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The GLCensus Partners study, performed by OpusComm Group and Syracuse University, released Wednesday, surveyed 5,000 gay, lesbian, bisexual and transgender (GLBT) respondents and reported on the importance of targeting gays in advertising, writes Media Life.
Of the gay community, Jeffrey S. Garber, president and co-founder of the OpusComm Group, said, “From a media standpoint, I think it’s a community that’s very media oriented as far as what they like.”
According to Garber, “People think it’s just about gays watching images of themselves. The answer is yes they want to, but it doesn’t mean the programming has to be all gay-oriented.”
Gay content definitely influences gay viewers’ TV watching habits. “They want a glimpse into how other gays live, and they want positive representation so when friends and colleagues see it, they have a better understanding of who they are,” said Garber.
Though magazine preferences differed between gay men and women, Consumer Reports was among each gender’s top ten picks. This falls in line with the theory that the gay community does more product research prior to purchasing, with quality being the number one factor.
“News is important on TV and print for the GLBT community. There isn’t a day that goes by without legislation debate about their rights,” said Garber. The New York Times is the top national newspaper, as 15 percent of respondents preferred it.
Marketers have a better chance of appealing to the gay market if they use gay-themes in ads placed within gay media.
All sectors of the media business will suffer from the weakened economy in 2008 and 2009, with a slump in local advertising particularly hurting newspapers and local TV, according to a new projection from Goldman Sachs.
Broadcast nets will experience…
The New York Times is shuttering its International Herald Tribune site; NYTimes.com will soon host the international news normally reserved for its sister website.
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Unilever’s Vaseline set forth on an unusual research project in a small town in Alaska. Setting up a storefront, the company began giving away free bottles of lotion and asking recipients to name the person who had recommended they come…
Meet the Press, the show hosted by Tim Russert for 17 years before his death last June, is beginning to slip in ratings.
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Bloggers collectively create nearly one million blog posts each day, and half of bloggers believe blogs will be a primary source of news and entertainment in the next five years, according to Technorati’s 2008 State of the Blogosphere Report, MarketingCharts writes.…
Wal-Mart and Costco reported same-store gains in September, with sales rising 2.4% and 9% respectively. Sales at Target stores open at least a year fell 3%, writes Retailer Daily.
Below, fiscal results from the discount retail giants:
Sales of food and…
