Marquette University Alumni Association Alumni National Awards Weekend
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Jeffrey M. Sherman, Bus Ad ’91

Jeffrey Sherman

You know how the story goes. A couple guys are having lunch, jotting ideas on a napkin. Suddenly a business is born.

Does that really happen? Yes, says Jeff Sherman, company president and co-founder of

As the city’s first and only daily magazine and city guide — celebrating 10 years this year — highlights lifestyle and entertainment-oriented events in and around the metro-Milwaukee area, while packaging and promoting all that Milwaukee has to offer.

And to think it materialized over lunch at a Chinese restaurant and a beer at The Nomad, a bar on Milwaukee’s Brady Street

“It’s the perfect way to give back to the city I love and simultaneously help move it forward,” explains Jeff. “We created a community gathering place where people can discuss and develop ideas.”

Think podcasts, creative stories and message boards, and guides for everything from fish fries to weddings. Also think of an ad revenue growth increase by 45 percent in 2006, rocketing again 69 percent in April 2006 to April 2007.

Even seasoned business executives would be impressed.

But Jeff, a lifelong Milwaukeean, is one of the youngest members of the Greater Milwaukee Committee, several downtown business groups and the Milwaukee 7 regional economic initiative. He’s also the founding president of Young Professionals of Milwaukee (YPM)/Fuel Milwaukee.

Jeff’s been featured in The Business Journal’s “40 Under 40” and in Milwaukee Magazine’s “35 Under 35.”

How did Marquette help him reach success so young? “It reinforced and drove home the importance of community and family. And while some of my professors may not want to hear this, the ‘activities’ outside the classroom were where we all really learned about life and how to live,” Jeff says.

He lives in downtown Milwaukee with his wife, Stephanie, who co-owns Lela, a boutique in Milwaukee’s Historic Third Ward, and their son, Jake.


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