Gay Market Research

TOPICS: Gay market research. Lesbian and gay market research. LGBT market research. New gay market research. GLBT UK gay market research. Most comprehensive gay market research study announced for UK gay market.

Ian Johnson, Out Now
August 23, 2007

Gay Market News - How Pink Is The UK Pound?

New UK LGBT Consumer Marketing Research Study To Find Out

New gay consumer research by leading global LGBT marketing and advertising agency - Out Now, to be undertaken for the UK's leading gay and lesbian media products - DIVA, GT (Gay Times) and Pink Paper.

The most comprehensive market research into gay UK lifestyles and measurement of the spending power of the UK's 3,000,000 lesbian and gay consumers is about to be undertaken.

The Out Now 2007 DIVA, GT and Pink Paper UK Gay Community Market Research Study will shed new light on gay consumer marketing issues and reveal the facts - and the myths - behind the UK's increasingly important Pink Pound gay consumer market economy.

The new gay marketing study, commencing across the UK next month, will reveal the habits of the gay and lesbian consumer market in terms of what they spend their time doing, how they spend their money, and which political parties they prefer - along with a wealth of other community and market research data.

According to the publisher of DIVA, GT and Pink Paper, Millivres Prowler Group (MPG), the report will reveal the most in-depth look ever at the lesbian and gay community in the UK.

"We are delighted to announce this new research," said Kim Watson, Deputy Managing Director of MPG. "Many people espouse views on the lives of lesbians and gay men, often without knowing the facts. Now, as a result of this new research, we will know more than ever before about the very many gays and lesbians in the UK whom our media products reach."

The Study researchers, Out Now Consulting have, since 1992, been involved in expert gay market research and marketing to gay and lesbian communities around the world.

"This new UK 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 UK gay and lesbian consumer market. Now the market data behind the UK gay market is going to become accessible in a way never possible before."

"This new gay market consumer research is the most comprehensive measurement ever of the UK lesbian and gay consumer market," according to Johnson. "That means we will have a better understanding of the consumer, marketing and social issues faced by UK gay and lesbian people, and lesbian and gay community attitudes and concerns."

"This study will reach gay consumers through print and online. It will reach lesbian and gay youth and it will reach gay men and lesbians through their most important gay and lesbian media products," said Johnson.

Watson acknowledges that better understanding of the gay consumer audience will help DIVA, GT and Pink Paper to meet the needs of both its audience and its advertisers.

"We rely heavily on advertisers at DIVA, GT and Pink Paper to allow us to improve our world-leading gay media products. With a superior knowledge of lesbian and gay UK people, we will meet that challenge even more effectively," Watson said.

6% of UK adults are believed to be lesbian or gay. Source: Out Now Consulting, 1994 and 2005. Whitehall, 2005.

For copyright reasons, any reference to this information must include the following research reference:

"Out Now 2007 DIVA, GT and Pink Paper UK Gay Community Market Research Study".

Further information is available online at www.GayMarketNews.com

About DIVA, GT and Pink Paper

Gay Times is Europe’s best-selling gay monthly magazine, and has been in print since 1984. The masthead of Gay Times was recently redesigned to GT and has an average monthly circulation of 68,000 and an average monthly readership of nearly 210,000. www.gaytimes.co.uk

DIVA, Europe’s leading lesbian glossy magazine, has been in circulation since 1994. DIVA was recently redesigned. DIVA has an average monthly circulation of over 55,000 and an average monthly readership of 143,000. www.divamag.co.uk

The Pink Paper is Britain’s only free national lesbian and gay newspaper, with a distribution circulation in excess of 44,000 copies reaching an affluent readership of gay and lesbian professionals, young people and students. It is distributed to more than 500 venues nationwide. www.pinkpaper.com

The publisher of GT, Pink Paper and DIVA - Millivres Prowler Group (MPG), Europe’s largest gay and lesbian company - has been a part of the LGBT community for more than 30 years and has activities in media, retail, and distribution.

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.

Ian Johnson, CEO of Out Now Consulting, is also the gay marketing specialist business editor of Citizendium, the world's most credible online source of expert-edited reference information.

For expert gay market research data, gay market research on targeting gay consumers, the leading gay market research and research on gay consumer market issues, LGBT target consumer market research implications, and best-in-class targeting gay consumers market research strategies, all from the leading gay consumer market targeting experts, contact Out Now.

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