Magazine article The Advocate (The national gay & lesbian newsmagazine)

Never Say Never: Here's to the Advertisers Who Supported Us from the Start. and Here's to Those Yet to Come

Magazine article The Advocate (The national gay & lesbian newsmagazine)

Never Say Never: Here's to the Advertisers Who Supported Us from the Start. and Here's to Those Yet to Come

Article excerpt

In this special issue of The Advocate, as we look forward to the magazine's next chapter, I'd like to take a look back and say thank you to the many advertisers who have supported us over the years.

I can't tell you how many times in the past 11 years I've met with advertising agencies and potential clients who have looked me in the eye and said, "It will never happen--our company is too conservative to advertise in gay media." In fact, many of those companies not only end up advertising with us but go on to create internal LGBT employee groups.

The first national advertisers to come into The Advocate were in the spirits industry. Local beer and liquor distributors were the first to take note of the brand loyalty within our community. Consider Absolut vodka: As a new brand with very limited marketing dollars, it could afford to place advertising in a total of only five publications. One of the five magazines that it chose was The Advocate--Absolut bought all 24 of our back covers. …

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