Merchandising arrives at new comfort level

Gunn, Eileen P.
June 2000
Advertising Age;6/19/2000, Vol. 71 Issue 26, p60
Trade Publication
Focuses on the marketing strategies of PlanetOut company. Use of its Web site as a marketing tool to distribute its brand name through cyberspace; Comment of chief executive officer, Megan Smith, about PlanetOut as a means for advertisers to reach the gay and lesbian consumer; Plan to use traditional and online media channels to generate advertising and commerce revenue. INSETS: PlanetOut goes mainstream;'Out,' 'Advocate' set tone.


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