Gay Business Report - February 2009

Gay Business Report February 2009 In This Issue New Webinar Series for 2009 Updated presentation adds more detail on “touch points” and the power of influential contacts in your network Be sure to watch for our freshly updated seminar and webinar series for 2009, covering the world of Social Network and Web 2.0 marketing to the GLBT community. With almost 50% new material, focusing on new topics such as Power Influencers and how to connect with them, as well as expanding on the best Touch Points your company can have when making outreach in this new frontiers, this seminar/webinar series will show you both how to do it all in-house, as well as help bring some new concepts to your overall online marketing mix. Other Highlights - 5 Types of Posts to Feed Your Business Blog - Survey Shows Inbound Marketing Becoming More Important to Small Businesses - U.S. Gays and Lesbians Continue to Travel Despite Economic Downturn - Massachusetts Launces GLBT Tourism Site Our Seminars & Webinars Long Beach Community Business Network March 4, 2009 @ Hilton Long Beach 11:30 am to 1:30 pm www.lbcbn.com/payments Seminar @ Original GLBT Expo March 21, 2009: New York, NY 11:30 am to 1:30 pm www.OriginalGLBTExpo.com Community Marketing & Pink Banana Media Gay & Lesbian Market Symposium April 29, 2009: San Francisco - 8:30 am to 12:30 pm April 30, 2009: Los Angeles - 8:30 am to 12:30 pm More detailed information coming in March 2009 Business Event Highlights European Symposium on Gay and Lesbian Tourism February 13, 2009: London, UK www.CommunityMarketing.com IGLTA Conference Recession, but no depression: LGBT media organizations are cutting costs, but weathering the economic downturn The current economy’s impact on the media industry has been well documented. In December, for example, Detroit’s newspapers cut home delivery to three days a week, printing smaller editions on the other days. In January, the Chicago Tribune repackaged itself into tabloid format for distribution at newsstands, while subscribers will continue to receive the paper in traditional broadsheet format. May 7-10, 2009: Toronto, ON - Canada www.IGLTA.org NGLCC Business and Leadership Conference May 28-30, 2009: Seattle, WA www.NGLCC.org IGLCC Conference July 29-29, 2009: Copenhagen, Denmark www.IGLCC.org NGLCC Leaders Attend White House Discussions on Economic Stimulus Plans The leadership of the National Gay & Lesbian Chamber of Commerce (NGLCC) joined other leading U.S. business executives and organizations on Jan. 28 to discuss President Barack Obama's economic stimulus package with his top advisors, including Jason Berman, the White House's economic policy director. Download: www.GayBusinessReport.com Subscribe: www.PinkBananaMedia.com/join.cfm Advertise: www.PinkBananaMedia.com/business.cfm Feature Story Gay Business Report - February 2009 New Webinar Series for 2009 Updat ed present at ion adds more det ail on “ t ouch point s” and t he power of influent ial cont act s in your net work Our company, Pink Banana Media, is taking our successful seminar series we’ve done in various cities over the past few years and bringing it online throughout 2009. Our presentation has changed these past few years, focusing on the various aspects of Social Network Marketing and helping to define just what is Web 2.0 and how does it fit in with a company’s overall marketing mix. There are so many perceived options, including blogs, Facebook, YouTube, MySpace and more, and our goal has been to both demistify this environment as well as break it down into what is most important for a company today when trying to promote their product or service in this new online frontiers. Key concepts have been “speaking with” your customer base rather than “speaking to.” This is a big one, and underlies the fundamental shift in marketing overall, as the goal is now to “enter into our customers conversations” rather than simply “broadcast to.” Our main seminar points, still included in our presentation today, cover the basics of a blog, a Facebook group and photos, and how to utilize those tools to get the word out in the best way possible. Topic highlights include photo tagging, a blog’s RSS feed, and the basics of Facebook key word advertising. Setting up the blog and the photos in some of the various social network “touch points” including Flickr, Plaxo, LinkedIn and MyBlogLog have been the cornerstones of more modern social network marketing, allowing content to spread virally in some of the key social networks online that have some of the strongest overall traffic. It is this topic that has been expanded in our updated seminar and webinar series for 2009. Delving into more detail, we’re able to help companies understand how to take their social network marketing to that next level. Now that it is becoming more easily understood that the Internet is the new operating system of the future, the concept of placing photos in one location, content in the form of a blog in another location, and allowing that content to spread far and wide through preset social network connections a company has set up exclusively for their needs, is the primary topic that has been further elaborated on in our presentation. We also touch on the more advanced, and in some ways more laborintensive aspects of social network marketing, presenting examples which should allow a company to decide if ramping up their social network marketing efforts is right for them. Working a customized social network using Ning.com, for example, or watching various blogs and other niche social networks from which to both participate, post and comment on ongoing conversations, can work very well in taking a company’s online marketing to that next level. The power of networking in Facebook Groups, as well as focusing on the key “influencers” in social networking including Facebook group leaders and administrators, power Twitter users, Yelp reviewers and key industry bloggers is expanded upon in a way that should hopefully demistify this level of online marketing taking hold in 2009. Watch for our upcoming webinar schedule in our next Gay Business Report in March 2009. page 2 wwww.GayBusinessReport.com Gay Business Report - February 2009 Articles of Interest Articles of Interest 5 Types of Posts to Feed Your Business Blog If you publish a business blog, you probably know how easy it is to get stuck in a rut, writing the same articles over and over again. Clearly a great blog thrives on a mix of content -- but what type of mix? Using food as metaphor to describe them, we present the following: Raisin Bran - Useful, Everyday Posts Most of your posts should be raisin bran. They're very practical and usually framed as how-to advice. Serving dentists? How should they use new tools? Serving restaurants? What's the most efficient reservation software? You should work hard to make sure you're good at these posts -- that you can whip them out, and that your readers engage with them and like them. Spinach - Healthy, Thoughtful Posts These are the posts that establish your business and your blog as a thought leader. They're posts that probe new developments in technology and changes in your industry. They're generally a little longer than typical posts, and they take longer to write. Make sure you do these from time to time (and take the time to do them well), but don't do them too often. Too much spinach, and your readers will get tired of it. Roasts - Big, Hearty Projects These are posts that take a lot of time, but that get a lot of attention and inbound links. Because of their exceptional traction, roast will introduce your blog to new audiences. This, in turn, will help expand you blog's reach. The challenge with a roast is to make sure you pick the right project. It's a lot of time to invest in a single article, so you need to make sure you're producing interesting, unique information. Tabasco - Articles That Start Fires Every so often you need to write an article that asks tough questions. These posts might upset a few of your readers, but they also launch important, valuable conversations. You can't do these posts everyday. But they're an important part of your overall blog mix. Chocolate Cake - The Sweet Stuff Every blog needs fun stuff that goes down easily and shows that you don't take yourself too seriously. These types of posts come in all sizes, shapes and forms. wwww.GayBusinessReport.com page 3 Articles of Interest Gay Business Report - February 2009 Survey Shows Inbound Marketing Becoming More Important to Small Businesses For small businesses, there's a silver lining to the current recession: large companies are in retreat mode, cutting their marketing budgets in order to appease shareholders (also here). This creates a great opportunity to outmaneuver the behemoths and gain market share. The better news: you don't have to spend a lot to be an effective marketer. Small businesses are taking notice (and they should, since 78% of those surveyed estimated that they spent $25,000 or less on marketing last year). In the report, small businesses professionals (defined here as 10 employees or less) gave some great insight into how these organizations are transforming their marketing efforts to drive more more) spend 32% of their budget on inbound activities. Respondents from these organizations reported spending a greater amount on trade show and telemarketing activities. Within social media, small businesses are putting the greatest emphasis on blogs. Blogs are a great place to start, but it's also important to establish yourself in emerging forms of social media marketing before your competitors do. Also of note, it's interesting to see that MySpace finished dead last in this ranking. It's well documented that MySpace has a less-than-stellar reputation for businesses, but