The report of the Sydney Star Observer readership survey for 2002, released this week, states that the gay and lesbian market remains buoyant, despite the difficulties faced this year by peak event-based community organisations.
In a year in which both Mardi Gras and Sydney 2002 Gay Games reported lower than anticipated revenues and sponsorship, the 2002 readership survey states that the market itself is stronger than ever.
The survey reveals that Star readers continue to earn more -“ and spend more -“ than ever before.
Reports of the decline of the gay and lesbian market have been grossly exaggerated, said Peter Dragicevich, general manager of Sydney Gay and Lesbian Community Publishing (publishers of the Star). Our readership of over 75,000 people every week is larger than ever, and now the results of the readership survey show that they still represent a highly attractive audience for advertisers.
The survey -“ undertaken in June and July 2002 by the firm Significant Others -“ drew responses from 837 readers, the vast majority of whom reside in New South Wales.
This new research, carried out at the height of Mardi Gras’ recent problems, shows that many gays and lesbians continue to earn and spend very strongly across a wide range of areas, said Ian Johnson, principal consultant with Significant Others.
No gay person has dropped out of the market because Mardi Gras or Gay Games has experienced difficulties.