, 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. Although we
remain interested in the consumer attitudes and characteristics of
transgendered individuals , for accuracy and consistency we distinguish sexual
orientation from gender identity.

About Witeck-Combs Communications, Inc.com) is the
nation's premier strategic marketing communications firm, specializing in
reaching the gay and lesbian consumer market. 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.

Press Contacts:

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

Jake Stafford
Witeck-Combs Communications
202-887-0500 ext. 16 or (cell) 202 -215-2210
jstafford@witeckcombs.

Feature Editors/Lifestyle Editors/Telecommunications Writers
ADVISORY.

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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. 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.S.

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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%).com), Paris-based
Novatris (http://www.wirthlinworldwide.

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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.com to download video, audio, text, graphics and
photos.

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S. 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. 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. (http://www.harrisinteractive.novatris.S.

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NOTE TO EDITORS: Multimedia Assets Available With This Story
Include Text News Releases, Audio

----

April 27 is Denim Day California, a day to increase awareness
about an issue important issue to both women and men: Sexual Assault.com,
please write to us at info@newstream.

Artwork offered for personal use in art or presentations.

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" 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."

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.
These statements conform to the principles of disclosure of the National
Council on Public Polls.

(1) Harris Interactive (R) conducted this online survey in the U.

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"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.

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.

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, 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.

* 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 tend to
upgrade to the latest model or version of a product. Sampling errors for GLB adults
aged 18 and over (107) is plus or minus 10 percentage points. (http://www.com.
Radio News Feature
You can reach the story directly by going to
http://www.
If you have any questions about the story, or about Newstream.

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

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.
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. This online sample is not a probability sample.-based global research company that blends premier strategic consulting
with innovative and efficient methods of investigation , analysis and
application.
Harris Interactive combines its intellectual capital, databases and
technology to advance market leadership through U.newstream.

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"

TABLE 1
KEEPING UP WITH STYLES AND TRENDS
"Now, we'd like to you to tell us how often you do the following.hieurope. 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 .

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Witeck-Combs Communications, Inc. 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.com), Tokyo-based Harris Interactive Japan,
through newly acquired WirthlinWorldwide (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. Visit
http://www.

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* 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.com

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Please rank the statements from 1 to 5 where 1 is most important and 5 is
least important.
They include refusals to be interviewed (non-response), question wording and
question order and weighting.harrispollonline.

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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. queried gay, lesbian,
bisexual and transgendered (GLBT) self-identified respondents.

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(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. "These new data confirm that a company's internal and external
behaviors matter very much to gay households..

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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. 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. It is impossible to quantify the errors that may
result from these factors..newstream .com/home.aspx?story=30396
This multimedia news story is for free and unrestricted use on
your news information site (and for print or broadcast too).

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

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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. Propensity score weighting was also used to adjust for
respondents' propensity to be online. Sampling
error is plus or minus 2 percentage points.com

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

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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.

Multimedia Available: Denim Day California

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

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)..

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"

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 . ?"

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. 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.

Additional Note: Previous research conducted by Harris Interactive in
conjunction with Witeck-Combs Communications, Inc.

About Harris Interactive(R)
Harris Interactive Inc.

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ROCHESTER, N.Y.com

Kelly Gullo
Harris Interactive
585-214-7172
kgullo@harrisinteractive.