to see it further down the list than photosite Flickr and considerably smaller FriendFeed indicates just how poor that reputation is amongst small businesses. Survey Results by HubSpot.com leads at a lower cost. Blogs and search engine optimization were most frequently cited as a 'lead channel' of growing importance, as small businesses leverage these tools to allow customers to more easily find them on the Web. In fact, blogs and SEO were the only two categories to break the 50 percent threshold for this question. Email marketing came in third, but we emphasize that businesses need to do it the right way by following best practices. Not only are small businesses saying inbound marketing is important, they are putting their money where their mouth is. Small businesses spend about 44% of their lead generation budget on either blogs/social media, SEO or PPC. In contrast, larger businesses (with 50 employees or page 4 wwww.GayBusinessReport.com Gay Business Report - February 2009 Articles of Interest ... from our blog IGLTA Reception with the North Texas GLBT Chamber of Commerce - Dallas http://gaybizreport.blogspot.com/ wwww.GayBusinessReport.com page 5 Gay Business Report - February 2009 Resources GLBT Business Resources Social Networking GLBT Business Groups on Plaxo http://glbt.plaxogroups.com http://glbttravel.plaxogroups.com http://glbttech.plaxogroups.com http://businessesforlesbians.plaxogroups.com GLBT Business Groups on Ning.com http://pinkbananamedia.ning.com http://igltatravel.ning.com http://laglcc.ning.com http://glbtchamber.ning.com/ http://www.gaywallet.com GLBT Groups in Business Social Networking http://glbt-network.collectivex.com http://lgbtbiz.collectivex.com http://bizservinglesbians.collectivex.com http://www.linkedin.com/search?search=&groupFilter=6368 https://www.xing.com/net/queer/ Online Ad Placements with Rivendell Media We have teamed up with Rivendell Media to offer advertisers unparalleled reach into the GLBT community online. Working with us, we can help you reach your target demographic in the GLBT community worldwide via Banner Advertising and E-Mail Marketing opportunities. We work with a network of strong web sites targeting the GLBT community and 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. Incorporating some of our best Specialized Web 2.0 Marketing with your Banner Ad Campaign allows us to Supercharge your online advertising... we call it Banner Advertising Plus! Every client's needs are custom, so tell us more about your product or service so that we can custom-tailor a Banner Advertising Plus solution that's right for you. Online Resources Echelon Magazine http://www.echelonmagazine.com GayBusinessWorld.com http://www.gaybusinessworld.com GFN.com http://www.gfn.com NGLCC Biz http://www.nglcc.org/biz/ 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 advertising 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 page 7 wwww.GayBusinessReport.com Press Pass Q Gay Business Report - February 2009 Feature Story by PressPassQ.com Recession, but no depression: LGBT media organizations are cutting costs, but weathering the economic downturn by Chuck Colbert The current economy’s impact on the media industry has been well documented. In December, for example, Detroit’s newspapers cut home delivery to three days a week, printing smaller editions on the other days. In January, the Chicago Tribune repackaged itself into tabloid format for distribution at newsstands, while subscribers will continue to receive the paper in traditional broadsheet format. LGBT media are also feeling the pinch, but just how are they dealing with the economic downturn? “It’s been clear to me since last February that we were in a recession,” said Sue O’Connell, co-publisher of Boston-based Bay Windows. “For any LGBT medium that has been in the market for a long time, its goal should be to get through the economic crisis intact and be left standing when it ends. We should not for any moment think we are immune, but we should also play to our strengths,” for example, “consumer loyalty to brands that advertise in the gay press – and reader loyalty.” Belt-tightening has been the name of the game at Michigan’s Between the Lines. “We’ve been in a recession here for a long time,” said co-publisher Jan Stevenson, “and have already done the painful downsizing that other publications have to do now. The layoffs were hard, as well as saying to staff that we have to do more with less.” At the same time, she added, “We’re careful how we spend every dollar that comes in and make sure our sales team takes advantage of every opportunity they can. Last year, revenue was the same as in 2007. We declared that a victory. The year 2008 was more profitable because expenses were lower.” Still, Stevenson sees opportunities. Take the Detroit dailies’ reduction of print editions. “Suddenly, some advertisers have no place to spend their print budget,” she said. “I’ve been trying to get into the Detroit Medical Center for years. And they called me.” The recession, however, has forced publishers of smaller alternative weekly publications to scale back more drastically. Cleveland, Ohio’s Gay People’s Chronicle, for instance, has moved to biweekly, while Rhode Island-based Divine Providence is now only available on the web, with no further print issues planned, except for special occasions like Pride. National LGBT media have also felt the economic crunch. At the same time PlanetOut merged with competitors Here Networks and Regent Entertainment Media, word leaked that PlanetOut cut upwards of onethird to half of its workforce. The lesbian magazine Curve cut three full-time staff positions. “We’re not in dire financial straits,” said editor Diane Anderson-Minshall. “We just made the decision to reduce staff to lower costs and make us as efficient as possible so that we can weather this recession. We’ve been here 20 years and want to make sure we stay here.” Anderson-Minshall also hopes that two “growth incentives” – the 2008 first-ever direct mail campaign and a re-launched and re-designed digital web platform – will pay off in 2009. “In some cases, we are better able to weather the storm than general interest publications,” said Anderson-Minshall of LGBT media, “because we have a very niche market. And while being affected by the economy, we have higher discretionary income, both lesbians and gay men, than traditional straight couples. Advertisers are looking to target the gay and lesbian market, and that can be used to our advantage.” While some advertisers are scaling back, she added, “We’re hearing from them that our market is affordable and one where [advertisers] see results, so [they’re] going to stay with [Curve].” Even before the recession hit, the Advocate announced it would publish its print edition monthly, instead of biweekly, beginning in 2009. At the same time, editor Jon Barrett said its website Advocate.com would include more content, including breaking news. “The Advocate was thinking ahead in the way people consume media,” said LGBT media observer Cathy Renna of Renna Communications. “Putting more content online is also a better fit for the economy.” Still, she said, for publications that rely on print advertising, the biggest challenge remains. “As we see more content online, we don’t know if the ads will follow,” she said. Sure enough, no part of the country is immune, even cities and regions with more diversified economies and no housing bubble. In Dallas, “We were lucky, a bit late with the recession getting here,” said Robert Moore, publisher of the Dallas Voice. To cut expenses, Moore said the Voice is down about 20 percent in page count, with two positions not filled through attrition. Yet, he has maintained the paper’s same mix, the balance of news, arts, and culture, while pushing the Voice’s online blog and video products. Although revenues are down, Moore said that he has not lost any category of vendors. “They are just being more judicious in spending. In some cases, we have gone into businesses and negotiated with vendors to stay ahead. It’s easy when you are flush with cash and not watching expenses. We’ve been rigorous on that end.” Moore also presses “branding” and “the trust issue,” he explained. “We’ve been here a long time, and several publications in the state have closed. So we’re pushing our track record.” page 8 wwww.GayBusinessReport.com Gay Business Report - February 2009 Press Pass Q In other changes, Moore encourages staffers to join more networking organizations and pursue professional development. “People are going out in the field to events and have the individual responsibility to cover them,” he said. “The sales team has never done that before. It used to be on an as-you-wish basis.” Advanced planning and good timing have helped Tracy Baim, publisher of Chicago’s Windy City Times, to cut costs. Last summer’s rising gas prices hit at the same time employees began to work remotely from home. The “virtual office” move took effect in the middle of July. Besides the reduction in office expenses, another benefit is increased productivity and improved morale. With Chicago’s recent frigid winter temperatures, the “staff is loving” not having to commute to work. In other belt-tightening initiatives, Baim has scaled “Night Spots,” a bars and clubs section, back to biweekly publication, with an alternating week’s video guide to the clubs, made available on the web. Like other publishers, Baim has placed more content online. Publisher Michael G. Portantino of San Diego’s Gay & Lesbian Times has perhaps taken the most direct approach in addressing, with his readers, the effect of the national economic crisis on a local gay weekly. “You may have noticed recently the changes we’ve made,” he wrote in a New Year’s Day editorial. “We’ve trimmed expenses, and we’re