How you reach the gay, lesbian, bisexual, transgender (GLBT) market is your business. Helping you be a more informed advertiser is ours.
Why is GLBT media important?
The GLBT community relies on media that consistently cover their issues and events. While some media include a GLBT-related story a couple of times a year, Lavender speaks directly to the GLBT community 365 days a year. Since 1995, Lavender has been part of the local GLBT community. Those valuable connections help Lavender reach Minnesota’s GLBT community unlike anyone else.
Why is advertising directly to the gay and lesbian community important?
Listen to what Kevin Shaw, Marketing Manager, Wells Fargo’s Metro Minnesota Region says about advertising with Lavender.
“The numbers speak for themselves. With an estimated 15 Million GLBT consumers in the U.S. today, and the buying power projected to reach more than $610 billion this year, serving this market is not only the right thing to do, but it’s smart business.”
The GLBT community is an afterthought to the mainstream media. As a result, the GLBT community is more likely to buy your products and services if they feel you’re speaking “directly” to them. Doing so, makes them feel welcome. It also develops a sense of trust and safety that interacting with you will be a pleasant experience and not a situation in which they might be hassled or ridiculed.
Local versus National: Which is better?
Some corporations think placing an ad in a national GLBT publication is the way to build business. While it might qualify as good public relations, it does little to build business. Consider this: A national magazine carries a newsstand price of $3.50+ and contains little or no local editorial content. Lavender is free and has features, news, calendar listings, and advertising pertinent to our local GLBT community. In addition, independent audit stats show national GLBT publications have little penetration in local markets. For example, a national publication may have a print run of 100,00 copies, but that’s only an average of 2,000 copies spread over the top 50 markets.
How many opportunities do they offer for advertisers to get their message out to a GLBT audience?
An event can give you exposure at the event, a website can give you online exposure, a publication can give you print exposure. As a comprehensive media and events company, Lavender is the only local media company, and one of the few nationwide, that can offer clients the one-stop opportunity to get their message out to a GLBT audience in print, online, and at events.
Do people read the publication?
When it comes to publications, people need to pick it up and read it in order to see your ad. Lavender’s excellent articles, informative features, and thought-provoking columnists are a major reason people look forward to each new issue. Our award-winning editorial department fills each issue with first-rate stories and columns about and for the local GLBT community. And by having more than 800 verified distribution sites, and a high pickup rate, Lavender delivers on its promise to reach the GLBT community on its advertisers’ behalf.
How many businesses advertise in the publication, and how long have they advertised?
Having lots of advertisers is nice. Having lots of advertisers who renew year after year is a better indication of advertising success. Lavender, with a mix of GLBT and straight-owned business of all sizes, averages more than 400 advertisers each issue who trust Lavender to help them to continuously reach the GLBT community.
Does the publication have a track record of getting results for advertisers?
Businesses don’t advertise with Lavender because they want to be nice to the GLBT community. They advertise to reach the GLBT community for a solid return on their advertising dollar. According to the respected Media Audit (www.themediaaudit.com), Lavender is one of the most effective Twin Cities publications for reaching affluent consumers.
Do the employees have experience in the community they cover?
We’re part of the community we serve. As a business focused on the GLBT community, Lavender employees care about, reinvest in, and are accountable to the community we cover. As a part of the GLBT community, we know what’s going on, and make sure it’s covered in Lavender. With our experience in GLBT marketing, Lavender employees have the experience in local community trends and ad design, so you can depend on our experience to help you create a successful, targeted ad campaign.
How long has the company been in business?
Lavender is now in its 13th year. Every year, numerous publications, websites, and events around the country start up with the promise of delivering a market to the advertiser, and every year, most fail to deliver. In fact, more than 25 GLBT publications have failed in this market since 1970. Since 1995, Lavender has thrived by delivering the GLBT market to our advertisers, and has become the trusted choice of Minnesota’s GLBT community.
At Lavender, we consider an informed advertiser to be the best kind of advertiser.