Gay Business Report
January 2009
In This Issue Other Highlights
New Marketing Tools for 2009 - What are the Benefits of Social Media Marketing?
How to get more targeted visitors to your site - Who’s on our PBM Social Networking Site?
In the last edition, Matt Skallerud wrote a great article, "Making Sense of
Social Media." He compared social media to talk radio and old-fashioned
telephone party lines. "A tiny percent call - but everybody is listening."
This article is going to teach you how to best market to all of those "lis-
teners."
LGBT Marketing Forum: European Tourism and
Hospitality Leaders to Gather in London
Timely Discussion of Gay and Lesbian Growth Opportunities
During Economic Downturn
Business Event Highlights
Unprecedented eco-
nomic challenges facing European Symposium on Gay and Lesbian Tourism
February 13, 2009: London, UK
the global tourism and
www.CommunityMarketing.com
hospitality industries
have led leaders to Original GLBT Expo
explore viable "niche" March 21-22, 2009: New York, NY
markets to fill the gaps. www.OriginalGLBTExpo.com
Research over the past
decade has indicated IGLTA Conference
particular strength in May 7-10, 2009: Toronto, ON - Canada
the gay and lesbian www.IGLTA.org
markets, who continue
to take holidays in large IGLCC Conference
numbers during reces- July 29-29, 2009: Copenhagen, Denmark
www.IGLCC.org
sions, health scares,
etc.
Community Marketing,
Inc. (CMI), the interna-
tional LGBT research Download:
and marketing firm, has
announced a compre- www.GayBizReport.com
hensive "European
Symposium on Gay &
Subscribe:
Lesbian Tourism" to
meet these challenges and identify growth opportunities. The sympo- www.PinkBananaMedia.com/join.cfm
sium, to be held at the Cumberland Hotel, Marble Arch, London on 13
February, is dedicated to marketing and sales executives of tourism
Advertise:
boards, accommodations, travel suppliers, tour operators, retailers and
meeting planners. www.PinkBananaMedia.com/business.cfm
Feature Story Gay Business Report - January 2009
New Marketing Tools for 2009
How to get more targeted visitors to your site
In the last edition, Matt Skallerud wrote a great article, "Making Sense of
Social Media." He compared social media to talk radio and old-fashioned Why should I add a connection service to my site?
telephone party lines. "A tiny percent call - but everybody is listening." If a trees falls in a forest and no one is around to hear, then does it make
This article is going to teach you how to best market to all of those "listen- a sound? The developers of Facebook connect have a funny spin on this
ers." saying: "if someone makes a comment on your blog and no one reads it,
then does it really exist?"
Have you ever filled out a
form similar to this one? In the past, when I made comments on the TechCrunch site, only
other people on the TechCrunch site would see my post. However,
1) Upload a photo now that TechCrunch uses Facebook connect, all my Facebook
2) Favorite music? friends can see my comments in their news feed and if a comment
3) Favorite movies? is relative to them then they might click on it to be directed to
4) Interests? TechCrunch. TechCrunch wins big in this scenario because I just
drove targeted visitors to their site. Every post that people make
Of course, these are the turns into a small piece of advertising for them. This is special
typical fields that you advertising though… this is targeted opt-in advertising.
have filled out dozens of
times online. Who are you friends with? Most likely, people you trust and that
are involved in a similar industry. So, if you are my friend on
If you wanted to join a Facebook, then there is a good chance that an article you are com-
site or make a comment, menting on would be highly applicable and interesting to me as
then providing a ton of well. In the past, I only knew what articles my friends really liked if
personal information they went to the trouble of posting that article to Facebook; now I
used to be a necessary can surf the internet with my friends and be more closely connect-
evil. As a site visitor, I cringe when I think about another site accessing ed.
all my info and potentially spamming me. As a site publisher, however, I
have the exact opposite dilemma of how to get more information from vis- Gay men in particular love to talk and share their opinions; so why not
itors. use this to your advantage in the form of free marketing?
Connection services such as Facebook connect, myspace ID, Google Who should use it?
friend connect, and Open ID have come to the rescue so that you can Site Publishers: Add a connection service if you have interesting content
attract more users and allow a more pleasurable user experience with on your site/blog where you want to allow visitors to comment and share
your site. These connection services store and protect a user's profile in with their friends (and if you don't have something interesting to com-
one central location, but allow access by third party sites (like yours). ment on then why would someone want to visit your site in the first
place?) You do not have to run a social networking site to have your site
How does it work? be more social. It should be enough incentive to simplify the sign-up
The profile not only has all the information and pics associated with the process for your visitors, but the fact that you can get free exposure on
user, but also has privacy settings such as public viewing of profile, friend social networking sites like Facebook is an even greater bonus!
of friends can view profile, etc.
Are there any cons to using a connection service? You don't have direct
Let's say a visitor reads an article on your blog and would like to make a access to store users' email addresses which comes in handy in building
comment. Or maybe someone made a great comment and the visitor email marketing lists. However, you can still collect email addresses
would like to start a private conversation with this insightful blogger. through other signups or, better yet, communicate with your visitors via
Users can grant permission to your blog to access their profile on Facebook, myspace, etc. The tradeoff is that when you send an email,
Facebook, myspace, LinkedIn, etc. so they don't have to retype all of their then one person sees it… when someone comments on a post, then you
info to verify themselves on are reaching potentially thousands.
your site.
But I already have a Facebook group/fanpage? It is highly advisable to
The user must confirm the have a Facebook group or fanpage; however, Facebook connect is not a
connection. For example, I replacement. They are two complimentary services that work best if you
saw a great article on utilize them both.
TechCrunch.com that I want-
ed to make a comment on Networkers: Use a connection service to meet more like-minded people.
and this confirmation box I have met lots of new friends on TechCrunch and expanded my network
was generated when I con- of friends on Facebook.
nected my Facebook profile.
page 2 www.GayBizReport.com
Gay Business Report - January 2009 Feature Story
Articles of Interest
Where can I see examples?
Facebook connect:
TechCrunch.com
CitySearch.com
HowCast.com
What are the Benefits of Social Media Marketing?
Google friend connect:
Mashable.com Looking to make the case for why your organization or clients should be
Qloud.com using social media marketing? A survey last month, highlighted today in
eMarketer, outlines the benefits that marketing executives cite as rea-
Open ID: sons to embrace the medium:
Mapquest.com
myspace ID:
Flixster.com
How much?
These connection services are free; however, integration for Facebook
connect can be a little in-depth, so you may need to hire a web
programmer to help (the upfront cost is minimal when compared with all
the extra exposure you will be generating).
