Free Gay Community Newspapers: Advertising Synergies Led To Expansion. Issue 2 (2nd April 2016)

• Record Type: Journal Article
• Authors: Calder, Bill
• Is Part Of: Media history. Volume 22:Issue 2(2016)
• Page Start: 232
• Page End: 244
• Publication Date: 2016-04-02
• Subjects: Gay -- lesbian -- media -- history -- newspapers; Mass media -- History -- Periodicals; Press -- History -- Periodicals; Journalism -- History -- Periodicals; 070.09
• DOI: 10.1080/13688804.2015.1108841
• Languages: English
• ISSNs: 1368-8804

Abstract

Abstract : In the 1990s a key shift occurred in Australian gay publishing with the rapid expansion of free city-based newspapers. These increasingly commercialized free newspapers adopted a business model based on seeking more readers in order to attract more advertisers. Their success was such that the overall national print run of gay and lesbian publications increased six-fold between the start and the end of the decade, 90% of which were free newspapers. This expansion coincided with the growth of a visibly more diverse gay and lesbian community. Newspaper publishers adopted building and defending this community as their primary political project that allowed a range of synergies to develop between the newspapers and the growing number of community groups, events and businesses. Each helped the other grow which led to greater knowledge of the community's activities and its political aspirations.