A Optionees, such employee-eligible or
   eligibles, including the President, and such employee benefit trusts,
   either concurrently or successively, for such number of units and for such
   period or periods not exceeding two months, as may be designated in
   writing by the Board of Directors to the trustees.

        Class C Optionees.  For a period of four months after the expiration
   of the time limited to Class B Optionees, stockholder-eligibles, with the
   right as among themselves to purchase the units available to them in
   proportion to the number of shares of Journal stock owned by them
   respectively, together with their respective proportions of such units not
   purchased by any of their number.

        Class D Optionees.  For a period of five years after the expiration
   of the time limited to Class C Optionees, the Company.

        The options of each class of optionees shall apply only to units not
   purchased by optionees in a prior class or classes.

        The options arising upon the occurrence of any option event described
   in Section 9(a) or in Section 9(b) shall terminate and supersede options
   then pending, if any.

        Any cash deposited with the trustees under the provisions of this
   section, less taxes and expenses, if any, incident to the purchase of a
   unit or units, shall be paid over promptly by the trustees to the seller
   of such unit or units, subject, however, to the provisions of Sections 16
   and 17.

        Any of the aforesaid classes of optionees may waive their options by
   delivering written notice thereof to the trustees.  The President shall
   have the power at any time to waive the options of Class A Optionees and
   the Board of Directors shall have the power at any time to waive the
   options of Class B Optionees.  In the event the option of any class of
   optionees shall have been waived, as hereinbefore provided, the options of
   the next succeeding class of optionees shall commence on the date of such
   waiver.

        11:  Formula for Option Price of a Unit.  The price, called "option
   price," at which any unit subject to the foregoing options may be
   purchased by any optionee shall be determined as follows:

        The option price of a share of Journal stock shall be calculated
   according to the formula set forth in Section 25, except that in lieu of
   the words "the date of the trustees' offer" wherever occurring in Section
   25, there shall be substituted (a) with respect to optionees in Classes A,
   B or C, the words "the date of the option event" and (b) with respect to
   the optionee in Class D, the words "the date of purchase."  This amount
   shall then be multiplied by the number of shares of Journal stock held by
   the trustees on the date of the option event, in the case of optionees of
   Class A, B or C, or on the date of purchase, in the case of Class D
   Optionee, and the result thus obtained shall be divided by the number of
   units outstanding on such date.  The quotient thus obtained shall be the
   option price of such unit.  The trustees shall make a tentative
   determination of such option price and the payment to the trustees of the
   sum so determined shall be a sufficient exercise of the option, subject to
   such adjustment of such tentative option price as may subsequently be
   requisite.

        12.  Restrictions on Transfer of Units.  Every employee-eligible and
   ex-employee-eligible shall have the right to assign any or all units owned
   by him, by way of gift without considerations to a trustee, herein called
   an "employee-eligible-transferee," in trust, for the benefit of (i)
   individual beneficiaries or (ii) corporations, associations or foundations
   organized for charitable, educational or religious purposes, subject to
   the following conditions.

        (a)  Nothing in this section shall be deemed to authorize the sale of
   units for a valuable consideration.

        (b)  No assignment of units to an employee-eligible-transferee shall
   revoke or detract from the purchase option rights to which such units were
   subject prior to transfer thereof to the trustee.

        (c)  A certified copy of the trust instrument evidencing any
   assignment of units by an employee-eligible to an employee-eligible-
   transferee shall be filed with the trustees under JESTA at the time of
   transfer.

        Unless and until units owned by an employee-eligible or by an ex-
   employee-eligible or by an employee-eligible-transferee or by an employee
   benefit trust shall have become subject to purchase under the options
   specified in Section 10 and said options shall have been exercised, or
   shall have expired without having been exercised, no sale, transfer or
   other disposition of such units or the trust certificates evidencing the
   same shall be valid or effective for any purpose whatsoever except as
   provided in Section 12 above and in Sections 15 and 16.  The
   classification of a unit as marital property or community property under
   applicable state laws shall not be deemed a sale, transfer or other
   disposition for purposes of this paragraph so long as the transferor
   unitholder in whose name the unit is recorded on the records of the
   trustees (the "transferor unitholder") retains sole and exclusive rights
   of management and control over the unit; nor shall a subsequent
   reassignment of the transferee spouse's marital or community interest back
   to the transferor unitholder be deemed a sale, transfer or other
   disposition for purposes of this paragraph.  The term "management and
   control" shall include, among other rights, the right to vote, encumber,
   sell or otherwise dispose of the unit during the lifetime of the
   transferor unitholder.  Any sale, transfer, or other disposition of a unit
   or the trust certificate evidencing the same which is not valid or
   effective under this paragraph shall constitute an option event under
   Section 9 at the time of such attempted sale, transfer or other
   disposition.

        Nothing in this agreement shall be deemed to prohibit an eligible,
   other than an employee-eligible, employee benefit trust, ex-employee-
   eligible or employee-eligible-transferee, from assigning to any other
   eligible any units owned by him.

        13:  Rights of Unitholders to Participate in Dividends While Options
   to Class A, B and C Optionees are Pending.  From the occurrence of an
   option event with respect to any unit, and so long as such unit shall be
   subject to purchase by optionees of Class A, B or C, the trustees shall
   withhold and accumulate all payments out of dividends on Journal stock
   which otherwise would be made on account of such unit and shall pay over
   such accumulations, if any, to the purchaser of such unit, if an optionee
   of Class A, B or C, and such purchaser shall pay to the trustees, and they
   in turn shall pay to the owner of such unit, interest on the option price
   of such unit, computed from the date of the happening of the option event
   to the date of purchase at the rate per annum to be established by the
   trustees from time to time as necessary in their sole discretion to
   reasonably reflect prevailing interest rates; but if such unit be not
   purchased by an optionee of Class A, B or C, then upon the expiration of
   the option to Class C Optionees, the trustees shall pay over such
   accumulations unto the owner of such unit.

        14:  Rights of Unitholder to Participate in Dividends After the
   Expiration of the Options to Class C Optionees.  After the expiration of
   the option to Class C Optionees, all further payments out of dividends
   received on Journal Stock on account of any unit which shall not have been
   purchased by an optionee of Class A, B or C, shall be paid by the trustees
   to the owner of such unit.

        15:  Right to Transfer Units Not Purchased by Optionees of Class A, B
   or C.  If any unit shall not have been purchased by an optionee of class
   A, B or C, then upon the expiration of the time limited to Class C
   Optionees, such unit shall be transferable (and the trustees on demand
   shall then make the appropriate notation of such fact on the trust
   certificate evidencing such unit) by such person as may from time to time
   be the owner thereof, subject to the provisions of Section 7, to  anyone
   even though not an eligible, provided, however, that such unit shall be
   subject to the option to the Class D Optionee until such option shall have
   expired.

        16:  Right of Eligibles to Pledge Units Subject to Options.  Any
   trust certificate owned by an eligible may be pledged to secure the
   payment of a loan or for any other purpose provided, however, unless and
   until such eligible shall have notified the trustees in writing of such
   pledge, the trustees shall not be bound to recognize the interest of any
   pledgee in such trust certificate or in any unit evidenced thereby, and
   provided further that the pledgee shall acquire no rights in such unit
   greater than the rights of the pledgor therein.  No sale or other transfer
   of a unit pledged by an employee-eligible or an ex-employee-eligible, upon
   foreclosure or other enforcement of such pledge, shall be valid or
   effective unless at least five days' notice of such sale or other transfer
   shall have been given in writing to the trustees.  The occurrence of such
   foreclosure sale or other transfer pursuant to due notice to the trustees,
   shall be deemed an option event with respect to any unit affected thereby
   and shall have the same effect as an option event specified in Section
   9(a) and shall terminate and supersede options then pending, if any; and
   thereupon such unit shall be subject to purchase under the options
   provided in Section 10.  If such unit shall be purchased by an optionee of
   Class A, B, C or D, the option price, together with interest or payments
   on account of dividends as provided in Section 13, shall be paid over by
   the trustees to their pledgor, the pledgee and/or the foreclosure
   purchaser as their respective interests may appear.  Any pledgee, by
   accepting any unit or the trust certificate evidencing the same in pledge,
   shall be deemed to have accepted and to have agreed to be bound by all the
   terms and conditions of this Agreement.

