He characterized them as "usually pretty fluffy" and presented with "faux hipness," and said of MKE: "Milwaukee's a little different because they've actually come out and said there's no news at all," and predicted most of the new free newspapers would fail in the long run because they lacked the "idiosyncrasies and oddball charm" of true alternative weeklies.
He characterized them as "generally quite fluffily styled" and displayed a "false hipness," and noted about MKE: "Milwaukee is somewhat different because they've openly stated there's no news at all," and predicted that most of the new free newspapers would likely fail in the long run due to their absence of "idiosyncrasies and quirky charm."