MEDIA KIT - Lavender Magazine
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MEDIA KIT
About Lavender Media
Since 1995, Lavender Media has been producing an award-winning glossy magazine and events aimed at the
local, national and international lesbian, gay, bisexual, transgender, queer (LGBTQ) and LGBTQ-friendly audience.
Lavender is published bi-weekly in print, online, tablet and smartphone editions, and connects our readers to
current trends in cuisine, family, fashion, finance, fitness, health, news, nightlife, travel and wedding style.
2021 Media Kit
A Passion for Excellence
The Minnesota Magazine & Publishing Association (MMPA) annually celebrates the best in
the media industry. Our peers have honored Lavender more than 100 times by recognizing
us in the following categories:
Overall Excellence Best Feature Article Best Redesign
Best Digital Media Best Regular Column Best Media Kit
Winner of the Minnesota Magazine & Publishing
Best Internet Site Best Single Topic Best Editor’s or Association’s 2016 Magazine of the Year.
Best Directory Best How-To Article Publisher’s Editorial
Best Single Cover Best Use of Visuals
Building Your Brand
Lavender directly connects your business to the loyal and lucrative LGBTQ market. We are proud to have a wide variety of advertisers,
including these local and national brands.
2021 Media Kit
The Media Audit - Lavender Magazine’s Profile
REPORT MARKET: Minneapolis-St. Paul, MN
REPORT BASE: Adults Age 18+
BASE POPULATION: 3,524,653
READERSHIP PER ISSUE: Magazine: 181,959 + Website: 80,340 = 262,299 total readers per issue
6,819,774 total readers per year
Audience Profile Gender Profile
Total Income: $12,960,715,500
Mean Income: $77,722
Mean Age: 34
Home Owners: 67%
Mean Home Value: $277,793
Mean Miles Past Week: 181
Age Analysis Annual Income
Ethnicity Profile Education Profile
The Media Audit, C/O The Research Department LLC, PO Box 4378, Houston TX 77210 Phone: 713-626-0333, 800-324-9921 Fax: 713-600-5963
2021 Media Kit
The Media Audit - Lavender Magazine Readership by Ethnicity
Minnesota Population (US Census as of December 2019) @ 5,700,000
Minnesota
GLBT
Population
@ 7.7%
= 438,900
262,299 (59.76%)
Lavender
Readership
per Issue
(every
two weeks)
Magazine
Readership
Lavender by
Ethnicity
The Media Audit, C/O The Research Department LLC, PO Box 4378, Houston TX 77210 Phone: 713-626-0333, 800-324-9921 Fax: 713-600-5963
2021 Media Kit
Lavender Demographics
91.2%
purchase from
84.4%
recommend
64.7%
consider
27.1%
of Lavender
a business Lavender purchasing from readers make
because it advertisers to our advertisers $100,000
advertises in others even if the price or more
Lavender is higher
10.2% of Lavender readers make $200K or more
71.2% of Lavender readers have one or more degrees
45.5% of Lavender readers who own a home plan to remodel
33.4% of Lavender readers own a home valued at $300,000-$999,999
Source: The Media Audit’s independent survey of Minneapolis St. Paul media
According to new data and analysis, Washington, DC-based Witeck Communications, a
strategic public relations and marketing communications firm, estimates that America’s
LGBTQ buying power is now almost 1 trillion dollars.
Lavender’s BigGayNews.com has more than 83,000 followers on Twitter.
83.3% of Lavender readers do not have children, so they have the
disposable income to spend on themselves, and that’s doubly true
for same-sex couples with no children.
Lavender readers have been supporting Lavender
advertisers since June 1995.
2021 Media Kit
Minneapolis - America’s 4th Gayest City
Among the nations’s 50 most populated cities, Minneapolis has the fourth-highest
percentage of adults identifying themselves as gay, lesbian, or bisexual.
Cities with the 10 highest percentages of
gay, lesbian, or bisexual residents.
