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 gay, lesbian, bisexual, transgender (GLBT) and GLBT-friendly audience. Lavender
is published bi-weekly in print, online, iPad and smartphone editions, and connects our readers to current trends
in cuisine, family, fashion, fitness, health, news, nightlife, travel and wedding style.
2020 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 GLBT market. We are proud to have a wide variety of advertisers,
including these local and national brands.
2020 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
2020 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
GLBT buying power is now almost 1 trillion dollars.
Lavender’s BigGayNews.com has more than 84,000 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.
2020 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
2020 Media Kit
2020 Editorial Calendar
Reserve your ad space and provide artwork by 5pm on Deadline date. *Premium Issue
January
Issue 642 2020 Pride Pages Directory* Deadline: December 11 Published: January 2
Issue 643 Sports + Fitness Deadline: December 20 Published: January 16
SPECIAL FEATURE: Senior Living
Issue 644 Romance Deadline: January 15 Published: January 30
February
Issue 645 Spring Home + Garden* Deadline: January 29 Published: February 13
SPECIAL SECTION: Employee Resource Groups & Gender Sexuality Alliances – Part 1
SPECIAL FEATURE: Senior Living
Issue 646 Spring Arts + Dining* Deadline: February 12 Published: February 27
SPECIAL SECTION: Employee Resource Groups & Gender Sexuality Alliances – Part 2
SPECIAL FEATURE: Auto & Motorsports
About Lavender’s Employee Resource Groups (ERG) & Gender Sexuality Alliances (GSA) 2-issue series: As the GLBTQ community has gained
greater acceptance, more educational institutions have created GSAs, and more corporations have created ERGs. Lavender’s 2 February
issues shine the light on our high schools, colleges and corporations as we explore the growth and positive impacts of GSAs and ERGs.
March
Issue 647 Spring Love + Marriage* Deadline: February 26 Published: March 12
SPECIAL FEATURE: Senior Living
Issue 648 Spring + Summer Travel Deadline: March 11 Published: March 26
SPECIAL FEATURE: North Shore Quarterly
April
Issue 649 Health - Part 1 Deadline: March 25 Published: April 9
SPECIAL FEATURE: Senior Living
Issue 650 Health - Part 2 Deadline: April 8 Published: April 23
May
Issue 651 Summer Home + Garden Deadline: April 22 Published: May 7
SPECIAL FEATURE: Senior Living
Issue 652 Summer in the Cities Deadline: May 6 Published: May 21
June
Issue 653 21st Annual Lavender Pride Edition - Part 1* Deadline: May 15 Published: June 4
SPECIAL SECTION: Heroes at Home - Part 1
SPECIAL FEATURE: Lavender’s 25th Anniversary
Issue 654 21st Annual Lavender Pride Edition - Part 2* Deadline: June 3 Published: June 18
SPECIAL SECTION: Heroes at Home - Part 2
About the “Heroes at Home” 2-issue series: COVID-19 has affected us all, and we are all in debt to the medical personnel on the front
lines of this crisis. During this uncertain time in our world, Lavender shines the light on 6 GLBTQ+ heroes who are risking their lives to save
ours.
2020 Media Kit
2020 Editorial Calendar
Reserve your ad space and provide artwork by 5pm on Deadline date. *Premium Issue
July
Issue 655 Summer Eats Deadline: June 17 Published: July 2
SPECIAL FEATURE: Senior Living
Issue 656 Wedding Style Deadline: July 1 Published: July 16
Issue 657 Big Gay Brews + Pride in Pictures* Deadline: July 15 Published: July 30
August
Issue 658 Big Gay Getaways Deadline: July 29 Published: August 13
SPECIAL FEATURES: Minnesota State Fair Guide and Senior Living
Issue 659 Fall Arts* Deadline: August 12 Published: August 27
SPECIAL FEATURES: Duluth Superior Pride, North Shore Quarterly
and Golden Valley Pride
September
Issue 660 Dine OUT* Deadline: August 26 Published: September 10
SPECIAL FEATURES: Big Gay Brews - Oktoberfest Edition and Senior Living
Issue 661 Fall Home + Garden Deadline: September 9 Published: September 24
October
Issue 662 Fall Love + Marriage* Deadline: September 23 Published: October 8
SPECIAL SECTION: GLBTQ+ Under 40 – Part 1
Issue 663 Gayborhoods + Pets Deadline: October 7 Published: October 22
FEATURED GAYBORHOOD: North Loop
SPECIAL SECTION: GLBTQ+ Under 40 – Part 2
SPECIAL FEATURE: Senior Living
About Lavender’s “40 Under 40” 2-issue series: There’s no denying there is a ton of talent in the GLBTQ community, and many of the
people helping to make a great community are under the age of 40. Lavender’s “40 Under 40” 2-issue series honors the brightest and most
promising members of Minnesota’s GLBTQ community under the age of 40. You’ll see the GLBTQ community is in good hands.
