Ian Johnson, Out Now
June 9, 2007
If you think that 'Gay Ireland' is more about Westlife than business, think again.LGBT marketing is increasingly important to companies and brands all over the world.
Once upon a time companies thought targeted LGBT marketing communications was a simple exercise.
Run a few ads in a couple of gay magazines and wait for the pink dollars, or pink pounds or pink euro to just roll in.
Not that simple.
Smart brands now realise that to really earn their share of the LGBT market pie, they need to understand not only the profit potential to be found amongst gay consumers - they need to understand how the target GLBT market consumer sees themselves.
And that means not as consumers, but as people.
One of the things Out Now has set the global LGBT marketing standard for is delivering detailed credible lesbian and gay market research. Since 1992 our work in understanding GLBT market attitudes, opinions and lifestyle patterns has been extensive.
I am pleased to announce that next week we add further to that GLBT market knowledge base with the release of the Out Now 2007 GCN Ireland Gay Community Market Report.
Here is a little taste of what is to come.
Top of the weekend to you.
New Ireland Gay Market Research Reveals: How Green is the Irish Euro?
The results of the first ever market research measurement of the lifestyles and spending power of Ireland's 200,000 lesbians and gay men are about to be released. The Out Now 2007 GCN Ireland Gay Community Market Report will shed new light on gay community issues and reveal the facts - and the myths - that lie behind Ireland's Pink Euro gay market economy.
Dublin, IRELAND (OUTNOW) June 11, 2007 -- A new gay market research report is about to to uncover Ireland's gay and lesbian communities. The Out Now 2007 GCN Ireland Gay Community Market Report is being released later this month.
For the first time it will be revealed what Irish gays and lesbians spend their time doing, how they spend their money, whether they prefer marriage to Civil Partnerships, and which political parties they prefer - along with a wealth of other gay community and market research data.
The research has been undertaken by the leading international specialist gay marketing agency Out Now Consulting for Ireland's most established lesbian and gay publication, GCN.
According to the editor of GCN, Brian Finnegan, the report will reveal the first-ever in-depth look at the lesbian and gay community in Ireland.
"We are delighted to have these findings," said Finnegan. "For so many years people pass their opinions on the lives of lesbians and gay men, usually without knowing the facts. Now, as a result of this new research, we understand more than ever before about the many thousands of gays and lesbians in Ireland who are our readers. We are especially grateful for the support of the more than 1,000 people across Ireland who filled in our market research survey forms in recent months. This data reflects a very detailed picture of who they are."
GCN is the leading lesbian and gay media product in the Irish market.
Out Now Consulting has, since 1992, been involved in gay market research and marketing to gay and lesbian communities around the world.
"This new Irish gay market research report is a real groundbreaker," said Ian Johnson, CEO of Out Now. "Many organisations, companies and brands, want to better understand the complexities of the Irish gay and lesbian market. Now that is possible. This new gay market research will mean that through a better understanding of the consumer, marketing and social issues faced by Irish gay and lesbian people, lesbian and gay community attitudes and concerns will be addressed."
Finnegan acknowledges that better understanding of its gay audience will help the not-for-profit GCN to meet the needs of both its audience and its advertisers.
"We rely heavily on advertisers at GCN to allow us to deliver a world-class product. Now, with a clearer knowledge of lesbian and gay Irish people, we can do that even better," he said.
The Out Now GCN Ireland Gay Market Survey findings will be released in mid-June 2007.
Notes to editors:
6% of Irish adults are believed to be lesbian or gay. Source: Out Now Consulting, 1994/2005.
Any reference to this information must include the following credit and refer to the data source as: "Out Now 2007 GCN Ireland Gay Community Market Report ", for copyright reasons.
About GCN
GCN (Gay Community News) is Ireland's longest-running national gay publication. It was first published in 1988 and has a remit to educate and inform its readers about political issues, to entertain them, speak about gay culture, and give access to a greater sense of community. It is a high-quality, full-colour magazine with a lifestyle focus. GCN attracts brand advertisers targeting the gay market in areas including men's skincare, cosmetic surgery, consumer electronics, financial services, travel, technology and automotive. GCN is distributed across Ireland.
About Out Now
Out Now Consulting is a market leader in gay marketing research and strategy. Established in 1992, the firm is a global gay market agency relied upon by a wide range of clients. Out Now undertakes research for gay media and mainstream companies around the world. Services include market research, training, advertising, public relations and strategy development. Clients include Barclays Bank, IBM, Toyota, German National Tourist Office, Qantas Airways, Visit Britain, Lufthansa, South African Tourism and Citibank.
For further information please contact:
Ian Johnson, CEO
Out Now Consulting
UK landline: +44-20-8123 5288
BE landline: +32-2-514 6443
BE mobile: +32-4737 60886
www.OutNowconsulting.com
Brian Finnegan
Editor
GCN
Mobile: +353 - (0) 86 835 3775
Landline: +353-1-671 0939
Landline: +353-1-671 9076
www.gcn.ie
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