http://outfrontblog.com/2008/04/gay-media-matters-redux.html The Full Spectrum of LGBT Communications Fri, 30 Mar 2012 18:45:36 -0500 hourly 1 http://wordpress.org/?v=3.3.1 http://outfrontblog.com/2008/04/gay-media-matters-redux.html/comment-page-1#comment-288 Ben Finzel Fri, 09 May 2008 09:35:09 +0000 http://outfrontblog.com/2008/04/gay-media-matters-redux/#comment-288 That's a good point you raise. I don't think LGBT advertising is dying - at least not based on what I'm seeing in other gay publications. I think the market is probably changing somewhat, but my (rather rudimentary) understanding of the PlanetOut situtation is that their issues had as much to do with their own company as they did with declining ad pages. And I think we still expect to see companies advertising to us explicity - in both gay publications and others. In fact, I think that's increasingly the price of entry into the market: more and more, we expect companies to advertise AND to reach us via PR and other communications vehicles. That’s a good point you raise. I don’t think LGBT advertising is dying – at least not based on what I’m seeing in other gay publications. I think the market is probably changing somewhat, but my (rather rudimentary) understanding of the PlanetOut situtation is that their issues had as much to do with their own company as they did with declining ad pages. And I think we still expect to see companies advertising to us explicity – in both gay publications and others. In fact, I think that’s increasingly the price of entry into the market: more and more, we expect companies to advertise AND to reach us via PR and other communications vehicles.

]]> http://outfrontblog.com/2008/04/gay-media-matters-redux.html/comment-page-1#comment-287 Ad Insider Thu, 24 Apr 2008 10:43:22 +0000 http://outfrontblog.com/2008/04/gay-media-matters-redux/#comment-287 I'm afriad that PlanetOut's symptoms, due to their size/status, might result in a trend for everyone else. When they're offering full page ad campaigns in exchange for theater tickets - that's pretty hard to compete with. Based on circulation figures I have a theory that it is just as easy to get as many gays by advertising in Details as it is in Out. So you've paid a little more but you've gotten several birds with one stone. Also, when a brand advertised specifically to the LGBT community they were making a statement - and we listened. Now it is just a part of the mix - so what? (I'm not saying that's what I think - I'm theorizing that perhaps that's the community's sentiment). Is LGBT advertising dying at the hands of the Metrosexual???? I’m afriad that PlanetOut’s symptoms, due to their size/status, might result in a trend for everyone else.
When they’re offering full page ad campaigns in exchange for theater tickets – that’s pretty hard to compete with.
Based on circulation figures I have a theory that it is just as easy to get as many gays by advertising in Details as it is in Out. So you’ve paid a little more but you’ve gotten several birds with one stone.
Also, when a brand advertised specifically to the LGBT community they were making a statement – and we listened. Now it is just a part of the mix – so what? (I’m not saying that’s what I think – I’m theorizing that perhaps that’s the community’s sentiment).
Is LGBT advertising dying at the hands of the Metrosexual????

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