Four friends sitting together at a Pride celebration, laughing.

Advertise with Pride Source

Reach a community that rewards brands who show up.

For more than 30 years, LGBTQ+ Michigan has turned to Pride Source, and turned that trust into real spending power.

See what we offer Who reads us

New for 2026

Between The Lines is now a monthly glossy, and the BTL Digest email is now weekly.

What’s changing and why →

9.3%

of U.S. adults identify as LGBTQ+, more than double the 3.5% Gallup measured when it first started asking, in 2012.

Gallup, 2025

78%

of LGBTQ+ adults and their friends and family would switch to a brand known to be LGBTQ+ friendly.

Community Marketing Inc. & Harris Interactive, via NGMA 2026

70%

would pay more for an LGBTQ-friendly brand.

Community Marketing Inc. & Harris Interactive, via NGMA 2026

$1.4 trillion

in U.S. LGBTQ+ spending power — $917 billion a year on goods and services alone.

National LGBT Media Association, 2026

A couple buying flowers from a local market stall.

Why it works

Loyalty a platform can’t sell you.

LGBTQ+ consumers don’t just notice who shows up. They act on it.

Advertising in a trusted community publication reads differently than a targeted impression — it says you chose to be here. Our readers have been with us since 1993, and they notice who keeps showing up.

See how brands tell that story →

Our audience, by the numbers

Three decades of LGBTQ-owned, independent journalism, built from and for the community we serve.

Readership at a glance

Who you’re reaching

80% of our readers say a company that supports LGBTQ+ equality is more likely to get their business this year.

Household income

$100,000+ 31%

$75,000 – $99,999 16%

$50,000 – $74,999 19%

$25,000 – $49,999 21%

Under $25,000 13%

Education

College graduates 66%

Advanced degrees 32%

Associate degrees 14%

Work

Employed full time 63%

Students 14%

Own their own business 12%

Retired 11%

Own their primary residence 50%

Bought in the last 12 months

Major appliance or TV 70%

Computer 60%

Smartphone 53%

New car 23%

Travelled in the last 12 months

Vacation of 3+ days 81%

Hotel or paid accommodation 73%

Airline tickets 58%

Cruise 9%

Dining & nightlife

Dine out at least monthly 80%

Go to a bar or club monthly 47%

See a movie monthly 43%

See live performance monthly 41%

Dine out at least weekly 39%

Source: CMI’s 17th Annual LGBTQ Community Survey. This is national LGBTQ+ readership data; Pride Source’s own audience skews Michigan.

The trust advantage

Trust like this gets built, not bought.

LGBTQ+ consumers are especially loyal to brands that show up where they actually read.

The National LGBT Media Association says it plainly: advertising in a trusted community publication signals a level of commitment a general-market campaign can’t match on its own. Readers notice who supports the outlet, the community centers and the events they rely on, and they return that loyalty with word of mouth you can’t buy.

70%

of Americans trust local news organizations, compared with 56% for national news.

Pew Research Center, via NGMA 2026

14 pts

Local news beats national news on trust by 14 points: 45% of Americans trust local news “a great deal” or “quite a lot,” against 31% for national.

Knight Foundation / Gallup, via NGMA 2026

46%

of marketers say their LGBTQ+ campaigns outperform their general-market campaigns on ROI. Only 16% say they do worse.

NGMA survey of 100+ marketing professionals, 2026

Where you fit in

Seven ways to reach LGBTQ+ Michigan

Buy one, or build a program across all six. Most advertisers land somewhere in between.

Independent since 1993

Between The Lines magazine

Michigan’s independent, community-rooted voice for LGBTQ+ news, culture and history. Now a monthly glossy keepsake, 12 issues a year.

From an insertion Details →

Michigan’s statewide LGBTQ+ business directory

Pride Source Directory

A statewide directory featuring enhanced listings and Pride Source verified badges. Distributed at Pride festivals across Michigan, then kept on the coffee table for a full 12 months.

Listings from a year Details →

Two women laughing at a market stall, holding sunflowers.

Basic, Enhanced and Premium

Marketplace listings

Every LGBTQ-friendly business in Michigan is listed free. Enhanced and Premium add photos, your story, a promoted offer, featured placement and a place in print.

