The LGBTQ Market

LGBTQ Media

As the leading expert on LGBTQ media, I can tell you some interesting and unique things about LGBTQ media and ways to reach this market. I’m going to keep this short and just give you what I think are the three most important things to know in general about LGBTQ media.

First, contrary to what many think, print is still very much king in this arena despite the steady rise of digital. Quality digital LGBTQ specific stand-alone sites are still far and few between as most are off shoots of iconic print media products. The biggest in fact, are EqualPride’s sites based off their two largest magazines (The Advocate and Out Magazine) and the idea is the same across the country like San Francisco’s Bay Area Reporter and their site ebar.com or The Washington Blade’s washingtonblade.com or The Philadelphia Gay News and their site epgn.com. We estimate that over 90% of LGBTQ digital editorial content comes directly from LGBTQ print products.

Second, most LGBTQ media is locally based which makes so much sense when you really start to understand this market. LGBTQ rights evolved State by State and so what happens locally is just so important to those in that market and it may not apply in another market. 10 years ago, or maybe longer I would have told you that the future was digital, digital, digital especially with LGBTQ’s being early adaptors of technology. Alas it turns out we like our phones for finding Mr. or Mrs. Right or Right Now vs getting all our news there. Also, the LGBTQ community is a physical community gathering usually at bars, LGBTQ neighborhoods, various Prides, and events and where “We” gather is usually exactly where we look for and find our local print media.

Third, there is still no LGBTQ television network. The Hispanic market has Telemundo, the Black market has BET but despite Logo’s best efforts we still don’t have our own broadcast place yet. Streaming is of course increasing, and we already have some good LGBTQ owned services, but we are not quite there yet.

One thing that is so obvious but worth mentioning here, the LGBTQ market is a multicultural market in and of itself and it is important to know what your target is within this market. There are Black, Hispanic, Lesbian and everything in between LGBTQ media properties. It is our job to make sure you show up exactly where you should be and that includes the right editorial environment within those properties. So, whether the target is young or older or white or black or you need news or entertainment- there is a place for you. It can seem overwhelming but all of that is a part of our job to make sure you show up exactly where you should and where your segment of consumers will be expecting you to be.

So, what is a brand, product, or service to do if they want to pursue this marketplace? Easy, a combo of print and direct local digital focusing on specific markets. Most local LGBTQ digital media properties are not available programmatically so a direct buy would be much better than programmatic as it also supports LGBTQ community. A typical call at our office is: We are looking to reach these top 10 markets, please let us know what is available and what you recommend for our product or service, and we take it from there. Programmatic ad buys can be a great overlay too but best to remember that they generally don’t support “the” community and really need good first-person data and experience in the LGBTQ arena to work properly.