FH Out Front Blog

And the Nominees Are...

Aloha, friends (I learned that from the aforementioned vacay in Hawaii—did you miss me?!?). It’s been quite the month for high-profile nominations, from the Primetime Emmys to hopeful Supreme Court Justice Sonia Sotomayor. On the LGBT red carpet, two organizations have announced their nominations, both equally worthy of a spotlight.

 On Wednesday, Out and Equal Advocates announced nominations for “The Outies,” its annual workplace awards which recognize the most significant achievements in LGBT workplace equality. There are five categories this year—two recognizing individual achievement and three recognizing organizations. Check out the nominees here. Specifically, look at the high profile companies represented in the Workplace Excellence Award, including Google and PricewaterhouseCoopers. This award recognizes an employer that has a historic and ongoing commitment to pursuing and executing workplace equality for LGBT employees, continually raising the bar of workplace equality for others to follow.

As I previously blogged, companies who recognize their LGBT employees will earn an immeasurable ROI among LGBT consumers. Just imagine the brand advocates you create by respecting your LGBT workforce, who in turn, will champion you to their own circle of friends. Just call it “Gay it Forward.”  Winners will be announced on October 8 at the 2009 Out & Equal Workplace Summit in October. My biggest question—what does one wear to the Outies?

Are Gay Car Buyers a Leading Indicator?

Our friend Joe LaMuraglia of gaywheels.com just sent us his second quarter list of top ten “most researched cars” on gaywheels.com. Joe’s press release heralds the debut of the Audi R8, Mercedes-Benz E Class and Nissan Quest on the list. 

Here’s the full list:

Top 10 Most Researched Vehicles on Gaywheels.com - 2nd Qtr 2009

1. VW Rabbit 

2. Audi R8
3. VW Eos
4. VW Jetta
5. Volvo C30
6. Mercedes-Benz E-Class
7. Saab 9-3
8. Nissan Quest
9. Toyota Yaris
10. Mazda Mazda3

Joe’s quote in his press release points out that these results demonstrate “the diversity of interests among LGBT automotive consumers.” As the list describing what cars LGBT car buyers are researching includes a pricey sports car, a luxury sedan and a minivan, I’d have to agree with Joe.

But I also wonder if the cars on the list might also demonstrate the role of the LGBT car buyer as a leading indicator. The list is chock-full of the “usual suspects” from VW, so that’s no surprise. But if our community is checking out Mercedes and Audis online, I wonder if that means we’re starting to think things are looking up in the economy. Certainly, the influence of gay families is being felt with the inclusion of the Nissan Quest minivan in Joe’s rankings. 

What do you think? Is our community's interest in a more varied set of cars a positive sign of things to come or just a momentary blip in an otherwise sour economy?

Rockstar PR

Today I saw in one of my Diversity Inc. updates that the energy drink brand has donated $100,000 to gay and lesbian organizations. I think it’s worth acknowledging that the brand is making such a contribution during the still-in-effect-recession.

I looked thorough the list of recipients and noticed that Rockstar donated more than 10 percent to the LGBT Bloggers Initiative which launched last fall to enhance gay and lesbian blogger skills, relationships and effectiveness.

 

I’s great that communications organizations are being recognized for the value they offer in maintaining our issues front and center. Now more than ever, the blogosphere serves as a voice to all gay and lesbians – and for good reason.  Just last month, WPP’ Mindshare research reported Gays and lesbians are more likely to make tech purchases online.

 

The LGBT community is an online community and Rockstar is on the right track when investing in online efforts to reach that community. The company is also expanding benefits and resources to its LGBT employees.

 

There is more to the story than meets the blog. As Diversity Inc. reports, the CEO of Rockstar is the son of radio host Michael Savage who expressed  firm views that gays should not marry over the air. Naturally, the community, including its bloggers, tied the company with the celeb radio host, and in return,  Rockstar threatened to sue a couple of LGBT blogs (BILERICO Project and Change.org) for defamation, stating they were wrongly accusing the company of being linked to Savege’s beliefs.

 

Rockstar cooled down the heated atmosphere by extending a partnership with not just the LGBT community, but specifically, the blogger community.  This amicable attempt at makeing things right is a brilliant example of great public relations. The company turned around an increasingly sour situation into a forward-thinking  repositioning of the company. Our friends at Queerty could not have said it better:

 

“Listen up, corporations: This is how you work with the gay community. What we're impressed with is not only Rockstar's financial commitment to gay organizations, but that it became publicly angry over any connection made between the company and the vile person that is Mike Savage."

 

This is also a good example of the power of our voices and opinions – if our bloggers had not stirred the pot, none of this may have happened. Or maybe it would have, but certainly it would not have gotten as much attention as it is getting now.

 

Rockstar leaves much to its own employees, like the resources to create an LGBT group, but is helping by building the toolbox needed to achieve this and more successes. We’ll be cautious as we watch Rockstar grow into its own and hope the end result is serious commitment to our community. After all, in supporting our community, Rockstar will surely be rocking out with the stars.

The Influencer: Q&A with AfterElton.com Editor Michael Jensen

Our Pride Month special focus series wraps up today with a Q&A with AfterElton.com editor Michael Jensen. At a time when entertainment continues to dominate much of our culture, and drive much of society’s engagement with our community, it seems fitting to talk about pride and what it means now with one of the leading online authorities on entertainment.

If you’re like me, you visit - and enjoy - AfterElton.com regularly. It is one of the most visited gay entertainment news sites on the Web. If you’re unfamiliar with AfterElton.com, it’s the site for news, information and commentary about entertainment for gay and bisexual men (the ladies have their own site as well – the fabulous AfterEllen.com).

As Michael explains in our conversation, the site reports news as much as it reflects it and it serves a really important purpose in holding a mirror up to the entertainment community to reflect what is important to gay- and gay-friendly audiences. In so doing, it influences a great deal of what our community has to say about entertainment and the media.

We think Michael makes a great case for the power of online communications and the power of sites like AfterElton.com to shape the conversation about gay and lesbian people. Once you’ve read his interview, let us know your thoughts in the comments below.

Now, on with the show…

Ben Finzel: Tell us about the business model for AfterElton.com. You’re owned by Logo and are part of the Viacom family. How has that helped your growth and development?

Hot Time, Summer in Iowa City?!?

Aloha! Me and the BF are headed off to Hawaii next week for vacation. We were Googling ourselves to death trying to find a great place to get away, and we chose the Brady Bunch/Growing Pains route of trekking to Hawaii. But apparently, I should have considered Iowa as well!

We tweeted earlier this week about a great read from the Chicago Tribune about Iowa’s sudden status as a LGBT destination. Why? One could assume, as the article does, that our gaydar is tuned to the state because of the gay marriage law that took effect April 27. I’m not an Iowa-hater…I just don’t know much about the state. Plus, how could I not appreciate a fellow Heartland state?!?

This article is a great read, especially as it relates to how local businesses are recognizing the bling-factor of reaching out to a new tourist audience—LGBT couples looking to wed, or those who support such a progressive stance in the state. Reporter Josh Noel gives a great run-down of places to go if you are headed out the Iowa-y. Mad props to Iowa-based companies who are truly being inclusive in their marketing outreach. Tourism is an industry that has been challenged in this recession. Glad to see that Iowa folks understand that to attract a consumer, you need to speak to the consumer. Has anyone been to Iowa recently? Did you spend Des Monies in Des Moines?

Other random musings (as I dream about Waikiki Beach):
• 80s concert during Pride Weekend was great! We had such support from the LGBT and straight community here in Cleveland. Apparently, everyone loves doing the Thriller dance! Kudos to my pops for coming out on Father’s Day. And, speaking of the 80s, what a day yesterday. The loss of two great icons-- Farrah Fawcett and Michael Jackson. As someone who clearly loves music, I am at a loss on how to describe the impact of MJ on pop culture and pop music. Truly, there was no one else like him.

• I’ll admit it. I love my NJ Housewives on Bravo. I flip a table every time a new episode is about to air. And, I have to respect crazy Danielle and Bravo SVP Andy Cohen for calling out the use of the word “gay” from one of the cast members as a synonym for “stupid.” We all know it’s a common expression—“that’s so gay.” Doesn’t mean that we have to embrace it.

The Hotelier: Q&A with Kimpton COO Niki Leondakis

Over the years on this blog, we’ve talked a lot about what companies should and shouldn’t do and offered examples of companies that demonstrate their smarts by leading their competitors in the gay and lesbian marketplace. Kimpton Hotels & Restaurants is one company that’s definitely a leader. As we continue our Pride Month special focus series, I’m really pleased that we’re able to bring you a Q&A with one of their senior executives.

Niki Leondakis is Kimpton’s chief operating officer and the creator of the company’s Diversity Initiative.  As she explains in her bio, the Diversity Initiative is “committed to creating a culture that acknowledges, understands, values and celebrates differences among people.” 

Long known for its unique, boutique-style hotels in San Francisco and Washington D.C., Kimpton is now becoming an even stronger player in the hotel industry with nearly 50 hotels and restaurants in major cities across the United States and Canada. Gay and lesbian engagement has been front and center in Kimpton’s outreach and communications for years and has included LGBT audience outreach, fundraising and marketing. 

As we discuss below, nearly every major hotel brand is now involved in some way in advertising or marketing to the LGBT community. But Kimpton was one of the first, and they certainly seem committed to maintaining their position in the front of the pack with their Summer of Pride promotion and their other outreach efforts to engage the LGBT community.

We’re grateful to Niki for taking the time to answer our questions. We hope you’ll enjoy reading her answers. For more information on Kimpton’s LGBT initiatives, check out their Web site.

Re:Post - The Gaysian Equation

We developed the Re:Post idea to highlight some of our favorite posts from the past. Today, we're posting another one. When Laura Nguyen joined the blog, she joined in a big way. Her first post – from December 10, 2007 – generated some of the highest traffic we had on the blog that month and earned Laura a reputation for thoughtful, compelling commentary right from the start. It’s been eighteen months since the post first ran, so we thought it was time to share it with you again. Here’s the post:

Last week, AfterEllen.com developed PSAs to rhetorically respond to their self-imposed question: “If you turn on the television and never see a lesbian, do we really exist?” This sparked a question about the importance of recognition and visibility for other minority groups if they are to exist and seem relevant in what makes up the American fabric.

