# /I i • »
32 T d tc a m b c r 15, 1999 ▼ just out
TWENTY-THIRD AVENUE
BOOKS
A ll that glitters
Errors and lifeless writing mar the appeal of
Untold Millions—but the survey data are enlightening
1015 N W 2 3rd Avenue, Portland, Oregon 97210, (503) 224-5097
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by Darcey Spears
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here are several positions you might
survey base enough to tell you how many gay men
be in with your business after you’ve
and lesbians have income above $25,000, whether
read Untold Millions: Positioning
they read the paper or not. The biggest benefit to
Your Business fo r the Gay and Les
this approach is that suburban dykes, older gay
bian Consumer Revolution. Holding
men and lesbians, and other usually uncounted
your arms wide open to rake in cash from members
gay and of the community are included in the
lesbian buyers is not one of them. More than likely,
statistics.
you’ 11 be unwittingly holding something else wide
And some of the statistics are indeed mind-
open.
blowing. Or at least stereotype-blowing. For ex­
Lukenbill wrote Untold Millions to exploit a
ample, of the gay and lesbian respondents, 42
percent marked themselves as married. What on
earth does that mean? Married, as in having a
straight husband or wife? Or married, as in partici­
pating in a lifelong committed relationship with a
same-sex partner? There’s no way to tell, but
growing interest in the gay male segment of the
speculating about either interpretation is interest­
buying public. In the last few years, as lesbians and
ing.
gay men have grown in visibility, so has the en­
In discussing the statistics on income, Lukenbill
most blatantly displays his inexperience. While he
trenched stereotype of two white gay men earning
shows a chart of gay and lesbian single-person
above-average pay and spending it freely. Visions
income and household income compared to het­
of leaps in market share based on homosexual
erosexual income, he does not break the informa­
purchases danced before the eyes of marketers,
and suddenly queers became
tion down into the more useful
worthy of advertising dol­
categories of income for single
gay men, single lesbians, gay
lars. Lukenbill, looking to
male households, and lesbian
ride the tide, persuaded
households. He simply presents
Yankelovich Partners Inc.
to use its existing long-term
a mean annual income figure
consum er survey, the
that we are supposed to accept
as representative of the gay and
Yankelovich MONITOR, to
lesbian community, a figure that
gather information on gay
is slightly less than the mean
and lesbian customers.
annual income of the hetero­
Sadly, the incomprehen­
sexual community. Given the
sible mishmash Lukenbill
pay disparities between men and
makes of the results wipes
women, this figure can’t possi­
out any hope of understand­
bly be interpreted accurately in
ing the gay and lesbian con­
a lump sum, because the sig­
sumer. His analysis is sloppy
nificantly lower income rates
and his writing is over­
for women will skew it beyond
wrought. In addition, the
< acceptability.
book is loaded with typos
In a blow to East and West
and word errors that under­
Coasters, the MONITOR sur­
mine any shred of confi­
vey shows that the highest percentage of the les­
dence the reader might be clinging to after slog­
bian and gay community lives in North Central
ging through the first chapter.
states—not New York or San Francisco. And
And, as is common for men writing about the
Latina/os make up the largest section of lesbians
gay and lesbian community, women are an after­
and gay men of color; at 13 percent, they come in
thought. His references to lesbians are often bi­
higher than African Americans at 11 percent. A
zarre; for example, in one paragraph he describes
whopping 67 percent of lesbians and gay men are
a stereotype of gay men and lesbians as “prissy”—
parents, with the majority being women whose
not an adjective usually associated with dykes. In
older children do not live at home.
fact, it looks like he just instructed his word proces­
Lukenbill also makes a big deal out of the
sor to add the words “and lesbian” to any phrase
finding
that while more lesbians and gay men than
containing the word “gay,” with unintentionally
heterosexuals consider themselves liberal thinkers
hilarious results.
(28 percent gay, 17 percent straight), a startlingly
Even aside from these quibbles, Lukenbill is
high percentage identify themselves as Republi­
incapable of coming up with any concrete ideas,
cans (27 percent gay, 26 percent straight). He
strategies or even recommendations for compa­
seems to think this is a good thing.
nies who have decided to aim product advertising
All these years we’ve been thinking that the
at the gay and lesbian community. Well, except to
basic queer is a white male Democrat earning a
tell readers that lesbians won’t appreciate the use
of nearly naked ladies in ads directed to dykes.
five-figure income and living in San Francisco
with his partner, and now it looks like a more
(Hey, who says?)
accurate picture would be of a Republican Latina
It’s a shame Lukenbill so thoroughly deadens a
just breaking even with her partner and two chil­
reader’s senses before they get to the survey re­
dren in Kansas!
sults, because that picture of gay and lesbian life is
fascinating. Since the Yankelovich MONITOR
Lukenbill’s inept writing can’t stifle the liveli­
uses a cross section of people, rather than a specific
ness of the picture painted by the findings of the
sample of people grouped around a gay product
Yankelovich MONITOR. If you get the book, read
(like a newspaper readership or a catalogue mail­
the dust jacket for all the strategic analysis pro­
ing list), the information can be considered more
vided in the book—then stick to the fourth chapter
applicable to the general public.
for a fascinating peek into our often shuttered
community.
In other words, if a gay and lesbian newspaper
surveyed its readers, the results would tell you how
Untold Millions by Grant Lukenbill.
many have incom e above $25,000. The
HarperCollins, 1995; $25 cloth.
Yankelovich MONITOR was able to broaden the
T
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celebration o f the season. On December twenty-third,
from two to seven Bill and Ted (ourgracious hosts) will open
the doors to their home for a Holiday Party that’s not to be
missed. Pood and entertainment will be provided,
all are welcome.
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Please call if you have questions or need directions, 2 2 3 -5 9 0 7 x l 17. The event
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_______________ Failing. Bus accessible on number 5 Interstate._______________
\ now
In lu ll B ohem ia.
Sarah Schtilman
traces the
HITS
particular aiul
devastating \\a\s
that ga\ people
are abandoned h\
their families and
the creative and
courageous v\ays
in \\ liich ga\
men and lesbians
lead then lives
Sarah Schulmuu despite this loss.
DUTTON
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' I • 800-878-7323
Ñora fsacson
Portland's Adternative Ptadtor
I have chosen to take a more human approach as a Realtor.
I build my business on a referral basis and firmly believe
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my financial gain. I communicate clearly and openly, and
Pm always honest with my clients. I’ll gladly climb a nearby
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buying or selling, please do give me a call.
Nora Isacson
T h e P ru d tn ta l^
Performance Group
One, Ine. REALTORS*
215 SE 102nd, Suite 300
Portland. OR 97216
(503) 256-1234
VM/pgr 9503) 948-5610
UNTOLD
MILLIONS
Grant Lukenbill