It was established in 2008 by the merger of the earlier Skegness & Spilsby Target and Mablethorpe & Alford Target. It was published by Lincolnshire Media, part of the Daily Mail & General Trust‘s regional newspaper division, Northcliffe Media. It was part of a Target companion series to their paid-for newspaper for the county, the Lincolnshire Echo. Its web presence was through Northcliffe’s thisislincolnshire.co.uk website, which like the rest of Northcliffe’s sites has been much less obviously tied to the local Northcliffe newspapers in its coverage area.
The editorial offices were in Louth.
Although it was mostly a freesheet, roughly a tenth of its print run was sold through the news trade.
It came out on Wednesdays.