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More Media Coverage for QBID

Tire Company Markets to Homosexual Community
(CNSNews.com) - After dealing with the controversy surrounding defective tires, the Bridgestone/Firestone (BFS) company now faces another conflict over their decision to sponsor events, television programs and web sites geared toward the homosexual community.


BFS is a subsidiary of Bridgestone Corporation, the world's largest tire and rubber company. Tread separation in some of the company's Firestone tires have led to blowouts and rollover accidents. Millions of Firestone tires have been recalled, but at least 174 fatalities have occurred because of the defects.


Now, the company is seeking to expand its "diversity marketing efforts" by targeting the homosexual community, a move some say, will further harm the company's image.


In a recent news release, BFS announced it is "extremely pleased" to include "gays, lesbians, bisexuals and the transgender community" in its marketing efforts. The company also said it is "proud to be the first tire company with a national marketing effort directed to this important segment of the U.S. population."


BFS will sponsor the websites PlanetOut.com and Gay.com, and will participate in different events with both sites throughout 2002. The activities will begin with The Gay Life Expo in New York and continue at various "pride celebrations" during that year.


Print advertising from BFS will appear in the magazines Out, Genre, Curve and The Advocate. The company will also deliver targeted television advertising as part of its "founding sponsor agreement" with The Triangle Television Network.


Corporate profits from BFS will be used to fund charities such as the Gay and Lesbian Alliance Against Defamation; The Gay, Lesbian and Straight Education Network; The Family Pride Coalition; and several different AIDS-related organizations.


Don Wildmon, president of the American Family Association (AFA), lashed out at BFS's marketing effort.


"Every American family who buys Firestone tires should be alarmed by this dissuasive direction of the company. With each purchase, their hard-earned money is going to help fund gay pride parades, homosexual television shows, and full-page ads in homosexual magazines."


Christine Karbowiak, vice president of public affairs for BFS, said she was disappointed with AFA's reaction.


"Bridgestone/Firestone has long valued the strengths that come with having a diverse" customer base, she said.


According to Karbowiak, BFS's goal is to address a number of audiences, including Hispanic and African American groups, so that BFS can "better communicate the benefits of our products."


Karbowiak also compared the company's current marketing effort with a new Spanish language edition of its tire information website, citing it as another example of BFS's "commitment to diversity."




SOURCE: http://www.townhall.com/news/politics/200112/CUL20011224a.shtml