publishing a leaner product,” but “we have not sacrificed our news content and value.” In other cost-cutting measures, Portantino also said staffers have agreed to take “short, unpaid, staggered leave in January and February.” Nonetheless, for Portantino and the Gay & Lesbian Times, there is an ultimate bottom line: “We’re not going anywhere.” $45,000 penalty for not filling a required block of rooms at the convention hotel in Washington, D.C. Nonetheless, the 2009 convention is scheduled for mid-September in Montreal. A major highlight in recent years has been the one-day LGBT media summit, as journalists working in LGBT media have become more active in the organization. “We’re already planning for the 6th annual summit,” said Matthew Bajko, one of the event’s main organizers. “People I have talked to in recent weeks are either coming to Montreal or want to.” Steinberg said that the Montreal Hyatt, the convention hotel, has been more flexible in freeing up the number of required rooms, its rates are very competitive for a city like Montreal, and more attendees are expected to stay in the hotel, unlike in Washington, where many members already live or stayed with friends. What else is the organization doing to prepare for the future? In one move, NLGJA has broadened the definition of membership, said Steinberg, to include part- time writers whose “primary source of income” does not derive from the craft. Increasingly, hundreds of cuts in newsroom jobs now require journalists to move in different directions, including blogging and other kinds of communications and public relations work. Bob Witeck, a former national NLGJA board member and chief executive officer of Witeck-Combs Communications, believes broadening the base is key to the future. “The word ‘journalist’ is changing,” he said. “So it’s funny calling them journalists. Not everyone is a journalist per se, but they are communicators.” Still, he added, “The organization is dependent on what the industry is all about. NLGJA will remain stable if it has the ability to include more kinds of communicators because traditional journalism in the newsroom has changed.” “It’s quite challenging in a competitive environment and in an economy where people have to be very conscious of resources,” said Cathy Renna, managing partner of Renna Communications. For organizations like NLGJA, “It’s about what are you providing your members. What do LGBT journalists need that is different from any other group of journalists?” For her, she added, “NLGJA has always been a terrific networking organization, of great value.” Accordingly, the organization has made a programmatic shift, away from coming out in the workforce toward an “employment focus,” Steinberg said. For instance, NLGJA launched a Career Watch newsletter and blog with tips on training, skill building, professional development, and networking. The organization has also implemented long- distance learning calls during which members can participate in telephone-based seminars. On the revenue side, NLGJA now offers OutNewsWire, a news distribution service for the LGBT community. While there is no charge for subscribers, organizations and authors who wish to issue a news release over OutNewsWire are charged a fee. National LGBT journalists group also affected by recession As the national recession deepens, gay and lesbian not-for-profit organizations are taking a hit, forcing a variety of belt-tightening measures, including staff cuts. Take the National Lesbian and Gay Journalists Association (NLGJA), based in Washington, D.C., where the organization’s staff has been cut from seven to two. Founded in 1990, NLGJA’s mission is to work from within the news industry to foster fair and accurate coverage of LGBT issues. But as a professional organization of journalists at a time when the journalism industry is being hit hard by the recession, NLGJA’s leadership has been forced to rethink the group’s future. Over the last several years, the organization has faced several hurdles, according to David Steinberg, the organization’s president. For one thing, NLGJA’s membership is down from 1,200 to 900, but holding steady. For another, grants from major media giants like NBC or Gannett are down – or nonexistent, in the case of Knight Ridder. Yet another problem is that revenues from NLGJA’s annual convention are also down, as attendance has fallen from a peak of about 650 a few years ago to around 500 or less. Last year, the organization paid a wwww.GayBusinessReport.com page 9 Social Networking Gay Business Report - February 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 pot ent ial client s... and more! BLOG HIGHLIGHTS GayFranchise.com Offers The Community A Unique Opportunity on Autonomy The year 2009 has finally arrived and we are collectively filled with such a dichotomy of emotions. President-Elect Obama is now the first African American president and at the same time,the economy is rearing its ugly head leaving us spinning with a sense of wonder. The recession has obviously affected most of us on some level. It is possible that we will see at least one or more of our friends face a lay-off from their current place of employment. Sometimes life forces us to change our lives around despite our reluctant efforts to hold on. As scary as this appears, there is still hope.... Some Featured Members GLBT Movers Anyone out there need moving services? I can help ! ! ! Skip Higgins Is an All Gay Cruise for me? Many people have a desire to go on an All Gay Cruise, like Atlantis Events or RSVP, but never have for a lot of different reasons. They ask me "Should I go on an All Gay Cruise?" Well, that's not an easy question to answer. Instead, it's better to talk about each type of cruise someone could go on. There are really 3 types of cruises a gay person could go on 1) Mainstream 2) Gay groups 3) All Gay. Since each offers different things, let's talk about each one... Sabino Canyon Hiking Photos Just added beautiful photos of Sabino Canyon in Tucson, AZ to MyGreenTucson.com and a new blog about Sabino Canyon to GayTucson.com. TonyRay Group Travel a Good or BAD thing???? One of the questions I get all the time is "Is traveling with a group fun or a nightmare?" Some people are very excited about the thought of traveling with a group of friends and then they hear the horror stories. They hear that by the time they got back everyone was fighting or not on speaking terms. They hear that they have lost friends over the entire ordeal. Others have just the opposite stories and they come back closer to their friends with incredible memories and stories. FORUM HIGHLIGHTS 10% off through march of 2009! I'm now offering 10% off all travel services for new clients, from now through March of 2009. Just mention how you found us. Happy Holidays! Advertising Age Magazine: Campbell's Soup reaches into the GLBT community In today's online version of Advertising Age Magazine, Campbell's Soup was featured for their ads in the December/January issues of The Advocate regardless of the fact that the American Family Association has indicated that they are "pushing the gay agenda". page 10 wwww.GayBusinessReport.com Gay Business Report - February 2009 News Highlights News Highlights U.S. Gays and Lesbians Continue to Travel Despite Economic Downturn Strong consumer insight and understanding remain critical for tapping this $712 billion market. According to survey research released by Harris Interactive in late 2008, a majority (55%) of all U.S. adults believe that they will be adversely affected by the current economic downturn. However, as many Americans react to the economic forecast by reprioritizing costs and altering spending habits, the study also suggests that U.S. gay, lesbian, bisexual and transgender (GLBT) consumers appear to cut back less in their personal travel budgets than heterosexuals – a trend that underscores the importance for tourism industry professionals to build strong connections with this characteristically brand loyal market. Today, it is estimated that – with approximately 16 million American adults self identifying as part of this still-emerging segment – the U.S. GLBT market wields over $712 billion in aggregate buying power (2008 projection). However, because three out of four GLBT Americans live in households without children under the age of 18, consumers in this segment typically have more discretionary income to spend than the average U.S. household. In a national online survey conducted in May 2008, Harris Interactive found that – despite sluggish economic conditions – 38% of U.S. gay and lesbian adults planned to vacation as planned, compared with 34% of heterosexuals. Additionally, one quarter (25%) of GLBT respondents indicated that they were either “absolutely certain” or “very likely” to vacation by air, while only 19% of heterosexuals indicated that they would do the same. “These findings help confirm what market research has been telling us for several years now: America’s GLBT market represents a resilient and distinct growth opportunity for tourism professionals,” said Bob Witeck, founder and CEO of WiteckCombs Communications, a Washington, D.C.