Subject: Call for Papers


The Journal of Homosexuality:

Special Edition:  Marketing to Gays and Lesbians

JH is inviting papers to be considered for publication in a special edition
titled Marketing to Gays and Lesbians.  Dan Wardlow of the Department of
Marketing at San Francisco State University will serve as editor of this
special edition.  Complete manuscripts up to twenty-five pages including
references and tables should be submitted to Dan at the address below, and
are due May 31, 1994.

Themes for the issue include (but are not limited to):

Gays and Lesbians as Consumers
Marketing's "Targeting" of Gays and Lesbians
Strategic Issues in Developing a Marketing Mix
Ethical Issues in Managerial Decision-Making
Research Issues in Studying this Segment

Possible topics for papers include (but are not limited to)

gender orientation and consumption

comparing gay men and lesbians as consumers

measurement of an "invisible" segment

cross-cultural comparisons

analogies to targeting other minority group segments

advertising and gay/lesbian media

differential advertising appeals

segment viability

portrayal of gays and lesbians in advertising

historical perspectives

gender orientation and materialism

============

Both theoretical and empirical papers are welcome.  The JH recognizes the
rich and interdisciplinary nature of research in this area and encourages the
submission of works utilizing diverse perspectives and paradigms.  Authors
submitting papers for this special Edition will be expect to be available as
reviewers for other papers in the Special Edition.

1) 4 copies on or before May 31, 1994
2)  APA style
3) Not exceed 25 double-spaced typewritten pages
4) Separate title page with author's name, affiliation, contact address,
   and phone
5) All subject to blind review.  Don't reveal your identity in the body
   of the paper
6) MUST NOT have been published, accepted for publication, or be under
   consideration for publication somewhere else
7) Editors reserve the right to edit and republish the Special Edition with
   Haworth Press as a book entitled Marketing to Gays and Lesbians with
   appropriate credit given to authors whose papers appear in the book
   edition.

For additional information, or to submit papers contact:

Dan Warlow
Special Edition Editor
Department of Marketing
San Francisco State University
1600 Holloway Avenue
San Francisco, CA 94132

415-338-6376 voice
415-338-6237 fax
Sadw484@academic.calpoly.edu

[Note:  This has been typed by Louie Crew, and the 7 guidelines have been
abbreviated for speed]