Google friend connect is easier to install, but then you lose the power of
the far reach of Facebook. The code and documentation is available at
the following urls:
Facebook - http://developers.facebook.com/connect.php
Google friend connect - http://www.google.com/friendconnect
Open id - http://wiki.openid.net/Libraries
myspace -
http://developer.myspace.com/Community/blogs/devteam/archive/200
8/12/09/introducing-the-myspace-open-platform-and-myspaceid.aspx
Which connection service should I pick?
All you need to do is take a minute to evaluate where you network and
spend your time? You can install all of them but unless you have an
assistant, it is better to focus on one and leverage the reach of that site. Not surprisingly, customer engagement takes the top spot, with 85.4%
Facebook connect is not only the most buzzworthy social networking site, of respondents citing it as a benefit of using social media marketing
but the clean news feed design that posts data back to the social net- (perhaps the better question is, who are the 15% of respondents who
work lends itself best for this type of marketing. didn’t see that as a benefit?). More interesting is that direct response –
defined as “great lead generation source” in the list of benefits – was
Now, you can leverage this gift of gab that has been bestowed upon the only cited by 21% of execs, implying that most execs don’t see the
gay world, by using connection services to turn Internet addictions into a medium as having a direct impact on sales.
marketing tool.
Will that make it harder to make the case for social media marketing as
Article brought to us by RJ Neel a part of leaner ad budgets in 2009? With 51% of respondents also cit-
(rjneel@fpv.hyperoffice.com). Check out his ing “low cost” as a benefit, I think the case can still be made that social
most recent website, www.iphonedork.com media marketing is a viable medium for driving customer growth next
year. But, it could be challenging, given the more immediately tangible
results you can see (or not see) from more traditional online ad buys
like pay-per-click or affiliate marketing.
What are you citing as the main benefits of social media marketing with
your company and clients? Are you optimistic for ’09? Share your
thoughts in the comments.
www.GayBizReport.com page 3
Gay Business Report - January 2009 Resources
Online Ad Placements with
GLBT Business Resources
Rivendell Media
Social Networking
GLBT Business Groups on Plaxo
http://glbt.plaxogroups.com
http://glbttravel.plaxogroups.com
http://glbttech.plaxogroups.com
http://businessesforlesbians.plaxogroups.com
GLBT Groups in Business Social Networking
http://pinkbananamedia.ning.com
http://glbt-network.collectivex.com
http://lgbtbiz.collectivex.com
We have teamed up with Rivendell Media to offer advertisers unparal-
http://bizservinglesbians.collectivex.com
leled reach into the GLBT community online. Working with us, we can
http://www.linkedin.com/search?search=&groupFilter=6368
help you reach your target demographic in the GLBT community world-
https://www.xing.com/net/queer/
M
wide via Banner Advertising and E-Mail Marketing opportunities. We work
with a network of strong web sites targeting the GLBT community and we
Online Resources can help Match your product or service to the online GLBT community
Echelon Magazine that is right for you, targeting by regions of the world as well as themes
http://www.echelonmagazine.com including travel, sports and more.
GayBusinessWorld.com
http://www.gaybusinessworld.com Incorporating some of our best Specialized Web 2.0 Marketing with your
GFN.com Banner Ad Campaign allows us to Supercharge your online advertising...
http://www.gfn.com we call it Banner Advertising Plus! Every client's needs are custom, so tell
NGLCC Biz us more about your product or service so that we can custom-tailor a
http://www.nglcc.org/biz/ Banner Advertising Plus solution that's right for you.
We also work with you on identifying your typical Customer Personas...
profiles of who your typical customer base individuals are, so that we can
better locate them in social networking groups and social network adver-
tising campaigns done on your behalf.
More info at http://Ads.PinkBananaMedia.com
Targeting the Gay & Lesbian Online Community?
Contact us today to discuss ways we can help
Map Out Your Online GLBT Strategy!
www.PinkBananaMedia.com
www.GayBizReport.com page 5
Social Networking Gay Business Report - January 2009
Pink Banana Media’s Social Networking Site
Who is on http://pinkbananamedia.ning.com?
Come on by and find out... join... blog... meet new potential clients... and more!
page 6 www.GayBizReport.com
Gay Business Report - January 2009 News Highlights
News Highlights
LGBT Marketing Forum: European Tourism Summary and links:
WHAT: The industry's leading marketing, public relations
and Hospitality Leaders to Gather in London and research symposium to help you reach gay and lesbian
Timely Discussion of Gay and Lesbian Growth travellers. Click here to view the webpage. Click here to
Opportunities During Economic Downturn review the preliminary conference agenda.
WHEN: 13 February 2009
Unprecedented economic challenges facing the global WHERE: Cumberland Hotel, Marble Arch, London (For out
tourism and hospitality industries have led leaders to of town guests, a GBP 155/night rate is available at the
explore viable "niche" markets to fill the gaps. Research hotel. Please book by 16 January. Rate code
over the past decade has indicated particular strength in COMM130209.)
the gay and lesbian markets, who continue to take holidays REGISTRATION: Just GBP 145 through 13 February; GBP
in large numbers during recessions, health scares, etc. 195 after. Register online.
Community Marketing, Inc. (CMI), the international LGBT Sponsored by Visit London and Great Hotels Organisation.
research and marketing firm, has announced a comprehensive
"European Symposium on Gay & Lesbian Tourism" to meet these chal- For more information please visit www.CommunityMarketingInc.com or
lenges and identify growth opportunities. The symposium, to be held at email david@CommunityMarketingInc.com
the Cumberland Hotel, Marble Arch, London on 13 February, is dedicated
to marketing and sales executives of tourism boards, accommodations, NOTE: Visit London is the official visitor organisation for London. A leader
travel suppliers, tour operators, retailers and meeting planners. in best practice destination marketing, Visit London promotes the UK
capital internationally, across Britain and to Londoners targeting leisure
The full-day London programme will be similar in format to CMI's annual and business visitors. Visit London works in partnership with the Mayor
conference held throughout North America for 10 years. It will feature of London, the London Development Agency, London Councils and the
expert UK, European and American speakers discussing LGBT tourism tourism industry. Visit London Media Enquiries: Jacqueline French, 020
and hospitality research insights, trends, best practices, case studies, 7234 5844 or jfrench@visitlondon.com
marketing outreach, and more. Discussions will include business expan-
sion opportunities specific to the many global LGBT markets. Speaker
insight will be coupled with invaluable networking during breaks, lunch
and the evening reception.
