http://www.

About Prime Access, Inc.

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These services include
brand and segmentation studies, advertising testing, recruited screenings
and focus groups, tracking studies , home video sales forecasts, and a host
of custom capabilities. For more information go to
www .marketcastonline. RBI's content rich portfolio
encompasses more than 75 web sites as well as Publishers Weekly, Design
News and 100 other market-leading business-to-business magazines.
"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. This includes African American,
Hispanic, and gay/lesbian consumers.

Sites in this category relate to the historical, anthropological, psychological , political or cross-cultural study of non-sexual personal friendships.

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The sexy "R" movies were more
pervasively viewed than the violent "R" movies. Such complaints have mushroomed, from just 111 in
2000 to more than 1 million in 2004.com. Founded in 1979, Rivendell currently works with most
advertising agencies providing effective media schedules nationally,
regionally or by market.

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This pattern held for the
religious and non-religious alike.

-- Religious people see "R" movies less than non-religious people, but
they still go. 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. This year's
survey analyzed 139 individual publications targeting gay and lesbian
consumers, which include local and national newspapers, magazines and
entertainment guides.

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About Variety

The Variety group, Daily Variety, Daily Variety Gotham, Weekly Variety ,
VLife, Variety China, and Variety. Instead, the debate had a powerful effect in the
opposite direction.
"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. In the gay and lesbian market, Prime Access
represents more Fortune 500 companies than any other advertising agency .S.

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Women are also slightly more likely than men to have seen
the movies that received the "R " rating for sexual content.

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PRESS RELEASE Moviegoers Not as Divided on Morality as National Political Debate Implies

"

While the research showed that religious people go to the movies just as
much as non-religious people, MarketCast did report differences at the
individual level, especially for the most provocative class of movies:
those rated "R" by the MPAA. Findings are summarized below:

-- Sex sells more than violence. Among religious
conservatives (those who say they are "conservative" or "fundamentalist" in
their religious beliefs), 29% had seen at least one of the violent "R"
movies, versus only 18% of those who say they are more liberal in their
religious beliefs. The MarketCast study showed that:

-- Nine of ten adults enjoy their movie -going experience;
-- Only a small minority -- less than 10% -- think people should not have
the right to see whatever they want; and
-- Three-quarters say they don't put a moral value on movies, but see
them just for entertainment purposes. The company was founded in September
of 2001 and is a closely held corporation based in Dana Point, California.

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

To view the 2004 report in its entirety, please visit:
http://www.

About Rivendell Media
Rivendell Media is the leading authority on the gay and lesbian press in
the United States.

Sites in this category will overlap somewhat with sites in the Society : Gay, Lesbian, and Bisexual : History category.

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Survey respondents were asked whether or not
they had seen each of twelve movies, all of which were rated "R" by the
MPAA, half for sexual themes, and the other half for violent themes.

A quarter of the very religious had seen at least one of the
movies rated "R" for sexual content , and 19% of them had seen at least one
of the violent "R" movies.

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The research was presented at the iMedia-Variety Integrate '05
conference, Marketing to the New Entertainment Consumer, by MarketCast
VP/General Manager Henry Shapiro, President Joseph Helfgot and Managing
Director Karen Hermelin .

The study confirmed that wide opinion gaps do exist between the very
religious and the non -religious on many social and political topics, such
as abortion, gay marriage and federal funding for stem cell research; but
differences were only slight when it came to actual entertainment
consumption -- like frequency of going to the movies, renting and buying
DVDs, and watching television -- and when it came to personal satisfaction
with the movie-going experience.
MarketCast services support marketing strategy at every point in the
lifecycle of an entertainment project, from early positioning through
international and post-theatrical release windows.

About iMedia Communications

iMedia Communications, Inc.
Overall ad spending in gay and lesbian publications in 2004 reached
$207 million, an increase of 28. "Conventional wisdom held that controversy around marriage
would deter marketers. And the most efficient placement of
that advertising is in gay media.

The reason for this is that historical same-sex friendships were very intense compared with the modern American variety, and hence are often confused with gay sexual relationships.

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is a leading trade publisher and event producer
serving interactive media and marketing industries.
For more information, please visit:
http://www.

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com newsletter, market intelligence iMedia Reports, iMedia
Video Magazine and quarterly Summits, iMedia is a trusted first stop for
interactive marketers the world over. 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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marketcastonline.com/Integrate /

joined forces with Rivendell Media to
co-publish The Gay Press Report.
* 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.

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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.

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and gay media representative firm Rivendell Media.
This year's upward trends reversed three consecutive years of decline in
gay print ad spending. "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. The Eat and Drink category, which includes bars and restaurants,
captured the second most ads with 14%.

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The most conservative were not that different from the
general population in their acceptance of sexual content.

Some of MarketCast's findings stand in sharp contrast to recent media
reports on the growth of complaints to the FCC regarding entertainment
decency and morality.imediaconnection.
and Canada.com/gaypressreport2004.

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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.

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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.
Starting in 1999, Prime Access Inc.9% in
2004 .

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A MarketCast study of 1000 adults ages
17-54 illustrates surprising similarity between the religious and the
non-religious when it comes to overall entertainment consumption and
sentiments . Across the spectrum of religiosity, movie-goers like
what they see, they feel there's plenty that appeals to them, and they go
to the movies at fairly equal rates. Each
six-movie group represented the same aggregate box office revenue, in order
to control for popularity. Comparable statistics for the non-religious were
higher, but not by much: 33% had seen at least one of the movies rated "R"
for sex, and 28% had seen at least one rated "R" for violence.

-- Men are from Mars and Venus; women are only from Venus. With its daily
iMediaConnection.
Prime Access, Inc.

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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Men enjoy
movies rated "R " for sexual content at equal rates as those rated "R" for
violence, but women greatly prefer movies with sexual themes to those with
violent themes.

Owing to the lack of clear evidence about the types of relationships people had in the past, the question of 'friendship or romance' is an unresolved debate among those who study these relationships.

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com


About MarketCast

MarketCast is a leading provider of marketing research for motion picture
studios, production companies, film exhibitors, and television networks. 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."
Gay media also saw an astonishing surge in ads with "gay-specific"
content, the report revealed.
Rivendell Media represents over 200 gay and lesbian publications in the U. As a media rep firm, we represent over 200 local and
national gay and lesbian publications in the United States and Canada.

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RBI is a
member of the Reed Elsevier Group plc (NYSE: RUKENL) -- a
world-leading publisher and information provider operating in the science
and medical, legal, education and business-to-business industry sectors."
The Gay Press Report has been produced annually since 1994 to provide a
unique , historical perspective on the gay and lesbian market.

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In summarizing the findings, MarketCast's
Shapiro noted, "Most people, even the most religious, are satisfied with
their movie-going.

The religious and non-religious are within ten points of each other with
respect to the first two issues, and within 25 points on the third.gaymarket.

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com, are all owned by Reed Business
Information (RBI), the largest
business-to-business publisher in the U.S.9% over the previous year. Currently, the most popular product categories are
automotive, travel, financial services and fashion, said Buford.

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homoeroticism hence

-- The more conservative people are in their religious beliefs, the more
likely they are to see violent "R"-rated movies.
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.pdf

Among other findings in the 2004 Gay Press Report:

* Revenues for gay press have soared 182% since 1996.

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