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Logo Builds Online LGBT Presence

Continuing its push into the community, Logo signed an agreement to acquire DowneLink.com, a leading social networking site for the multicultural lesbian, gay, bisexual and transgender (LGBT) audience.

DowneLink.com has more than 400,000 members, according to Logo officials, who said the base is largely gender split, with 72% of its users either African-American, Asian or of Latino descent. The core audience is young adults ages 18 to 25. 

Launched in June 2005, ad-supported Logo now counts some 27 million subscribers, according to MTV Networks officials.

The DowneLink deal, terms of which were not disclosed and is subject to customary closing conditions, will add to Logo’s federation of affiliated Web sites for niche audiences and fans of LGBT entertainment. These include Happiestgaycouple.com (fan site for TV series Rick & Steve), visiblevote08.com and NewNowNext.com, as well as AfterEllen.com, AfterElton.com and 365gay.com, which Logo purchased last year.

In addition to bolstering its voice in the LGBT community, the cadre of sites enables Logo to expand its advertising base, according to network officials.