LGBT Media Company Re-Brands

Ian Johnson, Out Now
October 23, 2007

TOPICS: LGBT media market. Gay and lesbian media. Online LGBT media brands. HIMCorp. Hyperion Interactive Media legacy brand to become GayWired brand. Regent. here! TV networks. GLBT media. Gay TV. Lesbian and gay online media. Regent rebrands HIMCorp to become GayWired.com brand.

One of the early movers in the online gay and lesbian media market was Hyperion Interactive Media Corporation -- known as HIMCorp -- a company that, under the stewardship of online gay marketing pioneer Matt Skallerud, over the past decade developed a family of brands online, operating under the parent branding of HIMCorp.

Last year here! Networks -- the first US gay TV network -- bought out the HIMCorp family of LGBT online brands and, in a neat marketing switch, "Hyperion" became "here!" so HIMCorp branding remained.

I spoke with Matt Skallerud a few weeks ago, and he has now quite happily moved up to new endeavors with the International Gay and Lesbian Travel Association IGLTA.

Today comes the news that the HIMCorp brand is no more, as the various online properties of the HIMCorp group will now trade under the banner GayWired.com -- one of the company's premier online brands. Other company brands include Lesbianation.com and 247gay.com.

HIMCorp will be rebranded as GayWired Media, effective immediately.

“This name change allows us to take advantage of HIM Corp.’s leading role as one of the most respected digital brands serving the diverse and increasingly discriminating LGBT consumer while taking an opportunity to innovate and extend the flagship brands," said Paul Colichman, CEO of Regent Entertainment, GayWired Media’s parent company. "The GayWired Media brand will allow for deeper innovation across all portals as we continue to develop new initiatives and experiences for consumers and offer advertisers richer opportunities to directly reach the coveted LGBT consumer.”

HIM Corp was acquired by Regent in 2006.

Regent’s other properties include here! Networks, Regent Releasing, Regent Theaters and Regent Studios.

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