include gayforrent.
"Our mission at GayRealEstate.

National Survey Shows Gay-Specific Marketing Practices May Influence Brand Loyalty and Purchase Decisions of Gays Lesbians and Bisexuals

, According to a recent nationwide
online survey, one in four (24 %) gay, lesbian and bisexual (GLB) adults report
that they always or often "like to keep up with the latest styles and trends,"
compared with 17 percent of heterosexual adults.S.
The online survey also presented factors that would most influence GLB's
loyalty to consumer brands.

"For several years, in-depth research has allowed us to measure consumer
decision-making and to test what factors may truly influence gay consumers,"
said Jake Stafford, senior marketing strategist at Witeck -Combs
Communications. Propensity score weighting was also used to adjust for
respondents' propensity to be online. Although we
remain interested in the consumer attitudes and characteristics of
transgendered individuals, for accuracy and consistency we distinguish sexual
orientation from gender identity . In addition, given the low incidence of
response from transgendered individuals, it is extremely difficult to draw
conclusions from the data captured.com), the 15th
largest and fastest-growing market research firm in the world, is a Rochester,
N. Known for The Harris Poll(R) and for pioneering Internet-based
research methods, Harris Interactive conducts proprietary and public research
to help its clients achieve clear, material and enduring results.hieurope.com), Paris-based
Novatris (http://www.com), Tokyo-based Harris Interactive Japan,
through newly acquired WirthlinWorldwide (http://www. EOE M/F/D/V
To become a member of the Harris Poll Online(SM) and be invited to
participate in future online surveys, visit http://www. NEW YORK, Same-sex marriage might have polarized
lawmakers , but it has galvanized advertisers in the gay press, according to a
closely watched survey released today."
The Gay Press Report has been produced annually since 1994 to provide a
unique, historical perspective on the gay and lesbian market. In the gay and lesbian market, Prime Access
represents more Fortune 500 companies than any other advertising agency.com/gaypressreport2004. is a full-service advertising agency that creates
award-winning URBAN MAJORITY(TM) marketing communications to reach America's
emerging dynamic of multicultural consumers.

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com), a premier national real estate company serving the
LGBT (Lesbian, Gay Bisexual and Transgender) community, and the largest online
database of gay and gay-friendly Realtors(R) in the world, today announced
that they have closed twice the number of real estate deals in 2004 than they
did in 2003, effectively doubling last year's record numbers.
*(Logo: http://www.com/mediadrome/logo-gayreal_72dpi."
Gay Real Estate, Inc .GayMortgageLoans.com . "We
want to ensure that members of the gay and lesbian community have a resource
to guide them to quality agents who will represent them without bias in the
purchase and/or sale of residential and commercial real estate."

For more information please visit http://www .com

This release was issued on behalf of the above organization by
Send2Press(TM), a unit of Neotrope(R).
Seven in 10 (70%) GLB respondents say they are extremely or very likely to
consider a brand that is known to provide equal workplace benefits for all of
their employees, including gays and lesbians.(1)
The findings from this most recent Witeck Combs/Harris Interactive survey
also suggest that gay-specific marketing practices can influence how GLB
people connect with brands and form purchasing decisions:

* Almost two-thirds (64%) of GLB respondents say they are at least likely
to consider purchasing everyday household products and services from
companies that market directly to gays and lesbians over competing
brands that do not.

* Half (51%) of the GLB people polled find advertising that is
informative, funny or witty and includes images of gay and lesbian
people either the most important or a very important factor that
influences their likelihood to consider a company's products or
services.

* Nearly half (48%) of all GLB respondents say they find it most important
or very important -- when considering products or services -- to see
advertising that is clearly tailored to a gay audience with gay imagery,
people or copy that speaks to them as a gay person and that appears in
both mainstream publications and gay publications. I like to
keep up with the latest styles and trends."

Percentages represent combined "1" and "2" responses

Base: GLB Respondents
%
The advertisement is informative, funny or witty and
includes images of gay and lesbian people 51

The very same advertisement, which is clearly tailored
to a gay audience with gay imagery, people or copy
that speaks to me as a gay person, appears in both
mainstream publications and in gay publications 48

The very same advertisement, which is not tailored
to a gay audience , appears in both mainstream publications
and in gay publications 44

The advertisement is informative, funny or witty but
does not speak to me specifically as a gay person 38

The advertisement is informative, funny or witty, but only uses
advertising copy to speak specifically to me as a gay person 18

TABLE 4
LIKELIHOOD OF CONSIDERING BRANDS OR PRODUCTS
"How likely are you to ..

