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Why alternative weeklies deliver the goods.

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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.

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