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Should Asian Media Target the Gay and Lesbian Market?

September 5, 2008

By Young, Douglas Lacao, Meong; Hui, Warren; Xuan, Nguyen

VOX POP The ‘pink’ market is big business for media owners in the West. Are their Asian equivalents missing a trick by not producing content that targets this sector of society?

Brand owner

YES Douglas Young, founder & CEO, GOD Hong Kong

“Media owners, like lifestyle stores, neglect the gay and lesbian community at their peril. This community has always been the trendsetter – look at all the brands and trends that were originally sold on homoerotic appeal and have subsequently become mainstream (think Abercrombie). Moreover, this sector tends to have high disposable income and take care over style.”

Creative

NO Meong Lacao, creative head, Euro RSCG Philippines

“Local media are reaching out to the pink market in their own way and their own time. A former client gave me a good, point of view on this issue once when we proposed tapping into the pink market. He said: “Why should we go pink when we haven’t fully tapped the mainstream markets?” This was years ago. It was true then and I believe it still is true now. Business – media owners included – will always find the best use for their resources at the right time, given the right set of circumstances. If there is a need to go pink, it will happen and nothing can stop it.

Media expert

NO Warren Hui, managing director, China Media Exchange

“Media owners in China do not think this is a market for them. Targeting is still a problem in mass media such as TV and newspapers. Niche targeting is totally out of their consideration. Also, this is still a sensitive topic in China. People seldom openly discuss the subject, let alone the mass media. There may be some fringe websites that have content relevant to this market, but I do not think general advertisers will be interested.”

Planner

NO Nguyen Xuan Xuan, strategic planning director, Dentsu Vietnam

“Pink marketing is an interesting topic, but it is not relevant yet for Vietnam. Although the gay community is growing fast, it is not yet officially accepted by society and the authorities. The community is also not big enough to be profitable in the way it is in more developed markets. Finally, the Vietnam Government is still not open to new ideas for media and advertising for mainstream consumers – it will surely be very strict on anything that targets a community that is seen as controversial.”

Copyright Haymarket Business Publications Ltd. Aug 7, 2008

(c) 2008 Media; Asia’s Newspaper for Media, Marketing and Advertising. Provided by ProQuest LLC. All rights Reserved.




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