From Wiki "The San Diego Reader is the largest alternative press paper in the county of San Diego, distributed free in stands and private businesses throughout the county, funded by advertisements. Averaging 90,000 copies per issue, it reportedly has the largest circulation of any alternative weekly publication in the nation.[2] It frequently presents an opposing viewpoint to the San Diego Union Tribune, the primary printed newspaper in the city."
When I've lived in large cities, the alternative newspapers were often the only ones pursuing news like this. In Tacoma, WA, there was the Tacoma Dome Parking Scandal-It was first reported by the alternative newspaper. Sure, there are a lot of, lets say "quirky" or kind of nasty, even, ads on the back page and some in the middle, but they are made for local news stories that are often ignored, local arts and performances, unbiased (usually) reviews of plays or restaurants. All the new, hip bars are advertized, as well as festivals, fairs, etc.