The Honorable Deputy Mayor of London, Richard Barnes, will open the
Symposium. Speakers and topics of discussion will include:
W
Martine Ainsworth-Wells, Marketing Director, Visit London: "London
Destination Case Study"
David Paisley, Research Director, Community Marketing, Inc.:
"Insights and Lessons from 100 LGBT Tourism Focus Groups"
Paul Gauger, Media Relations Director, Visit Britain: "Leveraging
LGBT Press Connections to Optimise your Results"
Serge Gojkovich, President, Gay Consultants, Inc., Boston: "How to
Reach the USA Market"
Stephen Coote, Managing Director, SC&A Marketing, London: "How
to Reach the UK Market"
Thomas Bömkes, Managing Director, Tom Consulting, Inc., Munich:
"German Marketing via Gay Travel Portals"
David Muniz, Commercial Director, QSoft Consulting (gaydar),
London: "Key Findings of LGBT Tourism Research in the UK and
Europe; Gay Resilience in Economic Downturns"
Matt Skallerud, President, Pink Banana Media, Los Angeles:
"Interactive and New Internet Media: Affordable and Effective
Approaches"
Andrew Roberts, Chief Executive, Amro Worldwide Holidays, London:
"Co-Operatively Promoting Destinations and Suppliers"
Jeff Guaracino, VP Communications, Greater Philadelphia Tourism
Marketing Corp., "Philadelphia Case Study"
We also invite you to visit the CMI website to learn more about tools we
offer that can help you reach the gay & lesbian market.
www.GayBizReport.com page 7
Market Report Gay Business Report - January 2009
2009 Gay Market Report
Podcasting Gay Market Report 2009
Screen Shots Spotlight On
Feast of Fools
One of the most popular talk shows on the Internet today, as well as one
of the originals in the gay market, Feast of Fools, alternately know as Gay
Fun Show or simply FoF, is a mix of celebrity interviews, news commen-
tary, author chats, cocktail recipes, grooming advice, political forum, new
artist musical interludes, gift opening, and letter reading.
The show has won Best GLBT Podcast from the People’s Choice Podcast
Company Spotlight Gay Market Report 2009 Awards and Best Podcast from the Gay Bloggies. As the most widely
downloaded gay podcast, its availability has brought GLBT-themed pro-
gramming to listeners in cities, towns, and rural areas across the country
and around the world.
Spotlight On These Guys Get Social Networking and Web 2.0!
IGLTA Yes, they may have won some fantastic awards and have created a show
with fans worldwide, but one of their greatest strengths is that not only
do they keep contemporary with their pop culture and show content they
Pavel Novotny.
produce 5 times per week, they also stay way ahead of the curve when it The Feast of Fools podcast continually ranks as the top-rated gay & les-
In 1983, a group of 25 gay Bed & Breakfast proprietors and travel agents comes to using the new tools of social networking and Web 2.0 to keep bian podcast on iTunes and is frequently listed in the Top 100 list of
came together to discuss how they could support each other in their their audiences informed and in the loop, as well as reaching out to new Comedy podcasts. On average, the podcast is downloaded 40,000
efforts to provide safe and accepting travel opportunities for gay travel- fans through this viral network of Facebook, times per week, making it the most down-
ers. This small gathering 25 years ago was the beginning of the IGTA. Executive Director Plaxo and more! loaded GLBT podcast in the United States.
IGTA is not a misprint as the assocation’s original name was The John Tanzella
International Gay Travel Association. First, their use of photos. With the concept A typical Feast of Fools show is a round
of photo tagging launched by Facebook, the table discussion on unusual news stories,
Keep in mind that 25 years ago gay was a more generic term for the
915 Middle River Dr., Suite 306 world of photos has a whole new lease on GLBT issues and social trends. Other
community at large. It is worthy to note that there were two women at Fort Lauderdale, FL 33304 life. Combine this with the Photoshop tal- shows may feature celebrity interviews (live
IGTA’s first meeting, held in Ft. Lauderdale, Florida, and at the first con- USA ents these two exhibit with their campy but or by phone), cocktail recipes, or “how to”
vention six months later, held in San Francisco, California, the first presi- uniquely branded photos put online each sessions, such as 'How drag queens lip
dent was a woman from Toronto, Canada. Nonetheless, women in the Phone: +1.954.630.1637 week and you have yourself a powerful form sync and put on makeup.' Celebrities and
LGBT community felt overshadowed by their male counterparts and Fax: +1.954.630.1652 of branding that reaches all of their fans on other notable guests are asked a series of
fought for a more visible lesbian community. In 1997 IGTA joined that their Facebook group, as well as all of their "Breakdown" questions at the end of the
effort and was renamed the IGLTA. fans subscribing to their photo updates on show, such as "Describe yourself as a
E-mail: John@IGLTA.org
Flickr. By incorporating their Flickr photo fancy shade of paint" and "What would you
Web: www.IGLTA.org feed into Plaxo, they are one of the few busi- like to see Oprah doing in 5 years?" Since
LGBT tourism has not always been considered an important market seg-
ment in the minds of the tourism community. In the 80’s, the community nesses out there today using the social net- 2005, the Feast of Fools podcast has inter-
was shunned to say the least. In those early years
Gay Urban Markets Gay Market Report 2009 working power of photos to keep their show viewed many celebrities, including
IGLTA was about promoting “safe havens” where LGBT at the forefront of peoples minds on a daily Margaret Cho, Kathy Griffin, Teri Garr,
travelers could leave the closet at home and travel to a basis, without ever being too intrusive. George Takei, John Waters and Bruce
destination where they could feel comfortable to be ATLANTA RANKINGS Vilanch. Occasionally, a show will open
themselves. Back then there was a relatively “short list”
of LGBT friendly destinations such as San Francisco,
Spotlight On Gay Index Rank: 299
Gay Male Index Rank: 419
In addition, they understand how to emerge
from behind the safety of the computer
with an original cocktail recipe, usually
given a name that pays tribute to that
Lesbian Index Rank: 175 episode's special guest. Cocktail recipes
Atlanta
Amsterdam and Sydney to name a few. This was a screen and reach out to their fellow new
grass roots effort spearheaded by small LGBT business National Norm: 100 media peers and their fans, including host- feature unique ingredients or put a new
owners iwth no major tourism players involved. Median Household Income: $34,770 ing a meet and greet mixer coinciding with spin on classics. Examples include the
the New Media Expo in Las Vegas recently. "Organic Cosmopolitan" (a tarter version of
In the 90’s, IGLTA took on a new mission, to educate the popular drink made with unsweetened
the mainstream tourism community regarding an out- About the Hosts and the Show cranberry juice concentrate and all natural
standing business opportunity - LGBT Tourism. They Just about everyone along the East ingredients) and the "Dancing Queen,"(an
coined a phrase “building bridges where barriers once Coast of the U.S. knows Atlanta is Host Fausto Fernós is an Eartha Kitt-stalk- unusual and flavorful combination of pear
stood” and began a substantial outreach program to the queer 'Mecca' of the South. ing, brown-haired (and soul- patched), quasi- sake and energy drink).
