/24-7PressRelease/ - LONDON, UK, October 08, 2007 -- Gay and lesbian marketing has grown in importance in recent years. But there is still often too little gay market research that can be relied upon to accurately portray the lives of gays and lesbians.
That situation is about to change dramatically in the UK market, where leading global gay and lesbian marketing agency, Out Now, this week begins analyzing the most comprehensive lesbian and gay market research ever undertaken in the UK gay market.
The 'Out Now 2007 DIVA, GT and Pink Paper UK Gay Community Market Research Study' launches this week.
The new Out Now research will also take the pulse of the effectiveness of lesbian and gay equality in the UK workplace.
"Many companies now include gay and lesbian equality issues as part of their diversity policies. This is a favourable development, but we want to find out through this market research how well policy actually translates into the realities of the workplace," according to Ian Johnson, CEO of the market researchers, Out Now Consulting.
The Study researchers, Out Now, have been involved in expert gay market research and marketing to gay and lesbian communities in consumer markets around the world since 1992.
"Gay consumers are increasingly being targeted by big brands wanting to increase profits," said Johnson. "This new Out Now research is a quantum leap in market understanding of the key consumer and lifestyle characteristics of the gay community, and how these impact on strategies for effective gay marketing."
The publisher of GT, DIVA and Pink Paper, Millivres Prowler Group (MPG), says the new gay market research study will reveal the most in-depth look ever at the lesbian and gay community in the UK.
"We are delighted to announce this new research," said Kim Watson, Deputy Managing Director of MPG."
"This new UK gay market research is a real groundbreaker," said Johnson. "Many organisations, companies and brands, want to better understand the complexities of the UK gay and lesbian consumer market. Now the market data behind the UK gay market is going to become accessible in a way never possible before."
"This new research is the most comprehensive measurement ever of the UK lesbian and gay consumer market," according to Johnson.
DIVA, GT and Pink Paper are the leading lesbian and gay media products in the UK market.
"This study will reach gay consumers through print and online. It will reach lesbian and gay youth and it will reach gay men and lesbians through their most important gay and lesbian media products," said Johnson.
The Out Now DIVA, GT and Pink Paper UK Gay Community Market Research Study collects data from now until the middle of next month, with market research data findings to be released later this year.
About Out Now
Out Now Consulting is a market leader in gay marketing research and strategy. Established in 1992, the firm is a global gay market agency relied upon by a wide range of clients. Out Now undertakes research for gay media and mainstream companies around the world.
Out Now gay marketing services include market research, training, advertising, public relations and marketing strategy development. Gay marketing clients include Barclays Bank, IBM, Toyota, German National Tourist Office, Qantas Airways, Visit Britain, Lufthansa, South African Tourism and Citibank.
Ian Johnson, CEO of Out Now Consulting, is also the gay marketing specialist business editor of Citizendium, the world's most credible online source of expert-edited reference information.
About DIVA, GT and Pink Paper
Gay Times is Europe's best-selling gay monthly magazine, and has been in print since 1984. http://www.gaytimes.co.uk
DIVA, Europe's leading lesbian glossy magazine, has been in circulation since 1994. http://www.divamag.co.uk
The Pink Paper is Britain's only free national lesbian and gay newspaper, reaching an affluent readership of gay and lesbian professionals, young people and students. It is distributed to more than 500 venues nationwide. http://www.pinkpaper.com
The publisher of GT, Pink Paper and DIVA - Millivres Prowler Group (MPG), Europe's largest gay and lesbian company - has been a part of the LGBT community for more than 30 years and has activities in media, retail, and distribution.
Notes to editors:
Further information is available online at http://www.gaymarketnews.com
6% of UK adults are believed to be lesbian or gay. Source: Out Now Consulting, 1994 and 2005. Whitehall, 2005.
For copyright reasons, any reference to this information must always include the following research reference: "Out Now 2007 DIVA, GT and Pink Paper UK Gay Community Market Research Study".
For further information please contact:
Ian Johnson, CEO
Out Now Consulting
UK landline: +44-(0)20-8123 5288
US landline: +1-310-878 4878
Web: http://www.OutNowConsulting.com
Email: info(at)outnowconsulting.com
David Drury
Millivres Prowler
UK landline: +44-(0)20-7424 7462
Web: http://www.millivres.co.uk
Email: david.drury(at)millivres.co.uk
About Out Now Consulting
Out Now Consulting is a team of specialised marketers with high levels of expertise in understanding the gay and lesbian market. Our more than 15 years experience means we are now the world's most experienced specialists in marketing to lesbian and gay customers.
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