Everything old is new again. We hear it all the time, yet I find it’s often true. In 2024, when looking at the LGBTQ market – it’s back to the basics, largely due to Brand Safety with Social Media.

What happened in 2023?  “X” (formerly Twitter) became “toxic” with new ownership. According to most LGBTQ users, as time has gone on it has only gotten worse. Any LGBTQ marketing plan certainly doesn’t want to be supporting a platform that denigrates the community it’s seeking. Most brands also don’t want to be associated with controversy which is why the list of those big brands stopping or pausing their campaigns on X only grows.  Everything with social needs a good hard second look, and every brand should be evaluating what media properties their campaigns are attached to.  

Pretty much every expert in any minority market recommends that companies stick with media owned by that group, pursuing the LGBTQ marketplace is no different. These media channels, (being print or their digital extensions) and a handful of LGBTQ owned web-based destination sites are easy to identify and are the most trusted sources of information in the LGBTQ community. Additionally, it’s foolhardy to overlook the largest media outlets in the LGBTQ market which are local & national print; all of which have digital and social extensions that companies would want to be attached to. Finally, LGBTQ-owned and operated media is going to want you to succeed so they’ll be ever so helpful making sure you don’t misstep.

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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