A free Advertiser Magazine, as referred here, is a publication that is circulated free of charge and contains advertisements from local businesses. The publication can contain light news and various kinds of tips but the main focus is the advertisements. The business model for this kind of magazine is that the revenue from advertising will cover the cost of printing, circulation, design, rent, labor and all the business costs and still give the publisher profits. Go Places, which started in 1993, was perhaps the first advertiser magazine in Kenya. It was published by Leisure and Travel Guides EA, and focused on the tour and travel niche. Thus most of the advertisements and content had to do with the travel industry. The pioneer of the current advertising magazines aimed at the mass market was one titled The Advertiser, started in 2005. It was independently published and circulated in Nairobi. After a few issues it was purchased by the Nation Media company who killed it after a few issues.