Subaru Case Study - The Arthur Page Society

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  APPENDIX V Ford to pull Jaguar, Land Rover ads from gay press 32 
Chicago Tribune 12/07/2005 Rick Popely Dec. 7--CHICAGO -- Ford Motor Co., already losing customers to other brands, now faces the possibility of damaged relations with the 15 million members of the gay community. Ford's Jaguar and Land Rover brands will stop advertising in gay publications in what Ford says is "purely a business decision," but gay advocacy groups suspect is a response to pressure from the American Family Association, a conservative Christian Group. The move by Ford, which doesn't include its Volvo brand, runs counter to efforts by other car makers to reach out to gays and lesbians. As a result, the second-largest automaker may be jeopardizing goodwill it had with a group whose spending power will hit $610 billion this year, said advertising executive Todd Evans. That figure is not far behind African Americans and Hispanic Americans in buying power. Readers of gay publications tend to be "influencers, the out gay person who is concerned with gay issues" and will spread the word about who advertises and who doesn't, said Evans, chief executive of Rivendell Media, an advertising placement firm in Mountainside, N.J. "There's a lot of research that people will go out of their way and even pay more for a brand that is gay friendly. When you're talking about big ticket items, a lot of thought goes into it," Evans said. Other automakers are reaching out to gay consumers, including Subaru of America, Mercedes- Benz and General Motors Corp.'s Cadillac, Saab and Saturn brands. The American Family Association, based in Tupelo, Miss., called for a Ford boycott in late May over what it called the company's "homosexual agenda," including marketing to gays, donations to gay causes and diversity training for its employees. The AFA suspended the boycott for six months in June after local Ford dealers complained they were being hurt most. The organization announced on its Web site Nov. 30 that the boycott had ended, after it met with Ford representatives, touching off concerns among gay advocates that the AFA had struck a deal with Ford. "While we still have a few differences with Ford, we feel our concerns are being addressed in good faith and will continue to be addressed in the future," AFA Chairman Donald A. Wildmon said in a statement posted on AFA's Web site. The AFA did not respond to requests for comments Tuesday. Ford spokesman Mike Moran said the decision for Jaguar and Land Rover to stop advertising in gay publications was made before the company met with the AFA.   33 
Page 1 and 2: CASE STUDY ENTIRELY COMFORTABLE WIT
Page 3 and 4:   Gay Organizations Recognize For
Page 5 and 6: Subaru needs to grow its consumer b
Page 7 and 8:   Chart II: 2007-08 Top 10 Advert
Page 9 and 10: PROVIDING CONTEXT: GAY MARKETING, C
Page 11 and 12: After running an ad during a 1994 e
Page 13 and 14: Yoshio Hasunuma is the Chairman, Pr
Page 15 and 16: PROFILE OF A SUBARU OWNER: BRAND LO
Page 17 and 18:   • License plate: XENA LVR - a
Page 19 and 20: FOUNDING SPONSOR OF SIRIUS OUTQ AND
Page 21 and 22: By 2000, Subaru was receiving feedb
Page 23 and 24:   23  Source: HRC 186 In 2003,
Page 25 and 26: After the memo was distributed, For
Page 27 and 28: considered. First, Subaru is a smal
Page 29 and 30:   APPENDIX II 29 
Page 31: Sep 21, 2009 [USA] Cherry Hill, NJ,
Page 35 and 36: American Family Association Contact
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Subaru Case Study - The Arthur Page Society

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