Tuesday 5 July 2011

Pink Parenting: Niche Marketing

Fagburn's heart sank a little on seeing the legend splashed across The Independent's front page today;
'I'm The Daddy! How Gay Parenting Went Mainstream'
accompanied by a photo of Sir Elton John holding up baby Zach.
I wish them and Mr Furnish well, of course, but was dreading seeing another puff-piece on gay celebs and their sprogs.
Despite the illustration used (above) Glad To Be Gay Parents (inventive title!) the article did try to touch on some of the issues/problems lesbian and gay parents might encounter - suffogacy, adoption, schools, stigma... - but of course could only really touch on them.
The hook to The Independent running this is the alunch of a new bi-monthly magazine, Pink Parenting.
It's a sign of the times - and in more ways than one.
Nowadays lesbian and gay magazines are essentially about trying to find a niche market to sell to advertisers.
Debuting next month Pink Parenting promises; "everything you need to start a family from surrogacy options, adoption and the legal aspects of being a modern family to what's the best stroller out there on the market."
Which sounds like it could be heavy on the adverorial...
"Unlike many other gay magazines, our demographic is LGBT couples between the age of 30 to 45 that are more interested in modern day life and having a family then the gay club scene."
Currently a small demographic, but a wealthy one, of course.
I'm still now convinced, it'll be viable - even if it just continues online only.
Remember all those "gay weddings" companies that started-up a few years back?
Congratulations!

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