• by Erik Sass , June 5, 2007

Ad spending in the gay and lesbian press reached $223.3 million in 2006--a record figure, according to the study from Prime Access Inc. and Rivendell Media, a gay-media representative firm. Over the last 10 years, ad spending in these niche publications has grown at about three times the rate of consumer magazines in general.

The 2006 figure represents a 5.2% increase compared to the previous year. Historical comparisons produce an 11.8% annualized compound growth rate for ad spend over the last decade, compared to just 4% for consumer magazines.

Of the top Fortune 500 brands, 183 had a presence in gay media in 2006, according to the study--a nearly 1,000% increase over 1994, when just 19 did.

It's true that gay media revenue is building on a much smaller base, but its quick growth also reflects an increasing appreciation by advertisers for media that leverages elements of personal identity to reach niche consumers.

Howard Buford, founder and president of Prime Access, Inc., remarked: "The numbers make it clear that corporate America recognizes and values both the spending power and influence of gay consumers." Todd Evans, president and CEO of Rivendell, added: "Higher brand loyalty and less advertising clutter also make the GLBT market quite attractive."