ABSTRACT
Christopher Street Financial (CSF) is an openly gay financial planning firm, founded in 1981 with offices at 80 Wall Street. They serve a primarily gay clientele and are oriented towards a gay market. According to president Robert Casteletto, CSF decided that their first step would be to advertise in a New York Times financial planning supplement. The copy read "Gay Money, Straight Advice." The next step was the submission of a similar ad to the Wall Street Journal. The Journal rejected the ad on the grounds that its content was discriminatory on the basis of "lifestyle." A subsequent ad appearing in New York Magazine resulted in "virtually only crank calls." As a result, Christopher Street Financial has decided to only advertise in the gay press. "We'll be at every gay event," Casteletto said, "and that is it."
