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.

* 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.

"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. "These new data confirm that a company's internal and external
behaviors matter very much to gay households. 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. I tend to
upgrade to the latest model or version of a product.
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 . In addition, given the low incidence of
response from transgendered individuals, it is extremely difficult to draw
conclusions from the data captured.

About Witeck-Combs Communications , Inc. (http://www. (http://www.com), the 15th
largest and fastest-growing market research firm in the world, is a Rochester,
N.com), Paris-based
Novatris (http://www.harrispollonline.com.com

Jake Stafford
Witeck-Combs Communications
202-887-0500 ext.
(Nasdaq: LGBT), a global online media company serving the gay and lesbian
market, today announced the winners of the annual PlanetOut Advertising
Awards, which honors companies showing innovation and excellence in
advertising within the gay and lesbian community. "This
award is a positive recognition of Wrigley's commitment to reaching our
consumers with meaningful and on-target advertising. "We are very pleased with the results of our online
marketing program and look forward to the future of online and LGBT
marketing."

The Gay.com and PlanetOut. Gay.

gay lesbian

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

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.

* 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. 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. It is impossible to quantify the errors that may
result from these factors.

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.

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

(1) Harris Interactive(R) conducted this online survey in the U. 16 or (cell) 202 -215-2210
jstafford@witeckcombs."
Scion won the Automotive Industry Category Leadership award, with one of
their winning ads playing off the acronym LGBT (Lesbian, Gay, Bisexual and
Transgender ), also the PlanetOut Inc.3 million active registered members, the PlanetOut network is
a leader in gay media.com,
Kleptomaniac.com and Gay.com.

y top

Y.
These are a few highlights of a nationwide survey of 2,092 U. 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.

* 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 .. ?"

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. This online sample is not a probability sample.
Witeck-Combs Communications, Inc.-based global research company that blends premier strategic consulting
with innovative and efficient methods of investigation, analysis and
application.novatris.S.

About PlanetOut Inc.

y society

" 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.. 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.
These statements conform to the principles of disclosure of the National
Council on Public Polls.com) is the
nation 's premier strategic marketing communications firm, specializing in
reaching the gay and lesbian consumer market.com), Tokyo-based Harris Interactive Japan,
through newly acquired WirthlinWorldwide (http: //www. Sampling
error is plus or minus 2 percentage points.com

Kelly Gullo
Harris Interactive
585-214-7172
kgullo@harrisinteractive."
Wrigley won the Best Rich Media campaign award for their cowboy-themed
Eclipse advertising execution. ticker symbol.
"Scion is proud to be among the companies who are successfully reaching
out to the LGBT community ," said Brian Bolain, Scion's national sales
promotions manager. The company serves its growing base of more than 3. For more information,
please visit http://www.

gay society

, 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., a strategic public relations and marketing
communications firm with special expertise in the gay, lesbian, bisexual and
transgender market.
The online survey also presented factors that would most influence GLB's
loyalty to consumer brands.(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.

* 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%)."

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. 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. 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.harrisinteractive. offices and wholly owned
subsidiaries: London-based HI Europe (http://www.hieurope.wirthlinworldwide. 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

PlanetOut Inc. Names Gay Media Advertising Award Winners

SAN FRANCISCO, PlanetOut Inc .
"The quality of gay advertising has taken a giant leap forward this year,"
said Mark Elderkin , PlanetOut's president. Scion is the first car
company to use LGBT-specific ads on the PlanetOut Inc. Online advertising is seen as an effective way to reach
gay consumers because of low CPM rates , impression tracking and demographic
targeting.com Travel.

gay y

ROCHESTER, N. 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. adults , of
whom 107 have self-identified as gay, lesbian or bisexual.

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). Propensity score weighting was also used to adjust for
respondents' propensity to be online.
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. Sampling errors for GLB adults
aged 18 and over (107) is plus or minus 10 percentage points . 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 .Y. 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. "The winning advertisers
successfully leveraged engaging creative and the mass reach of our network to
positively impact their brands within the gay community.
"Wrigley, with the help of OMD Chicago and San Francisco-based EVB,
developed an on-line campaign that took our mainstream messages and made them
more relevant for an important consumer demographic. websites.
PlanetOut Inc.3 million
active members worldwide through a comprehensive group of branded businesses
featuring diverse chat, news, entertainment, travel, dating, personal finance,
career, shopping and community services at Gay.com, PlanetOut.com ranked number one,
among all websites measured, for average time spent per visitor in September,
October and December 2004, according to Nielsen//NetRatings' Loyalty
Stickiness Report for at-home visitors in the U.S.

lesbian y

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. 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.
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."

TABLE 1
KEEPING UP WITH STYLES AND TRENDS
"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 the statements from 1 to 5 where 1 is most important and 5 is
least important. Although we
remain interested in the consumer attitudes and characteristics of
transgendered individuals , for accuracy and consistency we distinguish sexual
orientation from gender identity.witeckcombs .
Harris Interactive combines its intellectual capital, databases and
technology to advance market leadership through U.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 . 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.

Press Contacts:

Nancy Wong
Harris Interactive
585-214-7316
nwong@harrisinteractive. We couldn't be happier
with the results," said Tierney Monaco, Wrigley's marketing manager.com Advertising Award Winners

Best Gay and Lesbian Interactive Campaign: General Motors, Saturn
(agency: GM Planworks )
Best Branding Campaign: NIVEA FOR MEN (agency: RDA International)
Best Rich Media Campaign: Wrigley, Eclipse
(agency: OMD Chicago and San Francisco-based EVB)
Automotive Industry Category Leadership Award: Scion (agency: ATTIK San
Francisco)
Best DTC Creative Execution: Glaxo Smith Kline, Paxil (agency: Beyond
Interactive)
Best Overall DTC Campaign: Bristol -Myers Squibb, Sustiva and Reyataz
(agency: mOne Worldwide)
Best Direct Response Campaign: AOL (agency: Digitas)

With over 3. is a leading global online media company offering consumer
services, news and entertainment to the lesbian, gay, bisexual and transgender
(LGBT) community . PlanetOut, based in San Francisco, offers
FORTUNE 500 advertisers access to what it believes to be the most extensive
network of gay and lesbian people in the world.planetoutinc.