Shullsburg is full of Smart People
I took a drive through Shullsburg last weekend, keeping my eyes out for home antennas and towers. Unlike Platteville, I found that nearly every home I saw in Shullsburg had a bow tie reflector type antenna that I recommend. Most were the 4-way ones (DB4 and Clearstream2). While in Platteville I still recommend 8-way type such as the DB8 or Clearstream4.
A quick review of tvfool for Shullsburg shows that they have 40 dBm more signal than Platteville. So I imagine that they can get away with a smaller 4-way antennas and no powered pre-amp.