I think they messed up their press release...taking the original one and just changing the effective date to April 1.
The press release flight times
Milwaukee to St. Louis
08:50 am - 10:10 am
04:05 pm - 05:25 pm
10:10 pm - 11:30 pm
St. Louis to Milwaukee
05:30 am - 06:40 am
10:45 am - 11:55 am
05:50 pm - 07:00 pm
The actual flight times for sale for the past week or so:
Milwaukee to St. Louis
08:55 am - 10:20 am
04:05 pm - 05:25 pm
10:10 pm - 11:35 pm
St. Louis to Milwaukee
07:10 am - 08:25 am
11:10 am - 12:25 pm
05:50 pm - 07:05 pm
The key difference is that the early-morning STL departure is much more attractive for locals. The competition for an early-morning STL departure is a 6:00am AirTran CRJ. The new flight time will still have decent connections to LGA/BOS/PHL, and more resonable connections to places like MSP, GRB, FNT, GRR, etc.
Not sure if it is aircraft or what leading to the date change, but I did notice perhaps 2 weeks ago that MKE-STL wasn't available for sale on 3/1 but started for sale about 3/4 or so. Perhaps the aircraft they are counting on to start this service has a creeping availability delay, and this is safer then just pushing the start date out a week or two at a time.
For what it's worth, there's a new job posting listed in the past few days for part-time CSR at Central Wisconsin (CWA), so that is still apparently in the works. I believe the original job posting we saw for CWA late last year was for a manager position there.