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Who is the Audience of the Alt-Weekly These Days?

By AAN
june 8, 2010  12:24 pm
Who is the Audience of the Alt-Weekly These Days?
When you have a president who not only admits he inhaled but confesses to having used cocaine, it’s time to redefine "alternative," according to Henry Scott. At the Toronto Convention, the newly named publisher of Creative Loafing (Atlanta) and chief marketing officer of all six Creative Loafing papers will discuss what the company is doing to redefine the traditional "alt-weekly" and make it meaningful to an audience that would rather be well employed and raise a family than drop out of society and rebel.

Scott -- a self-professed member of the Woodstock Generation -- says he had long ago quit reading alt-weeklies because he found them irrelevant. He says market research he did at previous jobs at the New York Times and Metro New York showed him that most young people agreed. So he and his Creative Loafing team have rethought their approach, using easily available market research and staff coaching. In Toronto, he'll talk about how they are doing and he'll detail both the research and business aspects of the strategy.
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