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Simply, before the Free Press presented its data ``we never thought of it … and I live in the neighborhood,'' she said. The Cubs' decision was not fueled by any sense of making a social statement, Kleiser said. Gubrud would not say how much the Cubs paid for the ads, and Kleiser would only say ``they gave us a great deal.'' Kleiser convinced her bosses with the Cubs to say yes, and the deal was reached this past winter. Providing data about the high disposal income of many gays and lesbians also factored in.
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Since the service workers at these businesses work nights and the Cubs play 62 day games a year, Gubrud reasoned, this was a market waiting to be tapped. Wrigley Field, home of the Cubs, borders Chicago's ``Boy's Town,'' a concentrated gay strip filled with bars, clubs and restaurants, and home to an estimated 40,000 or so gays and lesbians. ``If you advertise to the gay market, people become more comfortable going into an establishment that accepts them,'' he said. Gubrud's approach was simple: Convince the Cubs it made good business sense to advertise to the gay and lesbian market. The driving force behind securing the deal was Free Press advertising representative Bill Gubrud, 28, a Windy City native and longtime Cub diehard. ``It was an easy no-brainer,'' said Annie Kleiser, manager of special events and entertainment for the Cubs, adding that Wrigley Field is ``smack dab in the middle of the gay neighborhood.'' Some teams in the Women's National Basketball Association have marketed directly to lesbians, but Outsports could find no other examples of a men's team targeting the gay market.
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The Free Press trumpets the advertising deal as the first between an American male pro sports team and an exclusively gay publication. The ads started in February and to date nine have run. In what may be a first, the Cubs this season agreed to publish 10 full-page display ads in the Free Press. But the masthead on this particular ad was different: Chicago Free Press.
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It's the same kind of print ad that major league baseball teams run in hundreds of publications each year. On the full-page ad along with Sosa's picture was the team's schedule and ticket information. There was superstar slugger Sammy Sosa, swinging a bat in an ad for the Chicago Cubs 2001 season.