TOPICS: Mainstream media news. New UK media reporting of gay advertising, gay PR and gay marketing news developments. UK gay media market. Gay consumer target marketing. PR. Lifestyle. Diva GT Out Now gay market research. UK. Out Now. Out Now quoted in the UK Media Week magazine coverage of the impacts of gay media evolution and gay marketing trends. MediaWeek news feature on gay media, gay marketing and gay PR developments.You are at the Out Now Gay Market News -- Gay Marketing 101 gay market updates site. |||| To reach our main site on lesbian and gay market research, gay advertising and gay marketing strategies, visit OutNowConsulting.com.
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I have spent the past few weeks on the road seeing clients and today is my first day back at my desk in what feels like far longer.My in-tray is filled with the usual plethora of correspondence, but one item caught my eye first - a couple of weeks back the UK edition of Media Week carried a major gay advertising news and gay media feature.
Out Now was quoted extensively throughout this news feature. We include extracts from the most relevant of this media news reporting for you below.
The scale of the gay media feature was large so we will revisit this over coming days to make sure you are up to speed with what this news feature in Media Week has to teach about gay media, gay marketing, gay advertising and PR.
Enjoy. There is some very good information in this media news reporting.
Media consumption - Modern gays are in a different class
by Suzy Bashford Media Week 17-Apr-07
Stereotypes are out of date when trying to reach a gay audience, because, as Suzy Bashford reports, today's gay community is an eclectic mix of people.
Think "gay" and who springs to mind? Will from Will & Grace, perhaps? Or Little Britain's only-gay-in-the-village Daffyd? Or the flamboyant Graham Norton? Given that there are an estimated three-and-a-half million gays and lesbians living in the UK, very little is known about these consumers and whether these famous gay icons are representative.
In fact, the main tag the media industry uses to describe this audience is "GLBTs" (gay, lesbian, bisexual and transgender), as if it is one amorphous group. What research shows, however, is that these consumers are a potential goldmine, with a high disposable income largely free from the pestering power of kids.
According to research by GT (formerly Gay Times) and Diva magazine, the UK's gay and lesbian community earned more than £70bn in 2005 and spent more than £800m buying CDs. Research by OutNow Consulting suggests that gay workers' salaries outstrip those of their straight counterparts by up to £10,000 per year.
Overview of the market
According to Ian Johnson, managing director of OutNow Consulting, more and more big brand advertisers, from Barclays to British Airways, are showing an interest in this group.
His research suggests that in most modern economies, gay and lesbian consumers account for 6% of the market, while OMD estimates the UK GLBT market is as much as 10%.
Certain factors make targeting this once-closeted group easier too, such as the introduction of gay partnership ceremonies in December 2005. The fact that many gay people appear to be coming out at an earlier age, as society becomes more tolerant, is also making them a more defined group.
"They are more reachable than ever before, with a far higher number of media options to render this not just a 'viable' consumer group to target, but an essential one," says Johnson. "The gay market is simply too large and lucrative for big business to ignore any longer."
Beyond the stereotype
The danger of reading general headlines is that they give the false impression that GLBTs are all the same. But as Next Big Thing's founder and trends analyst William Higham points out, segmentation is vital if marketing is to be successful. "The problem is that the bisexual and transgender segments are so small, it's harder to run research in that area, and the lesbian market is also not as well-researched. Marketers are still very unaware of this market's strength," he says.
Diva and GT research by Out Now Consulting, for instance, showed that lesbians outspent UK gay men in 2005 on mobile bills and magazines; they are also more likely than gay men to take a honeymoon.
To better understand the importance of gay media options, gay advertising and gay PR opportunities to your marketing strategy, contact Out Now.
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For further gay marketing information, or to seek gay market advice, please contact: Ian Johnson, MD, Out Now Consulting
UK landline: +44-20-8123 5288 BE landline: +32-2-514 6443
mobile: +32-4737 60886
web: OutNowConsulting.com
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