the tourism industry. As corporate tourism professionals Gays and lesbians have flocked to former Boricua drag performer who once
learned more about our DINK (dual income no kids) this Southern metropolis over the graced public access television as Faustina. Factoid: Fernós learned how When not interviewing a special guest, Fernós and Felion are often
niche with discretionary income and time to travel, they years in droves - and for good rea- to eat fire from the Lesbian Avengers. joined by a rotating cast of regular guests.
jumped on the IGLTA bandwagon. Major airlines, tourism bureaus, hotels son.
and wholesalers joined the IGLTA and LGBT travel became known as the His partner in life and podcasting is Marc Felion, who spends time field- Music is an integral part of the Feast of Fools podcast, and the show
“golden niche.” This substantial growth enabled the association to hire
its first paid Executive Director and open their own dedicated office,
Featured Book: Atlanta has one of the most pro-
gressive and largest gay & lesbian
ing emails that label him as Chris Noth’s “ting-a-ling” doppelganger,
updating the show’s myspace page, and salivating over Czech porn star
regularly interviews and features the music of up-and-coming talent,
mostly unsigned or signed to independent record labels. Born out of
located in Denver, Colorado. Gay and Lesbian Tourism: The communities in the entire South,
page 20 www.GayMarketReport.com
excluding Florida. Anchored by
The dawn of the 21st century found LGBT travel front and center in the Essential Guide for Marketing Piedmont Park, north of the city, we
tourism industry. LGBT driven booths at ITB, ASTA, WTM and other indus- start with the Midtown area of
try gatherings are always swamped with interest. Major tourism websites ... a 176-page “how to” manual for destinations, hotels, airlines, Atlanta. In Midtown, the gay com-
not only create LGBT sections but prominently display links to the section cruise lines, tour operators and other companies in the hospitality munity is spread out all throughout
on their homepages. This incredible 25 year journey has not only helped industry who are seeking to learn the best practices in gay and les- this region, with clusters of bars,
strengthen their member’s businesses, but has truly “built bridges where bian marketing. The book is divided into three categories: best restaurants and other gay retailers
barriers once stood!” At 1,300 members and growing, it’s one of the practices in tourism marketing, case studies and interviews with including Blakes on the Park and
leading assocations in the GLBT marketplace, addressing the needs of the experts in the gay and lesbian travel market today. Readers will Outwrite Books; Ansley Mall, north of Midtown on Piedmont and
airlines, hotels, travel agents and more. learn about how to apply the research; tips on building stakeholder Monroe with Burkhart's Pub, Brushstrokes, a number of other bars and
support; strategies to win convention, meeting and international the famous Cowtippers restaurant halfway between Midtown and
IGLTA can proudly state that it has truly lived up to its mission statement, sports market business; find best practices in gay and lesbian mar- Ansley Mall; Cheshire Bridge Road with The Heretic and other bars;
which is “IGLTA is the world’s leading travel trade association committed keting; and even a dictionary of terms particularly relevant to the Woofs even farther north; east side of Piedmont Park with Big Red
to growing and enhancing our members’ gay and lesbian tourism busi- gay traveler that could be used in marketing programs (and even Tomato and Red Chair; and the Midtown Promenade with Hoedowns
ness through education, promotion and networking.” terms that should be avoided! and other bars.
LINK: www.GayandLesbianMarketing.com
Atlanta has two strong gay & lesbian business associations, and both
their pride and film festivals are some of the largest in the country. In
page 114 www.GayMarketReport.com addition, their local Convention & Visitors Bureau (CVB) has begun mar-
keting Atlanta officially to gay & lesbian travelers and has a section of
their website dedicated to this sector. Delta Airlines, based in Atlanta,
has also begun to make outreach to the gay & lesbian community and
has marketed itself in event, print and Internet advertising in 2004.
PRINT
Local companies with strong diversity initiatives for gay & lesbian David Atlanta Magazine: www.DavidAtlanta.com
employees include: Southern Voice: www.Sovo.com
Company CEI Rating* Fortune 500 Rating Labrys Atlanta: www.labrysatl.com
- Coca Cola 100 94 INTERNET
- Cox Communications 95 www.Gay-Atlanta.com
- Delta Airlines 85 136 www.AtlantaBoy.com
- Earthlink 88 www.ProjectQAtlanta.com
- Home Depot 85 17 EVENTS
- ING North American Insurance 100 Atlanta Pride: www.AtlantaPride.org
- Mirant Corp. 45 474 Black Pride Atlanta: www.inthelifeatl.com
- Newell Rubbermaid 100 343 Out On Film: www.OutOnFilm.com
- Southern Co. 48 168 BUSINESS ASSOCIATIONS
- SunTrust Banks 100 183 www.aen.org
- UPS 100 43 www.AtlantaGayChamber.com
- Worldspan Technologies 90 ORGANIZATIONS
Atlanta Gay Men's Chorus: www.AGMChorus.org
CEI Rating: HRC Corporate Equality Index is a tool to measure how equitably companies are Gay Atlanta Sports: www.gaytlsports.com
treating their gay, lesbian, bisexual and transgender employees, consumers and investors.
