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Why alternative weeklies deliver the goods.

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 magazinesstruggle to hold on to readers, so-called "alternativenewsweeklies"--those complimentary papers you see in coffeebars and music stores--are making quite an impression on businesseswanting to appeal to young consumers. Why? It's simple: Asidefrom their growing circulation, newsweeklies often possess a streetcredibility that mainstream media lack.

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