Sources: U.S. Census; the Williams Institute
GLBT Inclusion is Good for Business
Consumers who reported they are more likely to spend money with businesses
and brands they perceive as GLBT inclusive:
GLBT Allies 64%
All Americans 48%
0% 20% 40% 60% 80% 100%
Consumers who say GLBT inclusive brands are good for the economy:
GLBT Allies 85%
All Americans 65%
0% 20% 40% 60% 80% 100%
Source: Ogilvy Survey; Grace Donnelly/Fortune
Remembering & Forgetting Advertising
PERCENT RECALLING ADVERTISING
70
ADVERTISING NO ADVERTISING
60
50
40
30
20
Source: H.A. Zeilske,
10 “The Remembering and
Forgetting of Advertising,”
Journal of Marketing,
Volume 23, No. 3, pp. 239-243
01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
END OF ADVERTISING
2021 Media Kit
2021 Editorial Calendar
Reserve your ad space and provide artwork by 5pm on Deadline date.
January
Issue 669 Sports & Fitness Deadline: December 30 Published: January 14
INCLUDES: Senior Living Feature
Issue 670 Romance & Relationships Deadline: January 13 Published: January 28
February
Issue 671 Home & Garden Deadline: January 27 Published: February 11
FEATURED TOPIC: Real Estate & Rentals
INCLUDES: Auto & Motorsports Feature
Issue 672 Spring Arts & Entertainment Deadline: February 10 Published: February 25
INCLUDES: Senior Living Feature
March
Issue 673 Spring Love & Marriage Deadline: February 24 Published: March 11
INCLUDES: Senior Living Feature
Issue 674 Minnesota Travel Deadline: March 10 Published: March 25
INCLUDES: North Shore Feature, Auto & Motorsports Feature, Holiday Worship Guide
April
Issue 675 Dine & Drink Deadline: March 24 Published: April 8
INCLUDES: Dining Out For Life Feature
Issue 676 The Workplace Edition Deadline: April 7 Published: April 22
INCLUDES: Senior Living Feature
May
Issue 677 Home & Garden Deadline: April 21 Published: May 6
FEATURED TOPIC: Gardening & Landscaping
INCLUDES: Senior Living Feature
Issue 678 Summer in ’Sota Deadline: May 5 Published: May 20
INCLUDES: Auto & Motorsports Feature
June
Issue 679 Lavender’s 22nd Annual Pride Edition Deadline: May 14 Published: June 3
INCLUDES: Senior Living Feature, Auto & Motorsports Feature, North Shore Feature,
Pride Worship Guide
Issue 680 Pride Week & Lavender’s Community Pride Awards Deadline: June 2 Published: June 17
2021 Media Kit
2021 Editorial Calendar
Reserve your ad space and provide artwork by 5pm on Deadline date.
July
Issue 681 Summer Eats Deadline: June 16 Published: July 1
INCLUDES: Senior Living Feature
Issue 682 Home & Garden Deadline: June 30 Published: July 15
FEATURED TOPIC: Home Improvement
Issue 683 Pride in Pictures Deadline: July 14 Published: July 29
August
Issue 684 LGBTQ Nightlife Deadline: July 28 Published: August 12
INCLUDES: MN State Fair Guide, Duluth Superior Pride Guide
Issue 685 Fall Getaways Deadline: August 11 Published: August 26
INCLUDES: North Shore Feature, Senior Living Feature
September
Issue 686 Fall Arts & Entertainment Deadline: August 25 Published: September 9
INCLUDES: Auto & Motorsports Feature
Issue 687 Health & Wellness Deadline: September 8 Published: September 23
INCLUDES: Senior Living Feature
October
Issue 688 Fall Love & Marriage Deadline: September 22 Published: October 7
INCLUDES: Senior Living Feature
Issue 689 LGBTQ Under 40 Deadline: October 6 Published: October 21
November
Issue 690 Home & Garden Deadline: October 20 Published: November 4
FEATURED TOPIC: Interior Design
INCLUDES: Senior Living Feature
Issue 691 Holiday Gift Guide & Entertainment Deadline: November 3 Published: November 18
INCLUDES: Auto & Motorsports Feature
December
Issue 692 LGBTQ Finance & Buying Power Deadline: November 17 Published: December 2
INCLUDES: Senior Living Feature
Issue 693 Winter What-To-Do Issue Deadline: December 1 Published: December 16
INCLUDES: Auto & Motorsports Feature, Holiday Worship Guide
Issue 694 Lavender Pride Pages Deadline: December 8 Published: December 30
2021 Media Kit
Special Features
Auto & Motorsports
Lavender’s automotive and motorsports guru, Randy Stern,
uses his extensive knowledge to give our readers insight into the
newest vehicles and latest industry trends.
