The Philadelphia Gay News is the largest weekly newspaper on the East Coast targeting the lesbian, gay, bisexual and transgender community, and the most award-winning and oldest LGBT publication in the country. Started in 1975, we strive to focus on and promote businesses and populations within our community to engender mutual success. This includes publishing special issues to highlight areas such as pets, health, travel, legal and entertainment, as well as addressing community concerns such as LGBT elder issues, homelessness and endangered youth.

2. INTRODUCTION
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The Philadelphia Gay News is the largest weekly newspaper on the East Coast targeting the
lesbian, gay, bisexual and transgender community, and the most award-winning and oldest
LGBT publication in the country. Started in 1975, we strive to focus on and promote
businesses and populations within our community to engender mutual success. This includes
publishing special issues to highlight areas such as pets, health, travel, legal and
entertainment, as well as addressing community concerns such as LGBT elder issues,
homelessness and endangered youth.

3. OUR PLACE IN HISTORY
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• PGN was the first LGBT newspaper to be offered membership into a mainstream
professional newspaper organization.
• The only media outlet in Philadelphia to interview Democratic presidential candidate
Barack Obama during his race against Republican Sen. John McCain
• PGN’s influential coverage has led to:
– UPS offering domestic-partner benefits to employees
– Blue Cross offering domestic partner health coverage
– Introduction and passage of numerous legislative initiatives at the city, state and
national levels since the 1970s
• PGN successfully sued the federal government over the Child Online Protection Act
• PGN opposed the boycott of Coors beer

4. MISSION
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As a community newspaper, PGN’s mission is to be a platform for the LGBT community to
communicate with each other and share their viewpoints, as well as establish common
interests and priorities with the mainstream/ally community. We promote our community
internally and externally. To that end, PGN reaches out to and builds reciprocal, mutually
supportive relationships with its readers and supporters. We strive to enhance the flow of
information about community resources and to educate the non-LGBT community about our
past, present and future. As a prominent minority group, the LGBT community needs
communication tools to share concerns, assemble platforms, build support and celebrate
successes. It is this sense of purpose that guides PGN on a daily basis.

5. OUR PEOPLE
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MARK SEGAL, Publisher
Many refer to Mark Segal as the dean of American gay journalism. He is the founder and
publisher of the award-winning Philadelphia Gay News, which recently celebrated its 34th
anniversary. As a pioneer of the local gay press, he was one of the founders and former
president of the National Gay Press Association and the National Gay Newspaper Guild. He
recently coordinated a network of local gay publications nationally to celebrate October as
Gay History Month, with a combined print run reaching over a half-million readers. His
determination to gain acceptance and respect for the gay press can be summed up by his 15-
year battle to gain membership in the Pennsylvania Newspaper Association, one of the
nation's oldest and most respected organizations for daily and weekly newspapers. The 15
year battle ended after the Philadelphia Inquirer, Philadelphia Daily News and the Pittsburgh
Post Gazette joined forces and called for PGN's membership.
Aside from publishing, Segal has also reported on gay life from far-reaching places such as
Lebanon, Cuba and East Berlin during the fall of the Berlin Wall.

6. OUR PEOPLE
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SARAH BLAZUCKI, Editor
Sarah Blazucki has been editor of PGN since 2006. During her tenure, she has worked to
strengthen relationships with the community, building new ties and reinforcing old ones, and
to advance journalistic excellence at the publication. Under her direction, the staff has won
over 20 awards for news writing, arts and entertainment stories, columns, photos and
advertising. Sarah recently became president of the Philadelphia chapter of the National
Lesbian and Gay Journalists Association, and has been a key contributor in resurrecting the
chapter.
In addition, she is a freelance résumé writer and career coach. Sarah served as a contributor,
editor and proofreader for several résumé writing and career guides. She received her B.A.
from Towson State University in Mass Communications, with a concentration in Journalism
and a minor in Women’s Studies.
Prior to coming to the Philadelphia area in 2005, Sarah lived and worked in Baltimore. There,
she served as news editor for the award-winning gay biweekly newspaper The Baltimore
Alternative.

7. OUR PEOPLE
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TAMI SORTMAN, Marketing/Advertising Director
With over 15 years of experience in advertising and marketing communications, Tami
Sortman is an expert in marketing to the LGBT consumer.
Prior to coming to PGN, Tami was vice president of a boutique full-service marketing and
communications firm, Altus Group. While there, Tami created the first-ever LGBT destination
campaign for the Philadelphia region, which garnered national and international awards.
Tami is a founder and the current president of the Philadelphia Gay Tourism Caucus and
serves on Mayor Nutter’s LGBT Advisory Board.
Tami received her marketing and applied graphics degree from the Rochester Institute of
Technology.

