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The Philadelphia Gay News is the largest weekly newspaper on the East Coast targeting the lesbian, gay, bisexual and transgender community, and the most award-winning and oldest LGBT publication in ...

The Philadelphia Gay News is the largest weekly newspaper on the East Coast targeting the lesbian, gay, bisexual and transgender community, and the most award-winning and oldest LGBT publication in the country. Started in 1975, we strive to focus on and promote businesses and populations within our community to engender mutual success. This includes publishing special issues to highlight areas such as pets, health, travel, legal and entertainment, as well as addressing community concerns such as LGBT elder issues, homelessness and endangered youth.

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PGN General Presentation Presentation Transcript

  • 1. INTRODUCTION Honesty Integrity Professionalism The Philadelphia Gay News is the largest weekly newspaper on the East Coast targeting the lesbian, gay, bisexual and transgender community, and the most award-winning and oldest LGBT publication in the country. Started in 1975, we strive to focus on and promote businesses and populations within our community to engender mutual success. This includes publishing special issues to highlight areas such as pets, health, travel, legal and entertainment, as well as addressing community concerns such as LGBT elder issues, homelessness and endangered youth.
  • 2. OUR PLACE IN HISTORY Honesty Integrity Professionalism • PGN was the first LGBT newspaper to be offered membership into a mainstream professional newspaper organization. • The only media outlet in Philadelphia to interview Democratic presidential candidate Barack Obama during his race against Republican Sen. John McCain • PGN’s influential coverage has led to: – UPS offering domestic-partner benefits to employees – Blue Cross offering domestic partner health coverage – Introduction and passage of numerous legislative initiatives at the city, state and national levels since the 1970s • PGN successfully sued the federal government over the Child Online Protection Act • PGN opposed the boycott of Coors beer
  • 3. MISSION Honesty Integrity Professionalism As a community newspaper, PGN’s mission is to be a platform for the LGBT community to communicate with each other and share their viewpoints, as well as establish common interests and priorities with the mainstream/ally community. We promote our community internally and externally. To that end, PGN reaches out to and builds reciprocal, mutually supportive relationships with its readers and supporters. We strive to enhance the flow of information about community resources and to educate the non-LGBT community about our past, present and future. As a prominent minority group, the LGBT community needs communication tools to share concerns, assemble platforms, build support and celebrate successes. It is this sense of purpose that guides PGN on a daily basis.
  • 4. OUR PEOPLE Honesty Integrity Professionalism MARK SEGAL, Publisher Many refer to Mark Segal as the dean of American gay journalism. He is the founder and publisher of the award-winning Philadelphia Gay News, which recently celebrated its 34th anniversary. As a pioneer of the local gay press, he was one of the founders and former president of the National Gay Press Association and the National Gay Newspaper Guild. He recently coordinated a network of local gay publications nationally to celebrate October as Gay History Month, with a combined print run reaching over a half-million readers. His determination to gain acceptance and respect for the gay press can be summed up by his 15- year battle to gain membership in the Pennsylvania Newspaper Association, one of the nation's oldest and most respected organizations for daily and weekly newspapers. The 15 year battle ended after the Philadelphia Inquirer, Philadelphia Daily News and the Pittsburgh Post Gazette joined forces and called for PGN's membership. Aside from publishing, Segal has also reported on gay life from far-reaching places such as Lebanon, Cuba and East Berlin during the fall of the Berlin Wall.
  • 5. OUR PEOPLE Honesty Integrity Professionalism SARAH BLAZUCKI, Editor Sarah Blazucki has been editor of PGN since 2006. During her tenure, she has worked to strengthen relationships with the community, building new ties and reinforcing old ones, and to advance journalistic excellence at the publication. Under her direction, the staff has won over 20 awards for news writing, arts and entertainment stories, columns, photos and advertising. Sarah recently became president of the Philadelphia chapter of the National Lesbian and Gay Journalists Association, and has been a key contributor in resurrecting the chapter. In addition, she is a freelance résumé writer and career coach. Sarah served as a contributor, editor and proofreader for several résumé writing and career guides. She received her B.A. from Towson State University in Mass Communications, with a concentration in Journalism and a minor in Women’s Studies. Prior to coming to the Philadelphia area in 2005, Sarah lived and worked in Baltimore. There, she served as news editor for the award-winning gay biweekly newspaper The Baltimore Alternative.
  • 6. OUR PEOPLE Honesty Integrity Professionalism TAMI SORTMAN, Marketing/Advertising Director With over 15 years of experience in advertising and marketing communications, Tami Sortman is an expert in marketing to the LGBT consumer. Prior to coming to PGN, Tami was vice president of a boutique full-service marketing and communications firm, Altus Group. While there, Tami created the first-ever LGBT destination campaign for the Philadelphia region, which garnered national and international awards. Tami is a founder and the current president of the Philadelphia Gay Tourism Caucus and serves on Mayor Nutter’s LGBT Advisory Board. Tami received her marketing and applied graphics degree from the Rochester Institute of Technology.