North Shore Quarterly
This quarterly feature shines the spotlight on the vibrant Duluth
and other North Shore businesses, organizations and events.
Senior Living
Our monthly Senior Living feature includes editorial content
related to senior trends, events and community members.
2021 Media KitBranded & Sponsored Content Videos
Branded and Sponsored Content is the rising star in the marketing world,
since it’s become clear that pairing up editorial content with advertising is
an extremely effective way to reach and expand your audience.
Lavender Media is offering Branded and Sponsored Content in short videos
that will be available for leveraging your brand in the Lavender community.
We know marketing is most effective when it’s consistent, predictable, and
replicable, so we have developed products that our audience, advertisers, and
marketing partners can depend on.
Story Feature: Starting at $999
• Present your business to the rainbow community by participating in a story
that is relevant to the Lavender community.
• Share tips, build trust, demonstrate your expertise, and spark social media recognition.
• Lavender will develop an outline, edit existing footage, shoot new footage, publish and
promote a video that is both useful to our audience as well as your marketing goals.
Speak with your account representative about pricing.
BigGayNews™
BigGayNews is a weekday newscast featuring local, national and international news of interest to the LGBTQ / LGBTQ-friendly
community. Each newscast is accessible via computer download, smartphone, or iPod. With more than 83,000 followers on Twitter,
BigGayNews.com is your number one news source. Sponsorships available. Inquire for details.
SPONSOR
Publication Sponsorship
Pride Edition: $15,000
SPONSOR
Pride Pages: $10,000
Standard Issue: $5,000
2” inch circle on the cover featuring an image and text
announcing issue sponsorship. Plus, a Full Page ad.
Sponsored Section: $999
Logo announcing section sponsorship featured on table of
contents and at the top of editorial content of sponsored section.
Special Units
Lavender offers exclusive, specialized options to advertisers looking to
stand out from the crowd. Opportunities are limited and are available
on a first-come, first-served basis. Inquire for details.
Bellyband
A wraparound promotional piece that can be printed
on both sides in full color.
Polybag Items
A standalone card or booklet packaged with the magazine.
Inserts
A promotional piece blown-in or tipped-in magazine.
2021 Media KitLavender - Minnesota’s LGBTQ Magazine
Lavender is published bi-weekly in print, online, tablet and smartphone editions, and connects our readers to current trends in cuisine,
family, fashion, fitness, health, news, nightlife, travel and wedding style.
Print Rates Save 33% Save 50%
PRINT BUNDLES 1 Premium 1 Bundle 14 Bundles 26 Bundles
ALL RATES ARE PER ISSUE (2 weeks) (2 weeks) (28 weeks) (52 weeks)
BACK COVER $8,129 $5,419 $3,629 $2,709
INSIDE FRONT COVER $6,099 $4,069 $2,699 $2,029
INSIDE BACK COVER $5,699 $3,819 $2,539 $1,909
FULL PAGE $4,679 $3,119 $2,079 $1,559
2/3 PAGE $3,599 $2,409 $1,859 $1,199
1/2 PAGE $2,849 $1,899 $1,259 $949
1/3 PAGE $1,949 $1,299 $879 $649
1/4 PAGE $1,619 $1,089 $719 $539
1/6 PAGE $1,139 $759 $489 $379
1/12 PAGE/NETWORK $799 $539 $339 $269
1/18 NETWORK $649 $419 $279 $209
1/24 NETWORK $529 $359 $229 $179
Guaranteed preferred placement, add 20%.
We accept all major credit cards and PayPal. 10% discount for non-profit organizations,
IRS 501(c)(3) letter required. 15% discount for accredited Advertising Agencies. May not be
87.1%
choose to ADVERTISE
combined with other discounts or special programs. in EVERY EDITION
Ad Specs
FULL PAGE 8.375” W x 10.875” H ADD 1/8” BLEED 1/4 PAGE 3.59” W x 4.85” H
2/3 PAGE 4.85” W x 9.875” H 1/6 PAGE (VERTICAL) 2.33” W x 4.85” H
1/2 PAGE (VERTICAL) 3.59” W x 9.875” H 1/6 PAGE (HORIZONTAL) 4.85” W x 2.33” H
1/2 PAGE (HORIZONTAL) 7.375” W x 4.85” H 1/12 PAGE 2.33” W x 2.33” H
1/2 PAGE (JUNIOR) 4.85” W x 7.375” H 1/12 NETWORK 2.33” W x 2.00” H
1/3 PAGE (VERTICAL) 2.33” W x 9.875” H 1/18 NETWORK 2.33” W x 1.50” H
1/3 PAGE (SQUARE) 4.85” W x 4.85” H 1/24 NETWORK 2.33” W x 1.00” H
Full Page ads should have a 1/8” bleed. All files should be submitted as a PDF. Final artwork should be saved in CMYK color at 300 dpi.
