The newspaper? Who reads the newspaper anymore? I do, but sometimes I get to certain sections a day late. Much to my surprise on this sleepy Friday afternoon, I flip open the chalky, matte pages of the cumbersome print edition of the Milwaukee Journal Sentinel (Thursday's edition) to learn that MKE, a free weekly lifestyle publication produced by Journal Sentinel Inc., will be publishing their last issue on July 10.

Closing up shop just four years after its inception, the free publication was unable to garner sufficient advertising. Advertisers are focusing their dollars on the preferred method of on-line news gathering. Could it be true? Is onmilwaukee.com putting others out of business by riding the wave of the future and catering to a younger generation of tech-savvy hipsters?

Journal Sentinel distributed 50,000 copies of MKE weekly at various locations throughout Milwaukee county in an effort to attract young readers. What a timley follow up to my recent blog, The A.D.D. Generation, predicting that the digital revolution is changing more than just they way we live and do business. The attitude shift of a wide demographic of consumers is rumbling loud and clear. We don't have time to read the paper; we stare at a computer screen all day and that glowing abyss is the only place you are going to reach us.

Maybe the better explanation is that onmilwaukee.com just has better news and features than MKE does. Keep up the good work!