-based marketing consulting firm that partners with Harris Interactive to profile America’s GLBT households. “Different market segments respond to fluctuations in the economy in different ways. Though U.S. GLBT consumers are in no way exempt from the downturn, several factors – such as higher than average per capita buying power – are keeping them on the road and in the air for vacation.” Another demographic further differentiating American GLBT consumers in today’s marketplace is the degree to which they choose to do business with allies of their community that make a concerted effort to understand their lives. “Many tourism and hospitality leaders have learned that American GLBT consumers do not merely respond to same-sex images in an advertisement,” said John Tanzella, executive director of the International Gay & Lesbian Travel Association (IGLTA). “Even in difficult financial times, this is a sophisticated market that identifies a genuine connection between your product and their needs. This is, among many reasons, why IGLTA has thrived in its 26 years. People come to us to when they really want to understand and engage with GLBT travelers.” Tanzella cites Kimpton Hotels & Restaurants as a company that has not only recognized these traits in GLBT customers, but has built a groundbreaking marketing campaign that has resulted in over 13,000 GLBT travelers joining its guest loyalty program. In 2004, Kimpton became the first hotel group to achieve a 100% Human Rights Campaign Corporate Equality Index score, and for the past two years, it has won the PlanetOut Hotel Group of the Year Award at IGLTA’s annual convention. Kimpton was also the first lodging company to join forces with IGLTA on a property-wide level, with each of its 45+ hotels in Canada and the U.S. becoming active members of the organization. “Kimpton continues to not only set the industry standard for what it means to be truly inclusive of all travelers, but to demonstrate what that inclusiveness can do for a company’s bottom line, ” Tanzella said. “Success stories like theirs show that nothing is more valuable in this industry than consumer insight.” wwww.GayBusinessReport.com page 11 News Highlights Gay Business Report - February 2009 George Carrancho, global manager of American Airlines’ well-respected Rainbow Sales and Marketing TeAAm, echoes this message. “For nearly 15 years, we have worked to establish strong affinity with lesbian and gay travelers, and to establish deeper loyalty by communicating our inclusion and welcome. Year over year, despite an increasingly competitive market, we see our sales and popularity rise in line with the loyalty we express in return to GLBT travelers.” Throughout the year, IGLTA provides its growing membership of 2,000 with numerous networking and professional development opportunities, all of which are designed to promote a better understanding of and a stronger connection to GLBT travelers. The organization’s upcoming annual convention – the 26th of its kind – is a tailor-made introduction to the GLBT market in today’s economic climate. Themed “Seek Chic,” the conference will explore how technology can be used to increase outreach to gay and lesbian travelers at a time when every marketing dollar counts. In addition to numerous educational breakout sessions, the meeting also features popular annual offerings like a consumer trade show, the organization’s gala dinner and awards ceremony, and networking receptions for convention first-timers, women, tour operators/travel agents and media. “Our annual gathering is a small but reflective sample of what IGLTA has to offer its members year round,” Tanzella said. “At the end of the day, this organization is about connections, both with colleagues and with the GLBT market that so many companies so regularly seek to tap.” For more information about IGLTA and its 2009 conference, which will be held May 7-10 in Toronto, Canada, please visit the organization’s Web site, www.iglta.org/convention. GLBT Consumer Snapshot - 6.8% of Americans over the age of 18 – roughly 16 million adults – self identify as GLBT. - The buying power of the U.S. GLBT market is estimated at over $712 billion. - There are conservatively estimated over three million same-sex-couple households in the United States. - Nearly one in four U.S. gay men and lesbians live in households with children under the age of 18. - Because roughly 25% of U.S. GLBT households have children, GLBT consumers tend to have more discretionary income to spend than the average American family, affording them more per capita buying power than many consumer populations. - 55% of U.S. GLBT consumers choose to do business with companies that they know have a commitment to diversity and equal treatment of employees, versus 34% of non-gays. - 46% of U.S. gay and lesbian consumers prefer products from compa- nies that support nonprofits serving the GLBT community over competing products that do not. - 33% of U.S. GLBT consumers use the Internet when they want to learn more about a product or service, versus 26% of non-gays. All data courtesy of Witeck-Combs Communications and Harris Interactive, 2004-2008. THE MASSACHUSETTS OFFICE OF TRAVEL AND TOURISM LAUNCHES GAY/LESBIAN TOURISM MICROSITE Massachusetts. “It's All Here” for Everyone! Today, the Massachusetts Office of Travel and Tourism announces the launch of its new microsite dedicated to attracting gay, lesbian, bisexual and transgender (LGBT) leisure travelers to the Commonwealth. The site was launched to attract and welcome incoming visitation from the LGBT market segment and is a continued affirmation that Massachusetts is a welcoming travel destination to everyone. “Massachusetts is open and welcoming to all visitors and the acceptance of same-sex marriage is ample proof,” said Betsy Wall, executive director of The Massachusetts Office of Travel and Tourism. “In 2004, Massachusetts was the first state to legalize same-sex marriage and is currently one of only two states to extend marriage privileges to samesex couples. Marriage information is available on the site, as well as extensive information on events and activities, destinations and travel information that may interest the LGBT traveler.” According to Community Marketing, Inc. (a San Francisco LGBT market research firm), $70 billion was spent in the U.S. by LGBT travelers. For more information about the new microsite visit www.lgbtmassvacation.com. The Massachusetts Office of Travel & Tourism (MOTT) is the state agency dedicated to promoting Massachusetts as a leisure-travel destination in order to stimulate the Massachusetts economy by generating state and local tax revenues, creating jobs, and supporting the growth of travel-related businesses. MOTT serves as a leader in the tourism industry, bringing together the public and private sectors to promote Massachusetts as a leisure travel destination. Tourism is an integral part of the state's economy, generating more than $887.2 million in state and local taxes and $14.2 billion in travel related expenditures. The industry supports 125,800 in-state jobs. page 12 wwww.GayBusinessReport.com Gay Business Report - February 2009 NGLCC LEADERS ATTEND WHITE HOUSE DISCUSSIONS ON ECONOMIC STIMULUS PLANS Table of Contents The leadership of the National Gay & Lesbian Chamber of Commerce (NGLCC) joined other leading U.S. business executives and organizations on Jan. 28 to discuss President Barack Obama's economic stimulus package with his top advisors, including Jason Berman, the White House's economic policy director. The leadership then heard directly from President Obama. "Our participation at Wednesday's meeting is a clear demonstration of the Obama Administration's work to actively engage the LGBT community on all issues of importance to LGBT business owners and their families," said Justin Nelson, president and co-founder of the NGLCC. "After being held at arm's length for most of the previous Administration's two terms, our inclusion is a clear signal that the Obama team knows that there is much more to LGBT people than just being LGBT," Nelson added. "We let the President and his team know that he had our support in his plan to stimulate the economy and we thanked him for a plan that includes support for the small business engine that runs the American economy," said NGLCC CEO and Co-Founder Chance Mitchell. Nelson, Mitchell, NGLCC Board Chairman Walter Schubert and other small business leaders were joined at President Obama's briefing by top business executives, including Greg Brown, president and co-CEO of Motorola, Inc., David M. Cote, chairman and CEO of Honeywell, Anne Mulcahy, chairman and CEO of Xerox, Sam Palmisano, chairman, CEO and president of IBM, Antonio Perez, chairman and CEO of Eastman Kodak Co., Eric Schmidt, chairman and CEO of Google, and Ron Williams, CEO of Aetna. NGLCC noted the inclusion of access to capital and tax relief for small businesses in the plan. The package would extend bonus depreciation, allowing businesses to immediately recover the costs of capital expenditures, as well as giving small businesses the opportunity to write off up to $125,000 of those capital expenditures. In addition, the plan contains $430 million for new direct lending and loan guarantee authorities to make loans more attractive to lenders and free up capital. The stimulus plan passed the U.S. House of Representatives on Thursday January 29th, 2009 and is currently being considered by the U.S. Senate. wwww.GayBusinessReport.com page 13 Market Report Gay Business Report - February 2009 2009 Gay Market Report Podcasting Gay Market Report 2009 Screen Shots Company Spotlight 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 commentary, author chats, cocktail recipes, grooming advice, political forum, new artist musical interludes, gift opening, and letter reading. Gay Market Report 2009 Spotlight On The show has won Best GLBT Podcast from the People’s Choice Podcast Awards and Best Podcast from the Gay Bloggies. As the most widely downloaded gay podcast, its availability has brought GLBT-themed programming to listeners in cities, towns, and rural areas across the country and around the world. These Guys Get Social Networking and Web 2.0! 