Outwards and upwards: some big-name advertisers are venturing into gay publications, with good results

Article Abstract:

Major companies such as America Online Inc. and Subaru of America Inc. have begun advertising in newspapers and magazines that target gay readers. Overall, advertising spending in gay publications has risen in 1997 over the 1996 total of $61 million, according to Mulryan/Nash Advertising Inc. The trend is attributable partly to defensive spending on advertising and partly to less conservative views in big business, says Mulryan/Nash partner David Mulyran.

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Southpaw solution

Article Abstract:

Norcom Inc now sells a notebook designed for left-handed people that is called the Left-Hander. The notebook is designed exactly the same as other notebooks that the company manufactures, but the spiral binding is on the right-hand side instead of the left. This simple change makes the notebooks easier for left-handers to use, and provides Norcom with an extra edge in marketing to the 40 million left-handed people in the US.

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A matter of taste: Popeye's seeks to liberate inhibited flavor lovers

Article Abstract:

Hill, Holliday/Atschiller has launched an advertising campaign for Popeye's Chicken and Biscuits that is aimed at a group of 30 million people that they call "flavor-seekers." According to Popeye's VP Tom Whitley, these flavor seekers seek out food that is flavorful, and cut across all demographic groups. The ad campaign pokes fun at flavor-avoiders, the natural enemy of flavor seekers.

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