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Media Kit 2012 i WHY TARGET GAY & LESBIAN CONSUMERS? $17 BILLION USTRALIAN TOTAL DISPOSABLE INCOME OF A GAY MALES AND LESBIANS Well, they are richer. SOCIO-ECONOMIC MAN LEADING LADIES Money to spend Money to spend of gay Australian males in couples of Australian lesbians in couples are are in the highest income group in the highest income group (compared to only 23% of heterosexual males).* (compared to only 7% of heterosexual women).* Highly qualified Highly qualified Gay men (in couples) are twice as Lesbians (in couples) are two and a likely to be degree-qualified as their half times more likely to be degree- heterosexual counterparts.* qualified than their heterosexual counterparts.* Professional careers Professional careers Coupled Australian gay men are professionals: Coupled lesbians are twice as likely to only 10% work in blue collar jobs (compared be employed in professional careers as to 30% of their heterosexual counterparts).* heterosexual women.* *Australian Bureau of Statistics, 2001 Census. *Australian Bureau of Statistics, 2001 Census. 2 Lesbians are driving the nesting movement in the LGBT community. These strong family units and stable households are dramatically more consumer driven than WHY TARGET GAY & LESBIAN CONSUMERS? ever before. DEEP POCKETS TOP 5 Purchases among gay men and lesbians in the past 12 months:^ EXPERIMENTAL CUSTOMERS 1. Smart phones 2. Major holidays 4. HDTVs Leading the pack 3. Furniture 5. Laptops Gay and lesbian consumers are known as trend setters and ground breakers. WHERE THE MONEY GOES Word of FOOD & WINE TRAVEL mouth is big of gay men gay and lesbian travellers Word spreads dine out are 1.4 times more likely fast in the gay 80%regularly every month.+ tox book 1.4 travel through an agent# community - make sure you’re part of the conversation. of gay men and lesbians drink 40% + Repeat wine at home weekly. size2.1 of Australia’s BILLION gay and lesbian customers ~ Once they choose socialise and leisure travel market. your brand, they’re drink at bars 69% + loyal, particularly with local and restaurants weekly. Gay and lesbian travellers spend entertainment and shopping. more per night than any other niche segment.# TECHNOLOGY EXTRA CASH IN Most likely to book overseas travel, of gay almost 25% intend to travel overseas in # THE HOUSEHOLD men plan the next year. 22%to purchase a smart phone in the next year.^ travel interstate.# Gay men and lesbians 40% of homosexual 57% couples are more than twice as have both partners in the likelyx2 as the general population of gay of household working full-time.° to own a tablet computer 39% men 32% lesbians including Apple iPads.~ are planning a major holiday in the next year.# COMPARED TO MOTORING 48% of gay men plan to buy of heterosexual couples.° Brands & dealers 18% a car in the next year.^ Legendary gay-specific advertising campaigns: Big Spending SINKS Single Income, No Kids. of lesbians plan to buy a car in the next year.^ Wealthy DINKS 16% Double Income, No Kids. ° GLAAD 2000 / US Census data, high + CMI LGBT Community Survey, 2010. ^ CMI LGBT Community Survey, 8/2011. ~ Roy Morgan Single Source, 6/2011, # 12/08. concordance to Australian demographic. 3 i THE VOICE OF QUEENSLAND’S GAY & LESBIAN COMMUNITY PUBLICATION DESCRIPTION Now in its 21st year, Queensland Pride (QP) has established itself as the voice of Queensland’s gay and lesbian community – a community only legally recognised a month prior to the title’s launch in December 1990. With a PRIDE READER PROFILE circulation of 15,740, we take you to the biggest audience of gay and lesbian Queenslanders, who come back month after month for a mix of features, news, community information, entertainment, and lifestyle. IDENTITY 80% gay male 17% lesbian WHAT’S UNIQUE AbOUT US? 3% bi/trans/queer Proudly the state’s longest-serving gay and lesbian community magazine, QP has amassed a rich history of progressive and timely stories that have spoken to an inter-generational cohort of intelligent and discerning readers. Complemented with an uncluttered yet visually sumptuous design, QP educates and engages a sophisticated, passionate reader that demands ECONOMIC both quality and depth of coverage, and gets it! AB quintile Professional Top 20% income group SNAPSHOT Queensland Pride’s actual circulation is 15,740. In 2011, we reviewed the distribution model for all our local publications, and with a total print run of 18,000, we now target a higher number of SE Queensland outlets with the AGE highest reader collection rates. 30% between 20 - 30 35% between 31 - 40 23% between 41 - 55 READERS GEOGRAPHY CIRCULATION FREQUENCY ESTABLISHED LGBTQ* SE QLD 15,740^ Monthly 1990 * Lesbian, gay, bisexual, transgender, queer. ^ Independent Publisher’s Statement, February 2012. STATUS Influential trendsetters Taste-makers Adventurous shoppers QLD PRIDE READERS ARE: Fabulously fashion-forward. Design, art and culture crazy. Greedy for gadgets. COMMUNITY Hopelessly house proud. Very community-oriented and Terrifically well-travelled connected to LGBT causes. 