  • 7. OUR PEOPLE Honesty Integrity Professionalism SIMON WOLF, Sales Representative Simon has over 20 years of advertising sales experience in media, including print publishing and Web. Throughout his career, Simon has followed the philosophy of community, believing it takes a community to create change. Working together —whether it’s a team of coworkers, a group of neighbors or an online community that shares certain interests — he believes we can achieve positive and mutual goals. With PGN, and in his earlier position as sales director at Review Newspapers, Simon has gained a deep understanding of the importance publications play in any particular community — as a communications tool and a way to build business and foster economic growth. He has a strong ability to connect with a community, understand needs and goals and develop plans to achieve those goals. His experience with new media comes from his position as senior account manager at Toolbox.com (formerly ITtoolbox), where he created and maintained relationships with more than 100 advertising partners. Utilizing traditional Internet advertising and new social-media tools, he helped clients develop lead generation and branding campaigns.
  • 8. CIRCULATION/DEMO Honesty Integrity Professionalism • 15,000 print run plus online read and pass-along rate, totaling over 25,000 a week. • Newsletter mailing list of 23,000+. • Distribution at more than 500 locations, including newspaper boxes, bookstores, retail stores, community centers, LGBT organizations and other outlets. FEMALE 14% HOUSEHOLD INCOME: MALE 86% Under $30,000 11% $30,000 - $49,000 14% AGE: $50,000 - $74,000 18% 18 - 24 5% $75,000 - $99,000 12% 25 – 34 18% $100,000+ 30% 35 – 44 37% 45 – 54 27% PRIMARY RESIDENCE: 55 – 64 11% Own private home 43% 65+ 3% Own a condo 11% Rent an apartment 30% EDUCATION: Attended College 28% Bachelor’s Degree 28% Master’s Degree 20% Doctorate Degree 8% Source: Simmons and Harris Interactive
  • 9. DISTRIBUTION MAP Honesty Integrity Professionalism
  • 10. EDITORIAL CALENDAR Honesty Integrity Professionalism • Restaurant Week • Fit & Fabulous • Pink Penny • Dining Out for Life • Equality Forum • Election/Union • Summer Hot Spots • Pride Edition • There’s No Place Like Home (celebrating 40 years in the Gayborhood) • East Passyunk • Pets • Fall Arts Preview • Philly Fashion Week • OutFest • Northern Liberties/Fishtown • Holiday Gift Guide • Auto
  • 11. FEATURE SECTIONS Honesty Integrity Professionalism • News • Detour (entertainment) • Scene in Philly (photo page) • Sports • Family Portraits • Food & Drink • Diversions • Real Estate • Directories
  • 12. ONLINE Honesty Integrity Professionalism Interactive website, with full content from print edition, including articles and photos Newsletter mailing list with more than 23,000 subscribers Banner advertising on website and newsletter available Full, readable version of print edition also available online Other website offerings: • News and entertainment articles • Regular columns • Distribution list • Community resources • Calendar of events • Archives • Business Listings
  • 13. ONLINE ANALYTICS Honesty Integrity Professionalism Visitors Overview
  • 14. ONLINE ANALYTICS Honesty Integrity Professionalism
  • 15. ONLINE ANALYTICS Honesty Integrity Professionalism
  • 16. LGBT CONSUMER Honesty Integrity Professionalism LGBT CONSUMER INDEX SNAPSHOT 2009 - 2010 WHERE WE LIVE: 42% of gays live in big cities vs. 32% of lesbians HOW WE LIVE: 41% of gays rent vs. 35% of lesbians 24% of lesbians live in urban stand-alone homes vs. 20% of gays 27% of lesbians live in suburban stand-alone homes vs. 22% of gays WHO WE LIVE WITH: 46% of gays and lesbians live with a spouse, partner or lover 29% live alone 27% with a dog 23% with a cat 12% live with a roommate 9% live with children, including 7% with children under 18 7% live with a parent WHERE WE EAT: 37% of gays and 27% of lesbians dined out at least once a week Gays and lesbians spent over $60 a week on meals $26/week was spent on clothing $14/week was spent on coffee or tea $10/week was spent on water by bottled-water drinkers
