Defining the lesbian/gay community? Market research and the lesbian/gay press.
The development of marketing information on the readership of the lesbian/gay press attests to the press's success as a medium and its attraction to advertisers. Yet such marketing data, highly skewed towards affluent, urban, white-anglo gay males, raise some serious problems. Such data has been misused by opponents of lesbian/gay rights as representing the entire lesbian/gay community. They also reflect the change of the lesbian/gay press from a medium representing a minority community to one representing an important niche market. An examination of readership data from five major urban lesbian/gay newspapers illustrates these problems.
Fejes
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F
Department of Communication, Florida Atlantic University, Boca Raton, USA.
Lennon
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R
D000293:Adolescent; D000328:Adult; D000329:Advertising; D005260:Female; D006716:Homosexuality / Q000523:psychology*; D018452:Homosexuality, Female / Q000523:psychology*; D006801:Humans; D008297:Male; D008402:Mass Media; D008875:Middle Aged