        17:  Obligation to Surrender Trust Certificates Upon the Happening of
   an Option Event; Remedies.  Forthwith upon the occurrence of an option
   event with respect to any unit, it shall be the duty of whatever person
   shall have possession of the trust certificate evidencing such unit, to
   deliver the same to the trustees properly endorsed for transfer to the
   purchaser, and the trustees shall be entitled to the remedy of specific
   performance to enforce such duty, irrespective of whether or not they have
   or could have resorted to other remedies.  In the event that any unit
   shall have been purchased by an optionee of any class and the trust
   certificate evidencing such unit properly endorsed for transfer to the
   purchaser shall not have been delivered to the trustees at the time of
   such purchase, such trust certificate shall thereupon become void and of
   no effect except as evidence of the right to receive the option price,
   which may be deposited without interest in any bank which the trustees may
   select; and the trustees shall re cord the transfer of such unit and shall
   issue to the optionee purchasing the same a new trust certificate
   therefor.

        18.  Lost, Stolen or Destroyed Trust Certificates.  The trustees, if
   satisfied that any trust certificate has been lost, stolen or destroyed,
   may issue in lie of thereof a new trust certificate, whereupon the old
   trust certificate, whether or not in fact lost, stolen or destroyed, shall
   become void and of no effect whatsoever and the trustees may impose such
   conditions upon and exact such indemnity for the issuance of such new
   trust certificate as they may deem necessary to desirable.

        19:  Information and Records Concerning Option Events.  The trustees
   shall furnish to the Company a list of all owners of units and shall
   thereafter notify the Company currently of all persons becoming owners or
   ceasing to be owners of units.  The Company shall promptly notify the
   trustees of the occurrence of any option event specified in Section 9(a)
   and (b) and the President shall promptly notify the trustees of the
   occurrence of an option event specified in Section 9(c).  Upon receipt of
   information to the effect that an option event has occurred, the trustees
   shall make a record of the name of the owner and the number of units with
   respect to which such option event shall have occurred, and the date of
   the occurrence of such option event, which record shall be open to
   inspection by all interested persons under such conditions as the trustees
   in their discretion shall prescribe.  In any unit or units, with respect
   to which an option event shall have occurred, shall not have been
   purchased by optionees of Class A or Class B as provided in Section 10,
   the trustees, promptly upon the expiration of the time limited to Class B
   Optionees, or waiver of option, shall notify each Class C Optionee in
   writing of his option, specifying the number of units subject to option,
   and if any such unit or units shall not have been purchased by Class C
   Optionees the trustees shall promptly upon the expiration of the time
   limited to class C Optionees notify Class D Optionee in writing of its
   option, specifying the number of units subject to its option.

                                       II.
                             PROVISIONS RELATING TO
                                  JOURNAL STOCK

        20:  Disposition of Income.  The trustees shall pay over, as soon as
   practicable after receipt, all income for the Capital Stock Fund,
   including such bonds or notes of the Company, if any, as may be received
   in lieu of current income, less such sums as they may deem necessary to
   provide for the payment of taxes and expenses of administering the Capital
   Stock Fund, to owners of units in proportion to the number of units owned
   by them respectively.

        The trustees may instruct the Company to pay directly to the owners
   of units any sums out of the dividends on Journal stock which otherwise
   would be payable to the trustees, and the receipt of any such instructions
   by the Company shall discharge the trustees from any and all further
   liability on account of any such payment.

        If any units shall have been pledged as provided in Section 16 and
   the pledgor shall have given written directions to the trustees for
   payment to the pledgee of the whole or any part of the income to which
   such pledgor would otherwise be entitled, the trustees shall comply with
   such directions or cause the same to be complied with, so long as they
   shall remain unrevoked.

        21:  Voting Rights.  The trustees, as soon as they shall receive
   notice of any meeting of the owners of Journal stock, shall issue to each
   owner of units, except ex-employee-eligibles, employee benefit trusts and
   employee-eligible-transferees, a proxy authorizing him or such other
   person or persons as he may substitute for him to vote at such meeting the
   number of shares of Journal stock represented by the units owned by him,
   provided, however, and each such proxy shall so state, that neither the
   owner of such units nor his substitute or substitutes shall have the power
   or authority to vote (a) to sell or lease all or substantially all of the
   assets of the Company, or (b) to dissolve the Company, or (c) to merge or
   consolidate the Company with any other corporation or  corporations in
   which the Company and/or the stockholders of the Company upon completion
   of such consolidation or merger do not control directly or indirectly a
   majority of the voting stock, unless the employee owners of at least two-
   thirds of the outstanding units owned by employee-eligible shall have
   authorized the trustees to offer all shares held by the trustees for sale
   in accordance with the provisions of Section 24 to the classes of
   optionees therein defined and such options shall have expired within three
   months prior to such vote.  The trustees may authorize the affixing of a
   facsimile of their signatures to any proxy with the same effect as though
   such proxy were signed by them personally.

        The trustees shall have exclusive authority to vote all shares of
   Journal stock represented by units owned by ex-employee-eligibles,
   employee benefit trusts and employee-eligible-transferees.  

        22:  Stock Dividends.  All dividends paid to and received by the
   trustees in shares of Journal stock shall be added to and become a part of
   the Capital Stock Fund.

        23:  Subscription Rights.  In the event that the trustees shall
   become entitled to subscribe to additional shares of Journal stock, they
   shall, as soon as practicable thereafter, notify in writing each owner of
   a unit then outstanding, other than an ex-employee-eligible, of such fact
   and shall make an offer to each such owner to subscribe on his behalf to
   such part of such shares of Journal stock as shall be proportional to the
   number of units owned by him or any portion of such part, on condition
   that he shall accept such offer and pay to the trustees the subscription
   price before a specified date, sufficiently prior to the date when the
   trustees' right to subscribe shall expire to enable them to exercise such
   right; and on the further condition that the trustees shall not be obliged
   to subscribe to any fractional share of Journal stock on behalf of any
   such owner, and in every case they shall have authority to reduce the
   number of shares subscribed for so far as may be requisite to avoid the
   creation of a fractional unit.  Any owner of a unit who shall receive such
   an offer from the trustees may, subject to his obtaining the prior written
   consent of the President, transfer to any eligible, other than an ex-
   employee-eligible, his right to have the trustee subscribe to additional
   shares of Journal stock on his behalf.

        The trustees shall subscribe to so many shares of Journal stock as
   can be paid for with the funds supplied to them by the owners of units
   accepting the trustees' offer and shall permit their right, with respect
   to the remaining shares of Journal stock to which they shall be entitled
   to subscribe, to lapse.  Upon receipt of any shares of Journal stock thus
   subscribed for, the trustees shall forthwith issue to each owner of a unit
   or units who shall have accepted the trustees' offer, a trust certificate
   for so many units as shall be necessary to represent the number of shares
   of Journal stock paid for by him, at the ratio obtaining immediately prior
   to such subscription between the number of units outstanding and the
   number of shares of Journal stock held by the trustees.   Rights to
   subscribe to bonds or notes of any corporation, if any shall be required
   by the trustees, shall be distributed pro rata among the owners of units.

        24:  Sale of Journal Stock.  None of the shares of Journal stock held
   by the trustees shall be sold or otherwise permanently disposed of except
   in exchange for its equivalent in the recapitalization or reorganization
   of the Company unless and until (a) written authorization thereto signed
   by the employee-eligible and employee benefit trust owners of at least
   two-thirds of the units then outstanding owned by employee-eligibles and
   employee benefit trusts shall have been filed with the trustees within
   eighteen months prior to such sale or other permanent disposition, and (b)
   the trustees shall have first granted to the following classes of
   optionees, successively, options in writing for the periods of time
   limited below, to purchase all or any part of such Journal stock, not
   purchased by prior optionees, by depositing at the office of the trustees
   the option price in cash determined according to the formula set forth in
   Section 25. 