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 produce 5 times per week, they also stay way ahead of the curve when it comes to using the new tools of social networking and Web 2.0 to keep their audiences informed and in the loop, as well as reaching out to new fans through this viral network of Facebook, Plaxo and more! First, their use of photos. With the concept of photo tagging launched by Facebook, the world of photos has a whole new lease on life. Combine this with the Photoshop talents these two exhibit with their campy but uniquely branded photos put online each week and you have yourself a powerful form of branding that reaches all of their fans on their Facebook group, as well as all of their fans subscribing to their photo updates on Flickr. By incorporating their Flickr photo feed into Plaxo, they are one of the few businesses out there today using the social networking power of photos to keep their show at the forefront of peoples minds on a daily basis, without ever being too intrusive. In addition, they understand how to emerge from behind the safety of the computer screen and reach out to their fellow new media peers and their fans, including hosting a meet and greet mixer coinciding with the New Media Expo in Las Vegas recently. About the Hosts and the Show Just about everyone along the East Coast of the U.S. knows Atlanta is the queer 'Mecca' of the South. Gays and lesbians have flocked to this Southern metropolis over the years in droves - and for good reason. Host Fausto Fernós is an Eartha Kitt-stalking, brown-haired (and soul- patched), quasiformer Boricua drag performer who once graced public access television as Faustina. Factoid: Fernós learned how to eat fire from the Lesbian Avengers. His partner in life and podcasting is Marc Felion, who spends time fielding emails that label him as Chris Noth’s “ting-a-ling” doppelganger, updating the show’s myspace page, and salivating over Czech porn star IGLTA In 1983, a group of 25 gay Bed & Breakfast proprietors and travel agents came together to discuss how they could support each other in their efforts to provide safe and accepting travel opportunities for gay travelers. This small gathering 25 years ago was the beginning of the IGTA. IGTA is not a misprint as the assocation’s original name was The International Gay Travel Association. Keep in mind that 25 years ago gay was a more generic term for the community at large. It is worthy to note that there were two women at IGTA’s first meeting, held in Ft. Lauderdale, Florida, and at the first convention six months later, held in San Francisco, California, the first president was a woman from Toronto, Canada. Nonetheless, women in the LGBT community felt overshadowed by their male counterparts and fought for a more visible lesbian community. In 1997 IGTA joined that effort and was renamed the IGLTA. LGBT tourism has not always been considered an important market segment in the minds of the tourism community. In the 80’s, the community was shunned to say the least. In those early years IGLTA was about promoting “safe havens” where LGBT travelers could leave the closet at home and travel to a destination where they could feel comfortable to be themselves. Back then there was a relatively “short list” of LGBT friendly destinations such as San Francisco, Amsterdam and Sydney to name a few. This was a grass roots effort spearheaded by small LGBT business owners iwth no major tourism players involved. In the 90’s, IGLTA took on a new mission, to educate the mainstream tourism community regarding an outstanding business opportunity - LGBT Tourism. They coined a phrase “building bridges where barriers once stood” and began a substantial outreach program to the tourism industry. As corporate tourism professionals learned more about our DINK (dual income no kids) niche with discretionary income and time to travel, they jumped on the IGLTA bandwagon. Major airlines, tourism bureaus, hotels and wholesalers joined the IGLTA and LGBT travel became known as the “golden niche.” This substantial growth enabled the association to hire its first paid Executive Director and open their own dedicated office, located in Denver, Colorado. The dawn of the 21st century found LGBT travel front and center in the tourism industry. LGBT driven booths at ITB, ASTA, WTM and other industry gatherings are always swamped with interest. Major tourism websites not only create LGBT sections but prominently display links to the section on their homepages. This incredible 25 year journey has not only helped strengthen their member’s businesses, but has truly “built bridges where barriers once stood!” At 1,300 members and growing, it’s one of the leading assocations in the GLBT marketplace, addressing the needs of airlines, hotels, travel agents and more. IGLTA can proudly state that it has truly lived up to its mission statement, which is “IGLTA is the world’s leading travel trade association committed to growing and enhancing our members’ gay and lesbian tourism business through education, promotion and networking.” Pavel Novotny. The Feast of Fools podcast continually ranks as the top-rated gay & lesbian podcast on iTunes and is frequently listed in the Top 100 list of Comedy podcasts. On average, the podcast is downloaded 40,000 times per week, making it the most downloaded GLBT podcast in the United States. A typical Feast of Fools show is a round table discussion on unusual news stories, GLBT issues and social trends. Other shows may feature celebrity interviews (live or by phone), cocktail recipes, or “how to” sessions, such as 'How drag queens lip sync and put on makeup.' Celebrities and other notable guests are asked a series of "Breakdown" questions at the end of the show, such as "Describe yourself as a fancy shade of paint" and "What would you like to see Oprah doing in 5 years?" Since 2005, the Feast of Fools podcast has interviewed many celebrities, including Margaret Cho, Kathy Griffin, Teri Garr, George Takei, John Waters and Bruce Vilanch. Occasionally, a show will open with an original cocktail recipe, usually given a name that pays tribute to that episode's special guest. Cocktail recipes feature unique ingredients or put a new spin on classics. Examples include the "Organic Cosmopolitan" (a tarter version of the popular drink made with unsweetened cranberry juice concentrate and all natural ingredients) and the "Dancing Queen,"(an unusual and flavorful combination of pear sake and energy drink). When not interviewing a special guest, Fernós and Felion are often joined by a rotating cast of regular guests. Music is an integral part of the Feast of Fools podcast, and the show regularly interviews and features the music of up-and-coming talent, mostly unsigned or signed to independent record labels. Born out of Executive Director John Tanzella 915 Middle River Dr., Suite 306 Fort Lauderdale, FL 33304 USA Phone: +1.954.630.1637 Fax: +1.954.630.1652 E-mail: John@IGLTA.org Web: www.IGLTA.org Gay Urban Markets Gay Market Report 2009 ATLANTA RANKINGS Gay Index Rank: 299 Gay Male Index Rank: 419 Lesbian Index Rank: 175 National Norm: 100 Median Household Income: $34,770 Spotlight On Atlanta Featured Book: Gay and Lesbian Tourism: The Essential Guide for Marketing ... a 176-page “how to” manual for destinations, hotels, airlines, cruise lines, tour operators and other companies in the hospitality industry who are seeking to learn the best practices in gay and lesbian marketing. The book is divided into three categories: best practices in tourism marketing, case studies and interviews with the experts in the gay and lesbian travel market today. Readers will learn about how to apply the research; tips on building stakeholder support; strategies to win convention, meeting and international sports market business; find best practices in gay and lesbian marketing; and even a dictionary of terms particularly relevant to the gay traveler that could be used in marketing programs (and even terms that should be avoided! LINK: www.GayandLesbianMarketing.com Atlanta has one of the most progressive and largest gay & lesbian communities in the entire South, excluding Florida. Anchored by Piedmont Park, north of the city, we start with the Midtown area of Atlanta. In Midtown, the gay community is spread out all throughout this region, with clusters of bars, restaurants and other gay retailers including Blakes on the Park and Outwrite Books; Ansley Mall, north of Midtown on Piedmont and Monroe with Burkhart's Pub, Brushstrokes, a number of other bars and the famous Cowtippers restaurant halfway between Midtown and Ansley Mall; Cheshire Bridge Road with The Heretic and other bars; Woofs even farther north; east side of Piedmont Park with Big Red Tomato and Red Chair; and the Midtown Promenade with Hoedowns and other bars. Atlanta has two strong gay & lesbian business associations, and both their pride and film festivals are some of the largest in the country. In addition, their local Convention & Visitors Bureau (CVB) has begun marketing 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 David Atlanta Magazine: www.DavidAtlanta.com Southern Voice: www.Sovo.com Labrys Atlanta: www.labrysatl.com INTERNET www.Gay-Atlanta.com www.AtlantaBoy.com www.ProjectQAtlanta.com EVENTS Atlanta Pride: www.AtlantaPride.org Black Pride Atlanta: www.inthelifeatl.com Out On Film: www.OutOnFilm.com BUSINESS ASSOCIATIONS www.aen.org www.AtlantaGayChamber.com ORGANIZATIONS Atlanta Gay Men's Chorus: www.AGMChorus.org Gay Atlanta Sports: www.gaytlsports.com page 20 www.GayMarketReport.com page 114 www.GayMarketReport.com Local companies with strong diversity initiatives for gay & lesbian employees include: Company CEI Rating* Fortune 500 Rating - Coca Cola 100 94 - Cox Communications 95 - Delta Airlines 85 136 - Earthlink 88 - Home Depot 85 17 - ING North American Insurance 100 - Mirant Corp. 45 474 - Newell Rubbermaid 100 343 - Southern Co. 48 168 - SunTrust Banks 100 183 - UPS 100 43 - Worldspan Technologies 90 CEI Rating: HRC Corporate Equality Index is a