The Pink Paper is to make its newsstand debut on 8 November, becoming the only paid-for gay weekly in the UK.
The Pink Paper, which has a circulation of 50,000, has been published as a free magazine since 1987 and distributed through gay cafes, clubs and health clinics.
It will retail for pounds 1.80 with a print run of 45,000 and a settle-down sales target of between 20,000 and 25,000. It will be sold in all major retail outlets, including WH Smith.
The Pink Paper is produced by Chronos Publishing, which publishes a range of gay magazines, including the free weekly Boyz, the monthly Fluid and a new entertainment and listings weekly Rainbow Tickets.
General manager David Bridle said The Pink Paper started out as a campaigning vehicle on gay-rights issues, such as Section 28. He added that in today's more enlightened political climate, the magazine did not have the same role to play.
Because of this, Chronos has decided to make the magazine a more commercial enterprise by concentrating its readership and offering a more targeted and attractive audience to advertisers.
Bridle said there had been a good response from prospective clients in categories such as property and recruitment.
The ad sales team of seven is headed by ad manager Mike Ross. An agency sales team of three, which cross-sells The Pink Paper with Fluid, is headed by Remy Kirk.
Rainbow Tickets has replaced The Pink Paper in gay bars and clubs.
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