NEW YORK, March 21 /PRNewswire/ -- Same-sex marriage might have polarized
lawmakers, but it has galvanized advertisers in the gay press, according to a
closely watched survey released today.
Overall ad spending in gay and lesbian publications in 2004 reached
$207 million, an increase of 28.4% over the year before, according to the 2004
edition of the Gay Press Report, the annual survey produced by advertising
agency Prime Access Inc. and gay media representative firm Rivendell Media.
"The findings in this report represent the biggest increases in spending
for the gay press since 2000," said Howard Buford, founder and president of
Prime Access Inc. "Conventional wisdom held that controversy around marriage
would deter marketers. Instead, the debate had a powerful effect in the
Gay media also saw an astonishing surge in ads with "gay-specific"
content, the report revealed. The number of gay-specific ads, which feature
messages directly aimed at gay and lesbian consumers through their copy or art
direction, jumped 241.9% over the previous year.
The 2004 Gay Press Report survey found that over 150 Fortune 500(R) brands
were active in the gay consumer market in 2004, up from 72 in 2001 and only
19 in 1994. And for the first time, the majority (59%) of ads in national gay,
lesbian, bisexual and transgender (GLBT) publications are specifically created
for gay consumers. Currently, the most popular product categories are
automotive, travel, financial services and fashion, said Buford.
This year's upward trends reversed three consecutive years of decline in
gay print ad spending. And while the Gay Press Report focuses on print
advertising, a recent survey found that online ad spending for gay and lesbian
web sites was also up significantly in 2004. Additionally, with the launch of
MTV Networks' LOGO cable channel later this year, advertisers will have a
national outlet for placing television spots created for a GLBT audience.
"All of the research indicates that ads created specifically for gay
consumers get the strongest results," said Todd Evans, president and CEO of
Rivendell Media. "Marketers have seen that this holds true not just on the
coasts, but in the Midwest too, which contributed to increased advertising in
local GLBT publications across the board. And the most efficient placement of
that advertising is in gay media."
The Gay Press Report has been produced annually since 1994 to provide a
unique, historical perspective on the gay and lesbian market. This year's
survey analyzed 139 individual publications targeting gay and lesbian
consumers, which include local and national newspapers, magazines and
Starting in 1999, Prime Access Inc. joined forces with Rivendell Media to
co-publish The Gay Press Report. In the gay and lesbian market, Prime Access
represents more Fortune 500 companies than any other advertising agency.
Rivendell Media represents over 200 gay and lesbian publications in the U.S.
To view the 2004 report in its entirety, please visit:
Among other findings in the 2004 Gay Press Report:
* Revenues for gay press have soared 182% since 1996.
* More ads from wedding-related services, including consultants, planners
and lawyers contributed a jump in the Services-Non Medical Product
category, which captured the largest number of total ads with 14.9% in
2004. The Eat and Drink category, which includes bars and restaurants,
captured the second most ads with 14%.
About Rivendell Media
Rivendell Media is the leading authority on the gay and lesbian press in
the United States. Founded in 1979, Rivendell currently works with most
advertising agencies providing effective media schedules nationally,
regionally or by market. As a media rep firm, we represent over 200 local and
national gay and lesbian publications in the United States and Canada.
About Prime Access, Inc.
Prime Access, Inc. is a full-service advertising agency that creates
award-winning URBAN MAJORITY(TM) marketing communications to reach America's
emerging dynamic of multicultural consumers. This includes African American,
Hispanic, and gay/lesbian consumers. Founded in 1990, the agency's
multicultural staff creates the advertising, marketing, public relations and
event planning services its clients need to reach these consumer segments.
Web Site: https://www.primeaccess.net