Lever Faberge is to advertise in a gay and lesbian magazine for the
first time after placing an ad for Persil Black Velvet in the launch
issue of Queercompany's Fable.
The ad for the specialist black laundry detergent will join a range of
luxury goods manufacturers, including Apple Mac, Dunhill, Cerruti and
Diesel, in the pages of the glossy monthly.
Fable, which arrives on newsstands later this month, will also feature a
first appearance in the gay press for Vivien Westwood, Mandarina Duck
"They are attempting to establish a new readership for the magazine and
we thought it would be a good opportunity as part of the mix," a Lever
Faberge spokeswoman said of the Persil ad.
"We thought that it would appeal to Fable readers as much as it would to
readers of Cosmopolitan - people who wear a lot of black clothing."
Queercompany, which is backed by the Norwegian venture capitalist
Smedvig Capital, has positioned Fable as offering an upmarket ABC1
audience with a quirky sensibility that extends beyond a core of gays
and lesbians. Sex classified ads have been excluded from the title in
line with this policy.
"We have an extremely loyal base of affluent, urban professionals,"
Queercompany's PR director, Steve Bustin, said. "This is evidenced by
the success of our e-commerce partners, our online sales and an
advertising click-through rate of consistently double the industry
Fable, which has a cover price of £3.20, was originally scheduled
to launch in October. The magazine this week secured distribution across
all WH Smith and Sainsbury's stores.