My question comes from Chasin's 'Selling Out. 'Targeting' in advertising is a fundamental term that means you zero in on where you want to spend your money based on who(m) you want to reach to spend their money on your product. In the early 1970s, talk began in the ad world discussing the possibilities of reaching the gay and lesbian target audience. Initially, belief was that the gay community had double the money and no children and were buying everything they saw with all of that discretionary income. Some of those facts were of course wrong, but it was forgotten temporarily in the panic of the 1980s that was known as AIDS. Later, the ad world became more versed in their facts and began in earnest to make the distinction between the gay and the not gay market.
My question is this: Chasin seems one of the more credible sources on the subject, both as an observer and a subject-did I just miss it or did Chasin decided the audiences were one and the same?
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