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Gay and lesbian marketing has grown in importance in recent years. But there is still often too little gay market research that can be relied upon to accurately portray the lives of gays and lesbians.
That situation is about to change dramatically in the UK market, where leading global gay and lesbian marketing agency, Out Now, this week begins analyzing the most comprehensive lesbian and gay market research ever undertaken in the UK gay market.
The 'Out Now 2007 DIVA, GT and Pink Paper UK Gay Community Market Research Study,' launches this week.
Out Now consulting will measure a range of consumer and social indicators in the gay community, including the factors driving the so-called 'pink' vote. In an election expected to be tight, the 3,000,000 gay and lesbian votes up for grabs could prove decisive.
The new gay market research will assess a wide range of social and economic factors, including lesbian and gay attitudes to politics -- a very important consideration given the possibility of a UK general election being called by UK Prime Minister, Gordon Brown.
Gay and lesbian voters account for some 6% of the UK voting electorate, so the strength of the UK's 3,000,000 strong 'pink' vote could be decisive in some key seats in the next UK general election.
In addition to political issues, the new Out Now research will take the pulse of the effectiveness of lesbian and gay equality and diversity policies in the UK workplace.
"Many companies now include gay and lesbian equality issues as part of their diversity policies. This is a favourable development, but we want to find out through this market research how well policy actually translates into the realities of the workplace," according to Ian Johnson, CEO of the market researchers, Out Now Consulting.
The Study researchers, Out Now, have been involved in expert gay market research and marketing to gay and lesbian communities in consumer markets around the world since 1992.
The research is being undertaken by the leading specialist gay marketing agency Out Now for the most significant lesbian and gay media brands in the UK: GT, Pink Paper and DIVA.
"Gay consumers are increasingly being targeted by big brands wanting to increase profits," said Johnson. "The new Out Now research is a quantum leap in market understanding of the key consumer and lifestyle characteristics of the gay community, and how these impact on strategies for effective gay marketing."
The publisher of GT, DIVA and Pink Paper, Millivres Prowler Group (MPG), says the new gay market research study will reveal the most in-depth look ever at the lesbian and gay community in the UK.
"We are delighted to announce this new research," said Kim Watson, Deputy Managing Director of MPG.
The Out Now DIVA, GT and Pink Paper UK Gay Community Market Research Study collects data from now until the middle of next month, with market research data findings to be released later this year.
6% of UK adults are believed to be lesbian or gay. Source: Out Now Consulting, 1994 and 2005. Whitehall, 2005.
For copyright reasons, any reference to this information must always include the following research reference: "Out Now 2007 DIVA, GT and Pink Paper UK Gay Community Market Research Study".
About DIVA, GT and Pink Paper
Gay Times is Europe's best-selling gay monthly magazine, and has been in print since 1984. gaytimes.co.uk
DIVA, Europe's leading lesbian glossy magazine, has been in circulation since 1994. divamag.co.uk
The Pink Paper is Britain's only free national lesbian and gay newspaper, reaching an affluent readership of gay and lesbian professionals, young people and students. It is distributed to more than 500 venues nationwide. pinkpaper.com
The publisher of GT, Pink Paper and DIVA - Millivres Prowler Group (MPG), Europe's largest gay and lesbian company - has been a part of the LGBT community for more than 30 years and has activities in media, retail, and distribution.
About Out Now
Out Now Consulting is a market leader in gay marketing research and strategy. Established in 1992, the firm is a global gay market agency relied upon by a wide range of clients. Out Now undertakes research for gay media and mainstream companies around the world.
Out Now gay marketing services include market research, training, advertising, public relations and marketing strategy development. Gay marketing clients include Barclays Bank, IBM, Toyota, German National Tourist Office, Qantas Airways, Visit Britain, Lufthansa, South African Tourism and Citibank.
Ian Johnson, CEO of Out Now Consulting, is also the gay marketing specialist business editor of Citizendium, the world's most credible online source of expert-edited reference information.
For further information please contact:
Ian Johnson, CEO
Out Now Consulting
UK: +44-(0)20-8123 5288
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info[.]outnowconsulting.com 
