To reach niche markets efficiently and cost-effectively, marketers run ads in niche media and/or sponsor events unique to that market. When companies began reaching out to gay men and lesbians in the 1980s, they ran ads in gay print media and sponsored gay/lesbian pride events. 21 Later, “gay marketing” expanded into mainstream media by including gay and/or lesbian spokespersons in ads, b without necessarily targeting the niche markets. 22 As will be discussed later in the study, while Subaru has largely tailored its efforts to gay and lesbian media, Subaru has crossed over into mainstream media, most notably by using.
