[Jewelry making - Article 00547] - Re: [Orchid] Gay community advertising

[Daniel R. Spirer]

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>     Until we as a society stop putting people into all of the
>     convenient little groups and start just seeing them as people, none
>     of us will be truly free. 

    Jim, Of course you are right here, however the reality is that people
    who think alike usually read similar publications and respond
    accordingly.   You wouldn't expect some platinum casting company to
    advertise their services in a magazine for florists, nor would you
    expect to see someone selling high end jewelry advertising in The
    Star.  Marketing is more and more a question of targeting specific
    groups and promoting them heavily.  There is nothing wrong with this
    either, it's just a way of finding a niche to market your goods in .
    The reality is that there is a large, somewhat unified gay community
    in this country and when people do promote directly to them they can
    become well regarded in the community.  I can both see everyone as
    just people (which I most assuredly do as one of my sons is gay) and
    also see them as a group to market to, just as I see the upper middle
    class as a group of people and also a group to market to. 

Daniel R. Spirer, GG
Spirer Somes Jewelers
1794 Massachusetts Ave
Cambridge, MA 02140
617-491-6000
spirersomes AT earthlink.net
www.spirersomes.com


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