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Gay for PayMadison Avenue is hot and heavy for the pink dollar. In this extended gallery from Radar's February issue, we find out what exactly they're trying to sellThis article is from the February issue of Radar Magazine. For a risk-free issue, click here With a median household income of $83,000—and, typically, no tots to spend it on—American homosexuals are a marketer's dream. Last year, more than 180 Fortune 500 companies hawked their wares in gay publications. Skittish brands targeted gay consumers with subtly coded campaigns as sexually ambiguous as Anderson Cooper, while the more daring resorted to imagery that would make even Carson Kressley blush. "It's laughable," says Stephanie Blackwood, cofounder of gay-oriented ad shop Double Platinum, who says that major agencies tend to rely on crude sexual stereotypes. Radar sampled seven campaigns, ranging from the demure to the debauched, to get to the bottom of things.
THAT'S WHAT WE CALL A POWER BOTTOM 
Nice article, but the information about gay and lesbian median household income is just not true. In empirical studies that use a national, random sample, gay men consistently earn lower wages than straight men (though this difference may be smaller among single gay and straight men, more of a marriage penalty), while lesbians earn slightly higher wages than straight women. Many of these inflated stats about gay and lesbians earnings have come from samples that have been taken from magazines other non-random sampling procedures. No doubt there are many wealthy gay and lesbian couples, and corporations/advertisers would be foolish to ignore them. However, false stats like these about median household income obscure the real wage discrimination that many gay men (and some lesbians) must endure.
Badgett, M.V. Lee. 2001. Money, Myths, and Change: The Economic Lives of Lesbians and Gay Men. Chicago: University of Chicago Press. Black, Dan A., Hoda R. Makar, Seth G. Sanders, and Lowell J. Taylor. 2003 "The Effects of Sexual Orientation on Earnings." Industrial and Labor Relations Review. 56(3): 449-469. Blandford, John M. 2003. "The Nexus of Sexual Orientation and Gender in the Determination of Earnings." Industrial and Labor Relations Review. 56(4): 622-642. Carpenter, Christopher. 2004. "New Evidence of Gay and Lesbian Household Incomes." Contemporary Economic Policy. 22(1): 78-94. Carpenter, Christopher. 2007. "Revisiting the Income Penalty for Behaviorally Gay Men: Evidence from NHANES III." Labour Economics. 14(1): 25-34. Posted by: jbm06 on January 8, 2008 8:34 AM I was under the impression that the $83,000 figure came from anti-gay "researcher" Paul Cameron. Posted by: ebarker88 on January 8, 2008 7:24 PM Gotta point out that Air Canada is, in fact, more excruciating than enjoyable, and "That's their problem" is pretty much that corporation's motto. Posted by: JoinedNow on February 28, 2008 4:56 AM Advertisement |
 
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