        Class One Optionees.  Beginning with the date of the first granting
   of the options by the trustees, called "date of trustees' offer," and
   ending at the expiration of six months thereafter:

        (a)  Each employee-eligible and employee benefit trust owner of units
   who did not consent to such proposed sale or other permanent disposition,
   called "non-consenting eligibles," as to such proportion of the shares of
   Journal stock offered by the trustees as the number of units owned by him
   bears to the total number of units then outstanding.

        (b)  Stockholder-eligibles as to the remainder of the shares of
   Journal stock offered by the trustees, with the right as among themselves
   to purchase such remainder, in proportion to the number of shares of
   Journal stock owned by them respectively, together with their respective
   proportion of such remainder, if any, not purchased by any of their
   number.

        Class Two Optionees.  For a period of three months after the
   expiration of the time limited to Class One Optionees.

        (a)  The non-consenting eligibles as to so many of the shares of
   Journal stock offered to stockholder-eligibles as Class One optionees as
   shall not have been purchased by said stockholder-eligibles, with the
   right in such non-consenting eligibles as among themselves to purchase
   such shares of Journal stock, in proportion to the number of units owned
   by them respectively, together with their respective proportion of such
   shares, if any, not purchased by any of their number.

        (b)  Stockholder-eligibles as to so many of the shares of Journal
   stock offered to non-consenting eligibles as Class One optionees as shall
   not have been purchased by said non-consenting eligibles, with the right
   in said stockholder-eligibles as among themselves to purchase such shares
   of Journal stock, in proportion to the number of units owned by them
   respectively, together with their respective proportions of such shares,
   if any, not purchased by any of their number.

        Class Three Optionees.  For a period of three months after the
   expiration of the time limited to Class Two optionees, the Company.

        All of the optionees within any of the aforesaid classes may waive
   their options by delivering joint written notice thereof to the trustees,
   in which event the options of the next succeeding class of optionees shall
   be deemed to begin to run on the date of such waiver.

        The trustees shall not sell or otherwise permanently dispose of
   (except in exchange for its equivalent on recapitalization or
   reorganization of the Company) any of the shares of Journal stock held by
   them hereunder to any person other than a Class One, Two or Three optionee
   except under the express condition that the person so purchasing or
   otherwise acquiring such shares of Journal stock shall agree also to
   purchase or take over from each Class One optionee, within three months
   after the date of such purchase or other acquisition, for the same price
   or other consideration and upon the same terms and conditions, so many
   shares of Journal stock as may be offered to such purchaser by such Class
   One optionee; provided, however, that if the trustees shall hold less than
   a majority of the total number of shares of Journal stock outstanding such
   purchaser shall not be obligated so to purchase or take over from any
   Class One optionee any greater proportion of the shares of Journal stock
   owned by such Class One optionee than the ratio between the number of
   shares so sold or otherwise permanently disposed of by the trustees and
   the total number of shares of Journal stock held by the trustees.

        25:  Formula for Option Price of Journal Stock.  The price, called
   "option price," at which any share of Journal stock shall be subject to
   purchase pursuant to the options provided in Section 24 shall be
   determined on a consolidated basis in accordance with generally accepted
   accounting principles practiced by the Company as shown by the books and
   records of the Company and its subsidiaries, as follows:

        The book value of all outstanding Journal stock as of the close of
   the fiscal year next preceding the date of the trustees' offer shall first
   be determined.  This figure shall be increased by the net income or
   decreased by the net loss, as the case may be, realized between the close
   of such fiscal year and the close of the accounting period next preceding
   the date of the trustees' offer, and from the amount thus obtained shall
   be subtracted the amount of dividends, if any, paid on such Journal stock
   after the close of such fiscal year.  To this result there shall be added
   an amount equal to 39 times the average accounting period net income of
   the Company available for dividends on Journal stock during the 65
   accounting periods next preceding the date of the trustees' offer; but in
   computing such net income there shall be deducted dividends; if any, paid
   or payable on any stock having priority over Journal stock.  The sum thus
   obtained shall be divided by the number of shares of Journal stock
   outstanding as of the date of the trustees' offer and the quotient shall
   be the option price of each share of Journal stock.  In the event that
   there shall have been any change in the capitalization of the Company
   between the end of the fiscal year next preceding the date of the
   trustees' offer and the date of the trustees' offer, the trustees shall
   make such adjustment in the option price as may be necessary fairly to
   reflect such change.  The trustees shall make a tentative determination of
   such option price and payment to the trustees of the sum so determined
   shall be sufficient exercise of the option, subject to such adjustment of
   such tentative option price as may subsequently be requisite.


                                      III.
                             GENERAL ADMINISTRATIVE
                                     CLAUSES

        26:  General Powers of the Trustees.  The trustees are authorized and
   empowered:

        (a)  To cause to be transferred into their names as trustees
   hereunder and to retain any and all shares of Journal stock now or
   hereafter acquired by them under this Agreement, without liability on the
   part of the trustees for any decrease in value thereof.

        (b)  Subject to the provisions and limitations herein expressly set
   forth, to sell at public or private sale,  exchange for like or unlike
   property, and otherwise dispose off any or all shares of Journal stock
   held by them hereunder, at such price and upon such terms and credits as
   the trustees may deem proper.

        (c)  Subject to the provisions and limitations herein expressly set
   forth, to participate in any plan or proceeding for reorganizing,
   consolidating, merging or adjusting the finances of the Company, to pay
   any assessment or any expense incident thereto and to do any other act or
   thing that the trustees may deem necessary or advisable in connection
   therewith.

        (d)  To employ counsel and pay them reasonable compensation and the
   trustees shall be fully protected in any action under this Agreement taken
   by them in good faith in accordance with the opinion of such counsel.

        (e)  To select and employ suitable agents and to pay them reasonable
   compensation.

        (f)  To compromise or submit to arbitration any claim in favor of or
   against the trust estate or any controversy as to the option price of
   Journal stock.

        (g)  To transfer so many shares of Journal stock held by them
   hereunder into the name of each person elected a Director of the Company
   who may have been so elected by the vote of the owners of units as shall
   be necessary to enable such person to qualify as such Director.

        (h)  In every case of controversy between buyer and seller respecting
   the option price of any unit, to employ at the expense of the Capital
   Stock Fund a certified public accountant or a firm of  certified public
   accountants approved by the Company, to determine the amount of such
   option price, and every determination so made shall be binding and
   conclusive upon all parties to the transaction.

        (i)  To borrow any sum or sums of money from time to time from any
   person, including the Company, for the purpose of paying taxes and, as
   security for the payment of any sums so borrowed, together with interest
   thereon, to charge, by pledge, mortgage or otherwise, the Capital Stock
   Fund or any other assets in the hands of the trustees and to execute such
   evidences of indebtedness as the lenders may from time to time require.

        (j)  To institute or cause to be taken or instituted or to intervene
   in or become a party to or exercise control over such actions, suits or
   proceedings as the trustees shall deem judicious or proper in order to
   protect the Capital Stock Fund or any other assets held by the trustees
   and to defend or settle, in whole or in part, any litigation which may at
   any time be threatened or instituted.

        27:  Notices.  It shall be the duty of each party in interest
   hereunder, including each owner of trust certificates, to keep the
   trustees informed of his proper post office address, and any notice,
   communication, payment or distribution under this Agreement may be given
   or made by mailing such notice, communication, payment or distribution to
   such address with the same force and effect as if personally delivered.

        28:  Meetings of Owners of Trust Certificates.  Meetings of owners of
   trust certificates or of any class of such owners may be called by the
   trustees in their discretion and held at such time and place as shall be
   designated by the trustees, upon five days' notice in writing, from the
   trustees to the class of owners of trust certificates for which such
   meeting is held and at any such meeting a trustee designated by the
   trustees shall act as chairman and each unit shall be entitled to one vote
   in determining any matter presented to such meeting.  In case there shall
   be no trustees such meeting may be called by any five owners of units.


