ABOUT OUTLOOK MEDIA
Since June 1996, Outlook Media has accomplished consistent growth as Ohio’s premier gay media company. Outlook Media publishes Outlook Weekly and facilitates professional networking events known as Network Columbus.
TARGETING OHIO’S GAY MARKET
According to HARRIS INTERACTIVE RESEARCH, gay purchasing power is expected to top $690 billion dollars in 2007!
Gay Americans are twice as likely to have graduated from college, twice as likely to have an individual income over $60,000 and twice as likely to have a household income of $250,000 or more! They are essentially the largest and most lucrative untapped market that corporate America can no longer ignore.
Gay Americans want to be marketed to out in the open. Advertising in the gay market relays respect for the community and their market value. Of course, gay people are not the first once-disenfranchised group to be wooed and embraced by corporate America. While African Americans and Latinos still deal with social prejudice, the respect they receive from marketers is prevalent. A point to consider: targeted advertising in niche publications is independent of advertising placed in mainstream media. Many companies today place ads in gay publications and buy airtime on Spanish-speaking television without ever altering the way they market their image to middle America.
Quite frankly, your business needs to advertise to this lucrative market. The purchasing power of the Ohio gay market segment is the largest in the Midwest. Understand that unlike in the ‘70s and ‘80s, the GLBT community can now be out and proud right here in Ohio and can find an accepting place to live. Whereas Cleveland is the perfect place for urban dwellers looking for an eclectic waterfront city to call home, Columbus is a Mecca for families that value diversity. The March 2007 edition of The Advocate named Columbus as one of its top cities for GLBT residents. This being said, the average gay person is not moving to the coasts to live. Rather, they are establishing a successful authentic life here, in the heart of the Midwest.
What does all of this mean? It means that our readers are affluent adults who do what most affluent adults do. They buy homes. They settle down. They entertain. They travel. And quite simply, they have the money and initiative to do it!
With the economy growing very slowly and ad dollars remaining at their lowest level in years, businesses across the United States are targeting their advertising to groups that can produce the best results. The gay community, with skyrocketing visibility and a large disposable income, has become a natural fit for many businesses looking to maximize their media buys. How will your business grab this very lucrative market? Advertising in Outlook Weekly will get their attention and that will get you their business.