1. Say what?
User Experience: Much like any other
magazine web layout. There is fashion,
entertainment, some self-deprecation
with “Girlfriend”, current events and
resources for travel, marriage, skincare
and health ideas, as well as OUT
exclusives. Very much like any other
lifestyle and entertainment website,
except with a LGBT bias. Reputation Value: The most read means it
has authority, it’s the leader in its category.
Experiential Value: Very cheeky Founded in 1992- there has yet to be a
magazine, that pokes fun at magazine that compares in readership or
stereotypes while educating the reader reach to the LGBT community, including
about very real issues facing this target “The Advocate.”
audience. The Facebook page seems
very entertainment based and isn’t as Relationship Value: It’s got a much
focused on political or news issues. stronger tie to the gay male community
then it does to the Lesbian, bisexual or
transgender community. Its ads are all
gay.com or gay oriented and the magazine
has been criticized for gay bias. It’s the
most popular magazine in the LGBT
community however, and as such it has a
connection with LGBT readers.
Got Feelings?
Emotional Rewards: Sense of community, A Project by Kerith Rae
a rallying point for the LGBT community.
And most of all- Fun! Targeting: LGBT individuals, couples and
families 25-45.

2. The 411
Brand Value: This is the Largest and most read and so it holds an enormous amount of value in the LGBT
community and in the magazine world. It’s a leader, a trendsetter in the literary world and a beacon for a
community who hasn’t always been so socially accepted. 203,000 monthly circulation. Highest reaching Gay
publication in the country.
Positioning: The number one magazine for gays. Celebrates the life and cultural experiences of the gay and lesbian
community in news, in entertainment and in the political field. Fun, less serious then “The Advocate” but still
addresses popular issues and attracts world-class writers. An interesting blendbetween serious and fun.
OUT Brand Story
It takes courage to step out of that closet, to pass
through the judgment of family and friends who sense of community that reaches far outsidethe
are so used to tradition that they can’t quite typical gay capitols and touches everyone who
process the fact that your way of life is a little bit might be “different.”
different but just as valuable. But you step out of
that closet proudly. You’re here. You’re a man You take the stereotypes in stride, you even play
who loves men. You’re a woman who loves a them up a little, after all what is wrong with a little
woman. You’re a man or woman who loves both. fabulous? You grab onto your girlfriend’s hands and
And you don’t care who knows it. you put them in the air and you make sure people
know that you are loved despite society’s attempts
You’re tired of being a dirty little secret. You’re to keep you down.
finished with the “down your nose” looks and the
haters. You’re a strong individual and you’re And then you celebrate. You enjoy the victories in
staying that way. film, in music, in politics. You make a haven for the
ones who are lost and a pilgrimage for those who
You’re not unaware of the world and its attitude, have stood before and currently and in the future.
but instead of being a man in the crowd, you step You enjoy life and you redefine normal for yourself.
up as the leader. You raise your voice and shout,
“Hey world- I’m here. I’m queer. Get over it.” And You look at all you’ve accomplished and you’re
then you put your attitude into the written word proud. You’ve started a movement, you’ve altered
and you create a banner, a gathering place, and a the perception of society, and you’re on the
forefront of change. You’re Out.