Meet Exuberance, targeting affluent LGBTQs

The U.S. lesbian, gay, bisexual and transgender community has considerable buying power, nearly $1 trillion last year by one estimate. And the legalization of same-sex marriage gave some advertisers, such as jewelers and bakeries specializing in wedding cakes, a new segment to target.

Now a new magazine will target a specific segment of the LGBTQ community-upscale folks living in the New York area.

The new title is called Exuberance, a luxury lifestyle and design magazine from Davler Media Group, which produces a number of other New York-specific publications.

Exuberance’s controlled launch

The company calls the circulation launch strategy “controlled and selective.” The glossy monthly, which rolls out in February, will have an initial rate base of 40,000.

Of that, 20,000 copies will be mailed to LGBTQ households with incomes at or above $200,000. Another 4,000 will be available at newsstands with a cover price of $6.99.

A further 16,000 copies will be distributed to LGBTQ organizations and design showrooms, as well as community social and cultural events.

Exuberance will have an online presence in the form of a dedicated website. It will also sport the mandatory Facebook, Instagram and Twitter accounts. An email newsletter and an edition formatted for tablets will round out its digital strategy.

Jason Kontos will serve as editorial director, while Lisa Ben-Isvy will be publisher.

Exuberance’s mission statement:

“EXUBERANCE is an affirmation of the LGBTQ lifestyle with a focus on the best and brightest in design. Our curated editorial content reflects modern life, explores culture and innovation, and features compelling stories about influencers and icons from the design world and beyond. From elegant interiors to haute happenings, from design-focused world travel to must-haves for the home, EXUBERANCE is a luxury design and lifestyle platform that embraces and celebrates the LGBTQ community.”

Tags: davler media group, exuberance, lgbtq, magazine launches, magazines, regional magazines