Gay Travel Magazine Serves Lucrative Niche Market
Passport, the “Hetero-Friendly Gay Travel Magazine,” has bucked a trend in the world of publishing by announcing that 2009 was a banner year for advertising sales. In addition, Passport will expand its frequency from eight to nine issues per year and is expanding its multimedia online content.
In an industry that has seen the demise of more than 400 magazines in 2009, Passport continues on a path of growth and success unparalleled in the travel and LGBT (lesbian/gay/bisexual/transgender) demographic markets.
Passport’s advertising revenue increased an impressive 32% in 2009 vs. 2008, with Convention & Visitor Bureaus and tourist boards accounting for the largest growth in advertising expenditures in the magazine. Airlines, destinations and hotels posted modest gains, while non-travel-related consumer advertising remained about even for the year.
Publisher Don Tuthill attributes the success of Passport to several factors. “Our top priority has always been to provide high quality editorial content. Passport serves a market that demands information, rather than self-serving promotion.”
In serving the LGBT marketplace, Passport has carved a niche in reaching a highly lucrative and brand-aware demographic. In a market that accounts for an estimated $700 billion in consumer spending, LGBT consumers traditionally have more discretionary income. According to a recent national survey conducted by Harris Interactive in partnership with Witteck-Combs Communications, average summer travel spending among LGBT Adults was $2,383 per person vs. $1,569 for heterosexual travelers. And, they are extremely loyal to advertisers who reach out to them.
In addition to a stunning increase in advertising revenue, Passport has also seen a 17% increase in single-copy sales at bookstores such as Barnes & Noble and Borders and a modest 2% gain in paid subscriptions. Passport is also available at many major hotels, airports and tourist bureaus throughout the world.
With an eye towards continued growth and expansion in the burgeoning online arena, Tuthill and Passport’s co-founder/editorial director Robert Adams launched Passport TV in April 2008. This year, they plan to expand the original programming content to include celebrity guest hosts acting as “tour guides,” more lifestyle and international nightlife coverage and original video content produced expressly to serve the needs of advertisers.
Passport’s weeklye-newsletter, “Passport Travels,” has 56,000+ registered subscribers who welcome updates on the latest information on domestic and international travel, as well as special offers from Passport’s advertising partners. The goal is to provide valuable insights and information to a very discerning consumer.