Magazine article Editor & Publisher

Gay Papers to Get Supplement: Syndicate Is Preparing to Offer Gay and Lesbian Newspapers Their Own Parade-Like Supplement

Magazine article Editor & Publisher

Gay Papers to Get Supplement: Syndicate Is Preparing to Offer Gay and Lesbian Newspapers Their Own Parade-Like Supplement

Article excerpt

Section Q will make its debut next spring as a glossy free-standing quarterly intended to win the national advertising that ironically has always eluded gay papers: fashion.

"The big fashion advertisers need glossy, and they need huge circulations," said Q Syndicate Publisher David Bianco. "The circulations are not high enough in most gay papers, the paper [stock] is not glossy, and they have sexual reporting and advertising that fashion advertisers don't want to be associated with.

"Rather than wish it were not that way - which has been the general reaction - we are going to give them what they want: a publication that is glossy, that has big circulation, and that is free-standing," added Bianco, whose Los Angeles-based syndicate specializes in providing content for the gay and lesbian press.

Q Syndicate is planning a press run of 500,000 copies for the supplement, which would be far more than the biggest national gay magazine, the 135,000-circulation Out. Even in large cities, gay papers rarely have circulations exceeding 20,000. One of the biggest, The Washington Blade, has a free distribution of about 45,000.

"Our CPM [cost per thousand] is going to be to die for," Bianco said, noting that a full-page ad will probably cost about $20,000.

Section Q issues will run 32 to 48 pages and have theme topics, such as travel and gay pride. The first issue will go out in May or June, Bianco said.

Articles will be taken from "the best of the gay press," Bianco said, including material honored by Q Syndicate's own Vice Versa annual journalism award. …

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