page 52 www.GayMarketReport.com
Available Now
Designed to both educate and guide you through the many opportunities available in the gay & lesbian marketplace today,
this guide includes information and resources on the following topics:
- Gay Market Highlights, including a summary on market research and statistics
- Gay & Lesbian Internet, including Social Networking
- Gay & Lesbian National and Regional Print
- Gay & Lesbian E-Mail
- Gay & Lesbian Direct Mail
- Gay & Lesbian Event Marketing
- Gay & Lesbian Contextual, Text-based advertising
- Gay & Lesbian Radio
- Gay & Lesbian Online Video / Cable / Satellite
In addition, we have information about media and marketing opportunities within specific gay &
lesbian niches you may wish to learn more about, including:
- Categories such as Travel, Sports, Marriage and Business
- Themes such as Lesbian, Gay Men and Adult
- Ethnic Groups such as Latino, African-American, and Asian
- Age Groups such as Youth and Seniors
- Specialty Groups such as Bears, Circuit Parties and Country Western/Rural
- Regional opportunities in print and online
New in this edition is more detailed coverage on the following industries and regions:
- Automotive, Travel and Technology
- Dallas, Los Angeles, San Francisco, Toronto
- Canadian Market, UK Market
When online, find more information at www.GayMarketReport.com
page 8 www.GayBizReport.com
Gay Business Report - December 2008 Market Report
Additional Screen Shots
Market Research Gay Market Report 2009 Market Research Gay Market Report 2009 Company Spotlight Gay Market Report 2009
Buying Power of Gay Men and Lesbians in 2008 Marketing Case Study
Automotive Advertising in the Gay Market by Witeck-Combs Communications Marketing Strategies for Staying Competitive
Pride and Prejudice - The Automotive Industry and "The Gays" in the Gay and Lesbian Market
An in-depth look at the success of VisitBritain and Visit London in the GLBT Marketplace
Marketers, economists and journalists often puzzle over guesstimating past eight years by our research partner, Harris Interactive, which fre-
It wasn't that long ago that it was considered heresy to utter the words convertibles were strongly represented, so were more mundane vehicles the purchasing power of America's gay and lesbian households. Some quently invites respondents to anonymously self-identify online by sexual
"gay" or "lesbian" in the halls of the world's automotive headquarters. It like the Toyota Camry and Yaris. This data seemed to support and dispel tend to ballyhoo the gay market as a dream market precisely because of orientation. We believe this is a reasonable benchmark, and this there- There are several marketing campaigns in the - Local LGBT Newspaper Advertising
is amazing what a difference time and the efforts of a few daring people certain stereotypes about the GLBT community. its presumed affluence. But is it really true? fore suggests the U.S. population may be as high as 15 to 16 million. GLBT community that most everyone is familiar - Maximise combined power of mass market
can make. Not only are automotive manufacturers recognizing the [Interestingly, in 2005, the United Kingdom (with a total population one with - the Absolut campaign with their back advertising and LGBT tailored advertising
importance of providing safe and equitable work environments for their Each quarter since the first Top 10 list, Gaywheels.com has published Over the past several years, we've given this question considerable fifth of the United States, roughly 60 million residents) officially estimated cover ads on various GLBT print publications, - Public relations pitches that speak to first
GLBT employees, a select few are courting them aggressively in print, TV, their Most Researched data. The list tends to be self-perpetuating but thought and research. We conclude that projections of gay wealth are a combined population of 3.6 million gay men, lesbians and bisexuals - the American Airlines campaigns ranging from time London/Britain traveller.
online and through grassroots efforts. new brands enter the ranks and the models surprise even the most edu- likely overstated or simply a flat misconception, and therefore we come to which approaches 8% of that nation's adult population.] event sponsorship to print and online advertis-
cated researchers. The most recent list included six hatchbacks, four of rely most often on the excellent analysis conducted by economist and ing to extensive in-person networking with the 2. Remind Past/frequent Visitors What Is New
The GLBT Consumer - What the Data Says which started under $16,000 - not exactly the high-end luxury cars that academic Dr. Lee Badgett and the work of the Williams Institute at UCLA. Buying Power Methodology infamous Rainbow Team, and the then there is about London and Britain
the stereotypes portray. the VisitBritain and Visit London advertising - Create a contest to get community excited at
The country is slowly acknowledging that the "gay movement" is far from Dr. Badgett and others have shown that it appears likely that gay men The methodology we chose to apply is similar to the approach taken by campaigns, consistently running for the past the possibility of going to London/Britain.
detrimental to the fabric of society and in fact, adds color, texture and The History of Targeted Automotive Advertising earn slightly less than their heterosexual counterparts, while lesbians the Selig Center for Economic Growth at the University of Georgia in cal- several years in a way that continually reminds - Use of unusual imagery
panache to the weave. This comfort level brings awareness which leads appear to earn a bit more than other women. Over time, we will continue culating the purchasing power of other multicultural consumer segments us of the UK as a top GLBT travel destination. - Going beyond the “gay-friendly” message of
to curiosity and ultimately the desire to know more about the GLBT con- With all the data pointing to early adopter, brand loyal consumers, you'd to examine these studies and to analyze their implications for public poli- such as Hispanics and African Americans. This methodology uses aggre- It seems that everywhere we would turn we London/Britain. Involvement, Community and
sumer. There has been anecdotal evidence of the purchasing power of assume that there would be fierce competition to advertise to and cap- cy as well as for market strategies. gate disposable income data compiled by the Bureau of Economic would run into some marketing effort of this Trendsetting.
this demographic but it wasn't until experienced researchers began ture this audience. Unfortunately, it seems that until recently prejudice Analysis (BEA) of the U.S. Department of Commerce, a data source that campaign, ranging from a billboard on Santa - Geo-Targeted Marketing
focusing on the GLBT community did the real power of the market come and lack of education have overruled business acumen in the decision to But let's step back a moment. It stands to reason that a certain portion provides the most comprehensive view of overall purchasing power in the Monica Boulevard to a large booth at Chicago’s - National GLBT Magazine Advertising
to light. actively market to the GLBT consumer. of America's gay population enjoys wealth or merely higher than average United States. North Halstead Market Days (with hot, kilt- - Social Networking Sites
earnings. But the real questions that marketers and journalists raise wearing men recruiting passers-by to come on - Community Involvement from Street fairs to
The most quoted fact is that statistically, GLBT households have more With that said, some automotive brands mirrored the early-adopter should go beyond earnings and household income, and instead focus on Gay and lesbian purchasing power is calculated by allocating a proportion over), with all points online and in print cov- high-end GLAAD events
disposable income. According to the recently updated analysis by Witeck- behavior of this demographic and started marketing the GLBT community key lesbian and gay consumer traits such as brand loyalty and early of aggregate disposable personal income to gay and lesbian consumers ered in between. - Public relations pitches that speak to the
Combs Communications and Packaged Facts, the total buying power of as far back as 1994. adopting behaviors. that is equivalent to their percentage of the overall population aged 18 experienced London/Britain traveler.
the U.S. gay, lesbian, bisexual and transgender (GLBT) adult population in years old and over. The most basic premise underlying this estimate of So how did they do it? As a destination ahead
2008 is projected to be $712 billion.* That is an upward trend from GM's Saab division was the first automotive company to advertise in the So how should we understand buying power, and attempt to measure the gay and lesbian buying power is that the income-generating power of the of the curve and setting the path for other destinations to follow, what is 3. Remind LGBT market why London/Britain should be the #1 choice for
$690 billion in 2007 and $450 Billion in 2004. From a pure purchasing GLBT media but it was Subaru's efforts starting two years later that economic clout of gays and lesbians in today's market? When any com- gay and lesbian population essentially mirrors that of the adult popula- their strategy and how are they set to take their successes from the past f
LGBT-friendly travel.
