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{{Infobox Companycompany
|name = Out Now
|logo =
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|location_country =
|location = Australia, Netherlands
|origins = Sydney, Amsterdam
|key_people =
|area_served = Europe, US, Australia
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|subsid =
|owner =
|slogan =
|homepage = http://OutNowConsulting.com/
|dissolved =
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== Origins ==
 
Although Out Now is a [[Netherlands|Dutch]] company, its origins lie in the formation of an Australian company, Significant Others, which after its establishment in 1992 became known in Australian media over subsequent years for its work as a specialist gay marketing agency.<ref>{{Citation
| last = [[Liz Hayes]]
| first =
| author-link =
| last2 =
| first2 =
| author2-link =
| title = TV interview of Out Now / Significant Others CEO
| newspaper = [[Nine Network]], [[Today (1982 TV program)|Today (Australian TV program)]]
| pages =
| year = 1994
| url = http://video.yahoo.com/video/play?ei=UTF-8&b=0&vid=612583&gid=818377
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</ref><ref>{{Citation
| last = [[Amanda Keller]]
| first =
| author-link =
| last2 =
| first2 =
| author2-link =
| title = 'The Hub' - Australian TV program on Significant Others
| newspaper = [[Foxtel]]
| pages =
| year = 1996
| url = http://video.google.com/videoplay?docid=-3403335185812918985&q=gay+marketing&hl=en
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| last = Hubble
| first = Ava
| author-link =
| last2 =
| first2 =
| author2-link =
| title = The Guide - Media - Significant Others advises [[John Singleton (Australian entrepreneur)|John Singleton]] and [[Barrie Unsworth]] on gay media market
| newspaper = [[Sydney Morning Herald]]
| pagespage = p22
| date = September 26, 1994
| url =
}}
</ref>
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| last = Lucassen
| first = Christine
| author-link =
| last2 =
| first2 =
| author2-link =
| title = Tapping Into The €400 bn gay market - Marketing group Out Now advises clients on ways of targeting 'pink' euro
| newspaper = [[International Herald Tribune]] - NL edition
| pagespage = p22
| date = February 5, 2002
| url =
}}
</ref><ref>{{Citation
| last = Gons
| first = Piet Hein
| author-link =
| last2 =
| first2 =
| author2-link =
| title = The First Office Outside Australia of Gay Marketing Agency Out Now Is Opened in Amsterdam - Beweer nooit dat je een homomerk bent - Het eerste kantoor buiten Australie van homomarketing-bureau Out Now is onslangs geopend in Amsterdam
| newspaper = [http[://nl.wikipedia.org/wiki/:Adformatie |Adformatie]]
| pagespage = p1616
| date = February 7, 2002
| url =
}}
</ref><ref>{{Citation
| last = [[Emily Maitlis]]
| first =
| author-link =
| last2 =
| first2 =
| author2-link =
| title = UK TV News coverage of Out Now
| newspaper = [[BBC]]
| pages =
| year = 2006
| url = http://video.google.com/videoplay?docid=4562279648911578604
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Out Now's role in the development of gay marketing in various countries has been discussed in the Dutch language edition of 'Principes van Marketing' (Principles of Marketing) - a marketing textbook - by Dr. [[Philip Kotler]].<ref>
{{Citation
{{cite book
| last = Kotler
| first = Philip
| authorlinkauthor-link = Philip Kotler
| title = Principes Van Marketing (Principles of Marketing)
| publisher = [[Pearson Education]]
| year = 2006
| pages = 365-367365–367
| url = http://www.managementboek.nl/boekeninfo.asp?CODE=ochqcqmnqr&ReferrerID=2
| isbn = 90-430-1071-5}}
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| last = Barker
| first = Andrew
| author-link =
| last2 =
| first2 =
| author2-link =
| title = Same-sex ads swim into mainstream - Industry embraces buying power of gay market
| newspaper = [[Variety (magazine)|Variety]]
| pages =
| date = April 12, 2007
| url = httphttps://www.variety.com/article/VR1117962966.html?categoryid=14&cs=1
}}</ref>
Out Now won a [[Commercial Closet Association]] 'Images In Advertising' award in New York (June 11, 2007) in the "Outstanding Interactive" campaign category for an online promotion for [[Lufthansa]].<ref>[http://www.commercialcloset.com/common/news/reports/detail.cfm?Classification=report&QID=4238&ClientID=11064&TopicID=0 Commercial Closet 'Images In Advertising' award winners]</ref><ref>{{Citation|last=Quartini |first=Joelle L. |title=Image Makers - Commercial Closet honors advertising that includes gays. |newspaper=[[New York Blade]] |date=June 15, 2007 |url=http://nyblade.com/2007/6-15/news/localnews/imagemakers.cfm |url-status=dead |archive-url=https://web.archive.org/web/20071024184921/http://nyblade.com/2007/6-15/news/localnews/imagemakers.cfm |archive-date=October 24, 2007 }} &ndash; <sup>[https://scholar.google.co.uk/scholar?hl=en&lr=&q=author%3AQuartini+intitle%3AImage+Makers+-+Commercial+Closet+honors+advertising+that+includes+gays.&as_publication=&as_ylo=&as_yhi=&btnG=Search Scholar search]</sup>
| last = Quartini
| first = Joelle L.
| author-link =
| last2 =
| first2 =
| author2-link =
| title = Image Makers - Commercial Closet honors advertising that includes gays.
| newspaper = [[New York Blade]]
| pages =
| date = June 15, 2007
| url = http://nyblade.com/2007/6-15/news/localnews/imagemakers.cfm
}}
</ref>
 
