Out Now Consulting

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Out Now Consulting is a marketing agency that provides specialised gay marketing services to large companies by researching gay lifestyles and using the information to develop strategies to target gay and lesbian consumers. Out Now, founded by Ian Johnson in 2001, is the international operation for the Australian company, Significant Others which commenced operations in 1992 and was formally established as a business in the state of New South Wales in 1993.^[1]

The company's work primarily focuses on research, advertising, training, PR and strategy development for organisations. Other work includes social research - such as a 2004 work on discrimination in the Netherlands.^[2]

The business now operates in several countries including the UK, Belgium, France, The Netherlands - in addition to the original Australian operation - and through these various offices has undertaken research projects for gay and lesbian media in several countries such as Sydney Star Observer and De Gay Krant. In 2005, Out Now polled over fifteen hundred readers of the British magazines Diva and Gay Times. The resulting findings of such research have been reported in various international media.^[3]^[4]^[5]

Out Now Consulting's role in the development of gay marketing in various countries is discussed on a full page of the Dutch language edition of 'Principes van Marketing' (Principles of Marketing) - the foundation textbook for most tertiary marketing students - authored by well-known marketing professor Philip Kotler^[6]

In June 2006, the MD of Out Now Consulting was Keynote speaker for the Pink Pound Conference held in London.^[7] In November 2006 Out Now presented a Keynote seminar at the London World Travel Market^[8] and a Keynote address at the UK Market Research Society seminar in London called 'The Pink Pound'.^[9]