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David Hauslaib
Editorial Director
David Hauslaib | Email

Andrew Belonsky
Editor
Andrew Belonsky | Email

Jossip
Publisher
Jossip Initiatives

— Tue, Nov 21, 2006 —
Fag-Rags Hemorrhage Fag-Ads
New Media and The Telly Sapping Dough

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While we're on the subject of fag-rags, Media Daily News has issued a report on the decline in readership for two of the biggies: The Advocate and Out Magazine. While both titles have seen a boost in subscriptions, ad revenue's not looking so hot.

...The Advocate appears to be building its subscription base, adding about 14,000 subscribers in the first half of 2006 compared to the same period in 2005. That's 16.4% growth... In October, ad pages fell 23.3% compared to the same month last year, while rate-card revenue was down 3%. For the year to date, ad pages are down 14.4% from the same period last year, while rate-card revenue fell 2.3%.

Meanwhile Out...has seen ad pages fall 8.3% and rate-card revenue 3.4% for the year to date. That's despite healthy 11.8% year-over-year growth in subscriptions according to ABC, ending around 122,000 in the first half of 2006.


The report cites the internet and the rise of gay cable stations, i.e.: Logo, as the primary factors for the fall. Of course, this information can't be used as a marker for all gay publications, because The Advocate and Out are the only ones who submit such numbers. Why? Because despite the recent set-backs, they're still the biggest kids on the gay publishing block.

Regardless, we sure do feel bad for the kids in the ad department...

Comments


No. 1
Dan says:

I'm a 40 year old out, professional gay man. I just finished a 3-week trial subscription to the Advocate, and I chose not to subscribe. Why? Because there was nothing new to read. By the time the mag goes to press, I have already read about most of what is in the magazine on queerty.com or towleroad.com or afterelton.com or in the mainstream media. It's hard to be a "news" magazine when your news is old by the time it reaches your subscribers.

Don't even get me started on Genre.... now THAT Is a ridiculous rag.

November 21, 2006 4:09 PM
No. 2
clinton says:

I get advocate, only because is was foisted on me when I signed up for a website. I wonder how many of the "new" subscriptions are actually , free subscriptions gotten with buying a year membership for gay.com.

November 21, 2006 4:21 PM
No. 3
Paul Raposo says:

Maybe readers are tired of gay mags filled with straight people.

November 21, 2006 7:00 PM
No. 4
Leland says:

Noble Site Masters: Now some of us realize hot, exceedingly delectable, lickable, fuckable youngins such as thyselves have real lives and can't spend all your time noting the errata in such articles. But, as I've posted elsewhere, the author of this report only a year out-of-date in his knowledge of gay media or he would have not contrasted LPI entities with PlanetOut entities without mentioning that they became part of the same empire in November 2005. While he was contrasting print ad revenues with online ad revenues, I doubt if the money grubbers at PO care through which pipeline it comes as long as the final number is the same.

And, speaking of numbers, does this article speak to total readership at all given, as I best I recall, it only references subscriptions leaving out newsstand sales entirely. Trust me, I'm NOT defending them, per se. The Advocate seems to have fewer pages each issue I receive, and is still inexcusably late in the currency of what they publish whereas weekly publications such as Newsweek and Time kept up even pre-Internet. As for OUT magazine, I had to let my subscription expire as its pages were simply too slick to effectively wipe my ass on, even if I was thinking of Jeffrey Epstein the entire time.

November 21, 2006 8:02 PM
No. 5
ousslander says:

I agree with Paul, practically everytime I look at OUT there's a straight person on the cover.

November 21, 2006 8:08 PM
No. 6
jack e. jett says:

i agree with dan..by the time the advocate comes out, the news is old and very filtered. call me old fashioned, but i like to see the words fuck, suck, and dick in print.

on the other hand, i don't want the dudes at queerty to start charging $4.95 a month for their fucking sucking and dicking.

btw, did john stamos come out?

jack jett

November 21, 2006 10:26 PM

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