The agency has initiated research projects for gay and lesbian media in several countries including [[Sydney Star Observer]], [[DNA Magazine]] (Australia), [[Gay Community News (Dublin)|Gay Community News]] (Ireland), [[Diva (magazine)|Diva]], [[Gay Times]], [[Bent (magazine)]] (United Kingdom) and De [[Gay Krant]] (Netherlands), such research usually being the first marketing analysis of gay consumers.<ref>{{Citation|title=How Green is the Pink Euro? New Ireland Gay Market Study To Find Out |newspaper=Echelon Magazine |year=2006 |access-date=2007-08-04 |url=http://www.echelonmagazine.com/news_outnow2.htm |url-status=dead |archive-url=https://web.archive.org/web/20070108134052/http://www.echelonmagazine.com/news_outnow2.htm |archive-date=January 8, 2007 }} &ndash; <sup>[https://scholar.google.co.uk/scholar?hl=en&lr=&q=intitle%3AHow+Green+is+the+Pink+Euro%3F+New+Ireland+Gay+Market+Study+To+Find+Out&as_publication=&as_ylo=2006&as_yhi=2006&btnG=Search Scholar search]</sup></ref>
| last =
| first =
| author-link =
| last2 =
| first2 =
| author2-link =
| title = How Green is the Pink Euro? New Ireland Gay Market Study To Find Out
| newspaper = Echelon Magazine
| pages =
| year = 2006
| accessdate = 2007-08-04
| url = http://www.echelonmagazine.com/news_outnow2.htm
}}</ref>
 
The resulting findings have been reported in various international media.<ref>{{Citation
| last = Bloomfield
| first = Steve
| author-link =
| last2 =
| first2 =
| author2-link =
| title = Closet UK: 49% of gay people are too scared to come out at work
| newspaper = [[The Independent]]
| pages =
| date = January 29, 2006
| url = http://news.independent.co.uk/uk/this_britain/article341714.ece
| archive-url = https://web.archive.org/web/20060205035146/http://news.independent.co.uk/uk/this_britain/article341714.ece
| url-status = dead
| archive-date = February 5, 2006
}}
</ref><ref>{{Citation
| last = Burnett
| first = Scott
| author-link =
| last2 =
| first2 =
| author2-link =
| title = Business of Gay Weddings
| newspaper = [[Financial Mail]]
| pages =
| date = March 2, 2007
| url = http://secure.financialmail.co.za/07/0302/features/afeat.htm
}}</ref>
 
Other work includes social research - such as a 2004 work on discrimination in the Netherlands.<ref>{{Citation|title=Gaykrant-onderzoek: Tolerantie is op z'n retour |newspaper=Homo Emancapatie |date=August 6, 2004 |url=http://www.homo-emancipatie.nl/overig/nieuws.html |url-status=dead |archive-url=https://web.archive.org/web/20070311051315/http://www.homo-emancipatie.nl/overig/nieuws.html |archive-date=March 11, 2007 }}
| last =
| first =
| author-link =
| last2 =
| first2 =
| author2-link =
| title = Gaykrant-onderzoek: Tolerantie is op z’n retour
| newspaper = Homo Emancapatie
| pages =
| date = August 6, 2004
| url = http://www.homo-emancipatie.nl/overig/nieuws.html
}}
</ref>
 
== Industry role ==
In June 2006, the MD of Out Now Consulting was [http://www.ingenious-group.com/IGpageimages/pinkpound/Pink_Pound_Speakers_biographies.pdf Keynote speaker] for the [http://www.ingenious-group.com/pink_pound_conference.htm Pink Pound Conference] held in London.<ref>[http://www.ingenious-group.com/IGpageimages/pinkpound/Pink_pound_conference.pdf Pink Pound Conference, 22 June 2006]</ref>
 
