Gay video magazine debuts amid debate over commercial content; VCR publication seeks advertisers locked out of TV.

Gay video magazine debuts amid debate over commercial content

A new Los Angeles company producing a quarterly video magazine for gay men is seeking product advertising not normally seen on television screens - cigarettes, liquor and condoms - and consequently is raising legal and ethical questions concerning the media and commercials.

"We're just saying this is a medium that is available to people who have been banished," said Jay Lebow, president of Video Knockouts, Inc., producers of the new video magazine "Inside Man."

A video magazine, which people may subscribe to by mail much like a print magazine, arrives in the form of a video-tape program containing news features, interviews and commercials in a "60 Minutes" or "Entertainment Tonight" format style.

The first issue of "Inside Man," scheduled for release this month, includes stories on gay police officers, adult film stars, sex toys and a gay baseball umpire. It also includes a home video segment and personal ads.

Commercial advertisers include a video company, a gay print magazine, a travel firm, a retail outlet and the first television condom ad specifically targeted toward gay men.

The Mayer Labs ad features two gay men on a date, one carrying a package of condoms. Lebow said he hopes it will be the first of a number of new-style commercials to air on video magazines.

But so far he hasn't had any luck attracting tobacco and liquor ads. Cigarette advertising is not allowed on broadcast television and the liquor industry has agreed not to advertise "distilled spirits" in the broadcast media, although wine and beer is advertised on television and radio.

Dian Kiser, director of public affairs for the American Heart Association in California, said she expects the tobacco companies to jump at this opportunity to advertise on television.

"I would see this as being something we might want to address legislatively," Kiser said.

Les Zuke, director of communications for Philip Morris USA, the country's largest cigarette company, said his firm would not advertise on video magazines because of the broadcast ban, although he noted the decision was "strictly voluntary on our part."

Roberta Ashe, spokeswoman for Brown & Williamson Tobacco Co., said advertising on video "might be legally available, but advertising on subscription video is not of interest to Brown & Williamson." She said the company feels print advertising, direct marketing and point-of-purchase promotions are sufficient.

Mahlon Ambrose, owner of Kentucky Brands in Los Angeles, said there's nothing in the liquor industry agreement to prohibit advertising on video magazines but he said he isn't interested because "it doesn't seem to make economic sense to me." He said liquor advertising doesn't "lend itself" to television.

Kevin Goebel, a lobbyist for Americans for Non-Smokers Rights and a gay man, said he is offended that "Inside Man" would even seek such advertising because gay people already have a higher rate of chemical dependency than do heterosexual people.

"They grow up feeling bad about themselves," said Goebel. "For this specific market, I find it especially morally offensive."

But Video Knockouts Vice President Marty Newman countered that the tobacco and liquor companies have already targeted the gay audience by advertising in its print magazines.

"Any national advertiser will legitimize us," Newman said. "We also are businessmen. We are targeting people who already targeted the gay market."

Partner Chev Kevo added: "It's down to bare bones and dollars."

The three partners, who also are gay, said they chose this market for their magazine because the gay community has "no positive gay role models except watered-down versions or stereotypes." They define their product as "infotainment."

"There is a fine line between entertaining the gay audience and informing the gay audience," said Kevo.

The show is co-hosted by former West Hollywood mayor and city council member Steve Schulte and actor/body builder Rex Chandler.

While the topics of several stories concern sex, there is nothing graphic on the tape.

"If we really had our first choice, there would be even less sex," said Newman. But the partners admitted the tape probably wouldn't sell without "a little T & A" or some discussion of sex.

"Currently, the only gays buying video buy porn and we want to sell to those people," Newman said.

The initial edition had a budget of $100,000, and 25,000 tapes were produced. They will be sold in retail outlets for $19.95 and by four-tape subscriptions for $60 per year. T-shirts are $14.95.

The partners say possible "spinoffs" include videos of only personal ads or an America's Funniest Gay Home Videos. They also hope to produce other video products with different target markets.

"We plan to do other projects," said Lebow. "This was just a niche that has not been tapped. ... To be successful, it has to be targeted to a niche."

PHOTO : Gay video: Partners Lebow, Kevo, Newman