By OnMilwaukee Staff Writers   Published Apr 27, 2009 at 7:55 AM

MILWAUKEE -- For the past 11 years, has innovated with its use of relationship and social media tools. Today, the company announced that it's the first in the Milwaukee region to incorporate local Twitter feeds into the interface of its online magazine.

The new Twitter integration on the homepage of lets readers see the last 10 "tweets" regarding Milwaukee issues. Located in the left column above the skyscraper ad, the innovative application checks Twitter every 15 minutes for new tweets.

"Incorporating micro blogging into our design was a natural move as it continues to strengthen our hyper-local approach to media. Adding Twitter not only greater personalizes's approach, it adds relevant content for our passionate readership," said Andy Tarnoff, publisher and co-founder.

As an online-only media company who has built its own software and applications, it's vital that continue to expand its reach and strengthen connections for its readers and advertisers, said Tarnoff. Twitter is just another way to build these relationships.

In the coming weeks, will aggregate tweets by keyword into individual articles and sections.

Live blogging, another innovative social media tool, also has been incorporated into Reporters and guest bloggers will use the software to report at live events, stream video and provide real time reactions from readers. is currently using the system to during Milwaukee Brewers games and has lined up a series of celebrity bloggers to participate in future events.

"Media that isn't a collaborative and interactive experience is dead. At will know that today's media consumer wants to be a part of the conversation. Our latest improvements continue our philosophy of the perpetual beta," added Tarnoff.'s next live blogging event is an interactive chat about Milwaukee's festival season. It's scheduled for 9 a.m. on April 28. is Milwaukee's only daily online magazine and city guide. Its mission is simple: create amazing media and move Milwaukee forward.