Thursday, 20 February 2014

Winq: Another Gay Magazine

As we unveil the all new Winq, the luxury lifestyle magazine for gay men, we do so in good company, with an array of launch advertisers that includes the British Government’s GREAT campaign.

Winq’s premium positioning has seen a number of companies advertising in the sector for the first time, attracted by an environment that better reflects their brands and products.

Among launch advertisers producing tailored copy for the new gay title are long-term LGBT supporters Virgin Holidays, Air France KLM commuter service CityJet and even the archetypal traditional car manufacturer, the Morgan Motor Company.

Most notable of all, though, is the British Government’s GREAT Campaign, which has adapted its hugely successful GREAT Britain work, more normally devoted to extolling the virtues of the country’s manufacturing or business credentials abroad, to focus on the achievement that is equal marriage...

Best of luck to them, but Fagburn suspects he may not be part of the target demographic for this "luxury lifestyle magazine for gay men".

Now, like any other corporation, they have a product which they sell to a market. The market is advertisers - that is, other businesses. What keeps the media functioning is not the audience. They make money from their advertisers. And remember, we're talking about the elite media. So they're trying to sell a good product, a product which raises advertising rates. And ask your friends in the advertising industry. That means that they want to adjust their audience to the more elite and affluent audience. That raises advertising rates. So what you have is institutions, corporations, big corporations, that are selling relatively privileged audiences to other businesses.

Well, what point of view would you expect to come out of this? I mean without any further assumptions, what you'd predict is that what comes out is a picture of the world, a perception of the world, that satisfies the needs and the interests and the perceptions of the sellers, the buyers and the product.

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