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Media Central brings back lucrative adult classified ads in NOW Magazine

The decision comes as cities begin to reopen amid the coronavirus pandemic and after a provincial judge struck down a ban on advertising sex work

NOW Magazine covers
NOW uses its platform to highlight and share stories around sex positivity, adult entertainment and the rights of sex workers

Media Central Corporation (CSE:FLYY) is relaunching the sale of adult classified ads in its Toronto-based NOW Magazine, a move the company expects to bring in more than $2 million annually. 

The decision comes as cities begin to reopen amid the coronavirus (COVID-19) pandemic and follows a similar decision by another Media Central publication, the Vancouver alt-weekly Georgia Straight.

“Prior to eliminating adult advertising, NOW generated strong sales from its adult classifieds category,” CEO Brian Kalish said. “The Straight has continued to offer adult advertising over the years, but the category was temporarily suspended during the height of COVID.

READ: MediaCentral pairs WineOnline with NOW Magazine in affiliate marketing play

“Now that the two respective cities have begun reopening, we expect this re-launch to drive strong sales numbers alongside our newly revamped and fully integrated sales platforms,” Kalish added. “Our decision to bring back the classifieds is part of our strategic path to creating sustainable, profitable publications.”

In addition to running adult classifieds, both publications will continue to use their award-winning editorial platforms to highlight and share stories around sex positivity, adult entertainment and the rights of sex workers, the company said. 

NOW shares trending stories and features through its Love & Sex category and readers of both publications run the popular syndicated column Savage Love by Dan Savage.

The primary reason for the return of adult classifieds, though, is a ruling from a provincial court. 

“NOW has always supported diverse sexual choice, the LGBTQ+ community and the rights of sex workers,” NOW editor Kevin Ritchie said. “In 2018, we stopped offering classifieds in the adult entertainment category because of stifling provincial legislation. This year, Ontario Justice Thomas McKay struck down the ban on advertising sexual services, again allowing sex workers a right to promote their services. This development further reinforces our ability to provide a voice to those living alternative lifestyles and who have a right to the freedom of expression.”

Contact Andrew Kessel at andrew.kessel@proactiveinvestors.com

Follow him on Twitter @andrew_kessel

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