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About Us

About Us

 

SWERV is a national lifestyle periodical, celebrating the culture and community of African American Lesbian, Gay, Bisexual & Transgender (LGBT) people throughout the country. Launched in the Winter of 2008 as a quarterly publication, SWERV is now published bimonthly for a total of six (6) annual issues. Each issue features same-gender-loving men and women in literature, music, visual and performing arts, film, television, sports, politics, and more. Sections on fashion, health/fitness, news, travel, and special events are also included.

 

DISTRIBUTION

A circulation of 30,000 copies are distributed to a projected readership of 150,000 (5 readers per issue) in over 70 cities and 27 states. Copies are available FREE of charge at nightclubs, bookstores, health clubs, restaurants, community-based organizations, and other locations frequented by members of the Black LGBT community throughout the United States.

 

DEMOGRAPHICS

Audience:

  • Age: Target consumers range from 18 to 45 years of age
  • 53% of the black U.S. population is under the age of 35.**
  • Gender: 70% Male, 25% Female, 5% other

Advertising and Brand Loyalty:

  • Four out of 10 gay consumers prefer to purchase products from companies that advertise in gay and lesbian media, quality and value being equal *
  • 75% of African American LGBTs feel positively toward corporations that include African American imagery in their communications **
  • Only 3% of African American LGBTs feel that corporate America does a good job reaching out to the African American LGBT community **
  • Starbucks and Target are the top two brands from which the African American LGBT community has made a conscious decision to purchase due to their pro-LGBT policies and practices. **

Purchasing Behavior:

  • Nearly 55% of LGBT consumers chose to do business with companies that they know have a commitment to diversity and equal treatment of employees, versus 34% of non-gays *
  • African American gay and bisexual men are twice as likely to drink spirits (average 4 drinks in past 7 days), than wine (2.5 drinks in past 7 days). For African American lesbians and bisexual women, spirits and wine are more equally consumed (average 2.5 drinks in past 7 days for both beverages). **
  • African American LGBTs are customers of a wide variety of financial service companies, with no single company taking a substantial market lead at this time. **
  • African American LGBTs take about 2.5 leisure trips per year and are most likely to stay at a midrange hotel **

 Media Consumption:

  • Roughly 67% of LGBT individuals say they read independent and alternative newspapers compared to 50% of non-gays *
  • Blacks watch 37% more television than any other group, spending seven hours and 17 minutes viewing daily ***

 

*    Harris Interactive / Witeck-Combs LGBT Market Research

**  Community Marketing & Insights (CMI) African American Market Report

*** The 2013 African American Consumer Report -Nielsen

 

 

SWERV

P.O. Box 4572

Upper Marlboro, MD 20775

www.SWERVMAGAZINE.com