➤ TARGET, from p.22
Target team members would “be on tap to volunteer
at more than 30 Pride events across the
country, including this year’s World Pride in
New York City.”
In a case of funding Paul by shortchanging
Peter, Evans noted, “This year, Target didn’t
advertise at all” with the print publications he
represents — a stark departure from their Pride
Month advertising of the past. “But I did notice
they were a World Pride Stonewall 50 Platinum
Sponsor. I think this year, a lot of people’s budgets
went to that.”
Attempts to engage Target on the local level
have been unsuccessful, said Mark Segal, publisher
of the Philadelphia Gay News (PGN), also
a member of the National LGBT Media Association.
“We’ve reached out to them on numerous occasions,
and the response has been zero,” Segal
said. “They have a store very close to the
gayborhood here. I also see them advertising in
neighborhood and community newspapers in
Philadelphia, so you could say they are, at the
very least, ignoring our community.”
Community engagement, emphasized Segal,
pays dividends.
“Various companies in the Philadelphia area
that advertise with us and make their presence
known feel the strength of the LGBT market
coming into their doors,” he noted. “We hear
this by their reps calling us and telling us that,
or about a congratulatory letter written from an
LGBT customer.”
Less impressive was the response to the outreach
of PGN senior advertising media consultant
Joe Bean, who has 23 years of experience
in media sales and said he’s “used to going for
big accounts.” Bean noticed the then-new local
Target was placing recruitment ads in “all
the other papers similar to ours in circulation,”
including the local Spanish language publication.
“I kept calling and calling,” Bean recalled. “I
got to the person who had jurisdiction over recruitment,
who didn’t have to go through corporate
in Minneapolis. But my efforts fell on deaf
ears. They should be encompassing everyone,
especially in a city like Philadelphia, which has
a large LGBTQ footprint.”
For Evans, despite gains, “There is a lot of
misinformation out there,” on the part of corporate
buyers.
“The media habits of other niche markets differ
drastically than that of the LGBT shopper,
yet many corporations are using the same formula,”
he said. “Digital is king in Hispanic media,
and for the African-American market, it’s
mobile. LGBTs, we use our phones for breaking
news and for fi nding Mr. Right or Mr. Right
Now, but almost all digital and editorial news
content comes from the print product. Face it.
There is no Telemundo for the gays. There is no
CNN for our people. They go local. It’s all about
trust.”
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