You won't find any news content or weather in this newspaper. The 'Lubbock Lineup' is all about show and tell with close-ups on those who were recently handcuffed, and booked into jail.
Patty Gonzalez co-owner of Ghostriders Tattoo and Piercing Studio said, "It is pretty good. It's pretty good."
The tattooing and piercing business is pretty good for the Gonzalez.' They've expanded their shop four times.
"We do get a lot of business," she said.
The family is making money with the help from a different kind of ink.
"Once he put that advertisement out there, since he barely started doing it. We started getting a lot of business."
They advertise in the 'Lubbock Lineup.' It comes hot off the press once a week for owner Jessica Chavez.
"When I was younger I didn't think I would have a newspaper with mug shots," Chavez said.
Before her father passed away, Chavez said he pushed her to pursue this business. His death held her back, but months later, she decided to take his advice.
"It took awhile for it to take off," she said.
Two-and-half years later, the newspaper features 175 arrestees every week, and is sold at more then 20 locations in Lubbock.
"The information is already out there," she said. "I just wanted to put it in an entertaining way."
Chavez collects the mugs of those who have been booked into the Lubbock County Detention Center. She then prints their slammer shot.
There is even a spot for what Chavez calls the shackled studs, and handcuff hunnies. In the newspaper you can also play match the mug shot.
"And then you guess, which one did the crime," Chavez said.
Chavez does this as a part-time job, and as you would imagine she gets her assortment of smiles and frowns from the public.
"I knew people were going to hate me," she said. "I knew people were going to love me."
We hit the streets to see what many thought about the publication, and if they would play the game.
"If you have the guts to do something wrong then you should have your name plastered all over the paper," Retta Antwine said.
"I guess it holds people accountable for what they have done," Sabrina DeLeon said.
Chavez's legal protection is a disclaimer. It is also printed in black and white. You'll find it at the bottom of most pages in the Lineup, "All suspects appearing are innocent until proven guilty in a court of law."
"I went to my attorney to see if it is legal," Chavez said. "He told he me yes it is."
Chavez, who's been on the other side of the law, said she understands the need for credibility. So, she has a section in the paper that will right any wrongs.
"If you didn't do the crime and got not guilty and you want to send in your paperwork then you are free to do that and I will write on here
this person was not guilty," she said.
Chavez said she hasn't received one yet.
While most of the local shops continue to seize the chance for an extra dollar, Chavez said there are no signs of the stopping press anytime soon.
A new edition of the 'Lubbock Lineup' comes out every Thursday. Chavez said she expects to have more mug shots during these coming months, because the summer is her peak time.