The Advocate has signed an affiliate deal with NBC News, making the magazine the first LGBT-oriented publication to partner with the network. The magazine’s online home, Advocate.com, will use NBC resources to produce daily news segments that will run online and on air via “The Advocate On-Air,” a television and Web magazine. NBC News, in turn, may use content and writers from The Advocate to report on issues relating to the LGBT community.
Here Media, The Advocate‘s parent company, hopes the partnership will grow to include its other print and online properties, including Out, Gay.com, HIV Plus, OutTraveler.com and SheWired.com. The company also hopes the deal will strike a chord with advertisers looking to reach a LGBT audience through online and broadcast video.
Bob Horner, president of NBC News Channel, says the company sees this partnership as a great opportunity:
The NBC News Channel prides itself on supporting the client’s mission. We respect the commitment Here Media has to its community and we look forward to assisting The Advocate in its coverage of the issues important to the LGBT community.
While the focus is different, this partnership calls to mind the Corporation for Public Broadcasting’s recently-launched new program, which aims to connect local news outlets with the resources they need to produce specifically-focused content.
Will be seeing more, similar partnerships aimed at bringing content — and, in this case, ads — to specific audiences?