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It’s Good For Business

“Gay consumers are wealthier than average, and loyal to brands that they perceive as gay-friendly,” according to Reuters (Aug. 24, 2006). “In 1994, just 19 of the Fortune 500 companies advertised their brands in gay media in the United States. Last year, 175 did.”

Moreover, as Reuters reports, “Today, gay celebrity endorsements are common. Talk show host Ellen DeGeneres pitches for American Express cards. Rock star Melissa Etheridge poses with her partner for Cartier jewellers, wearing interlocking bracelets designed for lesbian weddings.” And “Holiday Inn sponsored a gay pride event in Australia with an ad showing two pairs of men’s shoes at the foot of a bed, and the tagline ‘Accommodating You.’ Avis advertises that it lists gay partners as extra drivers on car rentals for free.” John Hancock, a financial products firm, features “a lesbian couple in an ad for insurance.” John Hancock also aired a TV commercial that shows a lesbian couple adopting a baby, saying, “Can you believe this? We’re a family.” As the commercial ends, one lesbian says to the other, “You’re going to be a great mom.” The second replies, “So are you.”

According to LifeSiteNews.com (Sept. 8, 2006), the neocon Fox News channel donated $10,000 to the National Lesbian & Gay Journalists Association (NLGJA). The Wal-Mart corporation also gave $10,000 to the NLGJA.

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