ABSTRACT
Lesbians and gay men have always been consumers, but the idea that there is a "gay market" is relatively new. Even today, there are people who deny it. In the September 1994 issue of the direct-mail industry magazine Whos Mailing What, an editorialist responding to an AT&T ad targeted at gay men and lesbians wrote, "What in the world does being gay have to do with long distance telephone service? Is the next step a mailing to redheads? Or thin people? Or people with freckles?"
