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The Men Seeking Men division, by contrast, is perhaps 99 percent filled with raunchy ads for immediate gratification at home or the office or on public transportation, as well as ads by an eye-opening number of men expressing bi-curiosity. "Send a pic, or I'll think you're a man," reads more than one. There's a balance of relationship and sex ads in the Women for Women section, and among the postings there are recurrent nods to the fact that straight guys, seeking titillation, peruse the section incognito. It isn't exactly surprising to see that the contents range from the relatively sober Women Seeking Men section, in which 90 percent of ads have a component of relationship before sex, to a percentage that begins to shift in the opposite direction when it comes to men seeking women. Just look at the personals sections on Craigslist ( a San Francisco-based community site, to get a sense of the continuum of decorum. In addition, the sexual dynamic between men and women is much more modulated than it is between two men. Terms such as "top," "bottom," "barebacking," "leather" and "PnP" (party and play) all serve the efficiency of the interaction. In other words, it's easier to tell others what you've got and what you want. Being that "LGBT" is a rubric based on sexual identity, there's plenty of sexual energy to these features, especially in the male quarters.Īlthough such services are by no means specific to sexual preference, it's safe to say that homosexual experience is more predicated on more prescribed codes and erotic specificity.
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In fact, the revenues generated from these personal ads are a large part of what makes these sites viable, producing 35-40 percent of the earnings, says Lowell Selvin, CEO of PlanetOut Partners. Using shared technologies for their separate databases, Planet Out and Gay.com are also widely known for their personals and chat features, and Gay.com is ramping up a video chat as an income-earning feature that's paid for by the minute. America Online, with its wholesome all-American reputation, was ironically among the first Web businesses to create a section for gay and lesbian members, and its chat rooms have become classic cruising spots for men to pick up other men and chart new social/sexual protocols that are by now rather codified - witness the evolving screen names, chat language, etc. And, as usual, it's the guys who have taken the limelight, creating tersely stated brand identities based on their physical attributes and their proclivities. The LGBT demographic, however, has perhaps honed the practice effectively from the beginning.
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The article also suggests that people who participate in this contemporary interpersonal phenomenon engage in an act of creating brand identities consisting of self-descriptions of their physical assets, interests and favorite movie sex scenes.
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, for example, reported a 195 percent increase in subscribers over the same quarter last year, while Yahoo's personals are one of the company's few income-generating features. In " ," a recent Salon article, author Heather Havrilesky writes that online dating is a lucrative Web endeavor. Hooking up has always been a primary component of gay male identity, and it seems to have increased prominence for singles of all persuasions these days, now that former tech workers have time to concentrate on interpersonal relationships. But while these sites are indeed making effective use of the Web as a form of self-expression and information gathering, what appears in part to be driving the traffic is that gay men are using it in the service of a basic need for physical connections. What is driving the numbers? Both sites offer an engaging mix of news, entertainment features, shopping, food, travel - typical magazine sections, with the added interactive, technology-driven options of chat rooms and personal ads. (While the sites began as separate entities, they merged in 2000 and are operated by PlanetOut Partners.) It and Gay.com are two of the most visible and popular LGBT sites, with a combined registered membership of just over four million users. PlanetOut, launched in 1995, was the first major gay site and is touted as the world's largest. That adds up to a significant presence online.