OutNowConsulting.com | GayMarketing101.com
In the United States June 30 a new chapter begins for lesbian and gay media. Viacom, through its MTV networks, premieres the gay and lesbian market targeted TV channel, Logo.
Logo has landed
This new channel offers 24/7 gay and lesbian focused television programming. The first program scheduled to air today is a documentary aboout American gay and lesbian community histories. The launch of this dedicated gay TV channel marks a big step forward for the growth of gay and lesbian media in the US.
According to industry insiders...the channel held a "low key" launch for gay marketing people in the US last week, but gay market momentum is expected to build after today's launch, as the gay and lesbian communities get the chance to test drive the channel for themselves.
In the space of less than 30 years, the gay and lesbian market has seen its available media space expand exponentially from a few local gay bar magazines to a situation today where total annual advertising spend on gay market print media products alone now exceeds USD$200million.
Logo will offer a mix of programming designed to attract the gay and lesbian market.
As a gay marketing development this one is very big indeed. Up to this point there have been two other competing US TV offerings targeting gay and lesbian people, but these have been subscription based only, whereas Logo is slated to be available across the US as part of regular cable TV programming.
Gay marketing activity and gay advertising is planned on the new Logo channel by a number of brands with Miller beer, Subaru, Orbitz travel and Motorola all said to be part of the initial advertiser mix.
It will be interesting to see how well Logo is received in the gay marketplace by the gay and lesbian market itself. That will be a test of programming more than gay advertising, and will utimately determine this new gay TV channel's prospects for commercial success.
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