Blog Post

Targeting the LGBT Niche

There’s a new mobile content portal targeting the gay and lesbian community called The site features original ringtones and wallpapers from leading LGBT and LGBT-friendly celebrities, musicians, comedians and artists such as Julie Brown and Will & Grace’s co-star Leslie Jordan. There is also community and interactive features including guest blogs, an original podcast interview series called Behind the Tone and viral videos. It’s a fairly big effort with mobile games and original mobisodes in the pipeline.
Of most interest is the relative ease with which niche sites can differentiate and market themselves, and their attraction for companies entering the mobile content market. Medialicious is run by NoCo Media Group, a “brand strategy and marketing services agency specializing in the development of customized business-to-consumer and business-to-business properties across multiple communications mediums”. I have no idea if they have some sort of prior association with the gay community, but they should know marketing and brands. It’s easy to target well-defined niches because of the publication which already target them, and new initiatives for that niche tend to get talked about (if they’re any good). “The fans are our best marketing tool,” said NoCo Media Group President and CEO Carolyn Coal.
Related stories:
Logo To Launch App on Amp’d; Targeted at LGBTs
Companies Team To Deliver Gay Adult Mobile Content
Micro-Targeted MVNOs Launching in Europe