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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
Men’s unrwear and swimwear targetg gay men is nothg new the Wt, but now newers based Asia like Tight Tams and U-Touch are makg forays to this niche dtry wh often darg and lourful signs. * gay niches *
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SO YOU WANT TO KNOW WHO FROM CLASSIC TV WAS GAY?
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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.
BT GAY DATG APPS FOR HOOKUPS, RELATNSHIPS, AND EVERYTHG BETWEEN
* gay niches *
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.
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.
N YOU MAKE MONEY THE GAY PRI NICHE DROPSHIPPG
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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.
XXX GAY GAM
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.
WHAT ABOUT THE GUYS WHO DO F THE 'GAY STEREOTYPE'?
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. 22 Although many gay men celebrated the ad as an acceptance of their liv, Jeff Yarbrough, edor--chief of the Advote, a natnal gay and lbian magaze asked: “If the tent of the ad has been to garner media attentn, well, ’s done a brilliant job of that. Throughout the Quarterly, 26 A&F mak extensive e of photographs pictg apparently llege-aged people often erotic or homoerotic pos or suatns wearg cloth wh A&F logos displayed more or ls promently.