NPR's Pla Money podst looks at how Suba began marketg to the gay and lbian muny, and how helped turn around the pany the '90s.
Contents:
HOW SUBA SAVED SELF BY MARKETG TO THE GAY MUNY
For nearly 30 years, Suba has supported the LGBTQ+ muny: om our long-term relatnship wh PFLAG and s life-changg programs natnwi, to supportg gay and lbian film ftivals and pri paras, to beg the first U.
It was such an unual cisn—and such a succs—that helped ph gay and lbian advertisg om the g to the mastream.
GAY-FRIENDLY CARS: IS SUBA NUMBER ONE?
Mastream movi and TV shows wh gay characters—like Will & Grace—were still a few years away, and few celebri were openly gay. When Ellen Degener beme a rare exceptn 1997, and her character the show Ellen me out as gay an episo of the s, many pani pulled their ads. ”At that time, gay-iendly advertisg was largely limed to the fashn and alhol dtri.
When a 1994 IKEA ad featured a gay uple, the Amerin Fay Associatn, a nonprof, mounted boytts, and someone lled a (fake) bomb threat to an IKEA Poux explas, the attu of most bs toward LGBTQ advertisg was: “Why would you do somethg like that? You’d be known as a gay pany.
” In the 1990s, Poux worked at Mulryan/Nash, an agency that specialized the gay market. “All the l of marketg went out the wdow at this fear” of marketg to gays and lbians, he says.