EVIDENCE ON THE MARKETING APPROACHES TARGETING GAY AND LESBIAN CONSUMERS

Susan Baxter

Global Journal of Business Research, 2010, vol. 4, issue 2, 125-139

Abstract: Diversity is an important concept in business and marketing and is utilized in campaigns to attract consumers. This study examines the level of diversity in print media that targets the niche market of gays and lesbians. Race and gender are examined to determine if, in fact, marketers are being innovative in reaching this target market, or are we still using an old paradigm. This study, which examined over 3000 models used in gay and lesbian targeted media proves that we still use the old paradigm of white male models in the advertisements that we used in the 1960s.

Keywords: Content analysis; diversity; GLBT; gay; lesbian; print media; niche market (search for similar items in EconPapers)
JEL-codes: M1 M30 M31 M37 (search for similar items in EconPapers)
Date: 2010
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