Any niche press, such as the gay and lesbian press, are in a difficult position, especially as they have to operate in a (eventually) contradictory dual role of objective news provider and a commercial entity. It's ironic that their success as news provider and activist (in their role of information provider) ultimately leads to their demise-- or at least the demise of staffers, not the corporate name. Gross mentions "misguided frugality and the search for respectability combine to further erode the economic viability of gay journalism." But maintaining the "economic viability of gay journalism" eventually will not make economic sense to a business trying to stay alive.
Today's Asian American ad agencies face a similar situation. The growth of these ad agencies through the 1990s and the 2000s represented the growth of the Asian American community as a significant market segment. And as corporate brands are beginning to realize the value of the Asian American market, the Asian ad agencies are now being swallowed up by the large, general market ad agencies who then implement a separate multicultural department. But the Asian American press and ad agencies are getting what they asked for-- representation and consideration as a significant segment of the US population and market.
One solution for these ad agencies would be to pursue general market advertising work. I would propose that the gay and lesbian press seek a similar route. Not to cover mainstream news, but to serve in more of a watchdog role.
No comments:
Post a Comment