If lesbians have minimal presence in mainstream media, then where do LGBT people of color fit into the equation? Growing up, I was surrounded with icons, images, and people who didn’t reflect me. Nights in front of the television left me unsatisfied. Despite the lack of Asian leads on network shows, the characters that are portrayed are laced with stereotypes, not to mention a lack of true representation within our vastly diverse ethnic group. More than 50-microsegments fall under the Asian-American label, as statistics lump the different Asian ethnicities — Vietnamese, Chinese, Korean, Filipino, Taiwanese, Indian, Bangladeshi, Pakistani, Japanese, and others — together. Lucy Liu can’t be a representative for all of us, despite the numerous times when I wish I could fill her Jimmy Choo's. The Lucy’s on television were all cast as the “China doll,” “lotus flower,” “seductress,” or “dragon lady.” Sadly, they never resonated with me.

For those of us who identify as LGBT Asians, we are left with the same resounding question – if you don’t see us, do we exist? If we live by the mantra, seeing is believing, then no … we don’t. Asian Americans have minimal visibility in the media, and even those outlets that have attempted to be a voice for LGBT Asians, have failed. In my research for this entry, I found the topic of LGBT Asian Americans is virtually untouched! The first magazine to address gay Asians, Noodle magazine, folded after two years and others’ attempts quickly followed suit. Today, there are virtually no magazines specifically targeting this subgroup.

Gay Advertising on the Small and Big Screens

With summer and Pride upon us, many people our having a little more time to enjoy the movies, catch up on DVR'd favorites, or just flip on their new digital TV signal. This past week, three advertisements with LGBT references or issues hit TV and local theatres, yet only one made brief headlines. A quick summary of each is below:

(via Queerty) Long-time inclusive advertiser, Orbitz, released the above advertisement with it's subtle reference to LGBT audiences (check out the HRC-esque logo on the one golfer's polo).

(via Joe.My.God) Similarly, fast-food Taco Del Mar chain's spot for their roasted fajita burrito gave a quiet shout out to LGBT surfers by the inclusion of a Gay & Lesbian Surfer Association sticker on the first surfer's board. Both of these symbols, largely recognized by only our community (I didn't even notice the GLSA sticker, but we don't catch many waves here in the Midwest). Both of these ads fall into what former FH client Commercial Closet called "gay vague" advertising.

Is Progressive Living Up to Its Name?

In the latest Progressive Insurance ad, two men enter a Progressive Insurance store asking an agent for advice. Who knew that these two men would cause such a chatter?

To be honest, I saw the ad several times and questioned whether the men were gay, but never took a closer look.  Slate did. According to a Slate article, the men exhibit gay mannerisms, subtle body language toward one another, and one wears  a rainbow shirt. Additionally, the quirky Progressive associate, Flo, looks at both men when asked about their financial situation.

Because two men walk into a store together, are they gay? As a consumer, what components lead us to assume that these men are gay? Is it clothing, their body size, their voice or their mannerisms?
The ad was not intended to target gay audiences, but the ad itself does not have an overly masculine tone. So, it doesn’t alienate the LGBT population and it doesn’t upset anti-gay advocates. Does that mean Progressive’s ad is, in fact, progressive?

At the close of 2008, we predicted more gay-vague ads. Could Progressive’s ad campaign fall into this category? I think so. The ad has all the makings of a gay-vague ad, giving Progressive an opportunity to reach a broad audience, gay or straight. With this movement toward gay vague, companies maximize their marketing dollars, targeting both the influential gay population and the general market consumers.

So, the last question is – does Progressive allow gay couples to have joint car insurance?  I think I might give them a call now.

If you haven’t seen the ad, click here.

Big Gay on Campus

Happy Pride Month! Here in Cleveland, our Pride Festival is next weekend, June 20 and 21. How fun is that—Pride & Father’s Day! In the ultimate gay moment, my dad will be coming to my gay choir’s “Totally Awesome 80s” concert on Father’s Day, on Pride Sunday (yes, the concert includes two drag songs—“Material Girl” and “Dude Looks Like a Lady”). Couldn’t have predicted that moment in a million years…. We’ll also be performing at the Cleveland Pride Parade, so I’ll blog next time about Pride here in the Midwest.

Now back to the topic at hand (or on screen). My wonderfully observant colleague Bryan tipped me off to a just-published study that reveals “gay male college students are more motivated to learn and more likely to be mentored than their straight counterparts, and their above-average grades suggest this kind of engagement makes.” According to the study, the average gay male undergraduate’s GPA (should that now be Gay Point Average?) is 2 percent higher than that of straight males at the same institution.
Some other interesting findings:

• Gay males find academic work more important than straight males
• We spend 40 to 50 percent more time doing volunteer work or participating in student organizations
• 13 percent of us are more likely than straight male students to report they had a faculty member or administrator they could talk to about a problem

Our sisters were not left out of the study. According to the report, “behavioral lesbians” appear to do no worse, no better academically than behavioral heterosexuals. But “behavioral bisexuals (who are overwhelmingly female) do a lot worse. They spend significantly less time studying. They're much less satisfied with their academic work. They think their academic work is less important than do other women. Bisexual women are not having as good a college experience."

As you can imagine, this study sparked quite a loud online discussion about what these findings mean, why the difference exists between gay men and straight men on campus, and frankly some sad rationale as to why we get ahead (pun intended, if you read some of the message boards). I’m not going to use this forum to analyze the data—I’ll let the researchers do that. But, what I do find appealing is that perhaps this study, and other studies that show that homosexuals in the U.S. are far more likely to be college educated than heterosexuals, provides an opportunity for academic institutions to specifically market and attract LGBT students by providing specific programs, student organizations, and services to ensure that the college experience means something to all students. And if these studies are in fact true, corporate America should be recruting LGBT graduates because it sounds like we are true stars in the classroom!

Tell us—do these findings ring true from your college experience? Were you more academically-inclined than your hetero-counterparts? How involved were you on campus, and how much of that is related to your LGBT-ness?

Renaissance Woman: More Q&A with Windy City Media Group Publisher Tracy Baim

Welcome back to our conversation with Windy City Media Group publisher and executive editor Tracy Baim. In today’s conclusion to our two-part Q&A, Tracy shares her thoughts on the differences between LGBT media and so-called “mainstream” media and talks about the future of LGBT media. 

Given my strongly held views about the importance of LGBT media – and appreciation for the important role they play in reporting all of the news – I was particularly interested in Tracy’s comments. I think you will be too.

Tracy’s comments on marketing to our community should be highlighted in every public relations, marketing and communications class and used as the primer for how and what to do by anyone in our industry planning outreach to our community. I could not have said it better myself, and am thrilled to be able to share Tracy’s insight with you here. 

Ben Finzel:  You cover our community 365 days a year where your so-called “mainstream” counterparts generally only pay attention to us a few times a year (including during Pride). Have you noticed an increase in “mainstream” media following LGBT media on key stories? 

Tracy Baim: There are some stories that get universal coverage by all; marriage in Iowa is an example. The mainstream covered that as it happened, as it should. The LGBT media cover that kind of story in much deeper ways. That gives our readers a context for why things happen, and why they continue to happen. Someone reading just the mainstream may have been shocked to learn about that happening, but our readers would have had years of coverage related to marriage that set the stage for the recent successes (and setbacks). We will have many more follow-up stories on marriage, and explore it on a deeper level.

There are hundreds of stories the mainstream does not cover within the LGBT community. Maybe once every few years they cover LGBTs in sport, for example, but every week in Windy City Times you see LGBT athletes in our community, whether in gay leagues or in mainstream sports. Same with entertainment, the bars, culture, etc. The mainstream will do some coverage, and more frequently now does include gays in coverage of, for example, a home and design issue. But they just do not have the space or access to do the kind of depth a weekly gay newspaper, with a Web site updated daily, can do. This is no different than any "niche," for example African-American, Latino, Asian, women's etc.

Also, I would say as a whole the mainstream media has not done a good job of covering the diversity of the LGBT community: it's still mostly white gay men. Even most LGBT media are not very diverse, but we pride ourselves at Windy City Times in trying to cover all aspects of the community.

Renaissance Woman: Q&A with Windy City Media Group Publisher Tracy Baim

Hello and welcome to Pride Month on the Out Front Blog! Today, I’m pleased to present the first in our series of Pride-focused Q&As. Today’s conversation is with our friend Tracy Baim, publisher and executive editor of the Windy City Media Group (WCMG) in Chicago. 

WCMG is Chicago’s largest chain of gay and lesbian publications and reaches 50,000 readers with its weekly newspaper Windy City Times (founded in 1985), and numerous other media properties online, in print and over the air. This year marks Tracy’s 25th anniversary in LGBT media. She’s a true media and communications pioneer.

And if that’s not enough, Tracy also served in a leadership capacity for Gay Games VII in Chicago (when she was our client) and the founder of the Chicago Area Gay and Lesbian Chamber of Commerce. Tracy is an accomplished business person, movie producer (more on that later) and out lesbian. 

Tracy had so much to share with us that we have cut our conversation into two parts. Today, part one of our conversation focuses on the Windy City Media Group and pride. Tomorrow, part two looks at broader media trends.

We’ve been pleased to call Tracy client, colleague and friend. I think that after reading her Q&A, you’ll just call her “brilliant.” And I think you’ll agree: she is a true Renaissance Woman.

Ben Finzel:  Tell us a bit about Windy City Times and your other media endeavors (including the upcoming film “Hannah Free” which you produced that opens this month).

Tracy Baim: I was a co-founder of Windy City Times newspaper in 1985, with three gay men. For 24 years, WCT has served the Chicago-area LGBT communities as a weekly newspaper. I left in 1987 and for 13 years ran a newspaper called Outlines in Chicago, but then purchased Windy City Times back from one of the co-founders in 2000. WCT has adapted and changed many times over the years. We have a significant Web presence, and enhance our community coverage through a bi-weekly club guide called Nightspots, which was founded almost 20 years ago, as well as online content through Windy City Queercast, QueerTVNetwork.com, Identity, Out! Guide, and articles and photos online that do not appear in our print publications.

Windy City Times is an award-winning newspaper which covers local, national and international news, features, entertainment, sports and more. We have dozens of reporters and photographers based around the country covering our community through first-hand accounts. We also have bloggers, videographers, radio co-hosts and a wide range of voices in all of our media.

In 2007, I launched ChicagoGayHistory.org as a labor of love, to start a video oral and written history project for Chicago. I interviewed more than 270 people on video, and the Web site started in early 2008. At the same time, WTTW public TV in Chicago was working on a documentary, Out and Proud in Chicago, and I consulted for them and provided hundreds of photos. As a result of that collaboration, a publisher approached me to do a book, and the result is Out and Proud in Chicago: An Overview of the City's Gay Movement, a glossy, 4-color book with more than 150 articles covering 200+ years of Chicago's LGBT history. I edited and co-wrote the book, which is the first comprehensive overview of Chicago's LGBT community.

