title: Defining the lesbian/gay community? Market research and the lesbian/gay press.
abstract: 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.
authors.affiliation: Department of Communication, Florida Atlantic University, Boca Raton, USA.
authors.forename: F
authors.initials: F
authors.lastname: Fejes
authors.forename: R
authors.initials: R
authors.lastname: Lennon
mesh_terms: 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