TABLE 5
AWARENESS OF GAY-FRIENDLINESS
"If you wish to be aware about a company's reputation for gay-friendliness,
where do you look? "

Base: GLB Respondents
%
Word of mouth 45
Gay websites 29
Gay magazines or newspapers 29
Close friends 27
Gay and lesbian nonprofit organizations 20
Mainstream news sources 11
Advertisements by the company 7
Other general interest websites 7
Personal customer experience 5
Gay and lesbian chambers of commerce 5
Family members 5
Other 5

Note: Multiple-response question.
Figures for age, sex, race, education, region and income were weighted where
necessary to bring them into line with their actual proportions in the
population.
They include refusals to be interviewed (non-response), question wording and
question order and weighting.
These statements conform to the principles of disclosure of the National
Council on Public Polls.

Additional Note: Previous research conducted by Harris Interactive in
conjunction with Witeck-Combs Communications, Inc. queried gay, lesbian,
bisexual and transgendered (GLBT) self-identified respondents.S.com

Jake Stafford
Witeck-Combs Communications
202-887-0500 ext. 16 or (cell) 202-215-2210
jstafford@witeckcombs. and gay media representative firm Rivendell Media."
Gay media also saw an astonishing surge in ads with "gay-specific"
content , the report revealed.9% in
2004.

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Gay Real Estate Inc. Announces Their 2004 Closings Double Previous 2003 Record

Send2Press. continues to add new resources and support for
buyers and sellers .com is very clear," said Hammerberg.com

The survey was
conducted online between December 8 and 15, 2004 by Harris Interactive(R), a
worldwide market research and consulting firm, in conjunction with Witeck-
Combs Communications, Inc. Understandably, gays like to
spend their money with companies that treat their gay employees equitably,
value them as customers and represent them openly and accurately in marketing
initiatives."

Base: All Adults
GLB Heterosexuals
% %
Always/often (NET) 24 17
Always 3 3
Often 21 14
Sometimes 42 48
Rarely/never (NET) 34 35
Rarely 24 29
Never 10 6


TABLE 2
KEEPING UP WITH LATEST PRODUCTS
"Now, we'd like to you to tell us how often you do the following ."

Base: All Adults
GLB Heterosexual
% %
Always/often (NET) 17 15
Always 7 2
Often 10 13
Sometimes 57 59
Rarely/never (NET) 27 26
Rarely 25 23
Never 2 3


TABLE 3
ORDERING ALCOHOLIC BEVERAGES BY BRAND NAME
"When you order mixed drinks away from home, do you purchase or order a
specific brand of alcohol, or do you just mix or order the drink you want
without regard to the brand?"

Base: Adults aged 21 and over
GLB Heterosexual
% %
Often/Always order alcoholic beverage
by brand name (NET) 36 28
With mixed drinks, I always order an
alcoholic beverage by brand name 28 18
With mixed drinks, I often order an
alcoholic beverage by brand name 9 10
Sometimes/Never order alcoholic beverage
by brand name (NET) 43 41
With mixed drinks, I sometimes order an
alcoholic beverage by brand name 17 20
With mixed drinks, I never order an
alcoholic beverage by brand name 26 21
I do not consume alcoholic beverages 21 31


TABLE 3
INFLUENCE ON DECISION MAKING
"Assume you have an interest in a specific product or service. Please rank in
order of importance the factor that most influences your likelihood to
consider that company's products or services, when you see an advertisement.
In theory, with a probability sample of this size, one can say with 95
percent certainty that the results for the overall sample have a sampling
error of plus or minus 3 percentage points. Unfortunately,
there are several other possible sources of error in all polls or surveys that
are probably more serious than theoretical calculations of sampling error.

About Witeck-Combs Communications, Inc. (http://www.harrisinteractive . offices and wholly owned
subsidiaries: London-based HI Europe (http://www.com), a
Reston, Virginia -based research and consultancy firm ranked 25th largest in
the world, and through an independent global network of affiliate market
research companies. Sampling
error is plus or minus 2 percentage points.
The 2004 Gay Press Report survey found that over 150 Fortune 500(R) brands
were active in the gay consumer market in 2004, up from 72 in 2001 and only
19 in 1994.
Starting in 1999, Prime Access Inc.S.
To view the 2004 report in its entirety, please visit:
http://www.pdf

Among other findings in the 2004 Gay Press Report:

* Revenues for gay press have soared 182% since 1996.
Prime Access, Inc.