In 2008, I partnered with writer Claudia Allen and director Wendy Jo Carlton to work on a lesbian feature film, Hannah Free. The film, which stars Sharon Gless (Cagney and Lacey, Queer As Folk, Burn Notice) and some amazing Chicago-based actors, has its world premiere at the oldest LGBT film fest in the world, Frameline, on Pride Sunday, June 28, in San Francisco, at the Castro Theatre. I am executive producer of the film, which is a flashback, period piece about the more than six-decade-long relationship between two women. While newspapers and journalism are my love, I also realize that movies have a long-lasting impact on the way we see ourselves, and how society sees our lives. I wanted to show a new side to lesbian lives, especially among different generations.

Ben Finzel: How are you covering pride – both the month and accompanying announcements and the actual events – this year? What has changed in your coverage over the past few years?

Tracy Baim: We cover all aspects of the LGBT community, by both listing and promoting events ahead of time, and then covering them as they happen. Because we now have video, we will be adding that to our pride coverage for the first time. We also have Facebook pages and Twitter accounts, and we will use those to promote what we are doing on our Web site.

I think the LGBT press can still provide a unique role of gathering together information from a wide range of groups and making sure they get their information out in a comprehensive way to the wider LGBT community. The Internet makes it easy for groups to promote among their core followers, but a media company provides a "one-stop" location for seeing all that is happening.

In covering pride, the mainstream can only do so much. We can run a lot more in our print and online editions.

Ben Finzel: Are you seeing the same level of corporate involvement in Pride celebrations as you have in previous years? Beyond the economic impacts of this terrible economy, how does your pride-related advertising this June compare to last June?

Tracy Baim: The Pride Parade itself seems to have more and more corporate participation. However, those corporations, a lot of them, still just think having a float in a parade is "outreach." Many of them are still afraid to brand with print and Web advertising to the LGBT market. So, unfortunately, I have not seen much growth in the courage of brands to do a comprehensive campaign to target LGBTs. There are so many who still just tippy-toe into the community one Pride day a year. That is no way to market. They know this in every other market, but they do not use that same basic marketing 101 in working the LGBT market.

There are exceptions, but they are just that, exceptions.

Ben Finzel: Tracy, thank you for making the point we so often make about the importance of understanding how to “do a comprehensive campaign to target LGBTs.”  Tippy-toe doesn’t cut it, and your real-world advice in this regard is really important. 

Be sure to come back tomorrow for the conclusion of our two-part conversation with Tracy. In tomorrow’s post, Tracy talks about “mainstream” media and consolidation (or lack thereof) in the LGBT media community.

Olympic Pride

 Earlier this year, I promised that I would give regular updates on Cleveland’s bid to host Gay Games IX. Latest news is that we are preparing to host a visit from delegates of the Federation of Gay Games here in Cleveland in late July. We have some exciting events planned, so I will be sure to share photos here.

Now that I have immersed myself in everything related to LGBT sports, I wanted to share a bit more detail on a news item we tweeted for you earlier this month. As we all know, the 2010 Olympic Winter Games are just months away, and Vancouver will serve as the destination for this global showcase of athleticism. Anyone who has watched either the Summer or Winter Olympics knows about the “Olympic Village,” where each country has some sort of venue to showcase not only their culture, but to provide a haven for its athletes. This winter, for the first time in Olympic history, there will be “Pride House,” a place for LGBT athletes to relax, watch events and meet friends. The organizer, GayWhistler, designed Pride House as a safe space for out athletes, coaches, fans and allies to come and essentially be themselves.

As Dean Nelson of GayWhistler put it, the Olympics have a “pretty homophobic structure where being out is not really encouraged." he said. "We're hoping we can be a catalyst and change that perception.”

This is big news in the Olympic community. As Olympic historian Kevin Wamsley commented in the story, the Olympics have traditionally skirted around the issue of sexuality, and have not provided a friendly environment for LGBT athletes in the past. And, at this point, neither the Vancouver Organizing Committee nor the International Olympics Committee are partners in this effort.

I applaud…nay, give a standing ovation… to GayWhistler for creating Pride House. The Olympics bring the world together, and that includes the LGBT community. With so many media outlets expected to descend upon Vancouver, I hope that there will be an opportunity to generate great interest in the LGBT Olympic Athlete and for sponsors and companies to market to the LGBT community. More important, I hope the IOC recognizes and embraces the importance of the LGBT community. Olympic athletes are role models. Let them be Out Role Models.

Pride, Now

June is traditionally recognized in the U.S. as “Pride Month” and it’s the time of year when many cities host their annual pride festivals and events. It’s also one of the most popular times of year for marketers to launch new LGBT-focused programs or make gay-themed announcements. For the past two years, we’ve been taking advantage of this “extra” attention on LGBT issues to focus on pride in our blog posts for the month of June. This year is no exception. 

Beginning on Monday, June 1, we’ll add several Pride-focused Q&As to our usual mix of opinion, news and commentary. In these conversations, we’ll take a look at what Pride means now, what companies are doing to engage with our community and what the media climate is like and may be in the future. We’ve lined up an all-star cast of Q&A subjects representing corporate America, LGBT advocacy organizations and LGBT print and online media. Be sure to check out the Out Front Blog all month long to read our conversations with:

• Niki Leondakis, chief operating officer, Kimpton Hotels
• Neil Giuliano, president, Gay and Lesbian Alliance Against Defamation
• Tracy Baim, publisher and managing editor, Windy City Media Group
• Kevin Naff, editor, The Washington Blade
• Michael Jensen, editor, afterelton.com

We hope these conversations will give you a perspective on what pride means now and what that means for the state of gay and lesbian communications. And we hope you’ll chime in with your thoughts and comments, too.

The Out Front Blog Team (Ben, Peter, Ivette, Laura, Bryan and Michael)

Where Are You Off To?

The weather’s improving, shorts and swimsuits are hitting the retail rack and many gay and lesbian travelers are packing their bags for a summer getaway. But just what cities and companies will be receiving the majority of LGBT tourism dollars? If history is any indication, it’s those places of business and leisure that directly communicate and connect with our community.

This week, Gay.com announced its 2009 Travel Awards, which included long-standing havens of inclusiveness:

• Favorite Airline:  Delta
• Favorite International Destination: London, England
• Favorite Romantic Getaway: Paris, France
• Favorite Domestic Destination: San Francisco, CA
• Favorite Resort Town: Provincetown, MA
• Favorite Hotel Chain:  W
• Favorite Guest House: Island House, Key West
• Favorite Casino: Mandalay Bay
• Favorite Car Rental Company: Enterprise

Tourisme Montreal Gets Out, Online

Our friend Tanya Churchmuch of Tourisme Montreal wrote us recently to tell us about a new tourism promotion program launched by her organization. It’s called the Insiders program and features news, information, tips and travel advice from five different Montrealers representing different themes. One of the five is Daniel Baylis, a gay man, blogger, journalist and columnist (that's him in the photo at left). As part of the program, Daniel has his own blog, a Twitter account and a Facebook profile. Tourisme Montreal is actively promoting these social media aspects of the program and issued a press release last week encouraging people to read, follow and friend Daniel (we’re now following him on Twitter).

Known for its gay-friendly reputation and wonderful gay “village,” Montreal is using this program to highlight its reliance on social media and online communications for travel outreach. The Insiders program also marks a shift in focus with the entire program built on Web-based advertising and social media engagement. Daniel and his four colleagues are part of a fairly large shift away from the traditional print plus online advertising model that is still practiced by many destination marketing organizations. The Montreal program is still fairly new, so it’s hard to say if it will work, but we’re betting that the high interest in online communications and social networking among members of our community will at least make Daniel’s efforts successful (if not the others).

Check out the program and let us know your thoughts. We’ll share interesting tidbits we learn from Daniel along the way via our Twitter feed (reposted in the upper right hand corner of the blog).  Let us know if you plan a trip to Montreal, and if you do, what role the Insiders program played in encouraging you or helping you to make plans.

Photo courtesy of Tourisme Montreal.

Levi’s Campaigns for Harvey Milk

Last week, Levi Strauss & Co. launched the “Give Them Hope Now” campaign to raise $500,000 to support the Harvey Milk High School. The high school, located in New York’s East Village, was founded as a safe space for LGBT and questioning young adults. The Harvey Milk High School is a public school operated by the Hetrick-Martin Institute (HMI), the nation’s oldest and largest nonprofit social service, education and advocacy organization dedicated to serving LGBT and questioning youth.

Levi’s launch of the “Give Them Hope Now” campaign includes a Web site housing a series of videos, a direct means for donations, social media integration opportunities and information about Levi’s corporate involvements. According to an AdAge article, the campaign utilizes digital outreach efforts with banner ads, e-mail outreach to bloggers, social media and community outreach through Facebook, Twitter, AOL, Glam, Hulu, MSN and Yahoo, pre-roll video and editorial coverage.  In addition to the campaign’s heavily digital components, Levi partnered with Regent Media, photographers and celebrities to generate additional awareness and host monthly fundraisers.

My two favorite elements are the videos and the social media opportunities. The Web site offers heartfelt videos with real life stories of LGBT youth. The videos raise awareness and educate visitors of HMI’s commitment and importance in the lives of these youth. These videos highlight a diverse group of HMI alum and volunteers – male, female, youth, adult, Caucasian, African American and Hispanic. It’s important to see a variety of faces and life experiences – giving potential donors a story they can relate to. 

My second favorite element of the Web site is its social media and grassroots outreach component. Each video has a social media sharing opportunity, giving people a chance to post the videos and the campaign on their social networking site of choice.  These stories are personal ones, and the grassroots elements give people a chance to tell their stories while supporting the campaign and its goal.

It is evident that the LGBT community is a priority audience for Levi’s and this partnership with HMI not only aligns with the company’s brand position, but positions Levi as a leader in the LGBT market. I look forward to seeing the campaign’s progress and commend HMI and Levi for their efforts in making a difference in LGBT youth’s lives.

Our Advocates on the Airwaves and Ads

 

Yesterday I blogged about two recent marketing pieces that leveraged prison rape and negative references about femininity to “humorously” promote their brand. These and other poor choices of words and images in advertising are common, and FH Out Front is not the only one raising these LGBT communications issues.

