All 6 Uses

alternative
in
The Tipping Point
(Edited)

In 1956, she decided to stage a festival to mark the centenary of George Bernard Shaw's birth, and then began putting out a newspaper devoted to Shaw, which mutated into an underground, alternative weekly called The Paper.
Chpt 2

alternative = non-traditional
In the beginning, the firm made a canvas shoe in wild colors and prints that became a kind of alternative fashion statement.
Chpt 6
They expanded their focus to include not just skateboarding but also surfing, snowboarding, mountain biking, and bicycle racing, sponsoring riders in all of those sports and making Airwalk synonymous with the active, alternative lifestyle.
Chpt 6
They worked to get alternative rock bands to wear their shoes on stage and, perhaps most important, they decided to hire a small advertising agency named Lambesis to rethink their marketing campaign.
Chpt 6
The ads were put on billboards and in "wild postings" on construction-site walls and in alternative magazines.
Chpt 6 *
Suicide stories offer another kind of alternative.
Chpt 7 *

alternative = possibility

Definitions:

(1) (alternative as in: an alternative plan)
a different choice or possibility, or describing something that offers a different choice or possibility
(2) (alternative as in: alternative medicine)
non-traditional or non-standard
(3) (meaning too rare to warrant focus)