  • 17. LGBT CONSUMER Honesty Integrity Professionalism HOW WE ENJOY GOING OUT: 49% of gay men and 31% of lesbians go to bars or clubs monthly or weekly 40% of gay men and 29% of lesbians go to a movie monthly or weekly 21% of gay men and 14% of lesbians go to a live performance monthly or weekly HOW WE PURCHASE: Gays’ and lesbians’ purchasing decisions are strongly influenced by companies having fair employment practices (45%) — such as non-discrimination in hiring or recognition of domestic partners — as well as gay-friendly policies (42%). 37% are influenced by company’s support of LGBT political causes 34% by support of LGBT organizations or charities 29% by support of LGBT events 53% were loyal to certain brands, but might try new brands 25% preferred certain brands, but consistently try new brands 12% reported consistent brand loyalty HOW WE PLAN FOR THE FUTURE: 45% contributed to personal savings accounts 38% Social Security or company-sponsored 401k 35% retirement accounts 26% contributions to company pension plans 23% Individual Retirement Accounts or personal stock, bond or mutual fund 22% investment in taxable non-retirement accounts Less than 10% said they put money in other types of savings plans or investments
  • 18. LGBT CONSUMER Honesty Integrity Professionalism HOW WE GET AROUND: 81% own a car, consistent with being more likely to live outside cities 88% of lesbians and 79% of gays own a car Of those who owned a car, 57% had bought it new 59% of gay men and 53% of lesbians reported buying a car new The average car payment is $317 per month Gay men also reported higher average car payments (Mean = $338) than lesbians (Mean = $262) Owned or leased a Toyota (16%), Ford (16%), Honda, (13%) or a Chevrolet (11%) WHAT WE PURCHASE: 30% of gay men and 24% of lesbians reported past-year purchases of a PDA/Smart phone 27% of gays and 22% of lesbians reported past-year purchase of a high-definition TV 29% of lesbians and 23% of gays reported buying a standard cellular phone in the past year 46% of gay men and 45% of lesbians downloaded music or a video from the Internet in the last year 30% of gay men purchased a home computer or laptop in the last year 20% of gay men purchased an HD or plasma TV in the last year 17% of gay men purchased a video recorder/DVR (such as TiVo) in the last year HOW WE STAY FIT: 26% of lesbians and 38% of gay men reported going to a gym or athletic club at least once a week. HOW WE GIVE: Approximately 65% of lesbians and 61% of gays reported attending LGBT fundraisers at least once a year. Source: CMI's Third Annual Gay and Lesbian Consumer Index 2009-2010
  • 19. LGBT CONSUMER Honesty Integrity Professionalism What Gay Men Do With Their Time • Spend 12 hours per week of personal time (not work) on the Internet. • 95% made purchases on the Internet in the last year, and 81% use the Internet for banking and bill paying. • Watch TV for 10 hours per week. US gay men show the most likelihood of watching the major networks: NBC, ABC, CBS and Fox, followed by cable channels Bravo and gay-focused Logo. What Lesbians Do With Their Time • Lesbians spent 10 hours using the internet per week for nonworking purposes. • 94% of lesbians purchased something off the Internet in the last year. • 76% use the Internet for online bill paying. • The median lesbian spends 10 hours per week watching TV. Lesbians are most most likely to watch the major networks: NBC, ABC and CBS, followed by Showtime (which airs ―The L Word‖), Fox, and gay-focused Logo. Source: CMI’s Gay Consumer IndexTM 2007 http://www.gayadnetwork.com/files/GayAbstract07.pd Lesbian Consumer IndexTM 2007 http://www.gayadnetwork.com/files/LesbianAbstract07.pd
  • 20. LGBT MARKET POWER Honesty Integrity Professionalism Gays and lesbians spend more than $600 billion every year; they’re a business owner’s dream customers because they are • Affluent: The average annual income for a gay household is $61,000, 20.4-percent higher than in a heterosexual household. • Educated: Some 83 percent of gays and lesbians have either attended or graduated from college. • Loyal: Approximately 89 percent of gays and lesbians are brand-affiliated and are highly likely to seek out brands that advertise to that advertise to them. Source: ―Guide to Marketing to Gay and Lesbian Consumers,‖ Matt Alderton, Logolepsy Custom Content and Communications
  • 21. LGBT MARKET POWER Honesty Integrity Professionalism Gay Buying Power GLBT adults represent the third-largest buying power and highest per capita spending Projected Growth in Gay Buying Power Through 2011 GLBT projected buying power expected to show steady growth over the next three years Sources: Selig Center for economic growth, University of Georgia U.S. Census projections (2005), U.S. Bureau of Economic Affairs, Package Facts, Witeck-Combs/MarketResearch.com Estimate (2005)
  • 22. LGBT MARKET POWER Honesty Integrity Professionalism Advertise In Gay Media Surveys show that gays and lesbians watch more cable TV, read more newspapers and look at more magazines than heterosexual consumers. More importantly to businesses, however, is that they also are motivated more frequently by advertisements to make purchases. Source: ―Guide to Marketing to Gay and Lesbian Consumers,‖ Matt Alderton, Logolepsy Custom Content and Communications
