1993 PRIDE GUIDE GAY PEOPLE'S CHRONICLE

EDITORIAL

Giving you the business

The Greater Cleveland area is a rich metropolitan oasis in the Midwest. And, in case you haven't noticed, there is a very respectable percentage of gay men and lesbians living here.

More importantly, there is a very respectable percentage of gay men and lesbians who own businesses or are influential in the buying decisions of their companies. The March on Washington weekend showed it on a national level: queers are everywhere, in every profession and every job level. The stereotypes of gay hairdressers and interior decorators are overwhelmed with gay and lesbian doctors, pilots, therapists, store owners, entrepreneurs, construction workers,

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journalists, computer hackers, and every other field possible.

The point is, quite simply, we should acknowledge and support our brothers and sisters. The power of the "gay dollar" has been scrutinized by Newsweek, Advertising Age, Crain's Cleveland Business, and a host of marketing research groups. Smart major advertisers understand about the buying power of lesbians and gay men.

Do we?

Do we stop to consider where we're placing our hard-earned dollars? Is a business, product or service part of the gay community? Is it supportive of our causes? Or, by not taking the time to ask, do we mindlessly funnel our financial clout to conservative groups and fundamentalists who seek to eradicate us?

The Colorado boycott is an example of diverting funds for a cause. So is avoiding Cracker Barrel restaurants. But we should always encourage our causes and our friends, too.

There are many, many gay-owned businesses in the Gay People's Chronicle's readership area. They should be actively and enthusiastically supported by the community. And you don't have to be "out" to do it. When possible, it makes sense to keep our money where it does the most good: in our community.

Of course, there is not a gay or lesbianowned business available for every purpose on every street corner. The second best choice is to seek out those companies that demonstrate compassion and regard for our rights. Do they contribute to gay

events or AIDS organizations? Do they allow gay publicity to be posted or distributed? Do they hire gay workers and welcome gay customers? Buying power is a subtle, effective way to reward our friends and frustrate our enemies.

If you are involved with purchase decisions, you have additional sway to help gay businesses. Use your influence to support those who deserve it the most. Don't feel trapped if you are in the closet, either. Too many closeted people overcompensate, to "prove" we can't be gay, by running from anything that remotely smells of lavender. A good business decision that's profitable for your company is still a good business decision, whether it involves a gay or a straight supplier. Given the choice between two otherwise qualified and competitive vendors, choose the gay-supportive one. You will be validating yourself and helping other lesbians and gay men in the process.

This is more than just a call to support the Chronicle's advertisers, which we hope you would do anyway. This is a call to make a continuing, sincere effort to shop gay, buy gay, support gay and lesbian owned companies. There are more ways to get our rights and affect fundamentalist thinking than by holding a rally. "The business of America is business," and we can exert tremendous power and control by directing our financial resources to those businesses that respect us or are part of our community.

Use your buying power wisely. Gay business is good business, for all of us.

GAY PEOPLE'S CHRONICLE

Special Pride Guide Issue May 28, 1993

Publisher: Martha J. Pontoni Business Manager: Patti Harris Managing Editor: Kevin Beaney Production Manager: Brian De Witt Reporters and Writers:

Martha J. Pontoni,

Dora Forbes, Marne Harris, Kevin Beaney, Timothy Robson, Barry Daniels, Scott C. Hare, Joe Morris

Akron-Canton Bureau: Ted Wammes, Richard

Simonton, Jerry Kaiser, Paul Schwitzgebel, Heather Steenrod Artist: Christine Hahn Sales Manager: Patti Harris Account Executives: David A. Ebbert, Mark Walsh Editorial Board: Martha J. Pontoni,

Patti Harris, Kevin Beaney, Brian De Witt, Christine Hahn

The Gay People's Chronicle is dedicated to providing a space in the northeast Ohio lesbiangay community for all of its members to communicate and be involved with each other. This means that every Chronicle, to the best of its ability, will be equally dedicated to both men's and women's issues, as well as issues that affect the entire community. This balance will provide lesbians and gay men with a forum to air grievances and express joys.

The Gay People's Chronicle is copyrighted under federal law. Any reproduction of its contents is prohibited unless permission is obtained.

Any material submitted for publication will be subject to editing. The Chronicle cannot guarantee return of any such materials unless accompanied by a stamped, self-addressed envelope.

The Gay People's Chronicle is not responsible for claims made by advertisers. We reserve the right to reject advertising which is unsuitable for our publication.

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