Ft Lauderdale, FL -
Qtopia Media - a marketing firm specializing in the gay & lesbian market - released initial findings on media usage from a newly commissioned research survey of gay and lesbian consumers in major metros. Survey results show that G&L consumers are avid users of both mainstream and gay-themed media. Strong showings for both radio and local gay newspapers confirm that "spot" media work well to penetrate a metro's gay community. In addition, the use of local media is particularly efficient when targeting gay & lesbian consumers since the gay population tends to be more geographically concentrated. Local media can include radio stations, event marketing and out-of-home messaging, among others. Since the survey found that G&L consumers are more likely to dine out, attend movies, visit clubs, and engage in other social activities and events than the average adult, the latter two media options can be very effective in reaching this target. David Morganlander, President of Qtopia Media, commented, "This survey confirms the effectiveness of our marketing strategies including the integration of mainstream media into our campaigns. We offer national advertisers media packages that tap into the unique gay experience in a given market. From their favorite radio station to their favorite hang-outs, a client's message becomes integrated into the local G&L lifestyle. We're in their world." On a related note, when asked, "Do you believe the FCC has the right to censor and/or fine radio stations for the content of their broadcasts?" responses were mixed. Forty-eight percent (48%) said not under any circumstances, 23% said "yes, for anti-gay or hate-based content," and 15% said "yes, for sexually explicit content." (Fourteen percent (14%) were unsure.) Gay & Lesbian Media Usage: - 82% listen to radio regularly; top reaching radio formats among G&L listeners: Top 40, Modern Rock, Dance/ Rhythmic, National Public Radio. - 79% watch TV regularly; 76% watched gay-themed TV shows in the past 3 mos. - 76% read a local gay newspaper in the past 3 months. - 65% read a national gay magazine in the past 3 months. - In the on-line arena, 73% visited gay information sites and 54% visited gay entertainment sites in the past 3 months. The survey was conducted by the Mariposa Group (www.mariposa-group.com ), a San Francisco-based research firm specializing in the gay community. Data was based on on-line surveys from 750 gay and lesbian adults 18+ in major gay metros in the U.S.