8. OUR PEOPLE
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SIMON WOLF, Sales Representative
Simon has over 20 years of advertising sales experience in media, including print
publishing and Web. Throughout his career, Simon has followed the philosophy of
community, believing it takes a community to create change. Working together —whether
it’s a team of coworkers, a group of neighbors or an online community that shares certain
interests — he believes we can achieve positive and mutual goals.
With PGN, and in his earlier position as sales director at Review Newspapers, Simon has
gained a deep understanding of the importance publications play in any particular
community — as a communications tool and a way to build business and foster economic
growth. He has a strong ability to connect with a community, understand needs and goals
and develop plans to achieve those goals.
His experience with new media comes from his position as senior account manager at
Toolbox.com (formerly ITtoolbox), where he created and maintained relationships with
more than 100 advertising partners. Utilizing traditional Internet advertising and new
social-media tools, he helped clients develop lead generation and branding campaigns.

9. CIRCULATION/DEMO
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• 15,000 print run plus online read and pass-along rate, totaling over 25,000 a week.
• Newsletter mailing list of 23,000+.
• Distribution at more than 500 locations, including newspaper boxes, bookstores, retail stores, community
centers, LGBT organizations and other outlets.
FEMALE 14% HOUSEHOLD INCOME:
MALE 86% Under $30,000 11%
$30,000 - $49,000 14%
AGE: $50,000 - $74,000 18%
18 - 24 5% $75,000 - $99,000 12%
25 – 34 18% $100,000+ 30%
35 – 44 37%
45 – 54 27% PRIMARY RESIDENCE:
55 – 64 11% Own private home 43%
65+ 3% Own a condo 11%
Rent an apartment 30%
EDUCATION:
Attended College 28%
Bachelor’s Degree 28%
Master’s Degree 20%
Doctorate Degree 8%
Source: Simmons and Harris Interactive

10. DISTRIBUTION MAP
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11. EDITORIAL CALENDAR
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• Restaurant Week
• Fit & Fabulous
• Pink Penny
• Dining Out for Life
• Equality Forum
• Election/Union
• Summer Hot Spots
• Pride Edition
• There’s No Place Like Home (celebrating 40 years in the Gayborhood)
• East Passyunk
• Pets
• Fall Arts Preview
• Philly Fashion Week
• OutFest
• Northern Liberties/Fishtown
• Holiday Gift Guide
• Auto

12. FEATURE SECTIONS
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• News
• Detour (entertainment)
• Scene in Philly (photo page)
• Sports
• Family Portraits
• Food & Drink
• Diversions
• Real Estate
• Directories

13. ONLINE
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Interactive website, with full content from print edition, including articles and photos
Newsletter mailing list with more than 23,000 subscribers
Banner advertising on website and newsletter available
Full, readable version of print edition also available online
Other website offerings:
• News and entertainment articles
• Regular columns
• Distribution list
• Community resources
• Calendar of events
• Archives
• Business Listings

14. ONLINE ANALYTICS
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Visitors Overview

15. ONLINE ANALYTICS
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16. ONLINE ANALYTICS
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17. LGBT CONSUMER
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LGBT CONSUMER INDEX SNAPSHOT 2009 - 2010
WHERE WE LIVE:
42% of gays live in big cities vs. 32% of lesbians
HOW WE LIVE:
41% of gays rent vs. 35% of lesbians
24% of lesbians live in urban stand-alone homes vs. 20% of gays
27% of lesbians live in suburban stand-alone homes vs. 22% of gays
WHO WE LIVE WITH:
46% of gays and lesbians live with a spouse, partner or lover
29% live alone
27% with a dog
23% with a cat
12% live with a roommate
9% live with children, including 7% with children under 18
7% live with a parent
WHERE WE EAT:
37% of gays and 27% of lesbians dined out at least once a week
Gays and lesbians spent over $60 a week on meals
$26/week was spent on clothing
$14/week was spent on coffee or tea
$10/week was spent on water by bottled-water drinkers