Today the Gay & Lesbian Alliance Against Defamation (GLAAD) announced the launch of its new Advertising Media Program, which will work to ensure and promote truthful and inclusive depictions of the LGBT community in all forms of advertising. This program was formerly the Commercial Closet Association (CCA) and has now been merged into GLAAD and included as part of its broader agenda (note: CCA was an FH Out Front client). 

In the release, GLAAD President Neil G. Giuliano said, “Words and images matter and can shatter stereotypes. Fair, accurate and inclusive media images prove that we are connected through common, human experiences. And these are images that we – and advertisers – have a responsibility to share.”

Cleaning Up Corporate Communications

Maybe it’s because I’ve recently been researching the hygiene industry for a client or because H1N1 coverage has me washing my hands with near paranoia fervency, but yesterday’s article, Fox Offends With Prison Break Soap Promo, by the Advocate piqued my germaphobic interest.  

Apparently Fox’s marketing team for the successful series about two brothers exposing a federal conspiracy while breaking in and out of jail repeated a 2008 promotional stunt by sending a bar of soap with press materials to media outlets. Fox’s communication pros were apparently hoping to “lather up excitement for the two-hour series finale airing Friday, May 15.”

First, Do No Harm

We’re not doctors, but we communications professionals often follow the adage commonly associated with medicine in our advice to clients: “first, do no harm.” The concept is that we should not plan or conduct communications efforts that cause harm to our clients’ reputation, image or products. If it sounds like common sense, it is.  But that doesn’t mean it’s always practiced in the real world.

I bring this up today because The Advocate ran a story online Sunday about Walmart’s CEO and the 2008 Arkansas amendment to ban adoption and foster parenting by LGBT couples. According to the article, Walmart’s new CEO, Mike Duke, signed a petition last year to put the amendment on the Arkansas ballot (it was placed on the ballot and passed by a large margin in November of 2008).

Communications and marketing, as with politics, is a game of addition. The objective of most communications and marketing efforts is to add more people, not drive them away. Increasingly, efforts that drive away LGBT customers are being seen by consumers as problematic, even for companies that might not seem all that interested in reaching our community. More and more companies are beginning to understand that it’s just not good business to openly discriminate. Not just because our community is offended, but because in ever-larger numbers consumers value companies that value all people equally. 

You could make the argument that Walmart’s CEO was simply expressing his opinion and say that he had every right to do so (and note that he wasn’t CEO when he signed the petition as he just took on that job in February of this year). But consumers also have the right to shop where they feel welcome, wanted and respected. And they are expressing that right more and more by supporting those companies that support them and their neighbors – even the LGBT ones.

Walmart’s CEO is entitled to his opinion. But the consumers he wants to continue adding to his customer base are also entitled to show their displeasure at his exclusionary beliefs by exercising their right to shop elsewhere.

We’ll see if this development has any measurable impact on Walmart’s sales. Despite past support for LGBT organizations and issues, Walmart has been inconsistent in its engagement with our community.  And previous missteps by the company on LGBT issues received scant attention – even in the LGBT blogosphere – and it may be that this is another one-day story. However, if I were advising Walmart (I’m not), I’d tell them to take these kinds of situations seriously.

Walmart has apparently spent a great deal of time and resources to reshape its reputation and build a positive record on sustainability and environmental concerns (no doubt to move beyond their negative “big box” image of the past). They had previously begun attempting to do that with the LGBT community as well, but this latest news adds to the pattern of inconsistency about where Walmart stands on LGBT issues. Continued confusion could cause harm to Walmart's efforts to build a corporate image of responsibility and responsiveness. That may not happen today, with this story, but a continual pattern of these actions will add up over time. It takes a long time to build a reputation, but a very short time to damage one.

Attention Corporate America: You're So Gay

 

Another week, another top 10 list.

But, this one is important. DiversityInc has released its “Top 10 Companies for LGBT Employees.” How were these companies chosen? Instead of a talent/swimsuit/public speaking contest, these companies were appropriately analyzed by the following factors: inclusive benefits for same-sex partners of employees, strong diversity training programs, recruitment efforts aimed at LGBT people and the vitality of the company's LGBT employee-resource group.

Check out the Web site for a complete listing of the winners. In addition to the #1 company on the list, our client Ernst & Young, I was also impressed with:

Lesbians Optimistic About 2009 Economy

    The current issue of Curve has a very interesting poll* on the lesbian economic outlook for this year. Almost half of lesbians see the glass half full: 49 percent say “I’m making some cuts, but overall I’ll be Ok.” Fourteen percent said things are looking good from where they stand, and an 11 percent said “Recession? What recession?”

Based on this poll, about 75 percent of lesbians have a positive outlook on the economy. That is a promising number. So who is getting our attention? Advertisers in the magazine lean heavily on the travel and tourism side with Sweet and Damron among others, along with online dating and music festivals. The list seems pretty varied, however the majority are gay and lesbian companies. From the non-gay and lesbian business community: Bridgestone (yes, the tires), Visit Las Vegas and Subaru.

There needs to be a little more diversity within these pages. As pretty much the only nationally distributed lesbian publication, this is an important platform in reaching your optimistic, forward-thinking, brand-loyal female. The diversity in support will compliment the diversity of women that grace each page of the publication and our community.  In addition to celebrities, authors and musicians, Curve recognizes ten powerful lesbian politicians.

I’d like to take a moment to highlight two Latinas who made the list: Rosie Mendez, NYC councilmember and Mautner Project board member, and Sheriff Lupe Valdez – the highest ranking law enforcement officer in Dallas County, Texas.

I digress. Our community will only diversify as time passes and progress is made. There are plenty other ways to communicate with this audience as alternatives to advertising in publications; some ways even more credible. Ways of connecting with your audience have grown exponentially, mainly through the digital arena ( social networking, bloggers, Twitter, etc.) And as each dollar spent on your product is increasingly becoming more and more valuable, so should targeting a population which is most willing to listen and take action.

*Curvemag.com

Which Cars Move You?

Our friend Joe LaMuraglia of gaywheels.com this week released his list of the “top 10 most-researched vehicles” on the site for the first quarter of 2009. In his press release, Joe says that the results of this quarterly snapshot “support the results of our recent LGBT Auto Owner’s survey.” Here’s the list:

1. Volkswagen Rabbit

2. Volkswagen Eos
3. Volvo C30
4. Saab 9-3
5. Audi A-3
6. Toyota Yaris
7. Mazda MX-5
8. Maserati Gran Turismo
9. Volkswagen Jetta
10. Mazda 3

And here’s what Joe had to say about how this list matches up against his survey: “Volkswagen and Audi are two brands that are overrepresented by Gay Men in the study and those brands represent 40% of the Top 10 list. Other brand positions further supported the recent survey results; the Saab 9-3 has consistently been on the most-researched list and that brand is the most over-indexed for both Gay Men and Lesbians.”

I looked back at the post I wrote on Joe’s second quarter 2007 report and the lists are pretty similar. I find it interesting that our community’s brand interests are apparently fairly consistent, even with dramatic changes since then in the auto industry and the economy. For me, the question is whether that consistency will continue. As the recession continues and auto makers of all kinds struggle with falling sales, will media coverage of the economic impact on automakers affect our interest and ultimate purchase of specific vehicles?

We’ll keep tracking Joe’s results and report back in the future. In the meantime, what do you think? Are you thinking about buying a car? If so, what are you considering? What factors will affect that consideration? Let us know in the comments below.

Iowa Gets It!

Why does Iowa get it? I just ran across a new ad from OneIowa.org. The ad is to be applauded for many reasons.  I encourage you to see for yourself (click here). The primary reason I love this is that it does not focus on the recent legalization of gay marriage in Iowa but instead on the rights of all Iowans to enjoy the benefits of marriage. They have shifted the message to be more relevant for all Iowans, not just gay ones.

Communication channel of choice? I congratulate OneIowa.org for rolling out this new ad on Youtube, the perfect medium to offer broad distribution and allow for many different audiences to see it: gay, straight, young, old, black, white. Brilliant! I will note it has been picked up and featured on many other websites now, so it is enjoying the freedom of being viral online.

And finally their website, while cut down to the essential key information, is well done. My favorite section is "Our Stories." I read every one of them, and enjoyed them for their honesty and diversity - gay, straight, single, bi-racial.

So, what do you think of how OneIowa.org communicated this message? And do you agree with their approach? Please share your thoughts. I'd love to hear what you think.

Re:Post - Earth Gay

Note: Today we're launching a new feature to highlight some of our favorite posts from the past. We're calling it Re:Post. Yes, it's a form of recycling, so we thought launching the feature today might be an appropriate way to celebrate Earth Day this year. Our first Re:Post is from one year ago: it's my post on Earth Day 2008 about the intersection of gay and lesbian communications with environmental issues. Although the world has changed considerably in the past year, it's interesting to consider what is still relevant from the post as well as what has changed. Here's the post:

Today is the 38th observance of Earth Day. As I’ve blogged before, environmental issues have not always been front and center for the gay and lesbian community. With so many more pressing, more personal matters before us, we haven’t often been seen (or considered ourselves) as ardent environmentalists.

That doesn’t mean we weren’t there, just that we didn’t often take center stage. Now, as consumer engagement in all things “green” has taken off in the past year, engagement and recognition of gay and lesbian audiences with environmental issues has also increased. I’ve talked in the past about the Greening of Gay Travel and other “green gay” topics. But with this Earth Day, I think the two communities – environmentalists and gay and lesbian people – have now intersected.

The Advocate’s current issue is their first ever “Green Issue” and features “tips for green living,” profiles of “eco heroes” whose professional careers are devoted to “green” issues and a cover story on singer Rufus Wainwright and his efforts to engage his fans on environmental issues. But that’s just one example, retailers such as Mitchell Gold + Bob Williams include “green” messages in their ads aimed at our community. Carbon offsetters focus on our community as a target audience for their “green” products (and Jen Christensen writes about that in the latest Advocate too).

Britney, One More Time

Last week, I entered the arena floor beside 16,500 people, all waiting in anticipation for one pop princess. Through the crowd of pink feather boas and home-made t-shirts stating “Britney changed my life,” and the infamous, “It’s Britney B*tch,” I kept asking myself, aside from Britney’s gay male fan-base,  could Jeanne and I be the only lesbians here? Surely, I must be wrong. Oh and was I, I was very wrong.

