PlanetOut goes mainstream

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PlanetOut launched its "Meet you there" series of ads in May as it was crossing the country sponsoring "Pride Season" events, says President Mark Crumpacker.

Shot in an amusement park, the series features six couples in highly energized scenes. In one, two men wearing crimson-colored vinyl pants talk over telephones made from tin cans and string. In another, a woman fishing beside a colorful whale, reels in another woman she hooks with her line.

Most of PlanetOut's print ads run in gay and lesbian publications and trade magazines. This summer, however, the company hopes to be in the general consumer media for the first time.

Time Warner's Entertainment Weekly has already been pitching to PlanetOut. "It's my gut feeling that it's a natural fit," says Publisher David Morris. "PlanetOut has untapped customers ready to see their message that they can access through us."

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