18. LGBT CONSUMER
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HOW WE ENJOY GOING OUT:
49% of gay men and 31% of lesbians go to bars or clubs monthly or weekly
40% of gay men and 29% of lesbians go to a movie monthly or weekly
21% of gay men and 14% of lesbians go to a live performance monthly or weekly
HOW WE PURCHASE:
Gays’ and lesbians’ purchasing decisions are strongly influenced by companies having fair employment practices (45%) —
such as non-discrimination in hiring or recognition of domestic partners — as well as gay-friendly policies (42%).
37% are influenced by company’s support of LGBT political causes
34% by support of LGBT organizations or charities
29% by support of LGBT events
53% were loyal to certain brands, but might try new brands
25% preferred certain brands, but consistently try new brands
12% reported consistent brand loyalty
HOW WE PLAN FOR THE FUTURE:
45% contributed to personal savings accounts
38% Social Security or company-sponsored 401k
35% retirement accounts
26% contributions to company pension plans
23% Individual Retirement Accounts or personal stock, bond or mutual fund
22% investment in taxable non-retirement accounts
Less than 10% said they put money in other types of savings plans or investments

19. LGBT CONSUMER
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HOW WE GET AROUND:
81% own a car, consistent with being more likely to live outside cities
88% of lesbians and 79% of gays own a car
Of those who owned a car, 57% had bought it new
59% of gay men and 53% of lesbians reported buying a car new
The average car payment is $317 per month
Gay men also reported higher average car payments (Mean = $338) than lesbians (Mean = $262)
Owned or leased a Toyota (16%), Ford (16%), Honda, (13%) or a Chevrolet (11%)
WHAT WE PURCHASE:
30% of gay men and 24% of lesbians reported past-year purchases of a PDA/Smart phone
27% of gays and 22% of lesbians reported past-year purchase of a high-definition TV
29% of lesbians and 23% of gays reported buying a standard cellular phone in the past year
46% of gay men and 45% of lesbians downloaded music or a video from the Internet in the last year
30% of gay men purchased a home computer or laptop in the last year
20% of gay men purchased an HD or plasma TV in the last year
17% of gay men purchased a video recorder/DVR (such as TiVo) in the last year
HOW WE STAY FIT:
26% of lesbians and 38% of gay men reported going to a gym or athletic club at least once a week.
HOW WE GIVE:
Approximately 65% of lesbians and 61% of gays reported attending LGBT fundraisers at least once a year.
Source: CMI's Third Annual Gay and Lesbian Consumer Index 2009-2010

20. LGBT CONSUMER
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What Gay Men Do With Their Time
• Spend 12 hours per week of personal time (not work) on the Internet.
• 95% made purchases on the Internet in the last year, and 81% use the Internet for banking and
bill paying.
• Watch TV for 10 hours per week. US gay men show the most likelihood of watching the major
networks: NBC, ABC, CBS and Fox, followed by cable channels Bravo and gay-focused Logo.
What Lesbians Do With Their Time
• Lesbians spent 10 hours using the internet per week for nonworking purposes.
• 94% of lesbians purchased something off the Internet in the last year.
• 76% use the Internet for online bill paying.
• The median lesbian spends 10 hours per week watching TV. Lesbians are most most likely to
watch the major networks: NBC, ABC and CBS, followed by Showtime (which airs ―The L
Word‖), Fox, and gay-focused Logo.
Source: CMI’s Gay Consumer IndexTM 2007 http://www.gayadnetwork.com/files/GayAbstract07.pd
Lesbian Consumer IndexTM 2007 http://www.gayadnetwork.com/files/LesbianAbstract07.pd

21. LGBT MARKET POWER
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Gays and lesbians spend more than $600 billion every year; they’re a business owner’s
dream customers because they are
• Affluent: The average annual income for a gay household is $61,000, 20.4-percent
higher than in a heterosexual household.
• Educated: Some 83 percent of gays and lesbians have either attended or graduated
from college.
• Loyal: Approximately 89 percent of gays and lesbians are brand-affiliated and are highly
likely to seek out brands that advertise to that advertise to them.
Source: ―Guide to Marketing to Gay and Lesbian Consumers,‖ Matt Alderton, Logolepsy Custom Content and Communications

22. LGBT MARKET POWER
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Gay Buying Power
GLBT adults represent the third-largest buying power and highest per capita spending
Projected Growth in Gay Buying Power Through 2011
GLBT projected buying power expected to show steady growth over the next three years
Sources: Selig Center for economic growth, University of Georgia U.S. Census projections (2005),
U.S. Bureau of Economic Affairs, Package Facts, Witeck-Combs/MarketResearch.com Estimate (2005)

