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Does Advertising In LGBT Pubs Make A Brand LGBT?

The market is huge, worth $743 billion, and lesbian, gay, bisexual and transgendered consumers over-index in categories like travel, automotive, and spirits. But will marketing to the segment "brand" a brand? What about right-side backlash fear? Columnist Andy Bagnall says such concerns are dwarfed by benefits.

"First and foremost," he writes, "there has never been a successful boycott due to supporting or marketing to gay consumers." He points out that one conservative organization boycotted family-focused Disney for years because of Disney's outreach to gay customers. "All the while, Disney experienced rapid growth and profit. The boycotters eventually gave up and proclaimed "victory."

Read the whole story at Advertising Age »

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