                                       IV.

                                  THE TRUSTEES

        29:  Right to Resign; Selection of Successor Trustees.  The office of
   any trustee hereunder shall be vacated and any and all right, title and
   interest of such trustee in the Capital Stock Fund and other assets in the
   hands of the trustees, if any, shall be divested without formal conveyance
   by (a) death, (b) mental or physical incapacity certified to the remaining
   trustees by two physicians of good standing retained by the trustees, (c)
   absence from the United States for a period of more than one year, (d)
   resignation evidenced by written instrument delivered to the remaining
   trustees, (e) termination of employment in the service of the Employers,
   or (f) ceasing to be an owner of one or more units.

        Any vacancy occurring in the office of any trustee shall be filled
   from among the employee-eligible owners of units by the written
   appointment of Harry J. Grant, so long as he shall be one of the trustees
   hereof; and by the written acceptance of such appointee.  Thereafter every
   such vacancy shall be filled from among the employee-eligible owners of
   units by the written appointment of the remaining trustees or trustee and
   the written acceptance of the appointee, but if such remaining trustees or
   trustee shall not have filled such vacancy within one month after such
   vacancy shall have occurred, or if there shall be no remaining trustee,
   then by the affirmative vote of the employee-eligibles and employee
   benefit trusts owning at least a majority of the units then outstanding
   owned by employee-eligibles and employee benefit trusts.

        A certificate executed by any three  trustees in the same manner as a
   deed to be recorded shall for all purposes of this Agreement be evidence
   of the identity of the trustees acting under this Agreement at the time
   specified in such certificate.

        All persons appointed or elected to the office of trustee, as
   aforesaid, shall be  vested with all the same estates, powers, rights,
   duties privileges, immunities and discretions as if originally named
   herein.

        30:  Majority Rule; Action by Trustees.  Except only as provided in
   Section 38, a majority of the number of the trustees from time to time
   acting hereunder, even though less than five, may do any act which might
   be performed by all of their number, and such action may be at a meeting
   of the trustees or without a meeting by an instrument or separate
   concurrent instruments in writing signed by the requisite number of
   trustees and filed at the office of the trustees.  If less than all of the
   trustees shall perform any act they shall give prompt notice of such
   action to the trustees who did not participate therein, but failure to
   give such notice shall not invalidate such act.  No trustee shall be
   answerable or accountable for any act of any other trustee in which he
   shall not have participated, nor for the custody of any property except
   such as shall come into his own possessions or personal control.

        The trustees may appoint a secretary who shall keep and maintain a
   record of their proceedings and actions in such form as the trustees shall
   determine and meetings of the trustees shall be held at such times and
   places and upon such notice as they may from time to time determine and
   establish by agreement or resolution.

        31:  Eligibility of Trustees as Officers and Directors.  No person
   holding office as trustee hereunder shall on that account be ineligible to
   serve as an officer or member of the Board of Directors of any of the
   Employers, nor to receive compensation for services rendered to any of the
   Employers, nor to acquire or hold for his personal account shares of
   Journal stock, units or trust certificates evidencing units.

        32:  No Bond Required of Trustees.  No bond or other security shall
   be required of any trustee for the due performance of his duties hereunder
   unless a majority of the trustees shall from time to time determine
   otherwise.

        33:  Limitation on Liability of Trustees for Losses.  No trustee
   shall incur any liability or have any responsibility for any error of
   judgment or mistake of law, or for any action or omissions in the
   administration of this trust, except only for his individual willful
   misconduct.

        34:  Compensation of Trustees; Exoneration From Liability.  The
   trustees shall be entitled to no compensation for their services
   hereunder, but shall be entitled to exoneration from any and all
   liabilities which may be incurred by them in the bona fide discharge of
   their duties hereunder and shall be entitled to reimbursement for taxes
   and expenses paid in administering this trust, and shall have a lien upon
   all trust assets in their hands to secure such exoneration and
   reimbursement.

        35.  Audit of the Trustees' Accounts.  The trustees shall, at least
   once in every year, cause to be prepared a comprehensive report setting
   forth their assets and liabilities, receipts and disbursements, and shall
   cause such report to be audited by a certified public accountant or a firm
   of certified public accountants selected by the trustees and copies
   thereof shall be filed in the office of the trustees and shall there be
   open for the inspection of stockholder-eligibles and the owners of units.


                                       V.

                     TERMINATION, AMENDMENT AND DISTRIBUTION

        36:  Termination by Sale of Journal Stock.  In the event that the
   trustees shall have sold, in compliance with the provisions of Section 24,
   any or all of the shares of Journal stock held by them hereunder, this
   trust, with respect to the shares of Journal stock so sold, shall
   terminate.

        37:  Duration of Trust.  Unless terminated in the manner provided in
   Section 36 or in Section 38, the duration of this trust shall be
   perpetual.

        38:  Amendment and Termination by Consent.  This Agreement may be
   amended, or the trust hereby created may be terminated at any time by the
   written consent of all of the trustees then acting hereunder and the
   written consent of such of the stockholder-eligibles as shall own at least
   80 percent of the shares of Journal stock then owned by stockholder-
   eligibles, and the affirmative vote of employee-eligible and employee
   benefit trust owners of at least two-thirds of the units then outstanding
   owned by employee-eligibles and employee benefit trusts.

        39:  Distribution Upon Termination.  In the event that this trust
   shall be terminated by sale of Journal stock as provided in Section 36 the
   trustees shall distribute the proceeds of such sale, or in the event this
   trust shall be terminated in the manner provided in Section 38, the
   trustees shall distribute the Capital Stock Fund as it may then be
   constituted, including principal and undistributed income thereof, if any,
   less such sums as the trustees shall deem necessary to reserve for taxes,
   expenses and other charges which may be incurred by the trustees in making
   such sale and/or distribution, unto the owners of units then outstanding,
   in proportion to the number of such units owned by them respectively.


                                       VI.

                            SUPPLEMENTARY TRUST FUNDS

        40:  Composition of a Supplementary Trust Fund.  If the trustees
   shall acquire, either through the receipt of dividends, the exercise of
   subscription rights, an exchange upon recapitalization or reorganization,
   or by any other means, stock of the Company of a kind or class other than
   Journal stock is defined in Section 1, each such kind or class of stock,
   called "supplementary stock," shall be segregated and held by the trustees
   in a separate trust fund, called "supplementary trust fund," the
   beneficial interest in which shall be divided into as many equal parts,
   called "supplementary units," as the trustees shall deem necessary or
   convenient, and ownership of such supplementary units shall be vested in
   the owners of units or supplementary units on account of which the same
   shall have been acquired pro rata and shall be evidenced by trust
   certificates, called "supplementary trust certificates," which shall be
   issued in substantially the form set forth in Section 4.

        41:  Terms and Conditions Governing Supplementary Trust Funds, Units
   Therein and Supplementary Trust Certificates.  Except as to the formula
   for determining option price, as provided in Section 42 and 43,
   respectively, each supplementary unit and each kind or class of
   supplementary stock represented thereby shall be subject to all the terms
   and conditions of this Agreement which are applicable to units and Journal
   stock respectively, to the same extent as though the words "supplementary
   unit" were substituted whenever the word "unit" appears, and the words
   "supplementary stock" were substituted wherever the words "Journal stock"
   appear, and each supplementary trust certificate and each supplementary
   trust fund shall be subject to all the terms and conditions of this
   Agreement which are applicable to trust certificates and the Capital Stock
   Fund, respectively, to the same extent as though the words "supplementary
   trust certificate" were substituted wherever the words "trust certificate"
   appear, and the words "supplementary trust fund" were substituted wherever
   the words "Capital Stock Fund" appear.  Supplementary units subject to the
   terms and conditions of this Agreement may be dealt with by the owners
   thereof independently of the units or other supplementary units on account
   of which they may be acquired.