4 Inside: Inside: Politics Inside: Insight LGBTI issues Civil unions: The Insight in the QLD debate rages on Gay marriage: state election Where to now? Entertainment Community Entertainment The Briefs boys Brisbane LGBTI Inside: identities to are back in town Boy George hits Australia for NYE watch in 2012 Music Culture Emma Dean and Zen Zen Zo Entertainment reinvent Cabaret Up close and personal with 2011: The year La Boite’s Community Dolly Parton that re-shaped QLD stirring take on Cairns Tropical Pride heats As You Like It up Far North Queensland Politics Inside: Same-sex marriage and THE mental health gets political Community HARRISON Freedom 2b[e] comes to WORLD Brisbane DOCTOR’S RUPAUL ON DRAG, FAME, LGBTI Theatre HARBOUR FRIENDS OF LEATHER AIDS DAY EQUALITY & AUSTRALIA Animal Farm gets a makeover WIFE Don’t takeTHE NEW WORK BY Don’t take International PHOTOGRAPHER Advocacy, Peer Support DOROTHY Gay in Ghana: more trouble THE FILM THAT HAS 2011 CLASSIAdvocacy,C OZ RETURNS Peer Support TO BRISBANE CORIUM HITS BRISBANE in Africa EVERYBODY TALKING RUSSELL FLEMING Official Media partner: Health Promotion, HIV information Health Promotion, HIV information OUT risks risks NOW ON with special guests davestewart [eurythmics] FRI 13 - SUN 22 APRIL SALE NOW! and brian mcfadden BQFF.COM.AU ticketmaster.com.au 136100 BRISBANE RIVERSTAGE SATURDAY 3rd DECEMBER PRESENTED BY BRISBANE POWERHOUSE mcmanusentertainment.com Is preventable for HIV support HIVIs preventable AbOUT GAY QUEENSLAND HOW MANY GAY AND Brisbane is known for its sunny weather, laid-back LESBIAN CUSTOMERS lifestyle and friendly locals. Gay and lesbian Brisbane ARE IN YOUR AREA? enjoys a close-knit community, a strong creative and cultural scene, and a variety of long-standing inner-city Potential customers Potential customers venues that cater to a wide group of tastes. in your extended in metropolitan catchment area. Brisbane. Some of the highlights of the Brisbane gay year are: QLD’s gay and lesbian Brisbane’s gay and lesbian population is approximately community is approximately • The Annual Brisbane Pride Festival * * • Big Gay Day Street Party 360,000 161,000 • The Brisbane Queer Film Festival • NEX: The Northern Exposure Bears Festival Plus plenty of events and a varied entertainment and cultural selection throughout the inner city. COMMUNITY LINKS Queensland Pride is distributed throughout Brisbane’s local government areas with the highest gay and lesbian populations, as well as parts of the Gold Coast. With close links to council, we frequently run columns focussing on LGBTQ issues for local residents, with some councils supporting us with distribution outlets and a strong point of connection with the community. Joyner Clear Mount Warner BRISBANESamson Mountain DISTRIBUTIOBray Park N Cashmere Bracken Sandgate * Closeburn Brendale Ridge ABS, Regional Population Report, 2010, w/ common estimate of 8% of total pop as G&L. Nudgee Yugar Eatons Hill Draper Beach Bridgeman Carseldine Samford Bunya Downs Geebung Nudgee Valley Highvale Port Of Camp Chermside Banyo Brisbane Mountain Wights Ferny Hills Everton Chandler Brisbane CIRCULATION Mountain Park Airport Keperra Stafford Kedron Clayfield Brisbane Wynnum Forest Park The Gap Fortitude Hemmant Valley Wynnum 15,740 * New Farm Murarrie Westest Upper Milton Monthly circulation Morningside Brookfield Brisbane Manly West Toowong Camp Hill Tingalapa Wellington Carina Thornesdie Point Indooroopilly Woolloongabba Wakerley Capalaba Greenslopes Carindale Chandler Kenenmore West Pullenvale Cleveland Jindalee Moorooka Capalaba Alexandra Karana Anstead Hills Downs Wishart 53,516 Seventeen Salisbury * Mile Rocks Thomlands Monthly Readership Karalee Bellbowrie Archerfield Coopers Sheldon Sumner Planis Runcorn Inala * Collingwood Sunnybank Underwood Independent Publisher’s Statement, February 2012. East Ipswich Park Hills Forest Lake Calamvale Springwood Logan Raceview Camira Mount Parkinson Centre Daisy Hill Cotton Redbank 5 Plains Springfield Brown Shailer Park Lakes Meadowbank Brookwater Hillcrest Plains Cornubia Loganholme Springfield Boronia i INFLUENCING GAY & LESBIAN CONSUMERS Because the gay community so rarely sees itself reflected in advertising, those (customised) ads can get a disproportionately positive response if done properly. Of course, an ad portraying the group it targets will usually do better than one that does not. GLAAD / The Commercial Closet. INFLUENCE BY CONNECTING WHY DO COMPANIES CREATE TO THE GAY GAY-THEMED PRINT ADVERTISING? AND LESBIAN “Because even today there is so little COMMUNITY imagery of gay men and women in ads that it stands out dramatically.” GLAAD / The Commercial Closet. 73% Be seen as a are more likely regular engaged participant to buy a product in the community advertised [in the gay media].^ CUSTOMISED ADS Use local gay presenting images media as a vehicle to and themes consistent promote your local image with the gay demographic. as well as your inclusion policy of 47%LGBT consumers are more likely to are more likely to buy pay attention to Take the gay and based on a company’s ads [in gay media].^ lesbian community seriously diversity policy.^ 80% with a convincing long- term presence # TOP 6 1.
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