Pictured: Attorney James D. Nguyen and LOGO general manager Lisa Sherman talked at a forum about the power of the LGBT audience. Photo by John Fenoglio
Citywide Pride—a coalition of companies throughout Chicago that provide the LGBT workforce and their allies with a multitude of LGBT-focused educational and celebratory events throughout the month of June—was in full swing at the law offices of Wildman, Harrold, Allen & Dixon LLP, 225 W. Wacker, June 8. At "The Power of the LGBT Audience in an Evolving Media World," speakers included Lisa Sherman, executive vice president and general manager of MTV's LOGO network, as well as James D. Nguyen, a partner at Wildman Harrold and a leading legal expert on entertainment and evolving media. Sally Olson, a rartner and Diversity Committee chair at the firm, moderated the event.
It was a healthy gathering of professionals. About 75 people attended, including representatives from companies such as Orbitz and PepsiCo.
While the purpose of the event was to, as Sherman put it, "Talk about the importance of LGBT people in media these days," it also served as a reminder of the influence LGBT media has in shaping public perception.
Sherman said consumers want diverse content: "In just four years we've gone from 13 million cable & satellite homes to 39 million today. Our audience is typically spending 15 minutes online per every visit, which is the highest amongst all the MTV network sites."
Still, diverse content is just part of the equation. Nguyen said, "At the end of the day, while we can all watch LOGO and go to LOGO online, unless they're making money, they'll all disappear"—a fact not lost on advertisers eager to partner with the LGBT community.
Cue Facebook, MySpace, Twitter and virtual worlds like Second Life and City of Heroes. Nguyen explained that sites like these are broadening the reach and utility of gay content while simultaneously empowering LGBT people: "I think social networks hold a special power for LGBT audiences because they give people, particularly those outside of the urban gay ghettos, the power to find and connect with each other."
And, an empowered and expanding LGBT online presence means there is a greater demand for diverse and engaging content, and thus the proven potential for huge ad revenue. One need look no further than the 283,280 members of "Repeal the CA Ban on Marriage Equality—2010" on Facebook, or the shared URL's of "Proposition 8: The Musical" on Twitter.
Sherman said, "The question is, how can we use this technology to make our community more relevant, more mobilized, and more powerful than they've ever been? Our network evolution as a brand coincides perfectly with what I think is a welcomed and sizable cultural shift that our audience is helping to make happen."
