Ian Johnson, Out Now
June 25, 2007
Gay Market News reported last month that PlanetOut has been experiencing some rough market conditions in the media and gay travel sectors that have seen the PlanetOut share price struggle in recent days.
Now there is news that its two most important gay and lesbian media print products, The Advocate and Out magazine, are to get a makeover.
There is a lot of GLBT media market goodwill invested in these titles, especially in The Advocate which will celebrate its 40th anniversary this year. For a gay media brand that is an outstanding achievement considering that it predates the Stonewall riots that marked the start of the modern gay rights movement and the advent of gay media target marketing.
The challenge for PlanetOut is how to craft their marketing strategies for these important gay media titles so that they both attract younger readers while still retaining the older longtime readers so beloved by advertisers wanting to target the gay market.
The gay and lesbian media market has seen dramatic changes in recent years with the rise of here! TV and Viacom MTV Networks Logo gay TV programming options for lesbian and gay consumers.
There has been no recent shortage of companies that now target the gay market with Fortune 500 brands now targeting their advertising and marketing into LGBT media at record levels.
But the difficulties being experienced by the PlanetOut parent company seem currently to also extend to its gay media print flagships - The Advocate and Out magazines.
Their total media advertising page sales are down at the very time when the general market for gay advertising is up - so clearly they need to do something.
Relaunching both media titles to try to capture a greater share of the advertising revenue of big brand companies that target the gay consumer market seems a logical step for them.
As always, we will keep you up to date with all the latest lesbian and gay media market developments here at Gay Market News. LGBT marketing, gay and lesbian advertising and gay market research news always right at your fingertips!
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