Debating the 'L' word

By: Joe Nicholson After ad's rejection, paper reviews policy on 'Language'

Although The San Diego Union-Tribune is embroiled in controversy over its rejection of a $6,000 buy for an film advertisement with the word "lesbian," there is no indication other newspapers have blanket bans on ads with the words "gay" or "lesbian."
"Better Than Chocolate," a story about two lesbians, is being promoted with ads using the "L" word in most of the 21 cities where the film is showing, according to Trimark Pictures.
None of the 1,489 dailies surveyed in the Editor & Publisher International Year Book lists the words "lesbian," "gay" or "heterosexual" as "advertising not accepted," although several prohibit "sexually explicit" or "X-rated" material. The Union-Tribune left the answer to that question blank on an E&P Yearbook questionnaire its officials filled out last Oct. 12.
Now the Union-Tribune is reconsidering its policy, and a review is expected to be completed within a month. The spurned ad quoted a critic who wrote: "One of the best lesbian movies ever! Sexy! Funny! A total refreshing delight!" Later, another ad without
the "L" word was approved to run for five days.
Dexter La Pierre, the Union-Tribune's director of national and classified advertising, says he rejected the ad because "internal guidelines" prohibit words "not in good taste" or "explicit."
"In my personal opinion, yes," says La Pierre after he was asked if "lesbian" is a sexually explicit word. "You try not to offend the masses."
He concedes he "possibly" would approve use of the word "heterosexual." "It depends," he says. "In most cases, it is not needed. ? I guess I'd find it humorous that they would have to say that."
Scott Seomin, of the Gay & Lesbian Alliance Against Defamation, calls the paper's action "a clear case of bias" and says a computer search of the paper's news and commentary sections over 16 years found "lesbian" was used 4,428 times.
La Pierre confirms the word's use elsewhere in the paper but says his decision doesn't have "anything to do with discrimination." Lesbians, he concedes, "might" see his decision as biased.
Asked if he would permit an ad that quoted the Union-Tribune's film critic using the "L" word, La Pierre says, "I think that conjures up quite an interesting situation. That's one reason why we need to review our guidelines."
Dennis O'Connor, an executive with Trimark Pictures, which released the film, "threatened me," says La Pierre. "He said he was going to notify the media, which he did."
A desire for publicity motivated O'Connor, says La Pierre, who cites as evidence the ads for the film in two other California newspapers that did not include the "L."
O'Connor responds that he has used several different newspaper ads, but says ads with the "L" word ran in most newspapers. He denies he was seeking a tiff with the Union-Tribune, saying he was "shocked" when it rejected the ad.
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