Gfn.com, the Gay Financial Network, expanded its $6 million campaign targeting mainstream publications, running a second ad in The Wall StreetJournal
and placing ads in national business, finance, and entertainment magazines, beginning with Entertainment Weekly
's Academy Awards special issue, Newsweek, People
and U.S. News & World Report
. Using humor and wit personified by gfn.com's "cigar man," the campaign addresses the often-uncomfortable way the financial world has traditionally reacted to members of the gay and lesbian community, in this case, referring to the gay or lesbian couple as partners who must be looking for a business loan. At least $1 million also is earmarked for online ads. Mad Dogs & Englishmen, New York, handles creative; Wilson Media Group, New York, handles media.
Copyright March 2000, Crain Communications Inc.