Ad spending in gay publications rose 20.2% to $120.4 million in 1998, marking its fourth consecutive year of increases, according to the fifth annual Gay Press Report compiled by Mulryan/Nash, New York. As in previous years, local newspapers accounted for the largest share of ad revenue in the gay press, now at 50.9% of the total market. However, this figure is down from 61.5% a year ago. ``The largest advertisers are local, community-based entities,'' said Dave Mulryan, president of Mulryan/Nash. ``The question that will determine the fate of these papers is, `Will large national advertisers use these vehicles for national campaigns?' The answer to that question is unknown at this point.''
Copyright February 1999, Crain Communications Inc.