power perspective, this is a desirable segment of the market. established that brand as the gay-friendly automotive brand. Subaru has pany decides to pursue the gay dollar and to reach out to gay house- tion as a whole. [Note: Although for the purposes of this article, we stip- and integrate them with new strategies of the future, taking advantage of - London is Europe’s gay/lesbian capital
been the most consistent auto company to market to the GLBT communi- holds, they're smart to understand their customers and to determine ulate "gay and lesbian," we intend for it to mean individuals who self-iden- a variety of new mediums in the Web 2.0 and Social Networking world - Britain has many gay /lesbian friendly destinations including
Additional data shows that GLBT consumers are early adopters of tech- ty and made the bold move to include GLBT imagery and messaging as what market share they hope to achieve. tify as lesbian, gay and bisexual. including Facebook, MySpace and more? Manchester, Cardiff and Brighton
nology, fiercely brand loyal and more recently, very interested in spending part of the marketing strategy. It is no surprise then that Subaru has the - Strong/Proud Local LGBT community
their money with companies that treat their own GLBT employees equally. highest brand recall for this segment. Since 2000, we have worked with an expert research team at Packaged [Note: We do not customarily include transgender people in this analysis One major part of their success has been their GLBT marketing consult- - Gay/lesbian life is part of everyday life in Britain
Facts to evaluate the economic clout of gay households - in contrast with for two simple reasons. First, transgender people may be either hetero- ant, Serge Gojkovich of Gay Consultants, Inc. (GCI). Having a strong - Many things to do whether you are gay, lesbian or a couple
Data as a Catalyst for Change Other brands followed Saab and Subaru's lead. VW, Jeep, Saturn, other households. For this purpose, we therefore use the term "buying sexual or homosexual in their orientation, and therefore do not necessari- background in marketing and the world of gay travel, he has helped navi- - Production of gay guide
Mercedes-Benz, Lexus and Cadillac have all placed general market ads
B power" (or "purchasing power") to measure the size of the gay and lesbian ly and uniformly have same-sex relationships or attractions. Second, and gate this team to stay both relevant and cut- - History of LGBT Britain
The last point is the cornerstone of the founding of Gaywheels.com; the in gay media but it was Ford's Jaguar, Volvo and Land Rover that were market in the United States based on its estimated population. Buying as important, their true number in the total population has been very dif- ting edge in a space that touts well over 100 - London - most visited international city for US
first automotive web site to target the GLBT consumer. The site is a full the first American-owned brands to place gay-specific ads that included power is another term for "disposable personal income (DPI)," which is ficult to gauge given the scarcity of credible data. Until we have better other destinations worldwide vying for the and German gay and lesbians according to
automotive resource with a twist: it classifies automotive brands as gay- GLBT messaging and imagery in both print and online. defined by the U.S. Bureau of Economic Affairs as the total after-tax data sources and understanding, we assume the number of transgender GLBT traveler and his or her $60B in travel independent travel surveys
friendly or not based on their corporate policies in the U.S. income available to an individual to spend on personal consumption, per- people may be as few as one-tenth of one percent to one percent of the spending.
The AFAtermath sonal interest payments, and savings. adult population. That proportion also makes projections about their eco- Upon identifying these three market segments,
Since its inception in June 2005, Gaywheels.com has raised the level of nomic contributions difficult if not impossible to analyze.] It all started by identifying the opportunities. Visit London and VisitBritain included known
awareness on both sides of the automotive purchase equation. GLBT Unfortunately, what is good for the goose isn't necessarily appetizing for America's Gay and Lesbian Population VisitBritain and Visit London were able to seg- research they had on the US market, which told
consumers are using the information to alter their research patterns and the gander. The ads from Volvo, Lincoln and Jaguar were the catalyst for Reliable estimates of buying power for each multicultural population seg- ment the GLBT market demographic they were them that this audience wanted to be shown a
the manufacturers have realized the importance of providing an equi- one of the most publicized and poorly handled PR blowups in recent his- Social scientists and market researchers alike grapple with the likely ment in the nation- including African-Americans, Hispanics and Asian- going after into three distinct groups, with spe- local’s perspective, but from a credible, authen-
table work environment as well as reaching out to the GLBT consumer. tory. While the GLBT media and consumers applauded the advertising - dimensions of the gay, lesbian and bisexual population. These estimates Americans-are reported widely by the University of Georgia's Selig Center cial marketing techniques all of their own. tic, and unique experience.
In the three years since Gaywheels.com launched, two major automotive even awarding the Volvo campaign for its inclusion and messaging - a today range between 4 percent and 10 percent of American adults. In a and by others. Of course, gays, lesbians and bisexuals come from all These three groups and their subsequent
manufacturers have changed their corporate policies effectively putting 5 certain right-wing group took offense to the advertising. The "American nation with more than 300 million people, the U.S. Census Bureau esti- walks of life, all ethnicities and all races. Thus, the projected buying opportunities were as follows: Which led them to their own unique GLBT mar-
additional brands in the "gay-friendly" column. Family Association" (AFA) called for a boycott of Ford Motor Company cit- mates today that we have roughly 225 million adults (over the age of 18.) power for gay adults includes individuals who will be part of buying power keting plan for the past year, which included:
ing their support for the "homosexual agenda". Soon after, Ford projections for other groups as well, including African Americans, 1. Remind Potential New Visitors Why London - Niche within Niche Messaging
They Have Cash But What Do They Drive? announced that it would no longer advertise in gay media. Therefore, the most reliable projections of the GLB population may be as Hispanics and Asian Americans. and Britain Are So Unique - LGBT Green
low as nine million or as high as 22 million adults. Demographers such - Create a contest to get community excited - Active LGBT
The nature of Gaywheels.com allows data to be revealed that prior to its The AFA quickly took credit for Ford's cancellation of their advertising in as Dr. Gary Gates at the Williams Institute tend to estimate at the lower Consequently, it is difficult to accurately compare gay and lesbian buying at the possibility of going to - Clubber
existence was difficult to gather. In July 2006, Gaywheels.com published GLBT media and Ford was oddly silent, neither confirming nor denying end of this range based largely on social science data and Census house- power to that of other populations without mischaracterizing the relative London/Britain. - LGBT Couple
its first Top 10 Most Researched vehicles list which for the first time shed the AFA claim. hold data; while marketers forecast a higher percentage. strengths of each. - Use of traditional imagery (i.e.. Big Ben) - Social Networking
light on what GLBT automotive consumers were researching. The infor- Ford's response to the AFA, or lack thereof, set off a cyclone of contempt and gay/lesbian personalities - MySpace
mation largely dispelled many stereotypes held as truth in marketing cir- in both the mainstream and GLBT media. Ford finally made a statement We tend to rely on a reasonably conservative estimate of 6.8% of adults, Another key consideration in assessing the relative buying power of major - Introduce “gay-friendly” London/Britain. - Facebook groups and pages
cles about the GLBT automotive buyer. Of the 10 vehicles that were the and denied that their decision had anything to do with the AFA and based on nearly a hundred general surveys conducted online over the multicultural consumer groups is that the buying power calculation for - Affordable Britain Message - Facebook targeted advertising
most popular on the inaugural list, only 1 was from a luxury brand. While claimed it was solely a financial decision. - Geo-Targeted Marketing
page 108 www.GayMarketReport.com page 126 www.GayMarketReport.com page 112 www.GayMarketReport.com
Themes: Health / Marriage Gay Market Report 2009 Introduction Gay Market Report 2009 Gay Market Report 2009 GLBT Organizations
...continued from page 41
Introduction Spotlight On
read lessons and summaries of all the approved and experimental treat-
ments available. Several countries around the world have already legalized gay marriage
including Denmark, The Netherlands and now Spain. In North America,
MDG Marketing Group
Welcome to the 2009 Gay Market Report, a comprehensive look at vari- In 1995, the rise of the gay & lesbian Internet brought new opportunities
In print, POZ Magazine is the primary national magazine dedicated exclu- Canada has legalized gay marriage, and the subsequent travel by gays ous opportunities and media sources for companies wishing to target the and new ways in which to reach gays & lesbians, wherever they may be.