        42:  Formula for Option Price of a Supplementary Unit.  In the event
   that any supplementary unit shall be subject to purchase under the options
   as provided in Section 9 and 10, the price, called "option price," at
   which such supplementary unit may be purchased by any optionee shall be
   determined as follows:

        The option price of a share of the supplementary stock represented by
   such unit shall be calculated according to the formula set forth in
   Section 43, except that in lieu of the words "date of the trustees' offer"
   wherever occurring in Section 43, there shall be substituted (a) with
   respect to optionees of Class A, B or C the words "date of the option
   event," and (b) with respect to Class D optionee the words "date of
   purchase."  This amount shall then be multiplied by the number of shares
   of such supplementary stock held by the trustees on the date of the option
   event in the case of optionees of Class A, B or C or on the date of
   purchase in the case of Class D optionee, and the result thus obtained
   shall be divided by the number of such supplementary units outstanding on
   such date.  The quotient thus obtained shall be the option price of such
   supplementary unit, which shall be tentatively determined with the same
   effect as provided in Section 11.

        43:  Formula for Option Price of Supplementary Stock.  In the event
   that any share of supplementary stock shall become subject to purchase
   under the options provided in Section 24, the price, called "option
   price," at which such supplementary stock may be purchased by any optionee
   described in said Section 24 shall be determined on a consolidated basis
   in accordance with generally accepted accounting principles practiced by
   the Company as shown by the books and records of the Company and its
   subsidiaries, as follows:

        The book value of all such outstanding supplementary stock as of the
   close of the fiscal year next preceding the date of the trustees' offer
   shall first be determined.  Insofar as applicable to such supplementary
   stock, this figure shall be increased by the net income or decreased by
   the net loss, as the case may be, realized between the close of such
   fiscal year and the close of the accounting period next preceding the date
   of the trustees' offer, and from the amount thus obtained shall be
   subtracted the amount of dividends, if any, paid on such supplementary
   stock since the close of such fiscal year.  To this result there shall be
   added, if such supplementary stock shall be the terms of its issue be
   entitled to participate without limit in the net income of the Company
   available for dividends, an amount equal to 39 times the proportionate
   interest of such supplementary stock in the average accounting period net
   income of the Company available for dividends during as many accounting
   periods not exceeding 65 next preceding the date of the trustees' offer as
   such supplementary stock shall have been outstanding.  The sum thus
   obtained shall be divided by the number of shares of such supplementary
   stock outstanding as of the date of the trustees' offer, and the quotient
   shall be the option price for each share of such supplementary stock which
   shall be tentatively determined with the same effect as provided in
   Section 25.  Provided however, that the option price of any share of
   supplementary stock which by the terms of its issue is entitled to
   participate in net earnings of the Company in a limited amount or
   percentage, shall not in any event exceed the price at which it is
   callable or redeemable under the terms of its issue, or the stated amount
   at which it is entitled by the terms of its issue to participate in the
   assets of the Company in the event of liquidation, whichever is higher. 
   In the event that there shall have been any change in the capitalization
   of the Company between the end of the fiscal year next preceding the date
   of the trustees' offer and the date of the trustees' offer, the trustees
   shall make such adjustment in the option price as may be necessary fairly
   to reflect such change.


                                      VII.

                     DIVISION OF TRUST INTO SEPARATE TRUSTS

        44:  Circumstances Under Which Trust is Divisible.  If the trustees
   shall acquire, either through the receipt of dividends, the exercise of
   subscription rights, an exchange upon reorganization or by any other
   means, stock of any corporation other than the Company, which corporation
   and in that event the Company also are called "separate corporations," and
   any owner of units shall cease to be employed by any separate corporation
   but shall be employed by any other separate corporation, the trustees
   shall divide this trust into separate and distinct trusts, called
   "separate trusts," so that the stock of each separate corporation
   employing the same owners of units shall be held in the same separate
   trust but that the stock of each separate corporation employing different
   owners of units shall be in different separate trusts, but, subject to
   such limitation, the trustees may make any allocation among such separate
   trust, of supplementary stock, if any, held in this trust before its
   division as aforesaid which they may deem appropriate, having regard to
   the nature of the business conducted by the separate corporations whose
   stock shall be held in the several separate trusts.

        If, however, the trustees shall acquire, through any of the means
   described in the preceding sentence, stock of any corporation other than
   the Company and none of the owners of units shall cease to be employed by
   the Company by reason of being transferred to such corporation other than
   the Company, the stock of such other corporation shall be called, and
   treated in all respects as, supplementary stock, as provided in Sections
   40, 41, 42, and 43.

        45:  Exchange of Trust Certificates and Supplementary Trust
   Certificates, Terms Governing Separate Trusts.  Upon the division of this
   trust into separate trusts as provided in Section 44, the trustees shall
   call in all of the outstanding trust certificates and supplementary trust
   certificates, if any, and shall issue in exchange therefor to the owners
   thereof appropriate trust certificates and, if issuable, supplementary
   trust certificates for their proper number of units of beneficial interest
   in each separate trust respectively.  Upon receipt of trust certificates
   and supplementary trust certificates, if any, in each separate trust each
   employee-eligible or employee benefit trust owner thereof shall offer such
   of them as represent units of supplementary units in shares of stock of a
   separate corporation by which such owner is not employed or was not
   created for sale to optionees in the manner set forth in Sections 9, 10,
   41 and 42, provided, however, that Class A and B optionees shall be
   employee-eligibles and employee benefit trusts of such separate
   corporation and Class D optionee such separate corporation.

        Thereafter each separate trust shall be administered independently of
   each other separate trust and shall be subject to all the terms and
   conditions of this Agreement as though the stock of each separate
   corporation held in such separate trust were Journal stock or
   supplementary stock, as the case may be, and each such separate
   corporation were the Company, provided, however, that if any of the
   trustees of this trust shall become disqualified to act as trustees of any
   separate trust by reason of their not owning any units in such separate
   trust, the remaining trustees who are not so disqualified shall constitute
   the trustees for such separate trust and they, or if all of the trustees
   shall be so disqualified, then all of such disqualified trustees shall
   fill the vacancy of any disqualified trustee or trustees in the manner
   herein provided with respect to this trust, and thereafter the several
   separate trusts shall be administered by separate trustees.

        46:  Subdivision of Separate Trusts.  If after a separation of this
   trust into separate trusts, as provided in Section 44, any owner of a
   separate unit or units shall cease to be employed by any separate
   corporation but shall be employed by any other separate corporation whose
   stock shall be held in any separate trust, or if the trustees shall
   acquire in any separate trust, stock of a corporation other than that
   whose stock shall be held in such separate trust and any of the owners of
   units in such separate trust shall cease to be employed by any such
   separate corporation but shall be employed by any other such separate
   corporation whose stock shall be held in such separate trust, the trustees
   shall subdivide such separate trust into further separate trusts, and the
   same procedure shall be followed with the same effect as described in
   Sections 44 and 45.


                                      VIII.

                        SITUS; INSPECTION OF AGREEMENTS;
                         AND SEVERABILITY OF PROVISIONS

        47:  Situs.  The trustees may, in their discretion, from time to
   time, change the situs of the Capital Stock Fund or other assets held by
   the trustees to any place within the United States, which situs may be at
   a place other than the residence of the respective trustees, or any of
   them.

        48:  Inspection of This Agreement.  A copy of this Agreement shall be
   filed in the principal office of the Company and in the office of the
   trustees, and shall be open to inspection by all interested persons, under
   such conditions as the trustees in their discretion shall prescribe.

        49:  Severability of Provisions.  If for any reason any provisions of
   this Agreement shall become or be held inoperative or illegal, the
   validity and effect of the other provisions hereof shall not thereby be
   affected.

        This Agreement is executed in fourteen counterparts, each of which
   will be deemed to be an original.