In November 2006 Out Now presented a Keynote seminar at the world's second largest travel conference, London [[World Travel Market]].<ref>{{Citation
| last =
| first =
| author-link =
| last2 =
| first2 =
| author2-link =
| title = World Travel Market - WTM Gay and Lesbian Market webinar
| newspaper = Reed Business Exhibitions
| pages =
| year = 2007
| accessdateaccess-date = 2007-08-04
| url = http://www.ems.servecast.com/pe_storage/reed/Presentations/WTM2006/Gay_and_lesbian_market/intro.asp
}}
Line 239 ⟶ 148:
Out Now presented at the February 2007 Marketing For Good event in London which for the first time considered [[gay marketing]] topics.<ref>[http://www.ingenious-group.com/IGpageimages/conferences/MFG_2007.pdf Marketing For Good conference, 28 February 2007]</ref>
 
In August 2007 the [http://www.mrs.org.uk/ Market Research Society] reported that Out Now was to undertake a "major survey of the lifestyles and spending power of the UK’sUK's three million gay consumers".<ref>{{Citation
| last = Bain
| first = Robert
| title = Out Now Consulting to conduct 'groundbreaking' study into the UK's three million gay consumers
| author-link =
| newspaper = Research-live.com
| last2 =
| first2 =
| author2-link =
| title = Out Now Consulting to conduct ‘groundbreaking' study into the UK’s three million gay consumers
| newspaper = [http://www.mrs.org.uk/ Market Research Society]: Research-live.com
| pages =
| date = August 28, 2007
| accessdateaccess-date = 2007-08-29
| url = http://www.research-live.com/news_story.aspx?pageid=30&r=y&newsid=3601
}}
</ref>
 
In February 2015, the firm became the first organization in the world to be allocated [http://www.outnow.lgbt a dedicated .LGBT domain name]".<ref>{{Citation
| last = BBC newsbeat report
| title = The first websites ending with the domain name LGBT go online
| newspaper = BBC.co.uk
| date = February 12, 2015 | access-date = 2015-07-22
| url = http://www.bbc.co.uk/newsbeat/article/31437842/the-first-websites-ending-with-the-domain-name-lgbt-go-online
}}
</ref>
 
== 'So gay' campaign ==
During 2008, a UK travel advertising campaign created by Out Now which used the term "So Gay" as an advertising slogan attracted global media attention.<ref>{{Citation
| last = Adams
| first = William Lee
| title = S. Carolina Huffs Over UK 'Gay' Ads
| newspaper = [[Time (magazine)|Time]]
| date = July 17, 2008
| url = http://www.time.com/time/world/article/0,8599,1823811,00.html
| archive-url = https://web.archive.org/web/20080721130643/http://www.time.com/time/world/article/0,8599,1823811,00.html
| url-status = dead
| archive-date = July 21, 2008
}}</ref><ref>{{Citation
| last = Baker
| first = Vicky
| title = South Carolina - not 'so gay' after all
| newspaper = [[The Guardian]]
| date = July 16, 2008
| url = https://www.theguardian.com/travel/2008/jul/16/gay.travel
}}</ref>
 
The poster campaign featured six US destinations seeking to attract gay travelers from the UK. One poster saying "South Carolina is so gay" was criticized by a [[Republican Party (United States)|Republican]] State Senator and the office of South Carolina governor [[Mark Sanford]],<ref>{{Citation
| last = [[Lisa Mullins]]
| title = London ad campaign upsets South Carolina
| newspaper = [[Public Radio International|PRI]] [[The World (radio program)]]
| date = July 14, 2008
| url = http://www.pri.org/politics-society/gay-ad-campaign.html
}}</ref> but was favorably received by members of the gay community.<ref>{{Citation
| last = Ivey
| first = Page
| title = South Carolina's 'so gay' travel ad upsets state officials
| newspaper = [[USA Today]]
| date = July 23, 2008
| url = https://www.usatoday.com/travel/news/2008-07-23-south-carolina-gay-ad_N.htm
}}</ref>
 
The campaign was later described as "the year's most talked about tourism ads" by several media outlets, including [[AdWeek]].<ref>{{Citation
| last = Lee
| first = Tom
| title = Millions see 'So Gay' ad
| newspaper = [[Pink Paper]]
| date = February 5, 2009
| access-date = 2009-05-19
| url = http://news.pinkpaper.com/NewsStory.aspx?id=707
| archive-url = https://web.archive.org/web/20110716163241/http://news.pinkpaper.com/NewsStory.aspx?id=707
| archive-date = 16 July 2011
}}</ref>
 
==Notes==
{{reflist|2}}
 
==See also==
* [[Gay marketing]]
 
== External links ==
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* [http://www.GayMarketNews.com GayMarketNews.com] - Out Now gay market news website
 
[[Category:LGBTLGBTQ organizationsand the economy]]
[[Category:LGBTAdvertising tourismagencies of Australia]]
[[Category:MarketingAdvertising researchagencies companiesof the Netherlands]]
[[Category:AdvertisingMarket agenciesresearch companies of Australia]]
Retrieved from "https://en.wikipedia.org/wiki/Out_Now_Consulting"