By: Staff reports

Ads Bypass Major Dailies

The Gay Financial Network will add gay-themed ads to the dot-com
spending spree with a splash in both mainstream and niche publications
starting today. Major metropolitan newspapers are noticeably absent
from the first stage of the campaign.

The ads, created by New York-based Mad Dogs and Englishmen, are
the first gay-themed dot-com ads to run in The Wall Street Journal ,
the only major newspaper selected, and Entertainment Weekly .

Launched in 1998, is a vertical portal offering financial news
to gays and lesbians – a group considered to have higher levels of
disposable income.

‘Newspapers were considered for the first stage,’ says Tom Wilson, CEO
of media buyer Wilson Media Group, New York. He wouldn’t discuss why
the Journal was the only major newspaper selected for the campaign

Wilson says newspapers may be used for later stages of the campaign,
and he reiterates that advertising for niche products, such as,
in mainstream media is a necessity.

The ads will mostly appear in national magazines, including Time,
Newsweek, People, U.S. News & World Report, Business Week, Fortune,
Money, Mutual Funds Entrepreneur, Kiplingers, Fortune Small
Business, and The Industry Standard.

Regional gay newspapers include the Southern Voice, Texas Triangle,
Bay Windows, Windy City Times, Dallas Voice, Out Front, Houston
Voice, Philadelphia Gay News, Bay Area Reporter, Seattle Gay News,
and The Washington Blade.

About $1 million of the campaign is slotted for online ads.


Staff reports

(c) Copyright 2000, Editor & Publisher

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