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These include a Free Relocation Kit to any City in
America, instant e-mail on newly listed properties (available for all US
cities ), a worldwide database of gay, lesbian and gay friendly real estate
agents and instant access to mortgage professionals at
http://www. http://www.Send2Press.
These are a few highlights of a nationwide survey of 2,092 U.witeckcombs.S.novatris.

Spotlight on Same-Sex Marriage Helps Push Ad Spending in Gay Media to Four-Year High 2004 Gay Press Report Reveals

"Conventional wisdom held that controversy around marriage
would deter marketers.
This year's upward trends reversed three consecutive years of decline in
gay print ad spending. And while the Gay Press Report focuses on print
advertising , a recent survey found that online ad spending for gay and lesbian
web sites was also up significantly in 2004. "Marketers have seen that this holds true not just on the
coasts, but in the Midwest too , which contributed to increased advertising in
local GLBT publications across the board. This year 's
survey analyzed 139 individual publications targeting gay and lesbian
consumers, which include local and national newspapers, magazines and
entertainment guides.
* More ads from wedding -related services, including consultants, planners
and lawyers contributed a jump in the Services -Non Medical Product
category, which captured the largest number of total ads with 14. This includes African American,
Hispanic, and gay/lesbian consumers.

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DENVER, Gay Real Estate, Inc.GayRealEstate. "We closed over thirty million
dollars in real estate sales and purchases , coast-to-coast in 2004.com, a service designed to assist the LGBT
rental community in finding gay and gay-friendly rental properties, byoffering free access to gay-friendly rental agencies, properties and
communities coast to coast.GayRealEstate. adults, of
whom 107 have self-identified as gay , lesbian or bisexual. Half (51%) of GLB respondents
also report they are extremely or very likely to consider brands that support
nonprofits and/or causes that are important to them as GLB people ." One-third (33%) of gay adults
also agreed with the statement that they trust brands more if they incorporate
gay or lesbian images into their advertising.

* More than two-thirds (69% ) say they are at least likely to consider
purchasing services, such as legal advice or banking services, from
companies that market directly to gays and lesbians over competing
brands that do not. "These new data confirm that a company's internal and external
behaviors matter very much to gay households."


TABLE 1
KEEPING UP WITH STYLES AND TRENDS
"Now, we'd like to you to tell us how often you do the following. Sampling errors for GLB adults
aged 18 and over (107) is plus or minus 10 percentage points .Y.
Harris Interactive combines its intellectual capital, databases and
technology to advance market leadership through U.4% over the year before, according to the 2004
edition of the Gay Press Report, the annual survey produced by advertising
agency Prime Access Inc. The number of gay-specific ads, which feature
messages directly aimed at gay and lesbian consumers through their copy or art
direction, jumped 241.
"All of the research indicates that ads created specifically for gay
consumers get the strongest results," said Todd Evans, president and CEO of
Rivendell Media.
Rivendell Media represents over 200 gay and lesbian publications in the U.gaymarket.

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(http://www. We expect
to close seventy-five million in 2005, and are on track to close a deal a day
by 2006. ROCHESTER , N.Y., a strategic public relations and marketing
communications firm with special expertise in the gay, lesbian, bisexual and
transgender market.
Please rank the statements from 1 to 5 where 1 is most important and 5 is
least important. ?"

Base: GLB Respondents

Extremely Very Likely Somewhat Not At
Likely Likely Likely All
Likely
Consider brands that support
nonprofits and/or causes
that are important to you
as a gay, lesbian, bisexual
or transgender person % 28 22 14 28 7

Consider a brand that is
known to provide equal
workplace benefits for all
of their employees, including
gay and lesbian employees % 41 29 16 12 2

Consider purchasing everyday
household products and
services from companies that
market directly to gays and
lesbians over competing
brands that do not % 15 22 28 24 11

Consider purchasing services
such as legal advice or
banking services from
companies that market
directly to gays and
lesbians over competing
brands that do not % 23 20 25 20 11

Note: Percentages may not add up to 100% due to rounding.

