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Originally Posted by jonesy
KRL
would you and your partners entertain the idea of changing the format of men.com from a straight men's into a gay men's site if shown that a re-investement would show a better ROI than what you are looking at now?
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I looked at all the options, including the gay market. I spoke with the CEO of Gay.com early on about doing a cross marketing and content deal together. At the end of the day, the numbers just didn't justify the risk in pursuing a limited single demographic niche accounting for only 15% to 25% of our traffic. And when you figure the gay market will still respond to mainstream advertiser offerings, it really didn't make sense from a risk perspective because we'd be blowing off the majority of the mainstream traffic. So the decision and long term plan is for straight mainstream.