LGBTQ Media is experiencing yet another unprecedented time right now in the US, the same as all media everywhere. Even television and digital advertising is down when viewership is up – why is that? Well, every advertiser in America and the world must look first to see if their messaging is relevant and proper at this time and then what makes sense for their own objectives. People are going to remember who got it right, who was there for them and who deserted them on the other side of all this. It is also a part of the media’s job to relate all that news and how it pertains to our Community.
To me this current crisis is most similar to how the AIDS crisis affected LGBTQ media at that time. Few remember, distribution was effected and we also saw our first real decrease in advertising revenue at the time. I would make the case too that while everyone remembers Absolut for being the first to recognize how lucrative the gay market could be for them a decade earlier, I think the real reason they still have the iconic status they enjoy was because Absolut did not abandon the market during the AIDS crisis and that more than anything brings home the point that in each crisis there has always an opportunity to help, support and show up and ultimately reap the rewards from those actions.
Every consumer (LGBTQ being no different) also comes with a bit of common sense and so everyone understands why airlines or even the travel category will be gone for a while – but don’t you think every Community is also looking for Heroes/Champions right now too? I know I am and I think the readers of LGBTQ media will be too. This virus is certainly going to sort out just what is important to us as individuals and I think also what is important to “us” as a community. With all media outlets having smaller than usual editions this is a time that can be utilized to really dominate a media space and also get a message out in a less cluttered environment all the while building credibility with this marketplace.

About the Author

Todd Evans is President and CEO of Rivendell Media-America’s leading LGBTQ media placement firm- a unique media company that was founded in 1979 and represents 95% of all LGBTQ and HIV/AIDS media in the United States and Canada. Rivendell Media serves as the national advertising representative for over 200 gay, lesbian and HIV/AIDS newspapers, magazines and entertainment guides their websites and standalone digital properties. After working for the company and then taking over in 1994, he has worked on almost every major LGBT media campaign as well as every DTC campaign in the HIV/AIDS market since the FDA allowed them. That experience along with his knowledge of the media provide unique qualifications on what has worked and what is necessary to reach and speak to these audiences. Todd Evans is also a silent partner of Q Syndicate, the leading content provider for gay media and is also publisher of Press Pass Q, the industry newsletter for the gay and lesbian press professional. Todd Evans graduated from Villanova University with a bachelor in Political Science. He currently resides in Mountainside, New Jersey. He can be reached at or 908-232-2021 ext 210.

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