        IN WITNESS WHEREOF, first parties, HARRY J. GRANT, FAYE McBEATH,
   SUSAN A. BOYD, KATHARINE BOYD MOREHEAD and MARY BOYD EVANS, have hereunto
   set their hands and seals, and WILMINGTON TRUST COMPANY, as Trustee under
   Agreement dated November 12, 1931, with Katharine Boyd Morehead, and
   WILMINGTON TRUST COMPANY, as Trustee under Agreement dated November 12,
   1931, with Mary Boyd Evans, has caused this Agreement to be signed in its
   name by one of its Vice Presidents and to be attested and its corporate
   seal to be hereunto affixed by one of its Assistant Secretaries; and the
   trustees, HARRY J. GRANT, LESLIE A. WEBSTER, JOHN DONALD FERGUSON,
   LEONARD L. BOWYER and MARVIN H. CREAGER, have hereunto set their hands and
   seals; and the third party, JOURNAL COMMUNICATIONS, has caused this
   Agreement to be signed in its name by its President and to be attested and
   its corporate seal to be hereunto affixed by its Secretary, done as of
   May 15, 1937.



                                   SUMMARY OF
                           JOURNAL COMMUNICATIONS INC.
                       MANAGEMENT LONG TERM INCENTIVE PLAN


   PLAN PURPOSE

   The purpose of the Journal Communications, Inc. Management Long Term Plan
   is to:

        -    Motivate and drive management behavior to achieve results that
             will enhance the employee owners' investment over the long term.

        -    Reward the contribution made by key employees to the long term
             creation of shareholder value.

        -    Provide a long term incentive opportunity incorporating an
             appropriate level of risk that will enable the Company to
             attract, motivate and retain outstanding executives.


   PLAN DEFINITIONS

   The following words and phrases have the respective meanings indicated
   below unless a different meaning is plainly implied by the context:

        -    "Plan" means the plan set forth in this Journal Communications
             Inc., Management Long Term Plan, as it may be amended from time-
             to-time and known as the "Management Long Term Plan."

        -    "Journal" means Journal Communications Inc., a multifaceted
             media communications company based in Milwaukee, Wisconsin,
             involved in newspaper publishing, commercial printing, broadcast
             operations and telecommunications.

        -    "Subsidiary" means any subsidiary that is a part of Journal
             Communications Inc.

        -    "Compensation Committee" or "Committee" means a committee of
             non-employee individuals who have been appointed by the Board of
             Directors and authorized to assume designated responsibilities
             and perform designated functions in regard to executive
             compensation decisions.

        -    "Eligible employee" or "employee" or "participant" means any
             management employee of Journal Communications Inc. who is in a
             position designated by the CEO and approved by the Compensation
             Committee as eligible to receive a long term incentive award
             under this Plan.

        -    "Performance Credit" refers to a unit of value awarded to each
             eligible participant used in determining the amount of his/her
             long term incentive bonus.

        -    "Performance Goals" refers to the levels of performance
             established for each performance measure.

        -    "Performance Credit Values" refers to the dollar value placed on
             a performance credit as the result of achieving a pre-determined
             performance goal.  Minimum, midpoint and maximum performance
             credit values range from $25 to $150.  Performance Credits will
             have no value if performance fails to reach the minimum.

        -    "CEO" means Chief Executive Officer.

        -    "Long Term Incentive award" or "award" or "incentive" means the
             amount to be paid, in the form of cash, to an eligible employee
             pursuant to this Plan.

        -    "Performance Cycle" means a three year period (36 months)
             beginning each January 1 and ending December 31.

        -    "Compensation" is defined as the annualized base salary as of
             February 1st of the Plan year.


   PLAN ADMINISTRATION

        -    The Plan shall be administered by the Compensation Committee
             appointed by the Board of Directors of Journal Communications. 
             A majority of the Compensation Committee shall constitute a
             quorum and the acts of a majority of the members present at any
             meeting at which a quorum is present, or actions approved in
             writing by all members of the Compensation Committee shall
             constitute the acts of the Compensation Committee.

        -    The Compensation Committee shall have sole authority and
             discretion, consistent with the provisions of this Plan to:

             -    Approve participants eligible to participate in the Plan
             -    Approve at the beginning of each Plan Cycle:


                  -    Performance Credit Values at Minimum, Midpoint and
                       Maximum.
                  -    Performance Credit Awards granted to each participant.
                  -    Distribution of Corporate and Subsidiary Performance
                       Credits to each participant.
                  -    Corporate and subsidiary performance measures and
                       goals.

             Establish and approve the performance credit values, performance
        credit awards, performance measures and goals for Journal
        Communications' CEO.

             -    Approve Incentive Planning Calendar
             -    Approve at the end of each Plan Cycle:

                  -    The final value of the performance credits.
                  -    Long term incentive awards and individual payments for
                       all Plan participants.

        -    The Compensation Committee shall have full authority and
             discretion to adopt rules and regulations to carry out the
             purposes and provisions of this Plan within the parameters
             defined by the Board of Directors.  The Compensation Committee
             interpretation and construction of any provision of this Plan
             shall be binding and conclusive.

        -    The Committee will make decisions according to a majority vote
             and maintain a written record of its decisions and actions, but
             no member of the Committee shall act on any matter that has
             particular reference to such member's own interest under the
             Plan.

        -    All decisions and actions of the Compensation Committee shall be
             binding and conclusive.

        -    All expenses of administering the Plan shall be borne by Journal
             Communications.

   PLAN OVERVIEW

        -    Performance cycles of three years are established as the
             performance period of the long term incentive plan to which the
             incentive awards relate.  A new overlapping performance cycle
             begins at the start of each new calendar year.

        -    Performance credits are calculated based on the selection of a
             market multiple multiplied by the annualized base salary to
             determine the midpoint award value for each eligible plan
             participant.  The midpoint award value is divided by $100 to
             arrive at the number of performance credits to be granted.

        -    Performance credits are granted to each eligible participant
             prior to the beginning of the performance cycle.  Performance
             credits for subsidiary presidents are granted in a combination
             of subsidiary and corporate performance credits while
             performance credits for corporate officers are granted in
             corporate performance credits only.

        -    Performance credit values are based on the achievement of pre-
             determined performance goals of the subsidiary and/or
             corporation.  The value of these performance credits are set for
             the minimum, midpoint and maximum level of subsidiary and/or
             corporate performance goals based on a pre-determined
             performance measure(s).  Performance measures and goals for the
             corporation and subsidiaries as well as performance values are
             set by the CEO and approved by the Compensation Committee for
             each eligible participant.

        -    Each participant's long term incentive award will be determined
             based on the degree to which three year performance at the
             subsidiary and/or corporate level is achieved at the conclusion
             of the performance cycle.  Based on the performance goal
             achieved at the end of the cycle, the performance credit's value
             will be determined and multiplied by the number of credits
             awarded to the participant at the beginning of the year to
             determine the long term award earned for that performance cycle.

        -    Participants' long term incentive awards will be calculated
             after the end of each performance cycle.


   ELIGIBILITY AND PARTICIPATION

        -    The Compensation Committee is responsible for reviewing and
             approving the recommendations of the CEO regarding the
             eligibility and participation of employees in the Long Term
             Plan.

        -    Participation in the Plan is limited to key employees of Journal
             whose job responsibilities have a direct impact on the strategic
             goals of Journal Communications.

        -    Initial Plan participants include the following:
             -    Chairman of the Board & CEO -- Journal Communications, Inc.
             -    President -- Journal Communications, Inc.
             -    Senior Vice President/Finance -- Journal Communications,
                  Inc.
             -    President -- Journal Sentinel Inc.
             -    President -- Journal Broadcast Group, Inc.
             -    President -- NorthStar Print Group, Inc.
             -    President -- ADD, Inc.
             -    President -- MRC Telecommunications Inc.
             -    President -- IPC Communications Services
             -    President -- PrimeNet Marketing Services 

   MODIFICATION OF PERFORMANCE CREDIT AMOUNTS AND DISTRIBUTION

        -    The number of performance credits and the distribution between
             corporate and subsidiary performance units for eligible
             employees may be adjusted as those employees move in and out of
             positions.  Generally, the following conventions will apply when
             these changes occur:

             -    Eligible participants who are promoted to a different
                  incentive eligible positions will be considered for
                  purposes of this Plan to have become eligible for that
                  position's performance credits as well as be eligible to
                  begin a new performance cycle in the year of promotion if
                  it is on, or before, June 30th of that year.  Eligible
                  participants who start on, or after, July 1st would become
                  eligible for that position's performance credits as well as
                  begin a new performance cycle on the first day of the new
                  calendar year.  Long term incentive awards will be prorated
                  proportionately between each position depending on the
                  start date of the new position.

