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in http://www.jennakashou.com
MKE folds to the pressures of the digital era

34801 By jkashou
Community Blogger

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Reader submitted blog Published June 13, 2008 at 4:09 p.m.
Category: Marketplace
Tags: mke, alternative weeklies, Journal Sentinel, online advertising

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!

 



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Recent Talkbacks ...

Posted by 7m7y.com on June 17, 2008 at 10:41 a.m. (report)

I completly disagree. I love going to the coffee shop and unwinding with a large coffee and several newspapers. I regularly grab the Shepherd, Journal & USA Today. I stopped reading MKE long ago because the content was plain awful. The lack of quality content killed it ... not the digital age.

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Posted by chrisz77 on June 16, 2008 at 2:50 p.m. (report)

34560
It's true,most of the nextgen are computer savvy.Books!newspapers!how dare you.I remember when i used to be able to go to the store and grab 3-4 free local papers and read about the goings on of this wonderful city.Now i cling to the last free publication and some say the last written "freewill."It's been a tradition of mine now since adulthood to get my sunday paper and relax my sunday morning away,a tradition passed on to me from my father and one i'll pass on to my son.there's just nothing better than flipping those pages for a couple hours and soaking up the knowledge,then when the last page is turned,heading to the sink to rinse off the knowledge that has temporarily stained your fingertips.

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