For the record…

A new study conducted in June by Creative Research International has found homosexuals and lesbians are loyal consumers.More than 80% of the gay and lesbian community say they would buy products from a company that advertised directly to them, and almost...

A new study conducted in June by Creative Research International has found homosexuals and lesbians are loyal consumers.

More than 80% of the gay and lesbian community say they would buy products from a company that advertised directly to them, and almost two-thirds of the community says they stay loyal to the products they like.

The study notes its findings come from a wide-ranging look at the characteristics, buying behavior and attitudes of 363 declared homosexuals and lesbians.

Among the other findings in the study – conducted at Toronto’s Lesbian and Gay Pride Day in June – is that homosexuals and lesbians have exceptional levels of education, with 45% of the former having university degrees and 38% of the latter having them also.

Of the general population, only 14% have a degree.

As well, the study found, 20% of lesbians and homosexuals earn more than $50,000 a year, almost twice the proportion in the rest of the population.

è A Canadian publishing company has won a top award in Washington, d.c. at the recent 21st annual Newsletter Clearinghouse Awards Competition.

Ariad Custom Publishing in Toronto won the prize for ‘The HeartHealth Newsletter,’ which it publishes for The Heart and Stroke Foundation.

HeartHealth was judged the top newsletter in North America in the Organization Newsletters category.

è With almost one million readers every week, 7 JOURS is Quebec’s best-selling magazine.

The latest PMB ’93 study shows 7 JOURS is the No. 1 magazine, with an average of 985,000 readers every week.

The magazine, launched in November 1989, sells almost all – 99.5% – of its copies on newsstands.

The founding editor of 7 JOURS, Claude J. Charron, says he never doubted that his magazine would go to No. 1.

Charron says he has a new magazine coming out at the end of September, but will not say what it is.

è A new production technology from Mediacom could go a long way to help small advertisers with outdoor and display advertising.

The technology is called Cactus, and by using it printing can be done directly from a disk, slide, transparency or flat art so that expensive art preparation and typesetting costs are eliminated.

Laurie Kelly, sales and business development manager at Mediacom’s Production Group, says Cactus is ‘absolutely ideal for small advertisers who require a quantity of 20 or less mall, transit shelter or airport advertising posters.’

Kelly says a four-color campaign can be off and running within 10 days of receipt of artwork.

Mediacom’s Production Group has worked with I.C.C. Reprographics, the company that owns the Cactus hardware.

As a result, it has secured a special price for Mediacom’s customers.

John Bilney, vice-president and creative director at Mediacom, says the system can give ad agencies a new outlet to present outdoor creative to a client without it costing a fortune.

è At the 74th annual convention of the Canadian Community Newspapers Association in Quebec City, more than 2,500 entries were judged in the 1993 Better Newspaper Competition.

The awards were given in the General Excellence, Premier and Special Competitions categories.

In the General Excellence category, 13 ccna members were acknowledged as All Round winners: the Coben Sun, Gravenhurst News, Haliburton County Echo/Recorder, and the Oakville Beaver, all in Ontario; the Lunenburg Progress Enterprise in Nova Scotia; the St. Albert Gazette in Alberta; the Chilliwack Progress, the Invermere Valley Echo, the Delta Optimist, the Surrey/North Delta Leader and the 100 Mile House Free Press, all in b.c.; the Inuvik Drum in the Northwest Territories; and the Yukon News in the Yukon.

The Imperial Oil Esso Journalism Award for reporter initiative went to Susan Lundy and Gail Sjuberg of the Ganges Gulf Islands Driftwood in b.c. for their series about youth and crime on the Salt Spring Island off the b.c. coast.

The Canadian Bankers Association National Editorial Award was won by Al Blackmere of the Westlock News in Alberta. Terry McNamee of the Beamsville Weekend Focus in Ontario won the Local Editorial Award.