23. LGBT MARKET POWER
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Advertise In Gay Media
Surveys show that gays and lesbians watch more cable TV, read more newspapers
and look at more magazines than heterosexual consumers. More importantly to
businesses, however, is that they also are motivated more frequently by
advertisements to make purchases.
Source: ―Guide to Marketing to Gay and Lesbian Consumers,‖ Matt Alderton, Logolepsy Custom Content and Communications

24. LGBT MARKET POWER
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Go High-Tech
Gays and lesbians are early adopters of new technology. Smart marketers will
recognize their fondness for high-tech toys and reach out to them via new media,
including cell phones, email and instant messages.
Source: ―Guide to Marketing to Gay and Lesbian Consumers,‖ Matt Alderton, Logolepsy Custom Content and Communications

25. LGBT MARKET POWER
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Tips & Tactics
• To succeed with gay consumers, who are moving more into the mainstream every day,
focus more on their daily lives — financial and family concerns, for instance — and less on
their political identities.
• Don't just research who your gay customers are, but also what they buy. Gay and lesbian
buying habits are highly focused on product categories such as technology and travel, as
well as pharmaceuticals, alcohol, automotive and entertainment.
• Advertising to the gay community need not be overtly sexual to be effective. Still, as is the
case with mainstream marketing, sex sells.
• Gay parents represent a unique opportunity for marketers, as approximately 33 percent of
lesbian couples and 22 percent of gay male couples have children in their households.
• Because fewer gays and lesbians have families, they tend to have more discretionary and
disposable income. That means greater ROI for companies who are willing to actively court
their gay customers.
• Gays and lesbians are trendsetters; successfully marketing new products and services to
them can often help marketers gain entrance into larger, more mainstream markets.

26. MEDIA HABITS
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We’ll communicate with gay market, when they’re most responsive to your message
Internet savvy – LGBT individuals go online 14 hours per week or 39% of their time vs. 3% for other
groups
Lead in usage of online social networks – 27% of LGBT individuals visit popular social networking sites
vs. 22% of heterosexuals; 24% regularly visit blogs vs. 12%.
Respond to advertising – 94% would go out of their way to purchase products or services advertised in
gay media.
Sources: Selig Center for economic growth, University of Georgia U.S. Census projections (2005),
U.S. Bureau of Economic Affairs, Package Facts, Witeck-Combs/MarketResearch.com Estimate (2005)

27. GAY MEDIA NATIONAL
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28. GAY MEDIA REGIONAL
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29. AWARDS
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MAINSTREAM PROFESSIONAL MEDIA ORGANIZATIONS
• Society of Professional Journalists — Overall Weekly
• Pennsylvania Newspaper Association — Special Section; Best Single Ad; Best Ad Campaign/Series
• Keystone Press — First Place, Enterprise Story, Non-Daily; Front Page Design; Page Design
• Suburban Newspaper Association — Best Arts and Entertainment Writing; Best Column Writing; Best
Feature Photo; Coverage of Investigative Reporting
• Society of Newspaper Design
LGBT MEDIA ORGANIZATIONS
• National Lesbian and Gay Journalists Association — Editorial Writing
• Gay and Lesbian Press Association — National and Local News Reporting

30. ADVERTISING OPPORTUNITES
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FRONT-PAGE STICKER
• 3x3-inch, full-color promotional sticker, enticing readers to peel off to reveal call to action or a win on
reverse side of sticker.
TOPPER PAGES
• A four-page center spread, 1.75 inches taller than the standard pages; ads would run across the top of
the four pages. Can also be done on premium paper.
FRONT-PAGE BANNER AD
• 10.125 x 1.5-inch banner ad at the bottom of the front page
FRONT-PAGE BANNER AD PLUS BACK PAGE
• Banner ad on the bottom of the front page (10.125 x 1.5) with a lead-in to a back-page Comcast ad.
SPONSORSHIP OPPORTUNITIES
• A one- or two-page sponsorship spread specially designed for Comcast to spotlight our TV, News Brief
and/or Media Trail columns.
PREMIUM PAGES
• Page 2, Page 3, opposite Scene Page, Back Page
ONLINE OPPORTUNITIES

31. STICKER OPPORTUNITES
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32. TOPPER OPPORTUNITES
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33. TOPPER OPPORTUNITES
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34. TOPPER OPPORTUNITES
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35. TOPPER OPPORTUNITES
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36. FRONT OPPORTUNITES
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37. SPONSOR OPPORTUNITES
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38. ONLINE OPPORTUNITES
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39. CONTACT
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THANK YOU FOR YOUR TIME TODAY!