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Former rival online communities Gay.com and Gay.Net joined forces to form Online Partners, an affinity group marketing firm targeting gay consumers via the Net. Gay.com Network launches today, merging the two sites, the first of several products the firm hopes to sell to advertisers seeking entry into gay markets.
To this end, San Francisco-based Online Partners also acquired a minority stake in OnQ, the gay and lesbian anchor tenant on America Online. Gay.com Network will provide exclusive content to OnQ, which becomes the largest source of gay and lesbian content, according to Online Partners.
Andrew Cramer, chairman and CEO of Online Partners, said there is “more myth than fact” about gay-targeted marketing.
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