Online Gay Media Future

TOPICS: Online Gay Media Future. US lesbian and gay media market. Gay marketing. Lesbian media. Gay media. Online gay media. Gay and lesbian media publishing. Houston Voice gay newspaper closes down. Is gay media's future online?

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Editor and Publisher magazine has a gay media article this week.

After more than 30 years, the Houston Voice gay newspaper is to close. The newspaper's website media is also to shut down.

We have seen for almost a decade that the lesbian and gay community has a very strong appetite for the internet and online media. This has led to a proliferation of gay media options online.

That has seen traditional print products pondering the best strategy for future growth. Many have been pushing their online presence and offerings as a way to hedge for the future changes they may face in the gay publishing arena.

That is a good approach as the advent of new online gay media Web 2.0 options, including social networking sites such as MySpace and YouTube lead to an increasingly fragmented set of media options for gay consumers. This has created a labyrinth of media options that advertisers need to naviagate when deciding where to focus their gay advertising and leverage their other gay marketing activities. Clients need good independent advice to make sure they hit the right spot with their media planning as the gay media market becomes increasingly sophisticated.

This also can lead to a shift in the relative budget allocation for media campaigns, as creative agencies see the increase of web development and management functions blurring the lines between agency and publisher of online gay media content.

Lesbian and gay consumers are likely to continue to interact with a range of media options including 'old' media - such as print, radio and TV - as well as new lesbian and gay media opportunities as they unfold.

We recommend at this time a comprehensive media planning strategy to ensure that clients are capturing the largest possible slice of the market from their lesbian and gay marketing initiatives.

Here is an extract of the Editor and Publisher article:

Published: January 24, 2007 3:00 PM ET

CHICAGO Window Media has published the last issue of Houston Voice, and will soon take down its Web site, a spokesperson for the largest U.S. gay newspaper chain confirmed Wednesday.

Several months ago, Washington, D.C.-based Window converted the Houston Voice from a weekly to a monthly. Its final edition was the January 2007 issue, the spokesperson said.

Window bought the 32-year-old paper in 1998.

(A) Window (Media) spokesperson said there were “a myriad of reasons” the paper was folded.
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