Roughly 85 percent of the attendees that evening were women – straight, bisexual and lesbian alike. All arrived with one interest in mind – to be entertained. So, what is it about this genre of music that appeals to the gay and lesbian community? What does it take to connect with us and how does an artist, an icon or a brand target an audience without alienating him/herself from other audiences? 

As Samantha Jones once said in Sex and the City, “First come the gays, then come the girls.” Though this is a slight condescending exaggeration, it does have some truth. The influence and buying power of the LGBT community has been highlighted for years now. We’ve discussed it in our blogs and stress it in our client work each day.  With an average annual household income of $80,000 (according to Community Marketing) a year and continued spending despite the economic downturn, it’s no wonder the LGBT buying power remains top of mind .

As we’ve learned from GayWheels.com’s recent survey, it takes more than being perceived as gay-friendly to win our vote. Ben’s statement about the diversity of the community is true here too. Not every gay man is a Britney fan, and not every lesbian likes Melissa Etheridge, so it’s time to set the stereotypes aside.

For artists and companies, reaching out to the gay audience means establishing a strong voice in a loud market. Once you’ve found your beat, be sure to engage and interact with us in an authentic way that truly leverages messages of inclusion. With the continued evolution of social media, it’s also important to remember to reach audiences where they already are. As gays and lesbians spend roughly 10-12 hours per week online, it’s a perfect opportunity to join the conversation and share your commitment to the community.

Though only Britney and a handful of other artists have experienced the ecstatic screams of fans, companies traditionally have to work a little harder. However, the reward of establishing a strong gay and lesbian consumer fan-base means not only record sales, but devout loyalty. As one concert go-er said, “This was never a comeback. For true fans, Britney never left.” Talk about brand loyalty.

Photo Credit

Top 10 LGBT Communications Trends

I was recently reviewing some top 10 trends in communications and decided the LGBT community needed our own. Our community, while not singled out in anything I have read, is made up of avid consumers of communications in a variety of forms. So I decided I'd develop my own list of top 10 LGBT communication trends. Let me know what you think.

1. What's the next twitter? Social media has consumed our communications lives, and the LGBT market is no different. So ask yourself about these new tools; del.icio.us, digg, reddit, stumbleupon. Any sound familiar to you? Check out reddit's active LGBT community here.

2. Let's be real. Authentic communications- the de rigueur for successful social media communications nowadays - is certainly something the LGBT community knows all about. Honest, real and sometimes cutting communications is what is demanded by social media today. It will only get more demanding as we tweet our lives away like Ellen.

3. Employees matter. I think the importance of employee communications will only grow as businesses tighten up their communications to keep the employees they have happy.

4. LGBT friendly jobs? Yes, now we can even search out gay friendly employers. That's thanks to a quick Google search and resources like the HRC and others we can quickly go online to search out new jobs that might just be gay friendly.

5. How green are you? Sustainability is important to all of us. I see the LGBT community embracing the greening of America in new ways, being the trendsetters that we are. What's new and green for you?

6. Diversity rises. Thanks to millennial and the growth of moderate parties on both sides of the aisle, we are beginning to see the rise in support of LGBT issues. Most recently the approval of gay marriage in both Vermont and Iowa within days of each other.

7. Global is local. As our communications become easier and friendlier they also become more global. I see it everyday in blog responders from all of the world.

8. Techno-gays. Just like our communications, technology gets easier, cheaper, faster every day. so more and more of us are becoming techno-savvy consumers of all forms of media with our techno-cool devices.

9. It's all about me. User-created content continues to explode. Now businesses have joined the legions of consumers, including the LGBT community, who share more about themselves than we ever wanted to know.

10. Simplify. As communications explodes in some ways it has gotten simpler. Look at the iPhone, do I need to say any more?

 

Defining the LGBT Automotive Consumer, Part 2

The New York International Auto Show starts this week. Amid all of the conversation about the future of the automobile industry, we’re hoping the latest example of the power and potential of the LGBT car buying market doesn’t get lost. Today, our friend Joe LaMuraglia at gaywheels.com is releasing the results of his first-ever LGBT Automotive Survey.  [Full Disclosure: We’re helping Joe with outreach and distribution of the press release.]

So, what does the survey say? A lot. It’s chock full of data about car buying preferences, key motivators for purchase and most likely next purchases by gay men and lesbians. But there are a few key conclusions I found very compelling:

1) Whether or not a company is gay friendly is “very or somewhat” important to two out of every three gay and lesbian car buyers. We care what you do and want to hear that you mean what you say about engagement in our community.

But…

2) Being gay friendly isn’t everything. Subaru is far and away the auto manufacturer both gay men and lesbians believe is the most gay friendly. But the company is much further down the list in terms of ownership and planned future purchases. 

And…

3) Although Toyota is the number one most owned brand for both gays and lesbians (matching general population statistics), the survey reveals that Gay Men are 18 times more likely than the general population to own a Saab, five times more likely to own an Audi and four times more likely to own a MINI, VW or Jaguar. Lesbians are 11 times more likely than the general population to own a Saab, five times more likely to own a Scion and three times more likely to own a Jeep, Subaru or Saturn. 

That could be because….

4) Gay men focus on styling, price and fuel economy in looking for a new car and lesbians focus on fuel economy, price and safety ratings. 

You could interpret a lot from these numbers. For me, the survey shows that we’re a complex market – with a lot of differences between gender and a different set of motivators from straight car buyers.  But, we’re also a good target. Joe’s survey found that 40% of survey respondents (LGBT people who currently own cars) reported an annual household income over $100,000. 

To me, the lesson to the automakers from this survey is that we are an audience that should not be overlooked. We don’t all make that income figure, and we’re not all in the market for a new car. But for an industry that is looking everywhere for a solution to their sales woes, averting their eyes from the LGBT marketplace as one area of focus should seem like a really foolish idea.

MObile

As communicators, we're constantly looking for the most relevant ways to connect with audiences. Our firm has recently executed several programs that have involved mobile marketing componants.

Just today, the CEO of CTIA announced that over 1 trillion text messages were sent in the U.S. alone last year.
 
It reminded me that I've never officially looked into who in the LGBT space is utilizing mobile tools to communicate more effectively.
 
Using Google, I found some initial answers. Beyond those I note below, I'm sure there are others actively using mobile to reach the LGTB audience (particularly in other countries, where mobile marketing is more sophisticated in some cases). If you are, please write in and let me know...I'd love to hear more about what your doing.
 
So, back in 2007, HRC launched its Mobile Action Network.
According to the press release from 2007:
 
"By texting the word “HRC” to 30644 from any cell phone, HRC supporters will immediately begin receiving important news and issue alerts. You can also sign-up at: http://www.hrcactioncenter.org/actioncenter/txtsignup.html. 

 

 “From hate crimes to marriage equality, HRC continues to rely on our supporters to help pass meaningful LGBT legislation in Congress and throughout the 50 states,” said HRC President Joe Solmonese.  “The HRC Mobile Action Network ensures that we will never miss an opportunity to mobilize supporters willing to spring into action and fight for what’s right – all on a moment’s notice.”

The benefits of joining HRC’s Mobile Action Network include:

 

Breaking News:  From legislative developments to important HRC milestones, when breaking news happens, members of the Mobile Action Network are the first to know.

 

Action Alerts:  HRC supporters can spring into action at a moment’s notice.  With the click of a button, supporters can dial in to radio talk shows, speak with newspaper editors, and even call their elected representatives with last-minute legislative appeals."

 

And just this week, a social media company in the UK unveiled a new mobile Web site for Gay Network, its interactive chat and dating TV service on Sky Channel 877.

 

According to their press release:

 

"Gay Network Mobile enables UK singles to create profiles, upload pictures and exchange messages from the web browser on their mobile phone. Gay Network TV viewers will be able to use their existing nicknames on the mobile service which will also provide 'click to call' access to Gay Network Voice, one of the UK's largest phone-based chat services. All user-generated content, including free profile picture uploads via MMS, will be moderated 24/7 for copyrighted and unwanted material."

 

With mobile phones a ubiquitous part of our daily lives, it will be interesting to see which LGBT-relevant organization or brand will adopt a significant mobile strategy to communicate in 2009.

photo credit

The Values Proposition: More Q&A with Mitchell Gold

Today we present the conclusion of our two part Q&A with businessman and LGBT visionary Mitchell Gold. In this part of our conversation, Mitchell talks about his book, CRISIS, and about the importance of being out in business. For more on Mitchell, check out his company’s Web site.

Ben Finzel: We’ve talked a bit on this blog about CRISIS, your groundbreaking book of 40 essays by famous people recounting the price they paid for society’s homophobia. When I met you last year, you told me the book was the most important thing you’ve ever done. Tell us a bit about the book and why it is so important.

Mitchell Gold: First, it is 30 essays of a diverse group of very well known to fairly well known and accomplished people. There are also ten essays from not particularly well known young people under 23 years old. I wanted to make sure to have young people because I know there is a misconception by some that everything is getting better and easier. That might be true for some, but for the vast majority it really isn’t.

CRISIS is important because it gives the LGBT civil rights movement an effective and previously unused way to communicate why full and equal rights are so important to our community. Over the past 4 years I’ve learned that many well meaning people just don’t know the horrible harm that is caused to gay teenagers. Their vote, their church, their family and friends could be causing this harm and if they don’t know about it in the clearest of terms they will never know it and be able to do something about it. We always look for a silver bullet message to get people to change and this is it. This book is transformational. Let me share two true stories:

1) A few days ago I was in Puerto Rico having dinner with a customer who is about 45 years old, a Republican delegate for John McCain, Catholic and recently the father of twin boys. I gave him a copy of CRISIS last October after a dinner where I learned he was a delegate and supporter of McCain with the inscription “May Alfredo and Alberto grow up crisis free.”  As I gave him the book I told him John McCain would be devastating for gay kids in the future because of the potential Supreme Court appointees and the general climate of rejection he would allow….especially with Sarah Palin and her fundamentalist Christian views. I asked him to read the book before the election and think about what kind of world he wants his kids to grow up in…regardless of what their sexual orientation happens to be. 

At our dinner a few days ago he told me he was touched by the inscription and did read the book before the election and consequently changed his position. Even more interesting he told me that he showed his 81 year old mother the book and read from the chapters about Catholics. After some discussion he told me she has now totally changed her views on gay people.

2) In a few weeks there will be an article published in a well known mainstream Christian publication by a well known Evangelical Christian minister and professor of ethics. I can’t disclose much from the article yet but here are a couple of quick quotes:

“Crisis tells the sad stories of dozens of young people….. How often they have been left broken by their fundamental rejection as human beings—at the hands of Christians, and in the name of the Bible.”