Lavender can provide creative direction and collateral to help create your ad. Artwork that does not fit our specifications may be modified
at the discretion of Lavender’s Creative Department.
2021 Media KitLavenderMagazine.com - Minnesota’s LGBTQ Magazine
Lavender’s website includes the current editorial content of our print editions, links to advertisers through our online magazine,
online-only articles, behind the scenes photos from local events, resources, event information and prize registrations.
Online & Newsletter Rates Save 33% Save 50%
ONLINE BUNDLES 1 Bundle 14 Bundles 26 Bundles
ALL RATES ARE PER ISSUE (2 weeks) (28 weeks) (52 weeks)
LEADERBOARD $319 $209 $159
MEDIUM RECTANGLE $259 $169 $129
SMALL RECTANGLE $179 $119 $89
LAVENDER LINK
WEEKLY NEWSLETTER
LEADERBOARD $99 $99 $99
FEATURED EVENT $99 $99 $99
Ad Specs
LEADERBOARD 728 W x 90 H pixels
MEDIUM RECTANGLE 300 W x 250 H pixels
SMALL RECTANGLE 300 W x 125 H pixels
LAVENDER LINK LEADERBOARD 575 W x 50 H pixels
LAVENDER LINK FEATURE EVENT 175 W x 75 H pixels
Artwork should be in RGB color with a resolution of 72 dpi and submitted as a JPG or Animated GIF. Video ads should be uploaded on
YouTube or Vimeo at a 300 x 250 size and to their specifications. Once uploaded, please send your Account Representative a link to your
video ad and we will do the rest.
Lavender Link: Featured Event should be in RGB color with a resolution of 72 dpi and submitted as a JPG. When submitting your artwork
please also include the what, when, where of the event.
2021 Media KitLavender Events
For more than 25 years, Lavender has been creating events that bring the LGBTQ / LGBTQ-friendly community together. Lavender offers
a variety of sponsor opportunities for each event. Our successful events include:
Lavender’s First Thursdays, the official Twin Cities monthly Lavender’s Summer of Pride Kickoff Party is Minnesota’s kickoff
LGBTQ / LGBTQ-friendly Happy Hour, provides a great to a season of Pride festivals around the state. The happy hour
opportunity to meet community members in a fun, relaxed event celebrates the hundreds of local LGBTQ and LGBTQ-friendly
environment. Lavender’s First Thursdays feature complimentary events being held throughout the summer. More than 500
hors d’oeuvres, drink specials, and prize drawings. attendees enjoy complimentary hors d’oeuvres, drink specials,
and prize drawings.
@ Pride
Lavender’s Score @ Pride brings together the LGBTQ, college, Our smaller gatherings of 20-25 pre-invited guests are a great
pro teams/leagues and more than 500 sports fans under one way for restaurants, bars and other hospitality venues of all sizes
roof for a celebration of sports and Pride. Attendees enjoy their to host a Lavender event and offer the opportunity for our guests
favorite cocktails and complimentary hors d’oeuvres while to meet or catch up with each other in a more intimate setting.
checking out opportunities to play in the LGBTQ leagues, buy Each of Lavender’s Pop-up Parties features complimentary
tickets to college and professional games, pick up promotional hors d’oeuvres, drinks and prize drawings.
items, register for prizes and meet other athletes and sports fans.
Home is where the heart is, and it’s also where Pride resides. Lavender’s Nights at the Theater provides local theaters with
Whether or not we can gather for Pride events around the the opportunity to play hosts to groups of Lavender readers by
Twin Cities, Lavender’s Pride @ Home Parties Pride parties allow offering discounted ticket prices.
guests to celebrate Pride at 100 homes across the Twin Cities.
Each party host receives a starter kit that includes decorations,
swag and liquor. In addition to celebrating in the comfort of your
home, Lavender’s Pride @ Home Parties raise much-needed
funds for local nonprofit organizations.
2021 Media KitYou can also read
