May 13, 2026, 5:02 a.m. CT
Francesa Pica joined the Milwaukee Journal Sentinel as a consumer-facing business news reporter in early 2026.
She’s a graduate of the University of Wisconsin-Madison, where she was editor of the Daily Cardinal student newspaper. Frankie previously was an intern at the Journal Sentinel on the investigations and business news teams.
Here’s what to know about Frankie.
First off: How do you pronounce your last name? Pike-ah or peek-ah?
Peek-ah, like “Pikachu.”
Did you ever think you’d be a business reporter, what did that path look like?
I didn’t, but I always gravitated toward local reporting. I covered city issues in Madison during college, including local government, housing and development. Zoning, permitting, construction – that obviously has a large overlap with businesses and business reporting.
I joined the Milwaukee Journal Sentinel as an investigative intern, focusing a lot on the real-world impact of state and local policies. For example, I worked on a story about how state law makes it difficult for Milwaukee to mandate sprinklers in older apartment buildings, which has contributed to deadlier fires in the city.
When an opportunity opened to do a similar type of consumer-facing reporting on the business team, I jumped at it. I’ve learned so much since then, and I’m still learning every day. That’s the great part about this job.
How do you approach your beat differently with a focus on the consumer, not necessarily the CEO?
It’s more of a “bottom-up” approach than a “top-down” one.
When pursuing a story, I have to ask myself, ‘how does this affect the average customer’s pocketbook?’ Whether that’s a Woodman’s grocery shopper, We Energies customer, first-time homebuyer or frequent flyer at Milwaukee Mitchell.
As a result, I’m in the aisles of grocery stores far more often than company boardrooms. I’m also in a unique position where I can explain to people how any major news event could impact their day-to-day expenses – for example, with data centers and their massive energy load.
It’s a type of reporting that I think is particularly important now, when people are increasingly concerned about the cost of living more broadly, and the cost of electricity, gas and food specifically.
You’re from a small town in northwestern Wisconsin. How have you found the transition to living in the state’s largest city?
I’ve lived here for about a year now, and there’s still so much of Milwaukee I haven’t experienced. So much is happening all the time, and that’s definitely a change from northwest Wisconsin. But every week I’m introduced to a new local business or community organization that shows how much people here care about the city’s success. Lake Michigan and the rivers also make me feel like I’m not too far from home.
I recommend southeast Wisconsin residents visit the Northwoods at least once, and vice versa for those who live up north. You can’t really get a full understanding of the state without experiencing both its urban and rural corners.
I still don’t think I’ve gotten used to driving here, though. I live in fear of the Milwaukee slide.
As one of the resident Gen Z reporters, you’re constantly explaining TikTok trends and even “brainrot” to your older colleagues. What’s that like, what perspectives do you bring as a younger reporter?
At this point even I feel too old for some of the brainrot coming from TikTok. I try my best to keep up, but internet trends move faster and faster.
I think there can be a disconnect from older generations about what issues younger people care most about. They’ve just grown up in a different economic and cultural environment. I hope I and other younger reporters can help bridge that gap and ensure those issues get the spotlight they deserve.
We understand that you’re a big fan of rodeos. Tell us more.
I see a rodeo one time, and suddenly I’m “the rodeo guy.” OK, maybe it’s been a few times. But still.
A friend who rides horses got me into them a few years ago, and I’ve been going ever since. I’ve been to some in Spooner and Madison now, and it’s a whole separate world. I’ve ridden a horse maybe twice in my entire life, but you grow up around that culture and it starts to seep in. I know bull riding is the main event, but my personal favorite is barrel racing.
If you’re in Spooner for the rodeo this summer, look out for me!
