When it comes to LGBTQ+ Media (print and digital) we are often asked exactly who is reading it. It is a great question and we know the answer as we have the core demographics of the print readers over many years and of course we can demographically and geographically target the users of digital media exactly. When you target the LGBTQ+ readers, what you are ultimately getting are those people who are most concerned with LGBTQ+ issues. These consumers live and breathe the content and are what I call the Super Influencers. These Super Influencers have made the decision to seek out these specific resources and end up being the primary distributers of content via their own sphere of influence. Since there are at least 18 million LGBTQ+ out there in America and LGBTQ+ media reaches only about 6 million no one could ever oversaturate our community via our media. However, companies can dominate our media and some actually have like Absolut back in the day; It still reaps those rewards. My surprise is that more companies don’t try and do an “Absolut” and reap those rewards for themselves reaching out directly to a grateful audience. We are still underserved and I am afraid often taken for granted. So many companies try and include us in their mainstream marketing but they do not support our institutions or speak to us directly via our own community. In a time of skepticism, it is even more important to speak directly to your consumers via media they trust. Certainly, speaking to any group in their very own media adds to any company’s show of support or inclusion and adds authenticity – and that doubles if they already have inclusive messages in mainstream media.

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 todd@rivendellmedia.com or 908-232-2021 ext 210.

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