Bay Windows, New England’s largest publication for lesbian, gay, bisexual and transgender readers, has endorsed City Councilor Mike Ross in the mayor’s race, saying he has “vigorously and enthusiastically advocated” for equality for the LGBT community.

Noting that Ross’ mother is a lesbian, the endorsement said, “As mayor, his experience in both public and private life would positively inform his leadership of the city.”

The endorsement called it a “first-world problem” having to choose between so many mayoral candidates who are considered allies of the gay community.

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“LGBT voters are no longer one or two issue voters,” the endorsement stated. “This field allows gay voters to choose a candidate who they feel will best serve the other issues they care about: public safety, education, transportation, housing, etc.”

Ross welcomed the backing.

“To me, Bay Windows stands for a principle that is felt across our entire city and to get that endorsement is a statement around my values and what I hope to bring to this job as mayor,” he said in a phone interview.

The same writers who penned the endorsement for Ross threw their support to a different candidate in their sister publication, the South End News. The neighborhood newspaper endorsed City Councilor John Connolly, saying he is not afraid to shake up the status quo. The editorial also said that he distinguished himself by getting into the race before it was clear Mayor Thomas M. Menino would step down, and dubbing him “The Brave.”

Not to be outdone, the mayoral campaign of Suffolk District Attorney Daniel F. Conley played up his support in the LGBT community today on his campaign website, under a headline that said LGBT leaders had endorsed him in Bay Windows and the South End News.

The endorsement cited was an open letter that ran as an advertisement in the newspapers’ voters guide. The supporters noted that during his time on the City Council, Conley cast the deciding vote to extend benefits to same-sex partners of city workers and that he appointed the first LGBT liaison in the history of the Suffolk DA’s Office.