sively to HIV and AIDS topics. Founded by Sean Strub, the magazine and lesbians to these destinations to have their unions formalized, albeit gay & lesbian community. Major sites emerged which, over the years, have enabled companies to
works with its team of writers, designers and doctors to chronicle the HIV in a foreign country, has already begun. Gay marriage is legal in reach millions instead of thousands of gays & lesbians. In addition,
epidemic, both in the US and internationally. Massachusetts (to residents only, but that may change soon) and in Much of what you will find in this report is a summary of the opportuni- smaller, more niche-oriented sites developed within the gay online com-
LINK: www.poz.com California (final approval on the November ballot in 2008), and many of ties available, with website URLs being the primary source of contact. For munity, succeeding in a business environment which may not have sup-
the civil rights of married couples are available to gay couples in the media sources that have opted to participate in this guide, you'll find ported a full print publication, but could definitely support a smaller-over-
The Gay & Lesbian Medical Assocation (GLMA) is a national organization Vermont! a more comprehensive breakdown of information along with contact head Internet company. A New GLBT Marketing & Advertising Agency!
committed to ensuring equality in health care for gay & lesbian individu- details to allow you to make better informed decisions as to which "Dynamic Marketing for Diverse Consumers" About Misti D. Graham, President
als and health care professionals. GLMA achieves its goals by using Several companies, both in travel and wedding/event planning, have sources may best serve your marketing needs. These niche sites, coupled with the reach of the larger gay & lesbian As President of MDG Marketing Group, Misti Graham has created a niche
medical expertise in professional education, public policy work, patient cropped up in recent years to address these needs. In addition, with civil sites, have allowed companies to more marketing and advertising agency focusing exclusively on the $600 bil-
MDG Marketing Group is a unique, full-
education and referrals, and the promotion of research. unions being legal in Vermont, many Americans have traveled there over This guide is intended to cover the full accurately target gays & lesbians in lion gay and lesbian consumer market segment. Her unique insight and
service marketing and advertising
LINK: www.glma.org the past few years to have legal civil union ceremonies performed, even range of gay & lesbian media sources ways that were previously unheard of familiarity of this demographic is unparalleled which allows her to bring a
agency specializing in targeted programs
though those unions are only recognized and have legal rights in the and opportunities, including Internet, when the Internet first came on the wealth of knowledge to each client project her agency manages.
aimed at the $600 billion gay and les-
In addition, there are a number of organizations across the US dedicated state of Vermont. With thecurrent status of legal gay marriage in Print, E-mail, Events and more. Each scene in 1995. Riding the trend of mar- bian consumer market segment. Their
to helping educate and fight HIV and AIDS. The list of organizations is California, many marriage and wedding companies have either added gay year this guide will be updated with cur- keters away from mass media in gener- In realizing her dream of building her own agency, Misti decided to com-
personal understanding of this demo-
quite numerous, with some of them listed here: couples as one of their new target markets, or have started a new busi- rent information and will continue to al and towards reaching a smaller, more bine both her personal life with her passion for marketing therefore mak-
graphic allows them to bring unparal-
- www.apla.org ness targeting this new-found opportunity, performing a wide variety of grow along with the gay & lesbian defined demographic, Internet sites ing MDG Marketing Group a reality. She formed MDG Marketing Group
leled insight and knowledge to their
- www.beingalivela.org ceremonies to date. media marketplace. have proven a strong and growing part as a way to introduce the gay and lesbian community to "Corporate
clients, giving their clients an invaluable look into the lifestyles of these
- www.aidswalk.com of many companies' marketing efforts. diverse individuals. America" and in doing so, is able to educate her clients on such topics as
- www.aidsforaids.net In print, there are now two gay wedding magazines. The first is the
Brief History of the Gay Market In addition, sites that have developed gay and lesbian buying power, economic influence, lifestyle interests and
- www.angelfood.org Rainbow Wedding Network Magazine, launched in April 2006 as the an opt-in mailing list as well as simply travel habits.
The emergence of gay & lesbian media At MDG Marketing Group, it is their objective to introduce the gay and les-
- www.lashanti.org inside source for all the current events, planning resources, trends, home an e-mail list have been able to realize
is a somewhat recent phenomenon of bian audience to their clients in a way that reflects compassion, caring
- www.LGBTHealth.net and family ideas and other vital issues for gay and lesbian couples, their even stronger growth, as marketers Misti currently resides in Phoenix, Arizona and is proudly committed to
the past 30 years. Starting with small and consideration for their diversity. They believe that education is criti-
- www.nycaidscoalition.org families, advocates and allies. It includes exclusive interviews, communi- have learned that the same "selects" her partner, Tiffany and their family of two dogs and two cats.
garage operations bringing information cal when considering this audience... therefore their team can help you
- www.atdn.org ty connections, political dialogue, fashion and fun. The second, and based on zip codes, household income,
to a more underground gay community understand the importance of this market segment’s spending habits,
- www.aidscouncil.org more recent, is With This Ring Magazine, including articles on fashion, education and more are equally avail- If your company would like to learn more about reaching this diverse and
via local newsletters, the gay media buying power and impact on your bottom line.
