Media giant Gannett, owner of USA Today and 83 other daily newspapers across the country, has made a foray into the alternative newspaper market, scooping up the Brandywine Valley Weekly.

Based in New Castle, DE, and reaching into Pennsylvania's Delaware and Chester counties, the year-old BV Weekly was acquired by Gannett from Community Publishing Co. at the end of August, according to Gannett public affairs specialist Donna Faulk. The sale price was not disclosed.

W. Curtis Riddle, publisher of the Gannett-owned Wilmington News Journal and president of Salem County Sampler, the wholly owned Gannett subsidiary that purchased BV Weekly, says the chain actually was more interested in Community Publishing's other publications: Shoppers' Guide, established in 1991, and Auto Plus, 1993.

Still, the purchase of BV Weekly is arguably more significant. Though not a member of the national Association of Alternative Newsweeklies (AAN), like City Paper and Philadelphia Weekly, BV Weekly comes from the same mold. Traditionally, alternative newspapers have been independently owned, though some major chains—like New Times, based in Denver, and Stern, from New York—have formed. (City Paper was purchased in 1996 by Montgomery Newspapers of Fort Washington, PA, which owns community weeklies in the western suburbs. Philadelphia Weekly is owned by Philadelphia-based Review Publishing, which also owns the weeklies South Philadelphia Review and In Pittsburgh.)

But to date, the major national daily chains, like Gannett, and Inquirer and Daily News owner Knight-Ridder, have shown little interest in alternative weeklies. AAN executive director Richard Karpel says Gannett's recent acquisition isn't necessarily the start of a trend, but that media-conglomerate ownership of alternatives is a possibility.

"It would be troubling if [Gannett] bought AAN papers," Karpel says. "I just don't think Gannett has a clear idea of what our papers do."

Karpel says the "scariest" trend in the alternative market is the possible results of the continued growth of chains like New Times and Stern. "The troubling aspect is, what are they going to do?" he asks. "What is the ultimate goal?"

If it's simply to build a stronger chain, fine. But if it's to sell the chain, that's reason for concern, because only companies like Gannett would be able to afford them.

Richard Rittaco, founder and publisher of BV Weekly and the shoppers, says there is no indication that Gannett plans to tamper with BV Weekly's style or content.

"I think it will evolve into a good alternative newsweekly," says Rittaco, who will continue to run the three publications for Gannett. "They've given us a lot of money to work with," he adds, and have shown no signs of wanting to change course.

But regardless of its growth, BV Weekly will not be eligible for AAN membership. The group's bylaws specifically exclude papers owned by companies that own dailies.

Join the
City Paper
Mailing List