“Obviously we must extend such basic acceptance, such human and Christian love.”

“But after reading these stories, it seems to me that Christians have something to request from God, and from the gays and lesbians among us. We need forgiveness.”  

Ben Finzel: We frequently blog about the importance of public figures coming out and sharing the realities of their lives – our lives – with society at large. We’re making some progress in this regard with more people coming out, but there are still some fields, including business, where out leaders are few and far between. Do you wish more business leaders would come out? What do you think it will take for that to happen?

Mitchell Gold: Yes, of course every business leader has to come out. And then they have to do a great job.

We have to have a society where being gay is just simply a normal part of a human’s being and life. It has to stop being such a big deal. And that will happen when fundamentalist anti-gay religious groups stop trying to put themselves in superior positions to others, stop being judgmental, and stop interpreting their sacred books to doing these things.

A big part of this responsibility lies within our own community. Our organizations have to teach the simple truths about our lives, that sexual orientation is not some promiscuous choice, but rather a wonderful natural part of our creation. And we have to remind people that people have been hurt in the name of religious beliefs before and it is wicked. June 20, 1995 is the date that the Southern Baptist Convention issued a formal apology to Black Americans for the Southern Baptist Convention’s role in supporting the horrors of slavery and segregation. Let’s all join together in commending the SBC for recognizing their past mistake with a wink to think about the ones they do today.

Ben Finzel: Mitchell, thanks again for your willingness to share your thoughts with us. I think you’ve made the value proposition of being out, honest and direct very clear. And I think you’ve given us all a path to follow as we consider our own actions and perceptions. Here’s to many more years of success.

The Values Proposition: Q&A with Mitchell Gold

We’ve now conducted Q&As with about 30 people in the two and half year history of the Out Front Blog. I have many favorites among them – Billie Jean King was a real highlight – and this one will definitely join that list as an outstanding example of clear, decisive leadership and vision both for business and the future of our community.

Today, we’re starting a two part Q&A with Mitchell Gold, eponymous founder of Mitchell Gold + Bob Williams. For the uninitiated, Mitchell’s company makes stylish, sustainable, fabulous furniture. We’re fortunate to have a Mitchell Gold + Bob Williams store in D.C. and I love shopping there.

But Mitchell Gold is more than a furniture impresario. He’s a business leader, author and community activist. And his community is more than just his home in North Carolina (although he’s active there as well) – it’s the LGBT community across the country. Mitchell is active in a number of organizations and frequently participates in LGBT events in cities across the country. It was at one of those events that I met him last year – the National Gay and Lesbian Journalists Association (NLGJA) holiday party in Washington. Ever gracious, Mitchell not only stopped to talk with my partner and me at the party, but remembered me when I followed up with an e mail to ask him to conduct this Q&A with us.

Mitchell will be back in D.C. this week to accept a lifetime achievement award from PEN – the local LGBT chamber of commerce. It’s a richly deserved honor. Take a look at our conversation today about consumer loyalty and business values and you’ll see why. And come back tomorrow for the conclusion of our conversation along with a little breaking news from Mitchell that may make you want to run right out and buy a copy of his book, CRISIS (if you haven’t already).

Ben Finzel: We often blog about the importance of loyalty to our community by marketers seeking to reach our community. The premise is that companies that are loyal to us will reap the benefits in loyalty from us, particularly in tough economic times when customer loyalty and brand power can make a difference in economic performance. How important do you think that is now, given the dire state of our economy? 

My Games Rock!

“With these games and the procession of the arts, we hereby serve notice that we are fully vested citizens of this world with a thriving and bonafide culture and that we are worthy of the respect and the esteem of every other citizen in this world. Today and for this week, we see ourselves as we really are…active, productive, creative, and healthy!! Let the games begin.”
Dr. Tom Waddell, GGII, 1986
San Francisco

Every four years since 1982, the LGBT community has joined together in the athletic and cultural celebration known as the “Gay Games.” From San Francisco in 1986 to Cologne, Germany in 2010, thousands of athletes, artists and spectators descend upon a host city to bring a fresh perspective and insight into our community.

The pulsating excitement and lasting memories generated at these Games are truly life-changing to all involved. Fleishman-Hillard had the great opportunity to serve as the communications agency-of-record for the Chicago Gay Games in 2006, and I still hear about how rewarding and impactful the project was for my colleagues around the network.

Last week, the Federation of Gay Games (FGG) announced that Boston, D.C. and Cleveland were the finalists to host the Gay Games in 2014. The LGBT media and social media channels were abuzz with coverage on this announcement, and message boards were on fire with ongoing debates about which city will be the best host for the LGBT community.

Let me provide a little behind-the-scenes perspective on the Cleveland bid. In October 2008, a local TV station (yes, local news still exists!) reported on a press conference here in Cleveland announcing the Cleveland Synergy Foundation’s (CSF) announcement that the organization was pursuing the opportunity to host the ninth Gay Games in Cleveland in 2014. My mother (pause for dramatic effect…) called me and told me about the news segment. After I picked myself up off the floor for how far she and I have come in our mother-gay son relationship, I reached out to the CSF team to see if we could help in the process.

The LGB Money Myth?

James Withers, over at the 365 Gay Blog, posted an interesting commentary today about the recently published study entitled, "Poverty in the Lesbian, Gay, and Bisexual Community." The study, published by The Williams Institute at the UCLA School of Law, sheds light on the presumption that members of the LGB community are, generally speaking, better off economically than their heterosexual counterparts and have more disposable income.

 The introduction to the study states:

"This report undertakes the first analysis of the poor and low-income lesbian, gay, and bisexual population. We find clear evidence that poverty is at least as common in the LGB population as among heterosexual people and their families."

The executive summary of the report continues:

 

"After adjusting for a range of family characteristics that help explain poverty, gay and lesbian couple families are significantly more likely to be poor than are heterosexual married couple families."

 

I must admit... up until reading this study (I'm not a researcher and can't comment on the validity of the study and the methods employed in conducting it), I have been prone to believe that members of the LGB community must be better off during these times of economic crisis than their heterosexual counterparts. Since the majority of LGB folks don't have kids, I've simply assumed that they must be able to dedicate more of their financial resources to themselves versus spreading them across a family that includes children.

 

Indeed, a piece of research from 1987 states:

 

"Many homosexuals may be more financially able to take early retirement than heterosexuals. Gays often have more disposable income than non-gays."

 

What to believe given the new Williams Institute study?

 

Regardless of the truth, I think this is one of those beliefs that is constantly reinforced through word-of-mouth.

 

As professional communicators, we often create and plan word-of-mouth programs for our clients. This new study is making me think about how many times I may have repeated the statement above... and the power of word-of-mouth in establishing awareness and assumptions.

 

What do you think about the new study and its findings?

 

photo credit

Who's in Your Communiverse?

As the online world continues to debate and discuss the merits of social networking (check out Ben's post Tuesday) or effective redesigns of popular sites, the conversation sometimes overlooks the networking needs of niche markets or particular demographics. While many gays and lesbians are on Facebook, Twitter and other "networking" sites, none are specifically designed to foster the network of close friends and community that typically are the support for an LGBT individual. Or so I thought.

Gays.com, which is coming up on its one year birthday, is a free social networking site focused on connecting LGBT friends -- and apparently it's working for its 50,000 members from 162 countries around the world. I checked out the site and found tools and features similar to Facebook and was intrigued by their recent launch of Communiverse (see video below for a complete walk through). Essentially, it visually maps out how you and your friends are connected -- a game many gay and lesbians already play over dinner and drinks.

This sense of community (or Communiverse on Gays.com) is essential to the conversations and dialogue that help an LGBT individual grow and prevail through the many challenges present in today's society. And while many would debate the need to segregate from a general social networking outlet, school or any other group, one cannot argue the comfort and necessity for a place where one can freely express exactly who they are and connect with other like-minded individuals.

I encourage you to check out your Communiverse on Gays.com and consider just how your community (be it online or in real-life) is shaping your communications and perceptions of yourself.

Goodbye L Word

Last Sunday, viewers across the nation awaited the much anticipated series finale of Showtime’s iconic The L Word. For six seasons, The L Word made her-story as the first women-centered, lesbian-dominated drama. The series not only took on the sometimes complicated relationships between women, it addressed: the first hearing impaired lesbian; bisexuality; drag kings; cross dressers; the military’s don’t-ask-don’t-tell policy; biracial identity and relationships; gay parenting; transsexuals; transsexual pregnancy; self-mutilation; sexual abuse; breast cancer; sexual exploration and sexual discovery … all in six years. The L Word gave lesbianism a voice, a variety of faces and complex stories.

As a devout fan, I can’t help but wonder - does the end of the series mean the end of visibility for the lesbian community? In six years, the series was able to extend beyond the show, reaching audiences through LGBT media, traditional national and local media, online media and corporate partnerships unlike any other show has before. The show, its creator and actors all became public figures for the LGBT movement – helping to bring to light our issues and our lives. For outlets that have extensively covered The L Word, such as Curve, what will the end of The L Word mean? Online outlets, including SheWired.com and AfterEllen.com, have dedicated whole sections of their blogs, forums and Web sites to the series. Will The L Word have a lasting effect or will these outlets face difficulty with highly relevant and engaging news?

The end of The L Word leaves open the possibility and opportunity to engage a now untapped audience. The millions of lesbians who participated in the show’s season premiere and finale parties are left waiting for the next big “L” thing. The L Word creator, Ilene Chaiken, is awaiting news on whether the show’s spinoff, The Farm, receives the green light. If this show can succeed and expand on its predecessor’s impact remains the question. For a show with a distinct niche audience, The L Word was able to broadly engage a variety of audiences, within and outside the LGBT community. It was able to educate audiences — allowing us to move forward and create change.

To watch a tribute to series go to Sho.com or visit IN THE LIFE for their “Women Through the Lens” special of a behind-the-scenes look at the series when it first emerged.

Parents, Family and Friends Unite!

I am so glad to see PFLAG membership growing nationwide. What can we attribute this to? It seems California's Proposition 8 alongside other states anti gay initiatives are all part of the spark. And films like "Milk" are reminding the public of how long the LGBT struggle has been underway. And a new film, "Prayers for Bobby" is about a mother’s journey from rejecting her gay son to becoming an advocate for LGBT rights.

