Gay magazine for SF 2
On May 27, the gay magazine "Felix" starts on SF 2 as part of PTV. The production company Basilea Film wants to create a mouthpiece for gays and lesbians.
On May 27, the gay magazine "Felix" starts on SF 2 as part of PTV. The production company Basilea Film wants to create a mouthpiece for gays and lesbians.According to managing director Walter Liechti, that's about ten percent of the Swiss population.PTV and Network Switzerland, an interest group of gay executives, are covering the costs of the pilot show. After that, funding will be secured mainly through sponsorship. "We haven't specifically scoured the market in advance," explains Walter Liechti, "because we wanted to wait for the audience figures of the pilot show first."
His list of sponsors includes major companies such as Migros, Ikea and Mobitare. "Ikea, for example, has already run gay ads abroad," Liechti says, "and Mobitare has also published images along these lines."
Basilea Film does not want to get involved in niche advertising, but wants to attract renowned customers. This is not an impossibility: Companies like Sunrise, for example, have also advertised in gay magazines like aK.
Andreas Lehner, who launched the gay magazine Bliss in the fall of 2000, also has no concerns about advertising revenue: "The days of stigmatizing gay media are over." Or to put it another way: If the readership figures are right, the advertising will come too.
However, the gay scene has not yet been discovered in German-speaking Switzerland as a young, affluent and therefore attractive target group. "You don't sense any interest from the customer side," comments Pierre C. Meier, Managing Director of the media agency Initiative Media Western. Andy Lehmann of Optimedia assesses the situation similarly: "Gay media are hardly perceived as a separate category. Specific advertising is not wanted." (ba)
His list of sponsors includes major companies such as Migros, Ikea and Mobitare. "Ikea, for example, has already run gay ads abroad," Liechti says, "and Mobitare has also published images along these lines."
Basilea Film does not want to get involved in niche advertising, but wants to attract renowned customers. This is not an impossibility: Companies like Sunrise, for example, have also advertised in gay magazines like aK.
Andreas Lehner, who launched the gay magazine Bliss in the fall of 2000, also has no concerns about advertising revenue: "The days of stigmatizing gay media are over." Or to put it another way: If the readership figures are right, the advertising will come too.
However, the gay scene has not yet been discovered in German-speaking Switzerland as a young, affluent and therefore attractive target group. "You don't sense any interest from the customer side," comments Pierre C. Meier, Managing Director of the media agency Initiative Media Western. Andy Lehmann of Optimedia assesses the situation similarly: "Gay media are hardly perceived as a separate category. Specific advertising is not wanted." (ba)
