Content area
Full text
Co-branded site focuses on gays, carries auto content
CARSDIRECT.COM has linked up with PlanetOutPartners for a co-branded U.S. online auto buying and financing site. PlanetOut's planetout.com and gay.com started a hyperlink late last month to the site, which will carry content from carsdirect.com, which represents 3,000-plus auto dealers.
The one-year deal has a renewal option. While the cost was not revealed, PlanetOut's site lists sponsorship prices of $2,500 to $10,000 monthly for top-of-page brand logos. But the CarsDirect deal goes beyond that.
PlanetOut will sell ads for the co-- branded site, which offers data on new and used vehicles, as well as auto financing. Mark Elderkin, chief operating officer of PlanetOut, said gays buy more new vehicles more often than the general...