In 2004, the São Paulo Gay Parade, according to official data from the Military Police, brought together 1 million people on Avenida Paulista, São Paulo's postcard and symbol of the country's financial progress. That year, the São Paulo Gay Pride Parade Association was very attentive and concerned about its communication, under the command of Pedro Almeira, and part of the project was the launch of the "Official Magazine of the GLBT Pride Parade of SP 2004".
The magazine had a circulation of 30 thousand copies and was sold on newsstands for R$7,90. At the time of its launch, it was well displayed on newsstands in the Paulista and Centro regions, the main points to reach tourists - who that year were already taking over the city during the Corpus Christi holiday -, the most benefited from the publication, which featured edition by competent journalist Stevan Lekitsh, who worked for many years at G Magazine, and Jayme Camargo, father, signed as editor-in-chief.
Articles explaining what APOGLBT is, an article by the then mayor of São Paulo Marta Suplicy, where she said that "the city hall supports the organization of this community and promotes its inclusion in public policies". Secretary of Tourism talking about the importance of the event for the city, a history illustrated with photos from previous editions of the event. An overview of the community's modest achievements, such as the creation of the Parliamentary Front for Free Sexual Expression (name that has been changed today).
As the publication was aimed at tourists, it couldn't leave out a good guide on how to navigate the dozens of gay attractions that the city offers. Clean and well-made maps, an agenda of events for the month of June. Coverage of the Parade and Gay Day from the previous year. Regina Facchini with the article "Paradas: A playful (homo)sexual policy, but not so light". Articles on health, rights, psychology. A magazine of undeniable quality.
But the magazine only had its first edition. Not even with the private sector involved in the following years, as was the case with ForFun, was it able – or interested – in putting the project back on the action agenda. A focused magazine, a special magazine, a magazine that brought specific information for those interested in the DNA of the event and not just about the trios, the parties, the excitement and the music. A magazine that added value, but was never reported on its sales, perhaps this is the reason it no longer circulates.
But it is needed, even more so today that the market is a little bigger, with more nightclubs and specialized services that could be partners and advertisers. A magazine that few remember, but those who have one – like me – have to keep it because it is a historical record of the Parade, which took the demonstration for gay rights into the record books. It may never be circulated again, but it is a project that, if resumed with the same professionalism and commitment, could yield good results, even if it is to record a story that few people remember a few months later.
