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 described them as "typically quite fluffy" and exhibited "false hipness," and stated about MKE: "Milwaukee is somewhat different because they openly declared there's no news at all," and forecasted that most of the new free newspapers would ultimately fail in the long term due to their lack of "idiosyncrasies and quirky charm."