12/15/2020
This is my philosophy; creating change takes place at the local level. When I see an ad in a national LGBT publication or website I think, “Look they are targeting us”, when I see an ad in a local LGBT publication or website I think, “Look they are targeting me”. This local perspective is very important, particularly from a grassroots effort. We see brand switching from one product or service when advertisers utilize this local approach. This loyal demographic likes to do business with companies that advertise in their backyard.
In addition, the ideal strategy to employ is an integrated media buy. Targeting our niche demographic in print, web, directory, mobile, eBlasts and social media ensures maximum coverage. Today a comprehensive, totally integrated plan is key to success. Leo Cusimano, Publisher Dallas Voice