Article: Gay media: Judging by the cover

Michael Rizzo
University Wire
03-06-2008
(Spartan Daily) (UWIRE) SAN JOSE, Calif. -- BMW: "Hard top. Firm bottom. It's so L.A."

Travelocity: "It shouldn't take highly developed gaydar to figure out which hotels are for you."

42 Below Vodka: "Drink it straight. Or gay."

If you recognize these pitches, it's because you've perused gay media. The tactic of these marketers is called niche advertising, and it's very lucrative.

High-profile national advertisers establish symbiotic relationships with producers of niche media publications and (in this case) the product is a capitalistically rationalized version of gay-for-pay.


Selling "gay" to gays
Troy May, 43, owns one such gay-niche publication - ON ...

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