Simmons to Launch Pink Poll

Simmons has launched a twice-yearly survey of the attitudes and behaviour of the gay, lesbian, bisexual, and transgender (GLBT) population in the United States. The first results will be published on September 30th.

Advertisers and marketers are increasingly interested in the GLBT community, thanks to its estimated annual buying power of over 600 billion dollars. But, according to Chris Wilson, president and COO of Simmons Market Research: 'Until now, there has not been a gay consumer study that is endorsed and trusted by top agencies, national advertisers and gay media properties'. He hopes the new study, which uses a national probability sample survey to provide reliable information about the size, characteristics, and behaviour of the GLBT population, will fill this gap.

The study, entitled the Gay and Lesbian Consumer Study, has received immediate support from PlanetOut Inc, a global online media company that provides services, news and entertainment to the gay community. Mark Elderkin, president of PlanetOut Inc, said his company is 'interested in being able to offer our advertisers statistically-valid insights into this attractive demographic'.

Simmons is online at www.smrb.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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