Study Looks at Readership of Gay Newspapers

Readers of gay newspapers in 10 major media markets have an average individual income of $47,090, or more than twice the average income in the general population, according to a study funded by publishers of gay newspapers. The study conducted by Simmons Market Research was funded by the National Gay Newspaper Guild, an organization formed with assistance from Rivendell Marketing Co., a firm that advises national advertisers on gay-media issues. Simmons’ research also suggests that 94% of readers are likely to buy products or services advertised in gay publications. According to the group, IBM, United Air Lines and American Express advertised for the first time in gay publications during 1997.