Lubbock, TX — Jerry Taff, a beloved figure in Milwaukee television news whose deep voice and familiar sign-off phrase became nightly traditions, has died at the age of 85. Taff passed away on Monday in his Texas home, ending a storied career that spanned over two and a half decades as a prime-time news anchor at Milwaukee’s ABC affiliate, WISN 12.
Born in 1940 in Lamesa, Texas, Taff embarked on a broadcasting career that would take him from small-town radio stations to the forefront of television news in Milwaukee, where he not only reported the news but became a part of the local fabric. His journalistic journey began at a tender age of 17, starting at WPET-AM in his hometown. His career path led him through various cities including Dallas, Flint, and New Haven before he settled at WISN 12 in 1979.
Within just a year of his arrival at WISN 12, Taff had already made a significant impact. He played a key role in lifting the station’s 10 p.m. newscast to the top of local audience ratings, establishing himself as a trusted news source in southeastern Wisconsin. However, his time at the station saw its share of ups and downs. In a dramatic twist, Taff was dismissed in early 1985, only to be asked back two years later as the station saw a decline in ratings without him.
Taff’s workday extended well beyond the evening news during the late 1980s. He was deeply involved in the community and the broadcasting world, co-anchoring evening newscasts, delivering morning news segments on WISN-AM 1130, and even hosting a weekly Elvis Presley music hour on WOKY-AM 920. His passion for journalism was matched by his love for entertainment and music.
Throughout his 26-year tenure at WISN 12, Taff covered numerous impactful stories, both locally and internationally. His assignments took him from the streets of Milwaukee to distant locales such as Cuba and Tel Aviv. He reported on national political conventions and severe weather events, alongside covering stirring human interest stories, like that of an Oak Creek mother traveling to Paris to reunite with her son held hostage in Iran.
Kathy Mykleby, who shared the anchor desk with Taff for over a dozen years, remembered him as an encyclopedic presence who brought a touch of his Texas roots to his reporting. Even after their retirement, Taff’s humorous outlook on life continued, evident in his light-hearted descriptions of personal events, like a medical procedure he compared amusingly to being split “right up the middle.”
Despite his prominence on television, Taff’s relationship with the Milwaukee community was complex. Surveys in the 1990s ranked him simultaneously as the least and second most favorite local anchor, reflecting his unique ability to provoke both admiration and displeasure among viewers. Still, Taff held a special place in the hearts of many Milwaukee residents, a sentiment echoed by former colleagues and friends who described him as a steadfast presence in both their professional and personal lives.
After retiring and moving back to Texas, Taff continued to engage with his community, reconnecting with childhood friends and dedicating himself to volunteer work with Meals on Wheels. His love for Milwaukee never waned, as echoed in sentiments from WISN 12’s chief meteorologist, Mark Baden, who remembered Taff as a cherished friend and invaluable member of the Milwaukee community.
Jerry Taff’s sign-off, “Good night, and better tomorrows,” will remain an enduring legacy of his career, symbolizing the hope and continuity that he brought to his viewers each evening. As Milwaukee mourns the loss of one of its most iconic broadcasters, his voice and enduring phrases will continue to resonate with those who welcomed him into their homes night after night.