Melbourne Business School - Theses
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ItemGay print media’s golden era: Australian magazines and newspapers 1970-2000( 2015)The late 20th century was a golden era for Australian gay print media: more than five million copies annually of gay and lesbian publications were printed at its peak, with revenues of nearly eight million dollars a year. Yet there was not even a leaflet before 1969 because homosexuals then did not dare to publish in the climate of active oppression. Growing liberal attitudes within sections of broader society, and, at a practical level, reform of censorship laws made gay publishing possible. The remarkable growth of this industry stands as testimony to the dramatic change in mainstream society’s attitudes towards homosexuality, and changes within the gay community itself, during the final decades of last century. From 1970 to 2000 nearly 100 significant magazines and newspapers were produced around the country. Publishers used print media to advance gay movement aims, despite pursuing a variety of visions and goals for how they saw a better world for gay and lesbian people. Their publications allowed discussion of what it meant to be gay or lesbian in Australia; provided an arena to present positive viewpoints regarding homosexuality that countered dominant mainstream attitudes; and brought people together through personal classifieds and information about bars and other community activities. In order to sustain their businesses, publishers took commercial opportunities presented to them. And they needed to expand their operation to attract readers and advertisers. This offered economic viability to the publications, and allowed publishers to sustain a reliable workforce and improve their product. All publishers were forced to deal with the business side of their operation, which often caused tension between their initial goals for a better world and the need to run the business. A key resolution of this tension came through adopting the promotion and defence of community as a primary political project. This allowed publishers to freely develop synergies with advertisers that helped build and develop community infrastructure, such as venues, festivals, and small businesses. Expansion of the sector magnified the impact of this synergy on the community’s growth. It allowed movement ideas and information on community activities to reach and influence a much wider audience, and the day-to-day pursuit of business activity, in particular advertising revenue and distribution outlets led to a myriad of direct relationships with mainstream society that challenged prejudice and helped normalise homosexuality.