Gay Press Spending Sets Another Record at $405.7 Million in 2014, Annual Survey Shows

Advertising spending in America’s LGBT print publications for 2014 is at a record high of $405.7 million, according to Rivendell Media’s annual Gay Press Report.

The total 2014 ad spend in the LGBT press sets a new all-time high – once again outperforming the revenue trends in mainstream consumer magazines. Actual LGBT press spending is up 6.4% from 2013 to $405.7 million, marking the fourth consecutive year of growth in recovery from the Great Recession. 2013’s total ad spend was at $381.4 million, representing an 18.2% increase from 2012 and setting the previous all-time high.

The increase in ad spending persists despite a 13.8% decrease in circulation for 2014 due to fewer titles (corresponding with fewer issues) of LGBT publications. The decrease is not surprising, as number of titles typically varies from year to year. For example, 2013’s circulation rose sharply by 15.1% from 2012.

Rivendell Media, the leading media representation firm for most LGBT publications in the US, reports that gay press spending for 2015 should continue its growth based on first-quarter print advertising sales. The company also predicts that total number of LGBT titles and circulation will be on the rise for 2015.

“Wells Fargo, Celebrity Cruises, Lexus, Gilead Pharmaceuticals and Bud Light are a handful of the many companies that advertised in the gay press in 2014. Surprisingly among top LGBT friendly companies, some popular brands that have not yet supported the gay press include Starbucks, Apple, Amazon.com, and Nabisco products among others,” said Todd Evans, President and CEO of Rivendell Media and publisher of the 2014 Gay Press Report.

“For their incomparable value and consistent loyal readership, the LGBT community’s publications are a solid connection for almost any brand,” said Bob Witeck, President of Witeck Communications. “There was a time, years ago when most companies believed it was risky to consider advertising in gay media – today, of course, leading brands know it is far more rewarding.”

“LGBT regional print media and their digital properties continue to be a vital way for companies to reach the community,” said Tracy Baim, publisher of Windy City Times newspaper and spokesperson for the National Gay Media Association. “Companies that are not advertising in LGBT media are leaving a lot of dollars on the table, and they are also one step behind their competitors in the increasingly competitive race for LGBT customers.”

The Gay Press Report has been produced annually since 1994 and provides an historical perspective on the gay and lesbian press and consumer market. To view the 2014 report in its entirety, here.

Among the other findings in the 2014 Gay Press Report:

• Again, 9 out of every 10 dollars spent in the LGBT press is spent locally. Local publications comprise 90.1% of all spending and capture 96.3% of all ads.
• The proportion of gay-specific ads (ads with explicit reference to lifestyles of LGBT people in graphics and/or messages) continues to grow, up 8% to account for 60.7% of all ads in the LGBT press for 2014.