 On January 23, 2012, WFRV was rebranded to "Local 5", a branding style which originated with Post-Newsweek Stations and which has since been adapted by several of Nexstar's operations.However, WJMN continued to be branded as "Channel 3" until the 2014 launch of its separate news operation, as most stories in WFRV's newscasts aren't local to Upper Michigan.In fall 2013, WJMN's web address was changed from MarquetteHomepage.com to UPMatters.com.