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 ...
Nothing ambiguous there! Should be the blatantly gay duo!
Sorry, just being flippant (hey...that rhymes with Pissant!)
I don't really have MT...yet, but I figure I got 15 more years and I will be all set. I think.
Maybe I should just try exercising more instead of driving my lesbianesque Subaru...:)
How do you know? My brother in law is gay and is hardly miserable. Grow up.
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