Gaydar, which launched in 1999, plans to bring together all its online UK assets, which include , , and to create , a 1.6million-member social networking website for gays and lesbians.
The network plans to introduce additional video content for users, and cross-sell media ads incorporating advertorials, podcasts, promotions, integrated radio airtime and sponsorship campaigns.
Publishers QSoft Consulting, which owns Gaydar, said it also planned a niche listings service for UK goods and suppliers in the fourth quarter of 2007. A similar service already exists on GaydarDirect's Australian operations.
Among the additional content set to appear on the new GaydarNation site will be My GaydarNation, a personalised profile page for users, the Queersay bulletins board, gossip section, newsletters, polls, surveys, ecards and wallpaper downloads.
Trevor Martin, sales and marketing director at QSoft Consulting, said: "GaydarNation gives advertisers the chance to access and speak directly to the gay and lesbian community within their own social space - and to build a relationship with them.
"The site also offers the chance for brands to get immediate feedback from our community on how they are promoting their brand."
According to Hitwise, around 77% of all visits to UK gay and lesbian websites in February this year were made to the Gaydar network, with users spending an average of 41 minutes with each visit.
QSoft Consulting said that 50% of the UK gay and lesbian population think brands should tailor advertising to the gay marketplace, and that more than a third of gay and lesbians are more loyal to "gay friendly" brands.
The GaydarNation website will be edited by Stephen Beeny, currently editor of Rainbow Network, under a team of 10 contributors and journalists.
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