|CMI’s Thomas Roth|
by Fred Kuhr
The 14th Annual LGBTQ Community Survey is starting next month, and Community Marketing & Insights (CMI) is looking for community partners.
CMI is an LGBTQ market research company founded in 1992 and based in Corte Madera, Calif. Every year starting in March, CMI partners with 200-plus LGBTQ media, non-profits, and events from around the world to conduct the annual LGBTQ Community Survey.
“Through partnerships, we ensure that the diversity of the community is represented in the results,” said Thomas Roth, CMI president. “We’ve generated the participation of as many as 45,000 LGBTQ citizens from around the world.”
Survey topics include but are not limited to social/political issues, health issues, personal finance, consumer products, entertainment, and media consumption.
“As a partner, we ask you to promote the survey to your readers and members through your website, email newsletter, print ads, social media, etc. Partner organization names are listed in the survey and the final report,” said Roth. “And if you are able to achieve 200-plus completes, you will also receive a ‘frequency report’ of your readers/members, which is very useful in media/sponsorship kit development.”
Todd Evans, president and chief executive officer of the LGBTQ ad placement company Rivendell Media (which also publishes Press Pass Q), highly recommends that publications participate as community partners.
In addition to providing overall LGBTQ market-specific data, the survey also gives publication-specific data to participating media outlets. CMI “is helping to promote the LGBTQ market,” said Evans.
“While it is free to participate, it is not without some energy to get the proper number of responses so that your own sales team gets your very own survey to use,” said Evans. For example, most spirits advertising requires independent proof of age and the CMI survey meets those requirements, he noted.
“I remember the days when it cost $100,000 for a group or $10,000 per title, plus a small fortune inserting and providing prizes, to get this same information,” said Evans. “So it really is amazing how far things have come from the old days in LGBTQ media.”
For more information about the partnership, to review last year’s survey results and/or to sign up to participate, use the link