Gay media network launches in Sydney


A media company that specialises in targeting the gay and lesbian community has launched in Sydney.

Brainchild of former JCDecaux sales executive Ben Mulcahy, Pink Media Group has formed a network of gay media channels through outdoor, radio, press, online, mobile, venue signage and event platforms.

Partnerhips secured so far include DNA Magazine, Lesbians on the Loose, Joy 94.9FM, Sydney taxi tops, Rogue Dance parties and postcard distributor Avant Card.

Mulcahy told Mumbrella: “The gay and lesbian community has been largely ignored by mainstream advertisers to date. Brands haven’t been targeting this group in a relevant, targeted way.”

“There are some really fun creative opportunities for talking to this audience,” he added.

One per cent of every campaign sold through Pink Media Group will be donated towards a gay community charity.

Australia’s gay and lesbian community is 2.2m-strong and wields an estimated $20 billion in annual spending power.


  1. Jonathon O
    26 Sep 11
    4:15 pm

  2. Well done Ben! No doubt you’ll do well with this

  3. Ann
    26 Sep 11
    8:50 pm

  4. Great idea, with captive audience.

  5. Adam
    26 Sep 11
    9:14 pm

  6. Great concept. Congratulations.

  7. Alison_F
    27 Sep 11
    11:03 am

  8. aaah yes… the elusive Pink Dollar…. it’s funny but I have a feeling gay people buy toothpaste and toilet paper for much the same reasons as straights…

  9. Not that there's anything wrong with that
    27 Sep 11
    12:44 pm

  10. Just wanted to use that blog name.

  11. Brodie
    27 Sep 11
    12:55 pm

  12. Good luck ben, you have your work cut out for you!

  13. Luke Cuell
    27 Sep 11
    1:53 pm

  14. ok, let the good puns roll..

  15. Huh
    27 Sep 11
    2:19 pm

  16. What’s with the boxing gloves? and call me old fashioned, but I like my suppliers to have a land line contact number!

  17. surry hills
    27 Sep 11
    2:54 pm

  18. hmmmm….it could work, especially with middle aged gay & lesbians who have no children and a much higher disposable income…

  19. Jacob
    27 Sep 11
    5:05 pm

  20. Call ME old-fashioned, but I like my graphics without compression artifacts all over them. Wow.

  21. Suzie
    27 Sep 11
    5:20 pm

  22. Excellent concept, I have identified the gay / lesbian market as being relevant for many brands I have worked on, having a expert organisation and targeted network will ensure they are on my next appropriate plan!

  23. Nic Halley
    27 Sep 11
    6:30 pm

  24. black gloves with a navy shirt..please

    Good luck guys