Gay Consumers as a nich market

* niche gay marketing *

For although marketers and journalists refer to “the gay market” and, more recently, “the GLBT market” to enpass all members of this “class” of non-heterosexual people, their tert and vtment are maly foced on affluent gay men.

Marketers ocsnally acknowledge bisexuals and transgenr people their nsiratns of the gay market, but most believe the groups to be too small to warrant marketg attentn. In jt a uple of s, all this has changed to the pot where media directed to gay men have expand nsirably and are supported large part by the paid advertisg of well known brands like Budweiser, Uned Airl, Nike, Ralph Lren, and the like.

Gay nsumers now nstute what marketers refer to as a niche market, that is, a special market segment wh s own characteristic profile that is large enough size and affluent enough to warrant special nsiratn. In addn to gay nsumers, other important niche markets clu Ain Amerins and Latos—both of which also nstute sizeable and affluent sets of nsumers that garner the attentn of marketers. Their rearch tablished the notn that gay nsumers are typilly better ted, earn higher , and are more likely to occupy profsnal posns than their straight unterparts.

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Explore gay Mosw wh Mr Hudson. The bt of Mosw for the discerng gay man. Where to sleep, eat, drk, shop and play. * niche gay marketing *

Although difficult to terme actual numbers of gays the populatn, many marketers simply followed the one-to-ten number proposed by Aled Ksey the 1940s6 timatg the size of the gay populatn. Later studi have challenged the paradigm of gay nsumers as affluent and plentiful by showg that the earlier rearch was biased the way the data were llected.

Once major marketg pani began examg the gay niche market more systematilly, however, beme clear that not all gays and lbians earned more than their heterosexual unterparts.

For the firms, beme creasgly important to intify and segment affluent gays (notably whe, well-ted, profsnal gay men) om ls enomilly sirable segments of the gay muny (cludg women, workg-class gay men, and gays and lbians of lor). Chang attus and social polici among advertisers and wh the advertisg dtry are not the primary motivatn for chang the sensivy of advertisg toward var gays and other mori.

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