Magazines put gloss on Aids

A NEW and, at first sight, unlikely niche has been identified in the American magazine market. The competition to exploit it promises to be fierce, writes David Usborne in San Francisco. This spring two glossy publications are being launched for readers who are HIV positive.

The first issue of Plus Voice includes an interview with President Clinton's Aids chief, Kristine Gebbie. In two weeks it will be joined by its rival, POZ. Both aspire to being full lifestyle magazines, with a mix of features, profiles and photographic essays as well as information useful to their readerships. POZ editor, Richard Perez- Feria, says his magazine 'will have in it elements that may come from Entertainment Weekly, Vanity Fair and The American Journal of Medicine'.

There does appear to be a waiting market. The US government estimates that there are 1 million HIV positive Americans who have not yet developed Aids.

Perez-Feria, however, hopes to reach an even wider audience. 'We are aiming it at all the people whose lives have somehow been affected by Aids. This means sisters, brothers and doctors, too.'

Meanwhile, the industry as a whole last year reported a surge in sales of gay-related books and magazines. Attracting advertisers may not be as difficult as might be imagined. POZ's first issue will include advertisements from fashion houses Benetton and Moschino. In addition, both magazines expect to carry many advertisements from pharmaceutical companies and financial firms offering to buy the life insurance policies of Aids sufferers for cash.

Plus Voice's first number also has ads for bottled water, gay holidays and, more poignantly, solid silver remembrance bracelets that can be engraved with the name of someone who has died of Aids.

Nor will it be lost on advertisers that gay readers - at whom both magazines seem principally to be aimed - have a generally high level of disposable income. It is also true that those diagnosed with HIV, and therefore facing a limited lifespan, may be more willing to spend their money.

'It may be morbid, but it is also true,' says Dave Ford, spokesman for the San Francisco Aids Foundation. 'When people are diagnosed, they often decide it's about time to do those things they thought they were going to do later in life, be it a Caribbean cruise or whatever, which have suddenly become more urgent.'

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn unforgettable anthology of contemporary reportage
Life and Style
Customers look at the new iPhones on display at the launch of the new Apple iPhone 6 and iphone 6 plus at the Apple IFC store in Hong Kong
Arts and Entertainment
Liam Neeson said he wouldn't
tv

Liam Neeson's Downton dreams

Sport
Wembley Stadium
footballNews follows deal with Germany
Arts and Entertainment
A spell in the sun: Emma Stone and Colin Firth star in ‘Magic in the Moonlight’
filmReview: Magic In The Moonlight
Voices
voicesApple continually kill off smaller app developers, and that's no good for anyone
Sport
A 'Sir Alex Feguson' tattoo
football

Arts and Entertainment
Ben Whishaw is replacing Colin Firth as the voice of Paddington Bear
tv

Thriller is set in the secret world of British espionage

Life and Style
life

News
ScienceGallery: Otherwise known as 'the best damn photos of space you'll see till 2015'
Life and Style
fashion

Bomber jacket worn by Mary Berry sells out within an hour

Sport
Andros Townsend is challenged by Vladimir Volkov
football
Arts and Entertainment
Rapper Jay Z performs on the Pyramid Stage at Glastonbury in 2008
musicSinger sued over use of the single-syllable sample in 'Run This Town'
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Nursery assistants required across Cambridgeshire

£21000 - £35000 per annum: Randstad Education Cambridge: Nursery assistants re...

SEN 1:1 Teacher

£120 - £130 per day: Randstad Education Chelmsford: Are you a qualified teache...

SEN Teachers and Support Staff

£50 - £130 per day: Randstad Education Chelmsford: Are you an SEN Teacher or L...

English and Media Teacher

£100 - £120 per day: Randstad Education Chelmsford: English & Media Teacher - ...

Day In a Page

Mystery of the Ground Zero wedding photo

A shot in the dark

Mystery of the wedding photo from Ground Zero
His life, the universe and everything

His life, the universe and everything

New biography sheds light on comic genius of Douglas Adams
Save us from small screen superheroes

Save us from small screen superheroes

Shows like Agents of S.H.I.E.L.D are little more than marketing tools
Reach for the skies

Reach for the skies

From pools to football pitches, rooftop living is looking up
These are the 12 best hotel spas in the UK

12 best hotel spas in the UK

Some hotels go all out on facilities; others stand out for the sheer quality of treatments
These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

Widespread fear of Isis is producing strange bedfellows

Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
Topshop goes part Athena poster, part last spring Prada

Topshop goes part Athena poster, part last spring Prada

Shoppers don't come to Topshop for the unique
How to make a Lego masterpiece

How to make a Lego masterpiece

Toy breaks out of the nursery and heads for the gallery
Meet the ‘Endies’ – city dwellers who are too poor to have fun

Meet the ‘Endies’ – city dwellers who are too poor to have fun

Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

Ian Paisley’s decision to make peace with his IRA enemies

His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam
'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

'She was a singer, a superstar, an addict, but to me, her mother, she is simply Amy'

Exclusive extract from Janis Winehouse's poignant new memoir
Is this the role to win Cumberbatch an Oscar?

Is this the role to win Cumberbatch an Oscar?

The Imitation Game, film review
England and Roy Hodgson take a joint step towards redemption in Basel

England and Hodgson take a joint step towards redemption

Welbeck double puts England on the road to Euro 2016
Relatives fight over Vivian Maier’s rare photos

Relatives fight over Vivian Maier’s rare photos

Pictures removed from public view as courts decide ownership
‘Fashion has to be fun. It’s a big business, not a cure for cancer’

‘Fashion has to be fun. It’s a big business, not a cure for cancer’

Donatella Versace at New York Fashion Week