'Missing Males' white paper discloses influence of men's buying decisions on markets

Article here. Excerpt:

'ATLANTA, Dec 12, 2008 /PRNewswire via COMTEX/ -- Men's increasing relevance as an influential buying audience in the home environment is featured in a new white paper, Missing Males, just released by Kleber & Associates (K&A).

Missing Males provides the marketplace with evidence of the importance of tapping into the male demographic to increase market share, and ways to effectively market and sell to today's male consumers by identifying five male personas -- Solo Pilot, 21st Century Bachelor, Domestic Techie, Practical Papa and Mr. Gender Neutrality.

"Recent studies support our notion of the significant role today's men play in the home environment," said Steven Kleber, president and founder of K&A, an integrated marketing and communications firm specializing in the home products channel. "Due to a number of factors, men are spending more time at home and in traditional 'female-dominated' areas like the kitchen. They are also responsible for assuming more home purchasing decisions including grocery shopping, cooking and cuisine."