Gay Times is launching a major new advertising campaign for 2001 and 2002. The magazine, which is the market leader in the gay magazine market, has appointed Haymarket entertainment agency to develop the Gay Times brand under the new brand message First and For(e)most. The First and For(e)most campaign will launch on 21 June, the on sale date of the July issue of Gay Times, with advertising in the national press including The Guardian and the Financial Times. Outdoor posters and direct mailings will also support the new campaign. Colin Richardson, editor of Gay Times, says: "Gay Times has been in print since 1984 and is a highly credible, independent and professional source of news, arts, entertainment and information for gay men of all ages and social profiles. "We are constantly adapting our content to reach new readers and keep our loyal readers happy. "This campaign will signify our leadership role, core content strengths and wide reaching appeal ­ all the things which differentiate us from other gay titles the world over." Gay Times' sister publication, Diva, will offer full colour throughout from the July issue, on sale June 15. Marketing director Kim Watson explained: "Diva has enjoyed growing circulation since its launch in 1994. "The change from 60% colour to 100% colour is a natural progression for this continually growing magazine." {{CTN }}