Photograph by Peter Yang

Prime Access's LGBT Media Strategy

Howard Buford
Prime Access
New York, New York


Howard Buford, 50, has created LGBT-targeted advertising for companies such as JPMorgan Chase, Hyatt, and Showtime. Each year, Prime Access reports on which brands are perceived to be the most and least gay-friendly.

"Economically, it's not efficient to spend money on broad national advertising to reach the 7% to 12% of the population that identify as LGBT. Technology is driving more efficient ways to target the audience. For Hyatt Resorts, our digital plan-ners use specific social-media sites where LGBT customers are sharing their travel experiences, such as gaycities.com and purpleroofs.com. Technology has allowed us to be so fine-tuned that we can advertise only on the pages that are about the specific destinations where Hyatt has resorts. At the same time, we reach out to the LGBT travel blogs and offer content, in the form of an interview, for example, with a Hyatt executive. It pushes beyond banner ads and shows a certain seriousness, placing all that information in context. You can't just tell somebody something."

Photograph by Peter Yang

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  • Scott Gatz

    I'm the CEO of GayCities and I agree with Howard that focused social media sites like ours are turning out to be the best way to reach the LGBT market. More generally, we find that sites targeted to passion centric communities often show a better ROI within their respective markets and are certainly more economical than major media buys. And in our case, our ability to target by destination, by type of traveler and through our mobile & iPhone apps provides our advertisers lots of choice in how they reach out and how they remain memorable to an audience that is extremely loyal to brands that target them. Thanks for the mention Howard!