It was established in 1979 as an alternative to the town's daily newspaper, the Peninsula Times Tribune, which ceased publishing in 1993.
In January 1994, the newspaper began to publish all its content on its website.
[1] The website includes a classified advertising section shared among Embarcadero's other publications, and the newspaper is distributed free by mail to many households in its market area, with a circulation of approximately 37,000.
[citation needed] It is a member of the Association of Alternative Newsweeklies.
[2] The paper has won several awards from the California Newspaper Publishers Association.