  • 23. LGBT MARKET POWER Honesty Integrity Professionalism Go High-Tech Gays and lesbians are early adopters of new technology. Smart marketers will recognize their fondness for high-tech toys and reach out to them via new media, including cell phones, email and instant messages. Source: ―Guide to Marketing to Gay and Lesbian Consumers,‖ Matt Alderton, Logolepsy Custom Content and Communications
  • 24. LGBT MARKET POWER Honesty Integrity Professionalism Tips & Tactics • To succeed with gay consumers, who are moving more into the mainstream every day, focus more on their daily lives — financial and family concerns, for instance — and less on their political identities. • Don't just research who your gay customers are, but also what they buy. Gay and lesbian buying habits are highly focused on product categories such as technology and travel, as well as pharmaceuticals, alcohol, automotive and entertainment. • Advertising to the gay community need not be overtly sexual to be effective. Still, as is the case with mainstream marketing, sex sells. • Gay parents represent a unique opportunity for marketers, as approximately 33 percent of lesbian couples and 22 percent of gay male couples have children in their households. • Because fewer gays and lesbians have families, they tend to have more discretionary and disposable income. That means greater ROI for companies who are willing to actively court their gay customers. • Gays and lesbians are trendsetters; successfully marketing new products and services to them can often help marketers gain entrance into larger, more mainstream markets.
  • 25. MEDIA HABITS Honesty Integrity Professionalism We’ll communicate with gay market, when they’re most responsive to your message Internet savvy – LGBT individuals go online 14 hours per week or 39% of their time vs. 3% for other groups Lead in usage of online social networks – 27% of LGBT individuals visit popular social networking sites vs. 22% of heterosexuals; 24% regularly visit blogs vs. 12%. Respond to advertising – 94% would go out of their way to purchase products or services advertised in gay media. Sources: Selig Center for economic growth, University of Georgia U.S. Census projections (2005), U.S. Bureau of Economic Affairs, Package Facts, Witeck-Combs/MarketResearch.com Estimate (2005)
  • 26. GAY MEDIA NATIONAL Honesty Integrity Professionalism
  • 27. GAY MEDIA REGIONAL Honesty Integrity Professionalism
  • 28. AWARDS Honesty Integrity Professionalism MAINSTREAM PROFESSIONAL MEDIA ORGANIZATIONS • Society of Professional Journalists — Overall Weekly • Pennsylvania Newspaper Association — Special Section; Best Single Ad; Best Ad Campaign/Series • Keystone Press — First Place, Enterprise Story, Non-Daily; Front Page Design; Page Design • Suburban Newspaper Association — Best Arts and Entertainment Writing; Best Column Writing; Best Feature Photo; Coverage of Investigative Reporting • Society of Newspaper Design LGBT MEDIA ORGANIZATIONS • National Lesbian and Gay Journalists Association — Editorial Writing • Gay and Lesbian Press Association — National and Local News Reporting
  • 29. ADVERTISING OPPORTUNITES Honesty Integrity Professionalism FRONT-PAGE STICKER • 3x3-inch, full-color promotional sticker, enticing readers to peel off to reveal call to action or a win on reverse side of sticker. TOPPER PAGES • A four-page center spread, 1.75 inches taller than the standard pages; ads would run across the top of the four pages. Can also be done on premium paper. FRONT-PAGE BANNER AD • 10.125 x 1.5-inch banner ad at the bottom of the front page FRONT-PAGE BANNER AD PLUS BACK PAGE • Banner ad on the bottom of the front page (10.125 x 1.5) with a lead-in to a back-page Comcast ad. SPONSORSHIP OPPORTUNITIES • A one- or two-page sponsorship spread specially designed for Comcast to spotlight our TV, News Brief and/or Media Trail columns. PREMIUM PAGES • Page 2, Page 3, opposite Scene Page, Back Page ONLINE OPPORTUNITIES
  • 30. STICKER OPPORTUNITES Honesty Integrity Professionalism
  • 31. TOPPER OPPORTUNITES Honesty Integrity Professionalism
  • 32. TOPPER OPPORTUNITES Honesty Integrity Professionalism
  • 33. TOPPER OPPORTUNITES Honesty Integrity Professionalism
  • 34. TOPPER OPPORTUNITES Honesty Integrity Professionalism
  • 35. FRONT OPPORTUNITES Honesty Integrity Professionalism
  • 36. SPONSOR OPPORTUNITES Honesty Integrity Professionalism
  • 37. ONLINE OPPORTUNITES Honesty Integrity Professionalism
  • 38. CONTACT Honesty Integrity Professionalism THANK YOU FOR YOUR TIME TODAY!