Gay Marketing Facts and Myths -- New Gay and Lesbian Community Market Research Begins
The most detailed gay consumer marketing research study ever by leading global GLBT marketing and advertising agency - Out Now, begins this week in the UKÕs leading gay and lesbian media products - DIVA, GT (Gay Times) and Pink Paper.
[UKPRwire, Sat Oct 06 2007] A major new gay market research study launches this week to uncover the lifestyles, opinions and spending habits of the UKÕs 3,000,000 person gay and lesbian consumer market.
This new market research into gay market lifestyles, political leanings, demographics; and marketing measurement of the spending power of the UKÕs 3,000,000 lesbian and gay consumers will reveal the facts - and the myths - behind the UKÕs increasingly important Pink Pound gay consumer market economy.
The Out Now 2007 DIVA, GT and Pink Paper UK Gay Community Market Research Study will collect market research data from all across the UK market.
This new comprehensive gay marketing study will reveal what UK gays and lesbians spend their time doing, how they spend their money, and which political parties they prefer - along with a wealth of other gay community marketing and lifestyle market research data.
The research is being undertaken by the leading international specialist gay marketing agency Out Now Consulting for the UKÕs most established lesbian and gay media brands: DIVA, GT and Pink Paper.
"This new gay market consumer research is a real groundbreaker" said Ian Johnson, CEO of Out Now. "Many organisations, companies and brands, want to better understand the complexities of the global gay and lesbian consumer market. Now the market data behind the UK gay market is going to become accessible in a way never possible before."
"This study will reach gay consumers through print and online. It will reach lesbian and gay youth, older lesbians and gay men and it will reach the gay market through its most significant gay and lesbian media products" said Johnson.
"We are delighted to announce this new research" said Kim Watson, Deputy Managing Director of MPG. "Many people espouse views on the lives of lesbians and gay men, often without knowing the facts. Now, as a result of this new research, we will know more than ever before about the very many gays and lesbians in the UK whom our media products reach"
DIVA, GT and Pink Paper are the leading lesbian and gay media products in the UK market.
The Study researchers, Out Now Consulting have, since 1992, been involved in expert gay market research and marketing to gay and lesbian communities around the world.
"This new gay market consumer research is the most comprehensive measurement ever of the UK lesbian and gay consumer market" according to Johnson. "That means we will have a better understanding of the consumer, marketing and social issues faced by UK gay and lesbian people, and lesbian and gay community attitudes and concerns"
Watson acknowledges that better understanding of the gay consumer audience will help DIVA, GT and Pink Paper to meet the needs of both its audience and its advertisers.
"We rely heavily on advertisers at DIVA, GT and Pink Paper to allow us to improve our world-leading gay media products. With a superior knowledge of lesbian and gay UK people, we will meet that challenge even more effectively" Watson said.
The Out Now DIVA, GT and Pink Paper UK Gay Community Market Research Study will commence next month.
Notes to editors:
Further information is available online at http://www.gaymarketnews.com/2007/08/gay-market-research.html
6% of UK adults are believed to be lesbian or gay. Source: Out Now Consulting, 1994 and 2005. Whitehall, 2005.
For copyright reasons, any reference to this information must include the following research reference: "Out Now 2007 DIVA, GT and Pink Paper UK Gay Community Market Research Study ".
About DIVA, GT and Pink Paper
Gay Times is EuropeÕs best-selling gay monthly magazine, and has been in print since 1984. www.gaytimes.co.uk
DIVA, EuropeÕs leading lesbian glossy magazine, has been in circulation since 1994. www.divamag.co.uk
The Pink Paper is BritainÕs only free national lesbian and gay newspaper, reaching an affluent readership of gay and lesbian professionals, young people and students. It is distributed to more than 500 venues nationwide. www.pinkpaper.com
The publisher of GT, Pink Paper and DIVA - Millivres Prowler Group (MPG), EuropeÕs largest gay and lesbian company - has been a part of the LGBT community for more than 30 years and has activities in media, retail, and distribution.
About Out Now
Out Now Consulting is a market leader in gay marketing research and strategy. Established in 1992, the firm is a global gay market agency relied upon by a wide range of clients. Out Now undertakes research for gay media and mainstream companies around the world.
Out Now gay marketing services include market research, training, advertising, public relations and marketing strategy development. Gay marketing clients include Barclays Bank, IBM, Toyota, German National Tourist Office, Qantas Airways, Visit Britain, Lufthansa, South African Tourism and Citibank.
Ian Johnson, CEO of Out Now Consulting, is also the gay marketing specialist business editor of Citizendium, the worldÕs most credible online source of expert-edited reference information.
For further information please contact:
Ian Johnson, CEO
Out Now Consulting
UK landline: +44-(0)20-8123 5288
US landline: +1-310-878 4878
BE landline: +32-(0)2-514 6443
BE mobile: +32-(0)4737 60886
Web: http://www.OutNowConsulting.com
Email: info(at)outnowconsulting.com
David Drury
Millivres Prowler
UK landline: +44-(0)20-7424 7462
Web: http://www.millivres.co.uk
Email: david.drury(at)millivres.co.uk
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