             -    Non-eligible employees who are promoted and/or newly-hired
                  into an eligible position must be in the position on, or
                  before, June 30th of that year to become immediately
                  eligible for the new position's performance credits and
                  distribution, performance measures and performance goals. 
                  Non-eligible employees who are promoted and/or newly-hired
                  on July 1st, or after, become eligible on the first day of
                  the new calendar year.


   ESTABLISHMENT OF PERFORMANCE MEASURES AND MINIMUM
        MIDPOINT AND MAXIMUM GOALS FOR THE CEO

        -    Corporate performance measures, goals, performance credits and
             their values will be established for the CEO and approved by the
             Compensation Committee.  Corporate and subsidiary performance
             measures and goals for all other eligible participants will be
             established by the CEO for approval by the Compensation
             Committee.

   DETERMINATION OF INCENTIVE AWARDS

        -    Long term incentive awards are based on the value of performance
             credits multiplied by the number of performance credits awarded
             to each eligible participant.  The amount of the incentive award
             may vary from participant's midpoint incentive opportunity up to
             the maximum or down to the minimum of the incentive opportunity
             range if the performance of a particular component has exceeded
             or has not met its midpoint goal.  Performance credits will have
             no value if performance fails to reach the minimum.  Incentive
             opportunity ranges between the minimum and the maximum will be
             interpolated for incentive award determination.

        -    The Compensation Committee will approve final value of the
             performance credits, the long term incentive awards and
             individual payments for all Plan participants.


   PAYMENT OF INCENTIVE AWARDS

        -    Long term incentive awards will be paid before the close of the
             first quarter, if practical, following the completion of the
             performance cycle to which the incentive award relates.

        -    The incentive awards will be paid in the form of cash or
             deferred at the request of each respective participant into
             Journal Communications' Non-Qualified Deferred Compensation
             Plan.


   TERMINATION OF EMPLOYMENT

   The Compensation Committee shall have the sole authority and discretion to
   make decisions regarding the payment of incentives for participants who
   terminate employment voluntarily or involuntarily during the performance
   cycle due to retirement, disability or for other reasons.


   NO ENLARGEMENT OF EMPLOYEE RIGHTS

   Nothing contained in the Plan shall be deemed to give any Plan participant
   the right to be retained in the service of Journal Communications or to
   interfere with the right of Journal Communications to discharge,
   discipline or retire any participant at any time.


   MODIFICATIONS AND CHANGES TO THE PLAN AND INCENTIVE AWARDS

        -    The Compensation Committee may, at any time prior to the
             approval of the long term incentive awards, approve a
             modification or change to the performance measures and/or, goals
             for any participant or participants.  Such a change may be
             desirable in the interests of equitable treatment of the
             participants and Journal Communications as a result of
             extraordinary or non-recurring events, changes in applicable
             accounting rules or principles, changes in Journal
             Communications' method of accounting, changes in applicable law,
             changes due to consolidation, acquisitions, divestitures,
             reorganization or other changes in Journal Communications'
             structure, major  changes in business strategy, or any other
             change of a similar nature to any of the foregoing.

        -    The Committee also has the right to modify the incentive awards
             based on the presence of extraordinary occurrences during the
             Performance Cycle.  Extraordinary occurrences are those events
             which are outside the significant influence of Plan participants
             and would, by their inclusion, cause a significant unintended
             effect, positive or negative, on the corporate or subsidiary
             performance results.


   RELATIONSHIP TO OTHER BENEFITS

   No payment under the Plan shall be taken into account in determining any
   benefits under any pension, retirement, group insurance, or other benefit
   plan of Journal Communications or its subsidiaries except as otherwise
   specifically provided in the respective benefits plan agreement.


   LIMITATION ON VESTED INTEREST

   The earning of long term incentive awards by eligible employees under this
   Plan is within the sole discretion of Journal Communications in accordance
   with the terms of this Plan, and no eligible employee, or other person has
   any legal right or vested interest in an incentive award under this Plan
   prior to the actual payment to the eligible employee as an incentive
   award.

   INDEMNIFICATION OF BOARD OF DIRECTORS, COMPENSATION COMMITTEE
        MEMBERS AND OFFICERS OF JOURNAL COMMUNICATIONS INC.

   Each member of the Board of Directors, Compensation Committee and/or
   Officer of Journal Communications Inc. shall be indemnified by Journal
   Communications against the reasonable expenses, including attorney's fees,
   actually and necessarily incurred in connection with the defense of any
   action, suit or proceeding, or in connections with any appeal therein, to
   which such person may be a party by reason of any action taken or failure
   to act under or in connection with this Plan, and against all amounts paid
   by such person in settlement thereof (provided such settlement is approved
   by legal counsel selected or approved by Journal Communications), or paid
   by such person in satisfaction of a judgment in any such action, suit or
   proceeding, except in relation to matters as to which it shall be adjudged
   in such action, suit or proceeding, that such Committee member is liable
   for gross misconduct; provided that within sixty (60) days after the
   institution of such action, suit or proceeding, such Committee member
   shall in writing offer Journal Communications the opportunity, at its own
   expense, to handle and defend the same.




   PLAN AMENDMENT AND DISCONTINUATION

   The Compensation Committee of Journal Communications Inc. may modify,
   suspend or terminate this Plan at any time.


   EFFECTIVE DATE OF THE PLAN

   The Plan shall be effective with the Plan Year beginning January 1, 1994.


   PLAN COMMUNICATION

        -    Each participant will be given a written description of the
             Management Long Term Plan.  The description will provide details
             of the Plan including performance credit values, performance
             levels, specific performance measures, goals and weightings, and
             the incentive opportunity associated with each performance level
             and measure.

        -    Participants will receive annual reports during the performance
             cycle with respect to the performance measures of the Plan.  A
             final report regarding actual performance versus the Plan goals
             will be communicated within the first quarter of the fiscal year
             following the close of the performance cycle to which the Plan
             relates.




                                 JOURNAL COMMUNICATIONS INC.




                            By: _____________________________________


                            Date: ___________________________________


                           Journal Communications Inc.
                                   Management
                              Annual Incentive Plan

                                  Plan Purpose
   Management incentive compensation is an essential element of a
   compensation program. It rewards key executives and managers for achieving
   pre-established financial and non-financial goals that support the
   organization's annual business objectives/mission that will enhance the
   employee owners' investment. It is designed to help attract, motivate and
   retain the high quality managers necessary to assure continued
   profitability and growth of Journal Communications Inc. and to improve
   shareholder value.

                                 Plan Objectives

   The following specific objectives have been identified in developing this
   plan:

        -    Assurance that unitholder gain and value is achieved before
             incentive payments are paid.

        -    Recognition and reward for superior individual performance.

        -    Contribution toward the achievement of annual performance goals.

        -    Provision for compensation that is competitive with the
             marketplace.

        -    Restriction of participation to key executives/managers whose
             decisions affect annual results.

                               Plan Participation

   Participation in the plan is determined by the chief executive officer.
   The Compensation Committee of the Board of Directors approves
   recommendations made by the CEO. Participation in the plan is limited to
   key employees of Journal Communications and its subsidiaries whose job
   responsibilities have a direct impact on the strategic goals of the
   company.

                                Plan Description

   The Management Annual Incentive Plan was established by the Compensation
   Committee and approved by the Board of Directors of Journal Communications
   Inc. Any changes to the plan must be approved by the Compensation
   Committee.

