Project MUSE - Niche Markets: Gay Consumers

Contents:

• MARKETG TO GAYS EVOLV TO NICHE GROUPS
• SO YOU WANT TO KNOW WHO FROM CLASSIC TV WAS GAY?
• BT GAY DATG APPS FOR HOOKUPS, RELATNSHIPS, AND EVERYTHG BETWEEN
• N YOU MAKE MONEY THE GAY PRI NICHE DROPSHIPPG
• XXX GAY GAM
• WHAT ABOUT THE GUYS WHO DO F THE 'GAY STEREOTYPE'?

MARKETG TO GAYS EVOLV TO NICHE GROUPS

The Gaily Grd is a LGBTQ news magaze, reportg on the latt LGBTQ news, entertament and topics of great importance wh the lbian, gay,, and transgenr Facebook 356KTwter 13.

SO YOU WANT TO KNOW WHO FROM CLASSIC TV WAS GAY?

Visn is a vibrant, diverse lbian, gay, bisexual and trans muny Birmgham which dividuals n realize their full potential and have equal accs to all the cy has to Facebook 5. Wrten by a former Policy Chair of both the Victorian and NSW Gay & Lbian Rights Lobbi, this blog helps shape policy and polil bat about lbian, gay, bisexual, transgenr and tersex equaly ferally and the stat and Facebook 3. Whether you intify as gay, heterosexual, lbian, bisexual,, non-bary, BIPOC, fat/larger-bodied, a sex worker, nrodivergent, live wh a disabily, or poverty, our mental health muny striv to uplift all s Facebook 290Twter 117 Frequency 1 post / day FeedSpot 1.

New York Cy, New York, USOut Magaze vers topics over Gay and lbian, perspectiv on style, entertament, travel, fashn, arts, polics, culture, mic, film, and the world at 775.

Whether that's been spreadg ccial awarens on policy and our global queer siblgs' ongog fight for liberatn, to the latt celebry, TV, film and mic: Gay Tim reprents the tly multifaceted nature of the queer 1. UKA one-stop liftyle rource for the discerng gay man or woman, which featur articl on all aspects of LGBT life cludg gay travel, LGBT and diversy issu, legal and fancial advice. 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.

BT GAY DATG APPS FOR HOOKUPS, RELATNSHIPS, AND EVERYTHG BETWEEN

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.

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. 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.

N YOU MAKE MONEY THE GAY PRI NICHE DROPSHIPPG

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. The gay market did not e to existence stantly but is rather the product of an historil procs that clud a variety of events and procs, many of which have marketg and/or advertisg nnectns.

XXX GAY GAM

Instead, she argued the ordance had ged on her civil rights—particularly as a ncerned mother who feared homosexuals would eher attempt to rec or nvert children to homosexualy or portray homosexualy as an acceptable and attractive alternate liftyle.

Although the Bryant affair ironilly helped lnch the gay rights movement Ameri, was not whout other liberal crics who worried about the supprsn of Bryant’s right as an dividual to work as well as to exprs her dividual polil views and about the possibily of blacklistg remiscent of the McCarthyism of the 1950s. The pictn of gay life took an unexpected and shockg twist Febary 1992 when the Italian clothg pany, Beton, ed the image of an AIDS victim on his athbed one of s advertisements. It dared to show the vastatg effects of AIDS on victims and their fai at a time when the disease was stigmatized as a gay disease and the problems ed went largely unexamed pubic media.

WHAT ABOUT THE GUYS WHO DO F THE 'GAY STEREOTYPE'?

A fundamental gay issue of the time had entered public culture, and ironilly had been advertisg—at least a certa kd of advertisg—that had played a cisive role s emergence.

Donny Dtsch, chief executive of the Dtsch advertisg agency New York that created the ad, said that such reprentatns of diversy, cludg gay relatnships, were overdue terms of social realy but that the theretofore ristance was due to marketers’ fear of a backlash. 21 Robert Knight, director of cultural studi at the Fay Rearch Council, a nservative, Washgton-based thk tank, argued that ads like this that openly promote gay relatnships offend mastream Ameri and will rult lost revenue.