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.
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