PFLAG reports a rash of inquiries into starting new chapters locally. They currently are in 500 communities. PFLAG's national executive director, Jody M. Huckaby reports "If there is a silver lining to the set-back our families experienced on Election Day, it is that our allies in communities across the country have started to mobilize at the local level and work for change." What are some of the issues PFLAG is organizing to fight? Gays seeking adoption of children, constitutional amendments banning same sex marriages..... Many parents and families see their well adjusted, successful adult children in healthy partnerships with same sex partners and are asking why can't they have what we have?

While the fight remains the same one many of us are familiar with, adding in the power of PFLAG and it's growing membership gives me reassurance that our LGBT voices will be heard in some new ways.

A Woman with "Issues"

Faithful readers of this blog know that I follow the inside scoop of the TV news industry. Having survived a stint in cable news, nothing makes me smile/cringe more as when I see the latest efforts of a network flack pushing talent in print profiles.

Last summer, I loved following the meteoric rise of openly-gay Rachel Maddow over at MSNBC. Now it seems that the primetime cable news lineup has added another sister to the squawking roundtable.

In Monday’s NYTimes, former TVNewser creator/blogger/turned reporter Brian Stelter dedicated more than 1,000 words to an interview with HLN host Jane Velez-Mitchell. What intrigued me about this interview was the very first sentence:

"Jane Velez-Mitchell is a true-crime author, a television talking head, a lesbian, an animal activist, a recovering alcoholic and a vegan."

A true-crime author? I'm shocked! Flabbergasted! Seriously folks, how cool is it that Jane and Brian both recognize that this woman, and all other women for that matter, can't be confined to one labeled box. Some people might be surprised to know that she's a lesbian. Others, that she is a recovering alcoholic. Me? I find it refreshing that Jane lays it all out on the table and embraces her background. The story just puts the lesbian aspect out there and moves on.

Anti-Prop. 8 Ads: Too Little, Too Late or Just Right?

As the California Supreme Court hears oral arguments today on the constitutionality of Proposition 8, a debate is growing in our community about the effectiveness of the recent advertising and public outreach conducted by LGBT advocacy organizations in opposition to Proposition 8.

One of the tools generating the most heat is a television commercial produced by Equality California. The ad is simple and straightforward, but some in the community feel it’s not strong enough pointing out that it doesn’t use the words gay or lesbian (or bisexual or transgender for that matter) and it seems too mild to effectively counter the incorrect, harmful charges being leveled by opponents of LGBT equality.

Here’s the ad:

I’m not sure how I feel about this ad, and perhaps that’s the problem. It doesn’t immediately grab me as a "must view" (the way some other ads, produced by others, have in the past), but it doesn’t seem so obviously ineffective as to be a total waste of time. I think my middle of the road reaction means the ad misses the mark.

Defining the LGBT Automotive Consumer

How many gay men actually drive Jeeps? Do lesbians really prefer Subarus to other cars? We’ve all heard the stereotypes and maybe we fit some of them, too. Now our friends at gaywheels.com are setting out to separate truth from fiction with their first ever LGBT Automotive Survey.

According to the gaywheels.com press release, “The study, designed with market research partner Sorgenfrei, promises to shed light on vehicle ownership, brand loyalty and brand imagery among LGBT vehicle owners.” Promotion for the study will include ads on major LGBT Web sites including logoonline.com, gay.com and sites supported by the GayAdNetwork. 

Gaywheels.com founder Joe LaMuraglia says the survey is already attracting strong interest in just the first few days of the promotion (even before the ads). I hope that continues and that Joe is able to identify a statistically relevant sample that can provide real insight into a woefully underappreciated segment of car buyers: gays and lesbians. 

To provide context and contrast, Joe is actively seeking participation in the survey from all car owners – gay and straight – to ensure he can demonstrate the differences in what gay and straight people buy and why.

As I’ve said before, gays and lesbians are active consumers and we buy cars. I’ll be curious to see if Joe’s research bears out what we know from other work and our own experience: we support those companies that support us. We’ll see. And we’ll share the results with you once Joe completes the survey and releases his findings.

We hope you’ll take the survey and help provide Joe and his team with the data to highlight the promise and potential of the LGBT carbuying public.

When Times are Tough, the Tough Go Online

What's important to you during these recessionary times? I have been thinking about it in light of friends being laid off of work, home foreclosures rising to record numbers, businesses large and small folding, new cars stacking up on docks. So here are my top 3 most important things that I try to focus on and remember during these tough times:

1. Relationships.

Relationships are one of the few things I can control. My relationships with my friends, co-workers, relatives, partner, even strangers is something powerful and important to me. So, online sites like LinkedIn and Facebook have become a lifeline. I have reconnected with probably 25 friends over the past 4 weeks. All online. And I love being able to go online to send an e-card to a friend to help lift their spirits or go online to LinkedIn and write a recommendation for a former co-worker. And the LGBT market has such a wealth of websites and blogs (like this one) that can lift my spirits. I like to cruise through 365gay.com and gayagenda.com to catch the latest news in our world.

2. Style and Fashion.

I love this one. Shopping on a budget is possible! Even in these difficult times you can find great sales to stay stylish. Some of the sales in retail stores are incredible. And what you can find online is equally as enticing. And that includes some high end brands. I bought a new yoga mat the other day and added a yoga bag and yoga pants to my order from Gaiam because of the great pricing they were offering. I noticed in the March issue of OUT magazine the first 6 full pages are fashion advertising........someone must still be buying Gucci and Prada. I check out gay.com/style to stay up to date on all kinds of style tips for my home and my life.

3. Entertainment.
               
The LGBT market loves to be entertained. Whether we are actually traveling to an exotic beach or watching a movie like Oscar winning Slumdog Millionaire, we can be entertained. I find the vicarious experience of watching movies a great way to experience a foreign country, especially when I am not going to be able to travel there any time soon. Even having friends over for a little grilled food and glass of wine has become more fun than going out to eat nowadays. Planetout.com has a great entertainment section for the latest on celebs, movies, books, etc. Right up my alley!

I'd like to hear from you. Please share with me what's important to you in these times?

Beyond the Party

I was in South Florida this past weekend and was able to get a sneak peak at this week’s Winter Party Festival in Miami Beach. As we always say on this blog, there is no singular LGBT community profile. We’re as diverse as any population. So programs targeting us should also be diverse.

With that in mind, I was pleasantly surprised, while attending a pre-opening reception, to see the depth of programming planned for the past few days through this weekend of what some might call stereotypical parties.

Hearing about the events, it was obvious that local leaders and members of the National Gay and Lesbian Task Force certainly know how to portray their message of advocacy across a wide spectrum of our community during this event.

Holy Lesbian Wedding, Batwoman!

  February is Black History Month. But this February, it also seems to be “Lesbians Making History Month,” as two pop culture walls were torn down thanks to girl power.

On Monday, ABC sudser “All My Children” featured the first lesbian wedding in soap opera history. Characters Bianca Montgomery and Reese Williams were united in designer dresses and copious amounts of flowers for millions of viewers. The two-part episode received great attention in the mainstream media for its groundbreaking nature and commitment to showing a true life cycle of a couple’s relationship. Granted, there’s not many places we can actually get married, but still…

The show also received accolades from the LGBT community, with GLAAD president Neil Giuliano commenting that the show “simply reflects what's happening in the real world." Of course, the residents of Pine Valley also received their fair share of detractors, but here’s the thing—it got people talking. And, that’s good marketing. Push the limits. Expand (and actually talk to) your audience. Show us who we are, not who you want us to be. And we’ll be loyal viewers.

Southwest Shares Nuts of Knowledge

Southwest Airlines continues to entertain and engage us in their three-ring circus! This time, the company has new tools and tricks up its sleeve — all in the world of social media.

In April of 2006, the company unveiled its corporate blog site Nuts About Southwest, but that was just the opening act. As of last November, Southwest has introduced Twitter feeds, a Facebook fan page, a Flickr group, and the YouTube Channel. The early adopting company has developed a devoted fan base and continues to engage customers, journalists, and other bloggers in their space.

To learn more about Southwest Airline’s approach to social media, view the Paula Berg interview below.

Online media and social networking sites develop a dialogue and foster an engagement with visitors on a more personal level. In this age of change, companies continue to seek ways to engage their audiences in a meaningful way. Under Paula Berg, emerging media manager, Southwest made an impact on online visitors. Berg shared that the value of this type of communications allows you to speak directly with a diverse customer base.

One audience includes reaching the LGBT audience.

Southwest values its relationship with the LGBT community, as evident through their Web site, targeting the LGBT audience, workplace diversity policy, and community partnerships. Last Tuesday, Southwest partnered with Sweet Caribbean Cruise to offer discount airfare to Sweet deals through 2009.  Ivette will share a Q&A with the CEO of Sweet this month, so stay tuned for that interview!

We’ve discussed the benefits of engaging your audience in a truly authentic way — not only does it heighten brand awareness, it drives business results. Southwest continues innovate its practices by knowing their audience and engaging with them through partnerships, programs, and targeted outreach — including social media. What are your thoughts on how companies are using social media?

The Front Runner 35 Years On: Q&A with Author Patricia Nell Warren

LGBT literature is an often overlooked influencer of opinion and attitudes. Even in an age when we communicate both frequently and instantaneously, the value and significance of a good book should not be underestimated. Literature often shapes who we are and how we perceive our place in the world. And for those of us who came out before the Internet, books were often one of the only tools we had to determine that we were not alone in this world. I can remember reading The Best Little Boy in the World and breathing a huge sigh of relief that there were others out there who felt as I did. Literature matters. 
 
Patricia Nell Warren’s book The Front Runner is a seminal work of gay and lesbian literature. Published thirty five years ago, the book is an examination of sports and homosexuality that still provides much to think about in today’s far more complex world.

In the wake of last week's conversation about Michael Phelps, Matthew Mitcham and homophobia in sports, I was thrilled to be able to put a few questions about sports, literature and our community to Patricia Nell Warren. As you’ll see, Patricia has a lot to say not just about homophobia and sports, but about the state of LGBT literature.

[Patricia Nell Warren photo by Greg Zabilski, courtesy of the author]

Ben Finzel: You wrote The Front Runner in a vastly different era for gay and lesbian people. How much of what the characters experienced is still relevant today, more than 30 years later?

Patricia Nell Warren: In the world of sports, a notable shift of attitude has taken place with the Olympic Games. The IOC now doesn't object to openly LGBT athletes competing -- there were 11 at Athens, and more than 11 (I'm not sure of the exact total) at Beijing. Recently the IOC changed its rules to allow transgendered athletes to compete, providing they meet certain parameters.