November
Issue 664 Winter Home + Garden Deadline: October 21 Published: November 5
SPECIAL FEATURE: Senior Living
Issue 665 Holiday Gift Guide* Deadline: November 4 Published: November 19
FEATURED HOLIDAY GAYBORHOOD: Northeast
December
Issue 666 Winter What-To-Do Deadline: November 18 Published: December 3
SPECIAL FEATURES: North Shore Quarterly and Senior Living
Issue 667 Lavender Community Awards + Year in Review Deadline: December 2 Published: December 17
SPECIAL FEATURE: Holiday Worship Guide
Issue 668 2021 Pride Pages Directory* Deadline: December 9 Published: December 31
2020 Media Kit
Special Features
Big Gay Brews – Oktoberfest Edition
Minnesota’s craft beer scene is booming, and our special Big
Gay Brews feature for Oktoberfest will showcase some of the
breweries and the people who make Minnesota’s craft beer scene
so special.
Golden Valley Pride Section
Golden Valley Pride is one of the largest and popular Pride
celebrations, and in 2020, Lavender is pleased to produce the
Golden Valley Pride Guide within Lavender’s Fall Arts issue. This
special features a schedule of events and articles about the
people and places within Golden Valley that make it such a great
place to live.
Minnesota State Fair Guide
It’s the Great Minnesota Get Together, and Lavender puts its
own special spin on all the wonderful things to do at the most
attended state fair in the country.
North Shore Quarterly
This quarterly feature shines the spotlight on the vibrant North
Shore business, organizations and events, including the annual
Duluth Superior Pride Festival.
Senior Living
Our monthly Senior Living feature includes editorial content
related to senior trends, events and community members.
2020 Media Kit
Special 2-Issues Series
Employee Resource Groups & Gender
Sexuality Alliances
As the GLBTQ community has gained greater acceptance,
more educational institutions have created GSAs, and more
corporations have created ERGs. Lavender’s 2 February issues
shine the light on our high schools, colleges and corporations as
we explore the growth and positive impacts of GSAs and ERGs.
A Day in the Life
For Lavender’s 1st Pride Edition in June 2000, our team of
photographers captured 24 hours in the lives of prominent and
not-so-prominent GLBTQ+ Minnesotans. This awe-inspiring photo
essay showcased the Minnesota GLBTQ+ community in a manner
that had never been done before. Over the last 20+ years, our
inclusivity within the GLBTQ+ community has expanded, and as
Lavender prepares to celebrate its 25th anniversary, our 2 June
issues will bring back “A Day in the Life” to showcase how much
our community has changed and grown.
40 under 40
There’s no denying there is a ton of talent in the GLBTQ
community, and many of the people helping to make a great
community are under the age of 40. Lavender’s “40 Under 40”
2-issue series honors the brightest and most promising members
of Minnesota’s GLBTQ community under the age of 40. You’ll see
the GLBTQ community is in good hands.
2020 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: $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 the script, shoot, edit, publish, and promote a video that is both
useful to our audience as well as your marketing goals.
BigGayNews™
BigGayNews is a weekday newscast featuring local, national and international news of interest to the GLBT / GLBT-friendly community.
Each newscast is accessible via computer download, smartphone, or iPod. With more than 84,000 followers on Twitter, BigGayNews.com
is your number one news source. Sponsorships available. Inquire for details.
Publication Sponsorship
Pride Edition: $15,000
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.
2020 Media KitLavender - Minnesota’s GLBT Magazine
Lavender is published bi-weekly in print, online, iPad 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.
2020 Media KitLavenderMagazine.com - Minnesota’s GLBT 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.
2020 Media KitLavender Events
For more than 25 years, Lavender has been creating events that bring the GLBT / GLBT-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
GLBT / GLBT-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 GLBT and GLBT-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 GLBT, college, Lavender’s Nights at the Theater provides local theaters with
pro teams/leagues and more than 500 sports fans under one the opportunity to play hosts to groups of Lavender readers by
roof for a celebration of sports and Pride. Attendees enjoy their offering discounted ticket prices.
favorite cocktails and complimentary hors d’oeuvres while
checking out opportunities to play in the GLBT leagues, buy
tickets to college and professional games, pick up promotional
items, register for prizes and meet other athletes and sports fans.
2020 Media KitYou can also read
