Business inside out : capturing millions of brand-loyal gay consumers /

With buying power approaching $650 billion, the gay target market is one that businesses cannot afford to overlook, and this book offers useful advice on how to reach the gay, lesbian, bisexual, and transgender (GLBT) market. Authors Witeck and Combs (cofounders of Witeck-Combs Communications) point out that gay consumers are eager to buy from companies that support gay causes and provide gay-friendly work environments. It is also important for businesses to get involved in gay community events and to choose the right media. For example, gay consumers are more likely to turn to the Internet for product information than to traditional media sources. Specific gay publications and television programs have gained in popularity as well, along with such mainstream choices as Martha Stewart Living and Architectural Digest. To develop effective marketing strategies, the authors note, research is the key, putting aside assumptions to really learn about and connect with the gay audience. Successful campaign ads are highlighted, including two print ads by Subaru that use humor effectively to promote cars: "Different drivers. Different roads. One car." and "It's not a choice. It's the way we're built." ^BSumming Up: Recommended. Upper-division undergraduate and graduate students, faculty, and practitioners. P. G. Kishel Cypress College