But on the U.S. national level, many of the old problems are still there -- especially in team sports, where a closeted athlete can feel the combined homophobic pressures from teammates, coaches, athletic department heads, university presidents, team owners, corporate sponsors, sports bodies, right-wing sports media...and of course the fans. 

Tackling Double Standards (from the sidelines)

Every year I have to share my birthday (or birthday weekend) with one of the most celebrated all-American, largely masculine events of the year – the Super Bowl. Not one for touchdowns and injuries, I typically join in the social aspect of the event and enjoy the commercials that cost a fortune and captivate us all.

And while we’re not here to debate whether this year’s selections were a hit or a flop, I was intrigued by DiversityInc.’s article about one ad that was left out of the collection. Reporting off a longer story from 365gay.com, DiversityInc. examined how GetToKnowUsFirst.org, an LGBT advocacy group in California, was unable to air its commercial featuring an African-American gay couple during the Big Game on KNBC-TV in Los Angeles. The same ad was rejected for inclusion during the inauguration ceremonies weeks earlier by California’s KABC-TV.

Gay for No Pay?

As bloggers in today’s world of social media, we are ultimately trying to engage our online community in a dialogue about the issues we raise. That dialogue doesn’t have to be secluded in the comments section of outfrontblog.  Blogger-to-blogger dialogue opens the opportunity to expand the discussion to multiple blog sites. Such as the case with Ben’s post earlier this week delving into the endorsement deals – or lack thereof – for 2008 Olympic champions, U.S. swimmer Michael Phelps and openly gay Australian diver Matthew Mitcham.

As the lead story on its homepage, Outsports.com’s Jim Buzinzki takes on Ben’s post position with a point-counterpoint on whether homophobia plays a role in Mitcham’s lack of endorsements despite his notable distinction of being the only non-Chinese gold medalist in diving at the most recent Olympics.

You can read the OutSports piece “Is Homophobia Costing Mitcham” here. We encourage you to engage in the dialogue on this issue and check back frequently for new comments from readers.

Born in the USA

  Ok, I’ll admit it. This week I was struggling for a blog topic. My colleague Ben had fortunately tweeted on the blog yesterday an article from the Washington Blade about an innovative campaign from the USA Network. I also did my own research—I Googled (love how that is a verb now)! I typed in those magic words… “gay” and “marketing” and got a link to a Baptist Press article, “USA Network Ad Backs Gay Marriage.”

Faithful readers of my every-other-Friday posts know that I love me some TV. Which means, I probably watch USA Network for something (Check! I do enjoy the show “The Starter Wife”). There is an ad shown on that network with a male same-sex couple with one saying “I pledge because everybody deserves wedding gifts.”

Busted!

From time to time, we bring you examples of companies that go beyond “not getting it” and into territory in which they just get it wrong.  Here we go:

This company usually earns a high ranking on its LGBT efforts; however, in this case, it made an effort that was ill-informed at best and possibly just plain ignorant.

When I received the American Express winter ’09  travel  guide Escape, I was optimistically looking for a potential mention of gay and lesbian travel recommendations.  It was included on the back cover with a trio of niche recommendations from “escape experts” at AmEx.  One column was volunteer travel and another was celebration cruises. The gay and lesbian travel column noted anecdotes with the experts travel recommendations. 

“Top Tables” spotlights  West Hollywood’s O-Bar Restaurant and New York’s Lucky Cheng’s. ( Yawn … Clicheé.)  “Expert Advice” recommends the Travel Alternatives Group for TAG-approved hotels that boast non-discriminatory policies. (Ah…Good tip!)  “Cool Sights” note the White Party in Palm Springs (another clicheé!), but it redeemed itself by recommending Boston, noting it’s located in the first state to allow gay marriage.

“Hot Hotels” pushed Hyatt Resorts as gay friendly and family friendly (Nice touch.). But the bolded text in this grid recommended what the travel expert called “Las Vegas’ only gay resort.” I’ve been to Vegas a few time and, as an educated traveler, thought it was odd that I didn’t realize there was a gay resort there. It was then that I thought I knew the recommended "resort" from its advertisements as a clothing optional retreat touted in the classifieds of local bar magazines.

What's a Gold Medal Worth?

What’s a gold medal worth? If you’re a straight athlete, apparently quite a bit. If you’re gay, well, not so much. I was reminded of this fact again this week with the news that sponsor magnet and 2008 Olympic gold medalist Michael Phelps has tarnished his image, while sponsor pariah and 2008 Olympic gold medalist Matthew Mitcham has burnished his (to no avail, yet).

As nearly everyone in the universe must know by now, Michael Phelps has this week admitted to acting in a “youthful and inappropriate way” after photos of him engaged in “inappropriate” behavior surfaced in the media. Phelps won eight gold medals in the Beijing Olympics and reaped millions of dollars in additional corporate sponsorship after his record-setting performance there.

Also this week, The Advocate put 2008 gold medalist Matthew Mitcham on its cover (again) and published an interview about his life since his dramatic gold medal performance in the Olympics that, all too briefly, electrified the sporting world. As The Advocate reports, Mitcham was then named Australian 2008 Sports Performer of the Year and Australian GQ’s Sportsman of the Year. And his corporate sponsors? Zero.

In The Advocate article, one of Mitcham’s training partners offers this explanation:

“Coming out may not have been very wise of him,” laments fellow diver Alex Croak, a longtime friend who trains with Mitcham. “I’m not an expert in marketing and don’t know what companies look for, but perhaps it [hurt him] as it is a risk for companies to take.”

A risk for companies to take? Wow. He’s likely right, but I find it remarkable that an athlete who performs at the highest standard of excellence but who is gay is somehow “toxic” while an athlete who also performs at the highest standard of excellence but who is straight is showered with attention and funding. We’re seeing the price of that kind of homophobia now with the backlash to Phelps’ admission of his behavior.

You’d be forgiven for thinking that the lesson here is that you can admit to illegal drug use, but as long as you’re straight, you’ll be forgiven. Conversely, if you’re named Sportsman of the Year but you’re also openly gay, apparently you’re off limits. I'm not trying to pass judgment on Phelps' behavior (the media is already doing that for us), just trying to make a point about perceptions of our community vs. perceptions of the straight community.

This situation won’t change overnight, but the continued performance of openly gay athletes and the resulting media attention that generates (even if “only” in LGBT media) will continue to chip away at the high wall of hypocrisy that exists in sports (check out Steve's post on Martina Navratilova's partnership with AARP, for example). In the meantime, we can continue to admire those individuals who refuse to compromise and who live their lives openly and with no apology.

To Group or Not to Group?

A common thread exists between the Hispanic community and the LGBT community: classification. Most Hispanics are not Hispanic and most LGBTs are not LGBTs.

Let’s start with the Hispanic community. Latino vs. Hispanic. Ahh, the eternal debate. To call us Latinos vs. Hispanics. There are many definitions for both terms: 
       Latino
           1 – a person of Latin-American descent
           2 – a person of  Spanish-speaking descent
           3 – a person’s who’s country of origin’s native tongue roots from Latin
       Hispanic
           1 – is used to refer to modern Spain
           2 – is used to refer to the Spanish-speaking nations of the Americas

It has been my experience that most consumers seem to think that the term Hispanic relates only to descendants of Spaniards, whereas the term Latino(a) refers to people from Latin America. As you can see from the definitions above, both assumptions are correct. I, personally, have always suspected a certain correlation between socioeconomic classes and the terms Latino, Hispanic and others such as Chicano. Lesson: use both Hispanic and Latino interchangeably. I try to do this in my work and casual conversations with people.

The greater challenge lies in the more than 10, even 20 places of origin that would classify someone as “Hispanic” or “Latino.” Cuban, Venezuelan, Mexican – we are all very different people, with extremely different traditions, cultures and even dialects – yeah – Spanish dialects!  You don’t hear the same “Spanish” in Texas, Northern Mexico or Central Mexico. And that’s just the tip of the iceberg! Although translation of certain English language material is usually a good first step, it doesn’t end there. Reaching Latinos/Hispanics across America takes a little more than that - a lot more, actually – but to keep this brief, it takes tailoring your material. A bit of psychology can also be effective in reaching your Hispanic target. For example, most (88%) Hispanics identify as their country of origin first instead of just “Hispanic.” Taking this information into account, a good message may use the word “Hispanic” but a better message may use the name of the country of origin “Ecuadorians…”

As marketing to Hispanics has grown in practice, we see this sort of “further segmentation” more and more in marketing plans. Our clients will now ask us to help them identify their re-defined Hispanic target (i.e., Mexican Americans in California vs. a more diverse audience in Miami – but with far less Mexican Americans, etc.)

In regards to LGBTs – well, there is a lot packaged into that acronym. Let’s take a closer look: 
    L – Lesbian - pertaining to, or characteristic of female homosexuality
    G – Gay - of, indicating, or supporting homosexual interests or a homosexual person esp. a male.
    B – Bisexual - sexually responsive to both sexes; ambisexual.
    T – Transgender - An umbrella term that refers to people whose biological and gender identity or expression may not be the same.

There are various definitions here and a lot of different characteristics, traditions, culture even family definitions and religions. If you are close to the “LGBT” community, you know there are “sub-categories” such as “queen,” “butch” and “femme”. Most members of the LGBT community will identify only as one of the descriptors that make up the acronym; some may identify themselves with two. Some conservative gays and lesbians (yes, they do exist) may cringe at the fact that the bisexuals and transgenders are included in their same grouping. It could be a major turnoff to generalize and group these vibrant and diverse individuals into one; just as it can be with the Hispanic community.

So, what now? How do you reach and connect with LGBTs? You can start by doing some homework. Talk to some experts. The good thing is that through the growth of LGBT marketing, we are already seeing the organic development of a guideline of sorts; just as it has with Hispanic marketing. We’ve  blogged about this a bit in the past as well. There is also some good research out there on how “LGBT’s” identify. For example, 60 percent of LGBT individuals prefer that marketers refer to the “community” as “Gay & Lesbian” according to a 2007 study from Community Marketing Inc. In another CMI report, a majority of Lesbians also prefer “that the community be addressed as ‘gay and lesbian.’”

The correlation within grouping between Hispanics and LGBTs is very clear. Both communities have communications preferences - some clear and other marginally preferred - so tailoring your messages and properly identifying your audience will make a stronger impact. By taking the time to change a couple of words in a message your message will become one of sensitivity, careful consideration and understanding of your consumer.

Keep checking back with us, and feel free to reach out individually. And of course, your insight, comments and perspectives are always welcome.

Image source