This story appears in the
May 1998 issue of
Entrepreneur.
Subscribe »
We're a hot commodity," raves Richard Karpel,
executive director of the Association of Alternative Newsweeklies
(AAN). "Things are moving in the right direction."
So it would seem. Even as daily newspapers and city magazines
struggle to hold on to readers, so-called "alternative
newsweeklies"--those complimentary papers you see in coffee
bars and music stores--are making quite an impression on businesses
wanting to appeal to young consumers. Why? It's simple: Aside
from their growing circulation, newsweeklies often possess a street
credibility that mainstream media lack.
"There's been a tremendous surge [in popularity] over
the past three or four years of our papers in particular but also
of alternatives throughout the country," says Michael Sigman,
publisher of both LA Weekly and OC Weekly.
In Karpel's estimation, AAN members now enjoy a combined
readership ranging between 17 million and 18 million. What's
more, an overwhelming majority of these readers are between 18 and
34 years old. "Our papers are part of the environment that
younger people live in and relate to," says Karpel, adding
that these alternative newsweeklies aren't limited to major
metropolitan cities like Los Angeles and New York.
Our conclusion? Alternative newsweeklies are hot off the
press.
Contact Source
Association of Alternative Newsweeklies, (202) 822-1955,
rkarpel@intr.net
LA Weekly/OC Weekly,http://www.laweekly.com, http://www.ocweekly.com