- www.hivguidelines.org family matters, legal issues, romance and news. able for both direct mail and e-mail lists dynamic audience, please con-
marketplace has grown to include very
- www.gmhc.org LINKS: derived from Internet sites. tact Misti today at 877-282-
well established print publications, In order to accomplish these goals, they've compiled a
- www.aidsnyc.org - www.rainbowweddingnetworkmagazine.com 3550 or via e-mail at
both regionally and nationally. vast array of gay and lesbian-specific marketing and
- www.aidschicago.org - www.withthisring-magazine.com
Trends in 2009 advertising services which include: misti@mdgmarketinggroup.com.
- www.HowardBrown.org For readers, access to these publica- In addition to the continued rise of - Strategic Planning
To locate these various resources online, several
tions has typically been reserved for o
niche-oriented Internet marketing, via - Project Management
sites have emerged to address this market.
those living in one of several "gay com- standard banner and e-mail advertising, - Market Research
Themes: GayWeddings.com, GayMarriageWorld.com and
the RainbowWeddingNetwork.com are three in
munities" across the US and around
the world, including the famous
the world of blogs and social networking
opportunities are the hot new growth
- Integrated Online Advertising
- E-Mail Marketing
particular that have emerged recently.
"Castro" of San Francisco and "The areas of today. Some of the GLBT blogs - Print Advertising
Marriage One of the first web sites online dedicated to
this community was GayWeddings.com. Started
as more of an online resource site for gays &
Village" in New York City. Even the
national publications have had a limit
to their overall reach, gaining ground in
like Towleroad.com and
OhLaLaMag.com give established GLBT
community websites a run for their
- Public Relations
- Graphic Design
chain bookstores such as Borders and money, outperforming them on unique If your company is looking to build brand awareness and
lesbians looking for more information on gay
MARRIAGE & WEDDINGS Barnes & Noble, only reaching an aver- visitors, page views and repeat visits loyalty within the gay and lesbian demographic, then look
weddings and commitment ceremonies, this site has evolved
Making news around the globe, the legal age of 50,000 to 100,000 per publica- no further than the experts at MDG Marketing
into a full-fledged gay wedding portal, offering an online direc-
rights and recognition of gays & lesbians is tion. Group…Dynamic Marketing for Diverse Consumers.
tory of wedding vendors, as well as a full range of hotels and
becoming manifested in the definition of mar- inns catering to the gay wedding ceremony and honeymoon.
riage. More and more companies and com- During this time, gay events such as
munities across the US are recognizing the Pride Festivals and Circuit Parties began to grow in popularity, and for
Another site that has come online recently
union of two gay men or women in terms of many companies had become the primary means in which to reach gays
is GayMarriageWorld.com, a comprehen-
civil unions or domestic partnerships, granting & lesbians directly. Like publications, however, these successful events
sive online portal dedicated to the world of
them the same basic rights as heterosexual have been typically for those areas where gay communities are strongest.
gay marriage and weddings. This site
married couples. Health insurance benefits, estate planning But over the years, regions in some of the more rural areas have seen a
offers news and various articles about gay
and more are becoming commonplace in many gay & les- rise in gay pride festivals, albeit still small events compared to those held
marriage, as well as an online community
bian lives, but not all. The right of marriage, however, along in some of the more major gay urban areas. Even today, these events,
base where gays & lesbians can become
with all of its legal and tax implications, is the final goal for coupled with events such as the Gay Life and Gay Entertainment Expos
members (for free) to meet, greet and dis-
many gays & lesbians. It would be society's way of showing held in New York, as well as niche events such as Gay Travel Expos, have
cuss gay marriage topics of interest to
that once and for all gays & lesbians are now deemed equal become a mainstay for many companies wishing to reach the gay & les-
them.
in the eyes of the law. bian market on a consistent basis.
Right beside GayMarriageWorld.com is
page 46 www.GayMarketReport.com page 4 www.GayMarketReport.com www.GayMarketReport.com page 139
www.GayBizReport.com page 13
Gay and Lesbian
..:: Social Networking ::..
..::|::..
..:: Marketing ::..
..::|::..
..:: Advertising ::..
..::|::..
..:: Community ::..
... including the site PinkBananaWorld.com
- #1 GLBT Content News Source (Aggregating from hundreds of sources)
- Profile Integration with MySpace, Facebook, Youtube and more.
- Profile sharing with friends, including personal GLBT Facebook-style feed
GLBT Marketing Services
Specialized Web 2.0 Marketing: Our company specializes in the more unique aspects of online marketing in 2008. Working closely with
your product or service, we can help promote your company to the online GLBT community utilizing such services as Facebook Pages,
IgoUgo.com and TripAdvisor.com Marketing, MySpace Pages, Blog Creation, YouTube Video and Flickr Photos, just to name a few.
M
Traditional Online Advertising: In addition, we can offer you the more traditonal Banner Advertising and E-Mail Marketing opportunities
to help promote your business to the online GLBT community. Working with our own web sites, as well as other web sites targeting the
GLBT community, we can help Match your product or service to the online GLBT community that is right for you, targeting by regions of
the world as well as themes including travel, sports and more.
Pink Banana Media | www.PinkBananaMedia.com
Matt@PinkBananaMedia.com
8205 Santa Monica Blvd. #1-167
West Hollywood, CA 90046-5912
Voice: 323.908.3653 | Fax: 253.295.0517
About The Editor:
Matthew Skallerud, President of Pink Banana Media and author of the Gay Market Guide,
began his career in the gay & lesbian marketplace when he founded GayWired.com in May
of 1995. He successfully led GayWired.com into one of the premiere and dominant gay web-
sites worldwide, translating that success to LesbiaNation.com and QTMagazine.com (gay trav-
el site). In 2001, he expanded this online reach by launching a company focused on both
developing niche-oriented websites for the gay & lesbian community and helping companies
large and small reach these gay & lesbian consumers through this expanded network of web-
sites, which included GayMonkey.com, GaySports.com, Navigaytion.com, PrideParenting.com
and GayBusinessWorld.com, just to name a few.
Having sold these sites, his focus is now on the latest in advertising and marketing utilizing
social networks and tailoring their opportunities to the GLBT community.
E-mail: matt@PinkBananaMedia.com
Phone: 323 908-3653