By: Mark Fitzgerald Rivendell Marketing Co. Inc., the largest national advertising rep firm for U.S. gay and lesbian papers, now owns the biggest provider of content to those papers, Q Syndicate.
Confirming the sale Thursday, Todd Evans, co-founder and CEO of Woodbridge, N.J.-based Rivendell, said syndicate founder David Bianco will stay on as vice president for content. Paula Martinac, who writes the "Lesbian Notions" column for the syndicate, will be editor in chief.
Among Q Syndicate's offerings are a gay male-oriented comic strip, editorial cartoons, a sex-advice column, and a horoscope. Q Syndicate (
http://www.qsyndicate.com) has not been affected by the nationwide newspaper slump, founder Bianco said.
"The horoscope is not going to be the first thing to go when ad pages are reduced," he contended. "My understanding is that mainstream syndicates lose business because niche features are dropped, but we don't have much that is really 'niche-y.'"
Two other gay-oriented syndicated services have launched in recent months: GayLinkContent.com (
http://www.gaylinkcontent.com), created by Matthew Skallerud, a founder of the defunct online service Gay Wired, and Above The Fold Ltd. (
http://www.abovefold.com).
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