Wednesday, April 6, 2016

Global LGBT survey looking to partner with media outlets

by Chuck Colbert

Community Marketing Inc. (CMI), a gay-owned San Francisco-based consumer-research company, is gearing up to launch its 10th Anniversary LGBT Community Survey. The survey will be fielded April 15-May 31. LGBT media outlets can register now at http://survey.communitymarketinginc.com/se.ashx?s=359D342B75BD7AF5.

This is the largest LGBT survey of its kind and has previously yielded up to 45,000 participants from 150 countries. 

In order to participate, publishers must promote the survey to their readers through all outlets — website, social media, mobile, email, and print. After the study ends, CMI will send a copy of the full report. If media outlets generate a minimum of 200 completed surveys, CMI provides a data cross-tab of outlets' members or readers.

The importance of the survey — and LGBT media participation — cannot be overstated insofar as the survey provides useful data for LGBT media publishers and their sales teams, according to the company. For example, previous CMI surveys included information on financial confidence and concerns, beverage consumption, real estate, LGBT terminology and communications, brand recognition, sports interaction and engagement, family dynamics, and news media interaction — and perhaps the most important data is that of purchasing behavior.

The results of LGBT media reader surveys can be used for advertising and promotional purposes, as well as to establish the age profile of your readership from a third-party source, which can be important for alcohol-related advertising. 

In addition to providing overall LGBT market-specific data, the survey also gives publication-specific data to participating LGBTb media outlets.

CMI “is helping to promote the gay and lesbian market," said Todd Evans, president and chief executive officer of the LGBT ad placement company Rivendell Media (which also publishes Press Pass Q). "Right now, beside Rivendell with the annual Gay Press Report, they are the only other company I know doing that.”

In all, the benefits of CMI’s data for individual LGBT publications are three-fold, explained Rivendell’s Evans, noting that participation in the survey is free.

"They get their own reader demographics. They get facts and figures for sales leads. And they are helping the whole gay market by stimulating sales and segments where it makes sense,” said Evans. “Madison Avenue is all about independent facts and figures. And without CMI doing these surveys, we would have to pay for our own. Many gay media outlets did for many years to stimulate the market and make news. In advertising, it’s all about justifying ad-buying decisions. There is a business case for participating.”

Over the years, through 250-plus global media and community partnerships, CMI has generated as many as 45,000 survey participants in French, Spanish, German, Chinese, and English.

Through partnerships like this, CMI expands the participation and diversity of its studies, and its partners gain valuable insights into their readers or members, as well as the overall community, according to CMI. 

CMI’s research has earned a reputation as the industry standard, and has been referenced in boardrooms around the world to understand the LGBT market and create appropriate strategies. CMI has been quoted frequently in the Associated Press, New York Times, Wall Street Journal, Washington Post, Forbes, Miami Herald, Chicago Tribune, Los Angeles Times, USA Today, CBS News, NPR, Ad Week and many others around the world.

For more information, go to http://survey.communitymarketinginc.com/se.ashx?s=359D342B75BD7AF5.

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