Gay Ad Spending Rose to Record Levels

Published on June 25, 2010 by QueenGossip   ·   1 Comment

Ad revenue for LGBT publications rose to a record high of $349.6 million in 2009, according to a the Gay Press Report, a study by ad agency Prime Access and gay media (gay-media?) representative Rivendell Media. The Gay Press Report has been covering advertising in the gay and lesbian press for 16 years.

Ad revenue climbed 14% from 2008 to 2009. The Gay Press Report points out that overall consumer magazine revenue dropped 16% to $10.53 billion, its lowest level since 1998. Since 1996, LGBT ad revenue has climbed 377%, vs. 17% for consumer magazines writ large, the report says.

“The findings in the report confirm the strength and value of gay media,” said Prime Access founder and CEO Howard Buford in a statement. “Advertisers are finding the market to be a solid investment, and many publications in the gay press have increased ad revenue despite a very difficult media market.”

Gay-centric advertisements are also on the rise, the study found. In a shift that indicates an increasing desire on the part of advertisers to market directly to an LGBT audience, nearly 90% of ads appearing in gay publications cater specifically to gays.

Tags: advertising, publications, revenue