MKE was a weekly publication in Milwaukee, Wisconsin published by Journal Communications. Launched on October 28, 2004 as a zero-news-content cross between an alternative weekly and a weekly entertainment magazine aimed at readers under 35, it (along with the online version, MKEOnline.com) also served as a secondary advertising vehicle for the Milwaukee Journal Sentinel, its parent publication. At the time of its launch, it was seen as competing for the same readership as the Shepherd Express. A representative for the Association of Alternative Newsweeklies (of which the Shepherd Express was a member) was quoted as saying that three dozen daily newspapers had rolled out weekly free publications during the past year alone. He characterized them as "usually pretty fluffy" and presented with
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