tool to measure how equitably companies are treating their gay, lesbian, bisexual and transgender employees, consumers and investors. page 54 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 Gay Gay Gay Gay Gay Gay Gay Gay Market Highlights, including a summary on market research and statistics & Lesbian Internet, including Social Networking & Lesbian National and Regional Print & Lesbian E-Mail & Lesbian Direct Mail & Lesbian Event Marketing & Lesbian Contextual, Text-based advertising & Lesbian Radio & 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 14 wwww.GayBusinessReport.com Gay Business Report - February 2009 Market Report Additional Screen Shots Market Research Gay Market Report 2009 Market Research Gay Market Report 2009 Company Spotlight Gay Market Report 2009 Automotive Advertising in the Gay Market Pride and Prejudice - The Automotive Industry and "The Gays" It wasn't that long ago that it was considered heresy to utter the words "gay" or "lesbian" in the halls of the world's automotive headquarters. It is amazing what a difference time and the efforts of a few daring people can make. Not only are automotive manufacturers recognizing the importance of providing safe and equitable work environments for their GLBT employees, a select few are courting them aggressively in print, TV, online and through grassroots efforts. The GLBT Consumer - What the Data Says The country is slowly acknowledging that the "gay movement" is far from detrimental to the fabric of society and in fact, adds color, texture and panache to the weave. This comfort level brings awareness which leads to curiosity and ultimately the desire to know more about the GLBT consumer. There has been anecdotal evidence of the purchasing power of this demographic but it wasn't until experienced researchers began focusing on the GLBT community did the real power of the market come to light. The most quoted fact is that statistically, GLBT households have more disposable income. According to the recently updated analysis by WiteckCombs Communications and Packaged Facts, the total buying power of the U.S. gay, lesbian, bisexual and transgender (GLBT) adult population in 2008 is projected to be $712 billion.* That is an upward trend from $690 billion in 2007 and $450 Billion in 2004. From a pure purchasing power perspective, this is a desirable segment of the market. Additional data shows that GLBT consumers are early adopters of technology, fiercely brand loyal and more recently, very interested in spending their money with companies that treat their own GLBT employees equally. Data as a Catalyst for Change The last point is the cornerstone of the founding of Gaywheels.com; the first automotive web site to target the GLBT consumer. The site is a full automotive resource with a twist: it classifies automotive brands as gayfriendly or not based on their corporate policies in the U.S. Since its inception in June 2005, Gaywheels.com has raised the level of awareness on both sides of the automotive purchase equation. GLBT consumers are using the information to alter their research patterns and the manufacturers have realized the importance of providing an equitable work environment as well as reaching out to the GLBT consumer. In the three years since Gaywheels.com launched, two major automotive manufacturers have changed their corporate policies effectively putting 5 additional brands in the "gay-friendly" column. They Have Cash But What Do They Drive? The nature of Gaywheels.com allows data to be revealed that prior to its existence was difficult to gather. In July 2006, Gaywheels.com published its first Top 10 Most Researched vehicles list which for the first time shed light on what GLBT automotive consumers were researching. The information largely dispelled many stereotypes held as truth in marketing circles about the GLBT automotive buyer. Of the 10 vehicles that were the most popular on the inaugural list, only 1 was from a luxury brand. While convertibles were strongly represented, so were more mundane vehicles like the Toyota Camry and Yaris. This data seemed to support and dispel certain stereotypes about the GLBT community. Each quarter since the first Top 10 list, Gaywheels.com has published their Most Researched data. The list tends to be self-perpetuating but new brands enter the ranks and the models surprise even the most educated researchers. The most recent list included six hatchbacks, four of which started under $16,000 - not exactly the high-end luxury cars that the stereotypes portray. The History of Targeted Automotive Advertising With all the data pointing to early adopter, brand loyal consumers, you'd assume that there would be fierce competition to advertise to and capture this audience. Unfortunately, it seems that until recently prejudice and lack of education have overruled business acumen in the decision to actively market to the GLBT consumer. With that said, some automotive brands mirrored the early-adopter behavior of this demographic and started marketing the GLBT community as far back as 1994. GM's Saab division was the first automotive company to advertise in the GLBT media but it was Subaru's efforts starting two years later that established that brand as the gay-friendly automotive brand. Subaru has been the most consistent auto company to market to the GLBT community and made the bold move to include GLBT imagery and messaging as part of the marketing strategy. It is no surprise then that Subaru has the highest brand recall for this segment. Other brands followed Saab and Subaru's lead. VW, Jeep, Saturn, Mercedes-Benz, Lexus and Cadillac have all placed general market ads B in gay media but it was Ford's Jaguar, Volvo and Land Rover that were the first American-owned brands to place gay-specific ads that included GLBT messaging and imagery in both print and online. The AFAtermath Unfortunately, what is good for the goose isn't necessarily appetizing for the gander. The ads from Volvo, Lincoln and Jaguar were the catalyst for one of the most publicized and poorly handled PR blowups in recent history. While the GLBT media and consumers applauded the advertising even awarding the Volvo campaign for its inclusion and messaging - a certain right-wing group took offense to the advertising. The "American Family Association" (AFA) called for a boycott of Ford Motor Company citing their support for the "homosexual agenda". Soon after, Ford announced that it would no longer advertise in gay media. The AFA quickly took credit for Ford's cancellation of their advertising in GLBT media and Ford was oddly silent, neither confirming nor denying the AFA claim. Ford's response to the AFA, or lack thereof, set off a cyclone of contempt in both the mainstream and GLBT media. Ford finally made a statement and denied that their decision had anything to do with the AFA and claimed it was solely a financial decision. Buying Power of Gay Men and Lesbians in 2008 by Witeck-Combs Communications Marketing Case Study Marketing Strategies for Staying Competitive 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 the purchasing power of America's gay and lesbian households. Some tend to ballyhoo the gay market as a dream market precisely because of its presumed affluence. But is it really true? Over the past several years, we've given this question considerable thought and research. We conclude that projections of gay wealth are likely overstated or simply a flat misconception, and therefore we come to rely most often on the excellent analysis conducted by economist and academic Dr. Lee Badgett and the work of the Williams Institute at UCLA. Dr. Badgett and others have shown that it appears likely that gay men earn slightly less than their heterosexual counterparts, while lesbians appear to earn a bit more than other women. Over time, we will continue to examine these studies and to analyze their implications for public policy as well as for market strategies. But let's step back a moment. It stands to reason that a certain portion of America's gay population enjoys wealth or merely higher than average earnings. But the real questions that marketers and journalists raise should go beyond earnings and household income, and instead focus on key lesbian and gay consumer traits such as brand loyalty and early adopting behaviors. So how should we understand buying power, and attempt to measure the economic clout of gays and lesbians in today's market? When any company decides to pursue the gay dollar and to reach out to gay households, they're smart to understand their customers and to determine what market share they hope to achieve. Since 2000, we have worked with an expert research team at Packaged Facts to evaluate the economic clout of gay households - in contrast with other households. For this purpose, we therefore use the term "buying power" (or "purchasing power") to measure the size of the gay and lesbian market in the United States based on its estimated population. Buying power is another term for "disposable personal income (DPI)," which is defined by the U.S. Bureau of Economic Affairs as the total after-tax income available to an individual to spend on personal consumption, personal interest payments, and savings. America's Gay and Lesbian Population Social scientists and market researchers alike grapple with the likely dimensions of the gay, lesbian and bisexual population. These estimates today range between 4 percent and 10 percent of American adults. In a nation with more than 300 million people, the U.S. Census Bureau estimates today that we have roughly 225 million adults (over the age of 18.) Therefore, the most reliable projections of the GLB population may be as low as nine million or as high as 22 million adults. Demographers such as Dr. Gary Gates at the Williams Institute tend to