Posted on 06/26/2006 7:44:35 AM PDT by presidio9
FOR years, advertisers seeking to reach gay and lesbian consumers concentrated their spending in the print media. There were few effective or efficient alternatives among the media that offered the appealing attributes of sight, sound and motion.
To be sure, those advertisers could have bought commercial time on television. But spots during TV series that would seem appropriate — "Will & Grace," for example — cost too much; the shows ran on mainstream networks and the audiences included so many heterosexuals.
That limited media menu is starting to be broadened. TV, the Internet, radio and even movies are joining magazines and newspapers as places to pitch products to gay men and lesbians.
For instance, the proliferation of film festivals intended for gay and lesbian moviegoers has helped turn such events into marketing venues. The Stolichnaya brand of vodka sold by Pernod Ricard USA is underwriting a documentary, "Be Real," and a complementary Web site (stoli.com/bereal), presenting what are called "stories from queer America" in the form of profiles of six lesbians and gay men.
"The film festivals have become an increasingly important gathering place, offering a way for the community to see itself," said Stephanie Blackwood, partner and account director at Double Platinum in New York, which conceived the project as part of its duties as the Stolichnaya agency for the gay and lesbian market.
•"Be Real," which runs 53 minutes, was produced by two documentary filmmakers, Beverly Kopf and Bobbie Birleffi, and directed by Ms. Birleffi. The film has been screened in cities that frequently play host to gay and lesbian movie festivals, like Miami, New York and San Francisco, along with some that do not, like Birmingham, Ala.
(Excerpt) Read more at nytimes.com ...
I understand that Jaguar is suffering from its image.... gays resent the stereotype of owning one, and potential straight buyers don't want to look gay.
Same with the Miata, everyone praises the specs and then says they can't drive it because of the image.
(Thankfully, these are both Ford brands....)
Well, every other lesbian drives a Subaru, so maybe it works.
Sorry- Ford owns Jag and Mazda, though really Miata belongs to the latter.
You wouldn't say "Hey I just bought a Ford Miata!"
does it come in fruity colors?
Kind of a sad way to live your life.
lol
Yep. That's exactly why this article is there. "Oooh..look at me. Look at me! Advertisers are paying attention to us, yea!!" (Handclap)
Rev. Phelps, is that you?
Well...I own a Subaru...and I love women...so...maybe that explains these mysterious protuberances on my chest...
Oh. Nevermind. I'm just startin to develop man-titties.
Hey, that's way TMI
Mostly shades of pink from pastel to hot.
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