The switch to high-quality paper and the clever repackaging of sexually explicit advertisements into a sealed, pullout section finally succeeded in making the magazine palatable to mainstream advertisers.

One is the increasing interest among mainstream advertisers in so-called multicultural marketing aimed at fast-growing demographic groups like black, Hispanic and Asian-American consumers.

"We've seen a growing awareness among mainstream advertisers that they need to segment their markets and direct advertising toward nonwhite consumers," Mr. Wasow said.

Still, most mainstream advertisers continue to shun the market because of the stigma many attach to homosexuality.

However, many critics say the ability to attract more mainstream advertisers as Rhythmic, rather than Urban, is the real reason, thus fueling the criticism from the African-American community in general.

Many critics say the ability to attract more mainstream advertisers as Rhythmic, rather than Urban, is the real reason.

The magazine has been able to go its own way partly because it answers only to its publisher and readers, not mainstream advertisers.

Despite high ratings, critical accolades and strong viewership among demographically desirable younger men, most mainstream advertisers have kept their distance from the series.

Yet mainstream advertisers are taking part, too.