estimate at the lower end of this range based largely on social science data and Census household data; while marketers forecast a higher percentage. We tend to rely on a reasonably conservative estimate of 6.8% of adults, based on nearly a hundred general surveys conducted online over the past eight years by our research partner, Harris Interactive, which frequently invites respondents to anonymously self-identify online by sexual orientation. We believe this is a reasonable benchmark, and this therefore suggests the U.S. population may be as high as 15 to 16 million. [Interestingly, in 2005, the United Kingdom (with a total population one fifth of the United States, roughly 60 million residents) officially estimated a combined population of 3.6 million gay men, lesbians and bisexuals which approaches 8% of that nation's adult population.] Buying Power Methodology The methodology we chose to apply is similar to the approach taken by the Selig Center for Economic Growth at the University of Georgia in calculating the purchasing power of other multicultural consumer segments such as Hispanics and African Americans. This methodology uses aggregate disposable income data compiled by the Bureau of Economic Analysis (BEA) of the U.S. Department of Commerce, a data source that provides the most comprehensive view of overall purchasing power in the United States. Gay and lesbian purchasing power is calculated by allocating a proportion of aggregate disposable personal income to gay and lesbian consumers that is equivalent to their percentage of the overall population aged 18 years old and over. The most basic premise underlying this estimate of gay and lesbian buying power is that the income-generating power of the gay and lesbian population essentially mirrors that of the adult population as a whole. [Note: Although for the purposes of this article, we stipulate "gay and lesbian," we intend for it to mean individuals who self-identify as lesbian, gay and bisexual. [Note: We do not customarily include transgender people in this analysis for two simple reasons. First, transgender people may be either heterosexual or homosexual in their orientation, and therefore do not necessarily and uniformly have same-sex relationships or attractions. Second, and as important, their true number in the total population has been very difficult to gauge given the scarcity of credible data. Until we have better data sources and understanding, we assume the number of transgender people may be as few as one-tenth of one percent to one percent of the adult population. That proportion also makes projections about their economic contributions difficult if not impossible to analyze.] Reliable estimates of buying power for each multicultural population segment in the nation- including African-Americans, Hispanics and AsianAmericans-are reported widely by the University of Georgia's Selig Center and by others. Of course, gays, lesbians and bisexuals come from all walks of life, all ethnicities and all races. Thus, the projected buying power for gay adults includes individuals who will be part of buying power projections for other groups as well, including African Americans, Hispanics and Asian Americans. Consequently, it is difficult to accurately compare gay and lesbian buying power to that of other populations without mischaracterizing the relative strengths of each. Another key consideration in assessing the relative buying power of major multicultural consumer groups is that the buying power calculation for There are several marketing campaigns in the GLBT community that most everyone is familiar with - the Absolut campaign with their back cover ads on various GLBT print publications, the American Airlines campaigns ranging from event sponsorship to print and online advertising to extensive in-person networking with the infamous Rainbow Team, and the then there is the VisitBritain and Visit London advertising campaigns, consistently running for the past several years in a way that continually reminds us of the UK as a top GLBT travel destination. It seems that everywhere we would turn we would run into some marketing effort of this campaign, ranging from a billboard on Santa Monica Boulevard to a large booth at Chicago’s North Halstead Market Days (with hot, kiltwearing men recruiting passers-by to come on over), with all points online and in print covered in between. So how did they do it? As a destination ahead of the curve and setting the path for other destinations to follow, what is their strategy and how are they set to take their successes from the past and integrate them with new strategies of the future, taking advantage of a variety of new mediums in the Web 2.0 and Social Networking world including Facebook, MySpace and more? One major part of their success has been their GLBT marketing consultant, Serge Gojkovich of Gay Consultants, Inc. (GCI). Having a strong background in marketing and the world of gay travel, he has helped navigate this team to stay both relevant and cutting edge in a space that touts well over 100 other destinations worldwide vying for the GLBT traveler and his or her $60B in travel spending. It all started by identifying the opportunities. VisitBritain and Visit London were able to segment the GLBT market demographic they were going after into three distinct groups, with special marketing techniques all of their own. These three groups and their subsequent opportunities were as follows: 1. Remind Potential New Visitors Why London and Britain Are So Unique - Create a contest to get community excited at the possibility of going to London/Britain. - Use of traditional imagery (i.e.. Big Ben) and gay/lesbian personalities - Introduce “gay-friendly” London/Britain. - Affordable Britain Message - Geo-Targeted Marketing - Local LGBT Newspaper Advertising - Maximise combined power of mass market advertising and LGBT tailored advertising - Public relations pitches that speak to first time London/Britain traveller. 2. Remind Past/frequent Visitors What Is New about London and Britain - Create a contest to get community excited at the possibility of going to London/Britain. - Use of unusual imagery - Going beyond the “gay-friendly” message of London/Britain. Involvement, Community and Trendsetting. - Geo-Targeted Marketing - National GLBT Magazine Advertising - Social Networking Sites - Community Involvement from Street fairs to high-end GLAAD events - Public relations pitches that speak to the experienced London/Britain traveler. 3. Remind LGBT market why London/Britain should be the #1 choice for LGBT-friendly travel. f - London is Europe’s gay/lesbian capital - Britain has many gay /lesbian friendly destinations including Manchester, Cardiff and Brighton - Strong/Proud Local LGBT community - Gay/lesbian life is part of everyday life in Britain - Many things to do whether you are gay, lesbian or a couple - Production of gay guide - History of LGBT Britain - London - most visited international city for US and German gay and lesbians according to independent travel surveys Upon identifying these three market segments, Visit London and VisitBritain included known research they had on the US market, which told them that this audience wanted to be shown a local’s perspective, but from a credible, authentic, and unique experience. Which led them to their own unique GLBT marketing plan for the past year, which included: - Niche within Niche Messaging - LGBT Green - Active LGBT - Clubber - LGBT Couple - Social Networking - MySpace - Facebook groups and pages - Facebook targeted advertising 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 read lessons and summaries of all the approved and experimental treatments available. In print, POZ Magazine is the primary national magazine dedicated exclusively to HIV and AIDS topics. Founded by Sean Strub, the magazine works with its team of writers, designers and doctors to chronicle the HIV epidemic, both in the US and internationally. LINK: www.poz.com The Gay & Lesbian Medical Assocation (GLMA) is a national organization committed to ensuring equality in health care for gay & lesbian individuals and health care professionals. GLMA achieves its goals by using medical expertise in professional education, public policy work, patient education and referrals, and the promotion of research. LINK: www.glma.org In addition, there are a number of organizations across the US dedicated to helping educate and fight HIV and AIDS. The list of organizations is quite numerous, with some of them listed here: - www.apla.org - www.beingalivela.org - www.aidswalk.com - www.aidsforaids.net - www.angelfood.org - www.lashanti.org - www.LGBTHealth.net - www.nycaidscoalition.org - www.atdn.org - www.aidscouncil.org - www.hivguidelines.org - www.gmhc.org - www.aidsnyc.org - www.aidschicago.org - www.HowardBrown.org Introduction Several countries around the world have already legalized gay marriage including Denmark, The Netherlands and now Spain. In North America, Canada has legalized gay marriage, and the subsequent travel by gays and lesbians to these destinations to have their unions formalized, albeit in a foreign country, has already begun. Gay marriage is legal in Massachusetts (to residents only, but that may change soon) and in California (final approval on the November ballot in 2008), and many of the civil rights of married couples are available to gay couples in Vermont! Several companies, both in travel and wedding/event planning, have cropped up in recent years to address these needs. In addition, with civil unions being legal in Vermont, many Americans have traveled there over the past few years to have legal civil union ceremonies performed, even though those unions are only recognized and have legal rights in the state of Vermont. With thecurrent status of