Lever Faberge joins brands to take first ads in new gay title

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

and Wedgwood.

"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.

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