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Alternative Niche
by Joanne Schell
Reaching this demographic is difficult, for studies can only measure those "outed" within the gay community. What studies can measure, however, are small qualified samples. A National Gay Newspaper Guild survey study found that a gay person who reads gay-specific publications is generally wealthy, educated, and has a significant amount of disposable income.
For the homosexual community, targeted advertising works. More than 90 percent of gay readers said they would likely use a product or service advertised in the paper they read. Notes Stephanie Blackwood, co-founder and account director of Double Platinum, a N.Y.-based agency specializing in marketing to the gay community: "Because gays and lesbians tend to be early adopters who have a strong word-of-mouth clout in the mainstream market, they can help launch or legitimize a product."
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fast facts |
There are gay/lesbian community newspapers in most large American cities. And don't forget the gay/lesbian organizations that have newsletters, Websites, and events that also reach these consumers. Here are some resources to get started: National Gay Newspaper Guild members: Southern Voice
Atlanta Helpful Websites: National Gay Newspaper Guild Gay & Lesbian Alliance Against Defamation Parents, Families, & Friends of Lesbians
and Gays LAMBDA Community Services |
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