Gay press saw more spending, better prices in ’09

The nation’s gay press fared well in 2009, scoring a 13.6 increase in ad spending, which Media Daily News calls “a remarkable performance, especially considering the adverse conditions in the economy at large.”

The numbers indicating a record year for publications serving lesbians, gays, bisexual and transgendered people come from the 2009 Gay Press Report by Rivendell Media.

In comparison, the Publishers Information Bureau says overall consumer magazine ad spending fell 17.5 percent in 2009 compared to 2008, and total ad pages were down 25.6 percent.

The number of ads in LGBT publications actually fell by 6.8 percent, the MDN report says, “reflecting a trend toward larger, more expensive ad placements. It may also reflect an increase in prices for LGBT advertising, as niche media leverage their special connection with LGBT consumers to demand more premium rates.”

But there was also a drop in overall circulation for LGBT media, down 27.6 percent from roughly 3.3 million in 2008 to 2,387,750 in 2009.

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