Methodology
Harris Interactive(R) conducted the study online within the United States
between December 8 and 15, 2004, among a nationwide cross section of 2,092
adults, of whom 107 self-identified as gay, lesbian, or bisexual (GLB). (http:/ /www.-based global research company that blends premier strategic consulting
with innovative and efficient methods of investigation, analysis and
application.
Overall ad spending in gay and lesbian publications in 2004 reached
$207 million, an increase of 28. Instead, the debate had a powerful effect in the
opposite direction. Additionally, with the launch of
MTV Networks' LOGO cable channel later this year, advertisers will have a
national outlet for placing television spots created for a GLBT audience. The Eat and Drink category, which includes bars and restaurants,
captured the second most ads with 14%.

About Rivendell Media
Rivendell Media is the leading authority on the gay and lesbian press in
the United States. As a media rep firm, we represent over 200 local and
national gay and lesbian publications in the United States and Canada.

About Prime Access, Inc.

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Other buyer and seller resources currently in development at Gay Real
Estate , Inc. When ordering mixed drinks, 36 percent of GLB
respondents aged 21 and over say they always or often specify the alcoholic
brand name, contrasted with 28 percent of non-gay respondents aged 21 and
over. This online sample is not a probability sample.harrispollonline.com.

(1) Harris Interactive(R) conducted this online survey in the U. between
May 3 and 16, 2001 among 2,692 adults aged 18 and over, of whom 128
self-identified as gay, lesbian, bisexual or transgender .com

Kelly Gullo
Harris Interactive
585-214-7172
kgullo@harrisinteractive .
"The findings in this report represent the biggest increases in spending
for the gay press since 2000," said Howard Buford, founder and president of
Prime Access Inc.9% over the previous year . And the most efficient placement of
that advertising is in gay media. joined forces with Rivendell Media to
co-publish The Gay Press Report.
and Canada.

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jpg)
"Our 8 years of record growth are a testament to the service we provide to
the LGBT (Lesbian, Gay, Bisexual and Transgender) community ," said Jeff
Hammerberg, President of Gay Real Estate, Inc. Our numbers
demonstrate that we're not only meeting that goal, but surpassing it. Seventeen percent of GLB
adults also state that they always or often "tend to upgrade to the latest
model or version of a product," while 15 percent of their heterosexual
counterparts do the same. Specifically, when making purchasing decisions,
they were asked how likely they were to consider a company's nondiscrimination
and benefit policies, its advertising strategy, and other forms of corporate
outreach.
These latest findings corroborate what earlier studies by Witeck-Combs
Communications and Harris Interactive revealed -- particularly research
conducted in May 2001 which concluded that 48 percent of GLB respondents
"trust brands more if they are manufactured by companies that have progressive
policies towards gay and lesbian employees.

* The most common ways GLB adults become aware of a company's reputation
for gay-friendliness is by word of mouth (45%), gay websites (29%) or
gay magazines or newspapers (29%). I tend to
upgrade to the latest model or version of a product.. It is impossible to quantify the errors that may
result from these factors.
Witeck-Combs Communications , Inc.com) is the
nation's premier strategic marketing communications firm, specializing in
reaching the gay and lesbian consumer market. With over nine years experience
in this unique market, Witeck -Combs Communications has developed respected
relationships throughout the community and serves as a bridge between
corporate America and gay and lesbian consumers. In April 2003, American
Demographics magazine identified Bob Witeck and Wes Combs as two of 25 experts
over the last 25 years who have made significant contributions to the fields
of demographics, market research, media and trendspotting for their
pathbreaking work on the gay and lesbian market.

About Harris Interactive(R )
Harris Interactive Inc.wirthlinworldwide.


Press Contacts:

Nancy Wong
Harris Interactive
585-214-7316
nwong@harrisinteractive.com

And for the first time, the majority (59%) of ads in national gay,
lesbian, bisexual and transgender (GLBT ) publications are specifically created
for gay consumers. Currently, the most popular product categories are
automotive, travel, financial services and fashion, said Buford. Founded in 1979, Rivendell currently works with most
advertising agencies providing effective media schedules nationally,
regionally or by market. Founded in 1990, the agency's
multicultural staff creates the advertising, marketing , public relations and
event planning services its clients need to reach these consumer segments.

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