   The plan is designed to pay annual incentive awards if pre-established
   financial targets and non-financial goals are achieved. A portion of each
   participant's award is based on Journal Communications Inc. financial
   targets, a portion based on the participant's own subsidiary financial
   targets, a portion based on the successful achievement of personal
   individual goals, and, if applicable, a portion based on the financial
   targets of their division within a subsidiary company. Participants will
   receive a chart that indicates the percentage that each organization will
   account for in determining their award. Performance results toward
   individual goals will account for 20% of a participant's incentive award.

                               Financial Measures

   The financial measures used to determine targets for incentive awards are
   Net Return on Invested Capital and Annual Growth in Revenue. These are the
   best measures in determining improved value to Journal Communications
   unitholders. If these measures increase, unitholder return on investment
   also increases. Invested Capital is defined as stockholder's equity plus
   intercompany debt, or stockholder's equity minus cash transferred to the
   corporate office.

   Each participant will be provided with the financial performance matrices
   that will be used in determining company performance and in determining
   individual awards under the plan.

                                Individual Goals

   Annual individual performance goals will be established by each
   participant and agreed upon by the participant's manager and the CEO of
   Journal Communications. Success or the degree of success in accomplishing
   individual performance goals will be determined by each participant's
   manager and approved by the CEO of Journal Communications.

                               Opportunity Levels

   Each participant will be assigned a position level that determines the
   Minimum, Midpoint, and Maximum payment amounts that can be received in the
   plan. The CEO determines the position levels for participants, and
   participants will be annually advised of their level.

                        Determination of Incentive Awards

   Incentive awards are based on the incentive opportunity percentage
   achieved multiplied by the respective base salary of each eligible
   participant. The base salary will be that annualized compensation as of
   February l of the plan year. The amount of the incentive award may vary
   from zero up to the individual's maximum depending on the performance of
   the components. Incentive opportunity ranges between the minimum and the
   maximum will be interpolated for incentive award determination.

                           Payment of Incentive Awards

   Incentive awards will be paid before the close of the first quarter
   following the year to which the incentive relates.

                                Plan Information

   The information contained in this booklet is a summary of the Management
   Annual Incentive Plan and is not intended to cover all details contained
   within the plan document. You should refer to the plan document for
   additional details. If questions arise, the plan document will govern the
   operation and administration of the plan and not this summary.


                                                               Exhibit No. 21

                          JOURNAL COMMUNICATIONS, INC.
                         Subsidiaries of the Registrant

        The following list shows the subsidiaries of the Registrant, their
   respective states of incorporation and the percentage of voting securities
   of each subsidiary owned by its immediate parent.  All companies listed
   have been included in the consolidated financial statements filed
   herewith.

                                                   Percent of Voting
                                                   Securities Owned
                                 State/Country     by Registrant or
        Subsidiary               of Incorporation  Immediate Parent

   Journal Sentinel Inc.         Wisconsin         100% by Registrant
   Journal Broadcast Group, Inc. Wisconsin         100% by Registrant
   NorthStar Print Group, Inc.   Wisconsin         100% by Registrant
   ADD, Inc.                     Wisconsin         100% by Registrant
   MRC Telecommunications, Inc.  Wisconsin         100% by Registrant
   NorLight, Inc.                Wisconsin         100% by MRC
   Telephone Associates
    Long Distance, Inc.          Wisconsin         100% by NorLight, Inc.
   Bemidji Long Distance, Inc.   Wisconsin         100% by NorLight, Inc.
   PrimeNet Marketing, Inc.      Minnesota         100% by Registrant
   Trumbull Printing, Inc.       Connecticut       100% by Registrant
   Imperial Printing Company     Michigan          100% by Registrant
   Hometown Publications, Inc.   Connecticut       100% by ADD, Inc.
   Label Products & Design, Inc. Wisconsin         100% by NorthStar Print
                                                    Group 
   PPC Liquidations, Inc.        Wisconsin         100% by NorthStar Print
                                                    Group 
   Mega Direct, Inc.             Wisconsin         100% by ADD, Inc.
   Auto Mart Publications, Inc.  Ohio              100% by ADD, Inc.
   Nordoc Software
    Services, S. A.              France             99% by Imperial Printing*
   __________________
   *    1% by other subsidiaries of the Registrant

        The Registrant has no controlling parent.  Twelve million nine
   hundred and sixty thousand (12,960,000) shares, or ninety percent (90%),
   of the Registrant's issued common stock at December 31, 1995, are owned of
   record by the Journal Employees' Stock Trust.  The right to vote these
   shares in most instances resides in the employees who hold units of
   beneficial interest in that trust.  Accordingly, the Registrant is not
   controlled by the Journal Employes' Stock Trust and does not consider it
   to be a "parent" of the Registrant within the meaning of Regulation 12b-2. 
   See Item 12 "Security Ownership of Certain Beneficial Owners and
   Management."



                                                               Exhibit No. 23

               CONSENT OF ERNST & YOUNG, LLP, INDEPENDENT AUDITORS


   We consent to the incorporation by reference,

   (a)  in the Registration Statement (Form S-8 No. 2-79770) pertaining to
        Journal Communications, Inc. Employes' Individual Retirement
        Agreement and in the related prospectus,

   (b)  in the Registration Statement (Form S-8 No. 33-14771) pertaining to
        Journal Employes' Stock Trust and in the related prospectus, and

   (c)  in the Registration Statement (Form S-8) pertaining to Journal
        Communications, Inc. Employes' Stock Trust and in the related
        prospectus submitted to the Securities and Exchange Commission for
        filing on March 12, 1991 with respect to 500,000 units of beneficial
        interest in said trust,

   of our report dated February 13, 1996, with respect to the consolidated
   financial statements and schedule of Journal Communications, Inc.,
   included in this Annual Report (Form 10-K) for the year ended December 31,
   1995.






   Milwaukee, Wisconsin          ERNST & YOUNG, LLP
   March 25, 1996

<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
CONSOLIDATED FINANCIAL STATEMENTS OF JOURNAL COMMUNICATIONS, INC. FOR THE
TWELVE MONTHS ENDED DECEMBER 31, 1995 AND IS QUALIFIED IN ITS ENTIRETY BY
REFERENCE TO SUCH FINANCIAL STATEMENTS. 
</LEGEND>
<MULTIPLIER> 1
       
<S>                             <C>
<PERIOD-TYPE>                   YEAR
<FISCAL-YEAR-END>                          DEC-31-1995
<PERIOD-START>                             JAN-01-1995
<PERIOD-END>                               DEC-31-1995
<CASH>                                      10,133,273
<SECURITIES>                                61,362,172
<RECEIVABLES>                               94,670,354
<ALLOWANCES>                                 2,475,670
<INVENTORY>                                 31,292,261
<CURRENT-ASSETS>                           215,573,363
<PP&E>                                     366,896,398
<DEPRECIATION>                             206,463,640
<TOTAL-ASSETS>                             474,738,223
<CURRENT-LIABILITIES>                      104,457,731
<BONDS>                                      2,761,802
                                0
                                          0
<COMMON>                                     3,600,000
<OTHER-SE>                                 362,729,690
<TOTAL-LIABILITY-AND-EQUITY>               474,738,223
<SALES>                                    256,796,582
<TOTAL-REVENUES>                           591,832,488
<CGS>                                                0<F1>
<TOTAL-COSTS>                              550,453,423
<OTHER-EXPENSES>                              (45,629)
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                         (4,806,225)
<INCOME-PRETAX>                            46,230,919
<INCOME-TAX>                               18,330,000
<INCOME-CONTINUING>                        27,900,919
<DISCONTINUED>                             16,312,415
<EXTRAORDINARY>                                     0
<CHANGES>                                           0
<NET-INCOME>                               44,213,334
<EPS-PRIMARY>                                    3.18
<EPS-DILUTED>                                    3.18
<FN>
<F1>  Not separately reported.
        

</TABLE>


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