Faced with a proliferation of stories focused on homosociality, homoeroticism, and female homosexuality, some publishers sought to exploit the "yuri" market by creating manga magazines dedicated to the genre, coalescing around "yuri" as the preferred name for this genre in response to its popularity in "dōjinshi" culture. In 2003, "Yuri Tengoku" and "Yuri Shimai" launched as the first manga magazines devoted exclusively to "yuri". This was followed by the female reader-oriented "Comic Yuri Hime" in 2005 and the male reader-oriented "Comic Yuri Hime S" in 2007; the two magazines merged under the title "Comic Yuri Hime" in 2010.