Alternative News- Weeklies Alternative news weeklies welcome ads from industries that may have difficulty finding a place in other media. Daily newspapers are not attracting younger readers as much as in years past.
Chances are, it's with an alternative newsweekly.
These weekly papers are often the only alternative to the leading daily paper in a given market, and many consider themselves watchdogs dedicated to keeping an eye on the daily's actions as well as news outlets for stories not covered by the major papers. The alternative newsweekly industry, like the Radio industry, has been profoundly changed by consolidation in recent years. Many newsweeklies that position themselves as local underdogs may actually be owned by conglomerates headquartered in another part of the country. One advantage to consolidation for advertisers is that it's now easier to assemble national marketing coverage. Alternative-newsweekly readers tend to be very desirable target consumers.