The Advocate Comes Out of the Closet

Advocate to Offer Magazine Without 2nd Cover

The Advocate, the national gay magazine, is kicking off the covers. That is, the magazine is starting to do away with the extra cover that is placed on the magazine before it is sealed in a plastic wrapper, concealing its identity during shipment.

Its July 3 issue, which features on its cover a gay Marine who is a war veteran, was mailed to most subscribers with a standard address label in the lower left-hand corner, looking like any other magazine delivered by the Postal Service.

“The majority no longer wanted the covering,” said Mr. Phelps, who was promoted to publisher of the magazine just a few weeks ago. “For some, they said they were environmentally conscious and wanted to cut down on waste. For others, it was more of an out-and-proud issue.”

And what about those who do not like the idea of the mail carrier knowing their business? “Those readers will still have the option to continue to get the magazine in the bag,” Mr. Phelps said.