Analysis of the results of the first alternative newspaper in ColombiaThe Free Times is the number one alternative newspaper in Colombia. Analyzing the newspaper's results, it is not difficult to understand why they were so successful. Established in 1984, the newspaper now distributes 40,000 issues each week in the greater Columbia area. They target these areas in particular: Five Points, The Vista, Downtown, Lake Murray, North East Columbia, Clemson Road and Lexington. Readers in these districts can be reached from 799 different locations. These locations use Free Time's purple boxes and black metal shelves, as well as displays from coffee shops and national chains to maximize the newspaper's accessibility. An electronic copy of the document is sent each Tuesday to a printing company in Fayetteville, North Carolina, and is ready for distribution Wednesday morning. This printing company is one of the most advanced on the East Coast and can meet all leisure needs effectively and efficiently. Newspapers are delivered to independent contract distributors who are responsible for each location within their particular territory. Each location receives a particular number of copies while the remaining issues from the previous week are counted and collected. This data is stored and used in conjunction with the results of the annual media audit to measure effectiveness and readership. Traffic is adjusted as needed based on analysis of this information. Currently, they reach around 135,500 readers per year, or around 30% of the market. Currently, Free Times is growing steadily in relation to Colombia's growing population. Their advertising revenues have reached an all-time high and even broken several records this year. As a relatively small organization, Free Times has a limited amount of expenses. The cost of printing 40,000 copies each week and paying employees are their biggest expenses. Employment includes twenty-two full-time employees, nine to twelve part-time contract drivers and distributors, and nearly thirty freelancers and various nationally syndicated columnists. Next comes the lease and other expenses related to the office and operations (electricity and Internet bills, IT costs, etc.). They must take into consideration the cost of auditing readership media as well as upkeep and maintenance of their distribution sites. Due to the nature of this organization, these expenses are paid for by advertisements.