legal gay marriage in California, many marriage and wedding companies have either added gay couples as one of their new target markets, or have started a new business targeting this new-found opportunity, performing a wide variety of ceremonies to date. In print, there are now two gay wedding magazines. The first is the Rainbow Wedding Network Magazine, launched in April 2006 as the inside source for all the current events, planning resources, trends, home and family ideas and other vital issues for gay and lesbian couples, their families, advocates and allies. It includes exclusive interviews, community connections, political dialogue, fashion and fun. The second, and more recent, is With This Ring Magazine, including articles on fashion, family matters, legal issues, romance and news. LINKS: - www.rainbowweddingnetworkmagazine.com - www.withthisring-magazine.com To locate these various resources online, several sites have emerged to address this market. GayWeddings.com, GayMarriageWorld.com and the RainbowWeddingNetwork.com are three in particular that have emerged recently. One of the first web sites online dedicated to this community was GayWeddings.com. Started as more of an online resource site for gays & lesbians looking for more information on gay weddings and commitment ceremonies, this site has evolved into a full-fledged gay wedding portal, offering an online directory of wedding vendors, as well as a full range of hotels and inns catering to the gay wedding ceremony and honeymoon. Another site that has come online recently is GayMarriageWorld.com, a comprehensive online portal dedicated to the world of gay marriage and weddings. This site offers news and various articles about gay marriage, as well as an online community base where gays & lesbians can become members (for free) to meet, greet and discuss gay marriage topics of interest to them. Right beside GayMarriageWorld.com is Welcome to the 2009 Gay Market Report, a comprehensive look at various opportunities and media sources for companies wishing to target the gay & lesbian community. Much of what you will find in this report is a summary of the opportunities available, with website URLs being the primary source of contact. For the media sources that have opted to participate in this guide, you'll find a more comprehensive breakdown of information along with contact details to allow you to make better informed decisions as to which sources may best serve your marketing needs. This guide is intended to cover the full range of gay & lesbian media sources and opportunities, including Internet, Print, E-mail, Events and more. Each year this guide will be updated with current information and will continue to grow along with the gay & lesbian media marketplace. In 1995, the rise of the gay & lesbian Internet brought new opportunities and new ways in which to reach gays & lesbians, wherever they may be. Major sites emerged which, over the years, have enabled companies to reach millions instead of thousands of gays & lesbians. In addition, smaller, more niche-oriented sites developed within the gay online community, succeeding in a business environment which may not have supported a full print publication, but could definitely support a smaller-overhead Internet company. These niche sites, coupled with the reach of the larger gay & lesbian sites, have allowed companies to more accurately target gays & lesbians in ways that were previously unheard of when the Internet first came on the scene in 1995. Riding the trend of marketers away from mass media in general and towards reaching a smaller, more defined demographic, Internet sites have proven a strong and growing part of many companies' marketing efforts. In addition, sites that have developed an opt-in mailing list as well as simply an e-mail list have been able to realize even stronger growth, as marketers have learned that the same "selects" based on zip codes, household income, education and more are equally available for both direct mail and e-mail lists derived from Internet sites. Spotlight On MDG Marketing Group A New GLBT Marketing & Advertising Agency! "Dynamic Marketing for Diverse Consumers" MDG Marketing Group is a unique, fullservice marketing and advertising agency specializing in targeted programs aimed at the $600 billion gay and lesbian consumer market segment. Their personal understanding of this demographic allows them to bring unparalleled insight and knowledge to their clients, giving their clients an invaluable look into the lifestyles of these diverse individuals. At MDG Marketing Group, it is their objective to introduce the gay and lesbian audience to their clients in a way that reflects compassion, caring and consideration for their diversity. They believe that education is critical when considering this audience... therefore their team can help you understand the importance of this market segment’s spending habits, buying power and impact on your bottom line. In order to accomplish these goals, they've compiled a vast array of gay and lesbian-specific marketing and advertising services which include: - Strategic Planning - Project Management - Market Research - Integrated Online Advertising - E-Mail Marketing - Print Advertising - Public Relations - Graphic Design If your company is looking to build brand awareness and loyalty within the gay and lesbian demographic, then look no further than the experts at MDG Marketing Group…Dynamic Marketing for Diverse Consumers. About Misti D. Graham, President As President of MDG Marketing Group, Misti Graham has created a niche marketing and advertising agency focusing exclusively on the $600 billion gay and lesbian consumer market segment. Her unique insight and familiarity of this demographic is unparalleled which allows her to bring a wealth of knowledge to each client project her agency manages. In realizing her dream of building her own agency, Misti decided to combine both her personal life with her passion for marketing therefore making MDG Marketing Group a reality. She formed MDG Marketing Group as a way to introduce the gay and lesbian community to "Corporate America" and in doing so, is able to educate her clients on such topics as gay and lesbian buying power, economic influence, lifestyle interests and travel habits. Misti currently resides in Phoenix, Arizona and is proudly committed to her partner, Tiffany and their family of two dogs and two cats. If your company would like to learn more about reaching this diverse and dynamic audience, please contact Misti today at 877-2823550 or via e-mail at misti@mdgmarketinggroup.com. Brief History of the Gay Market The emergence of gay & lesbian media is a somewhat recent phenomenon of the past 30 years. Starting with small garage operations bringing information to a more underground gay community via local newsletters, the gay media marketplace has grown to include very well established print publications, both regionally and nationally. For readers, access to these publications has typically been reserved for those living in one of several "gay communities" across the US and around the world, including the famous "Castro" of San Francisco and "The Village" in New York City. Even the national publications have had a limit to their overall reach, gaining ground in chain bookstores such as Borders and Barnes & Noble, only reaching an average of 50,000 to 100,000 per publication. During this time, gay events such as Pride Festivals and Circuit Parties began to grow in popularity, and for many companies had become the primary means in which to reach gays & lesbians directly. Like publications, however, these successful events have been typically for those areas where gay communities are strongest. But over the years, regions in some of the more rural areas have seen a rise in gay pride festivals, albeit still small events compared to those held in some of the more major gay urban areas. Even today, these events, coupled with events such as the Gay Life and Gay Entertainment Expos held in New York, as well as niche events such as Gay Travel Expos, have become a mainstay for many companies wishing to reach the gay & lesbian market on a consistent basis. Trends in 2009 In addition to the continued rise of niche-oriented Internet marketing, via o standard banner and e-mail advertising, the world of blogs and social networking opportunities are the hot new growth areas of today. Some of the GLBT blogs like Towleroad.com and OhLaLaMag.com give established GLBT community websites a run for their money, outperforming them on unique visitors, page views and repeat visits Themes: Marriage MARRIAGE & WEDDINGS Making news around the globe, the legal rights and recognition of gays & lesbians is becoming manifested in the definition of marriage. More and more companies and communities across the US are recognizing the union of two gay men or women in terms of civil unions or domestic partnerships, granting them the same basic rights as heterosexual married couples. Health insurance benefits, estate planning and more are becoming commonplace in many gay & lesbian lives, but not all. The right of marriage, however, along with all of its legal and tax implications, is the final goal for many gays & lesbians. It would be society's way of showing that once and for all gays & lesbians are now deemed equal in the eyes of the law. page 46 www.GayMarketReport.com page 4 www.GayMarketReport.com www.GayMarketReport.com page 139 wwww.GayBusinessReport.com page 15 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. 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 websites worldwide, translating that success to LesbiaNation.com and QTMagazine.com (gay travel 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 websites, 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