• by Gavin O'Malley  @mp_gavin, August 16, 2007

Logo, MTV Networks' cable channel for gays and lesbians, has agreed to buy DowneLink.com, a social network for multicultural lesbian, gay, bisexual and transgender audiences. Terms of the deal were not disclosed.

The acquisition is part of MTVN's niche programming strategy to better serve up targeted audiences to advertisers, and firm up Logo's "role as the leading online and on-air source of entertainment for the LGBT community as well as the best way for advertisers to reach them," said Lisa Sherman, senior vice president and general manager of the network.

With a community of some 400,000 members, DowneLink is a solid addition to Logo's growing assembly of affiliated Web sites for the gay and lesbian community. Existing sites include Happiestgaycouple.com, the recently launched visiblevote08.com, NewNowNext.com along with AfterEllen.com, AfterElton.com and 365gay.com, each of which were acquired last summer.

About 72% of DowneLink's members are African-American, Asian or Latino, while the gender breakdown is balanced between men and women, according to a company spokesperson.

Encouraged by advertisers attempting to target ever more niche audiences, the world of media is presently undergoing hyper-segmentation and specialization. Logo is one of a growing number of channels through which advertisers can reach gays and lesbians directly.

Earlier this week, a new vertical venture known as the Gay Ad Network launched on over 200 Web sites representing more than two dozen online publishers, including local gay newspapers, national gay magazines, independent content sites and social networking services.

The network was founded by PlanetOut/Gay.com guru and gay online ad sales pioneer Mark Elderkin, who left the gay online publisher in July 2006--and is now competing against his former company on the ad sales side. Top-tier advertisers running across the network include AllState, Ford, eBay, and Atlantis Events.

Catering to gay and lesbian viewers on a national scale, MTVN's launch of Logo in 2005 was seen as a gamble. Some cable operators were reluctant to carry the channel, while only three advertisers signed up as charter sponsors, including travel Web site Orbitz, Subaru, and the Paramount film studio.

Since then, the brand has thrived--with distribution deals with every major cable operator, and over 80 advertisers, including American Express, Intel, Kodak, Lexus, Pepsi and Sears.