Web site Evaluation - Part III

In recent years, mainstream companies have increased research and expanded spending budgets for their marketing campaigns in order to better focus and tailor messages directly to fragmented publics. This type of marketing is often referred to as niche marketing and the lesbian, gay, bisexual and transgender community is no exception. We often hear phrases like "gay money" and "pink dollar", but what does this mean? The following Web sites will help to demonstrate how the push and pull for LGBT consumers can be both positive and negative.

The Good

The Commercial Closet is a wonderful online tool that hosts a collection of print and television advertisements from all across the world that, in one way or another, involves the LGBT community. The Web site keeps track of important information, such as the date the ad was launched, in what country it was shown, what medium was used, the company name, what advertising agency was used and whether or not the ad had a positive or negative impact on the LGBT community.

The advertisements themselves are listed under specific themes, but can be searched for by key words. Descriptions of the ads are accompanied by still-frame photos or by streaming video if applicable. In general, the organization and its Web site serve as a media watch-group and monitors the messages that are being sent out to the public. After scannng through a few ads, the viewer can get a sense of how these messages can greatly effect both the LGBT community and mainstream consumers based solely on the content of the ads.

The Not So Good

It is a well-known fact among the LGBT community that Subaru was one of the first companies to specifically target sexual minorities as an important and valued consumer group. Recently, other large companies have followed Subaru's lead by placing specialized advertisments into specific publications, such as The Advocate. These ads often contain messages that directly tie in with the concerns and values of the LGBT community.

Throughout the years, Subaru has forged partnerships with many leading LGBT organizations across the nation. Through public awareness, advocacy and promotion, Subaru has helped make a huge impact on the fight for equality. However, the company's Web site does not have easily accessible information about its involvement with the LGBT community. This is really disheartening because it feels as though the company is trying to shadow it's involvement in order to maintain the interests of mainstream consumers.