Free, or from a year Details →

Two people sitting on the floor at home with a laptop.

Every single day

pridesource.com

Michigan LGBTQ+ news, culture, and politics, published daily. Your display ad runs right alongside reporting readers can’t get anywhere else.

From a month Details →

Reading on a phone at home with coffee nearby.

Now weekly

The BTL Digest

A weekly email to subscribers who chose to hear from us — our highest-intent audience, and 52 chances a year to be in front of them.

From a send Details →

Two people talking together, mid-conversation.

Your story, told with intention

Social partnerships

Instagram and Facebook partnerships built for an audience that shows up, comments, and shares — offers, spotlights, giveaways, and event pushes.

Rates on request Talk to sales →

How partners use us

A dancer on an outdoor stage at Ypsi Pride, rainbow fabric streaming from both hands.

Destination Ann Arbor

Travel & tourism · Community guide

Read the story →

Two grooms standing together inside a ring of flowers at their outdoor ceremony, an officiant beside them.

Zingerman’s Cornman Farms

Hospitality · Wedding issue

Read the story →

Pott Farms

Agriculture · Sponsored editorial

Read the story →

Who you’ll work with

People, not a form inbox

We do a lot with a little — that’s just how we work. The people who make it happen are the people you’ll be talking to.

Tim Powers

Director of Sales

Tim’s the person you’ll talk to first about where your ad budget should go. He knows print, digital, editorial, and social inside and out, and he’s happy to walk through how a combination across all of them can meet your goals.

Carolyn Cardenas

Vice President of Operations

Once your campaign is booked, Carolyn takes it from there. She manages the schedule, materials and placement, and she’s the one making sure everything comes together the way you pictured it.

Sarah Bricker Hunt

Director of Content & Community Engagement

Sarah is an award-winning journalist with two decades in community journalism dedicated to Michigan’s LGBTQ+ community. She’s who you’ll work with on a sponsored story — from the first conversation about what your story actually is, through the editorial process and the schedule it runs on.

Chris Azzopardi

Executive Editor & Brand Director

Chris brings decades of editorial vision to Pride Source, from candid conversations with national icons like Beyoncé and Dolly Parton to influential leaders like Gov. Gretchen Whitmer. He also leads Q Syndicate, Pride Source’s national wire service connecting LGBTQ+ publishers and readers across the country.

https://www.chrisazzopardi.com/ →

Sarah Wolf

Visual Designer

Sarah is behind the look of the magazine, and she’s who you’ll work with if you come to us without artwork. If you don’t have a designer or an agency, she can build the creative for you through Pride Source’s sister agency, Merithot.

Benjamin Jenkins

Publisher

Benjamin became publisher in 2021, after more than a decade as Pride Source’s art director. Benjamin can help when a conversation calls for a decision beyond a rate card.

Credentials

Who we are, on the record

The certifications and recognitions behind the masthead, including the ones that matter to a procurement team.

Ownership

LGBTQ-owned, always

Pride Source has always been owned by a member of Michigan’s LGBTQ+ community. Independent, and never anything else.

Certification

NGLCC-certified LGBTBE

Certified as an LGBT Business Enterprise through the National LGBT Chamber of Commerce, so spend with us can count toward supplier diversity goals.

Membership

Michigan Pride Chamber of Commerce member

An active member of the Michigan Pride Chamber of Commerce, working alongside the LGBTQ+ business community we cover.

Awards

Award-winning journalism

Five Detroit Society of Professional Journalists (SPJ) awards for our 2025 coverage, plus a 2022 NLGJA award — from The Association of LGBTQ+ Journalists — for Excellence in Transgender Coverage.

1993

Tenure

Publishing since 1993

Michigan’s longest-running LGBTQ+ publication, through three decades of court fights, culture wars, and everything between.

Press affiliations

Member, national and state press associations

Part of the National LGBT Media Association, the Society of Professional Journalists and the Michigan Press Association — held to the same standards as every other newsroom in the state, and the country.

No artwork? No agency? Not a problem.

If you don’t have an in-house team, or yours is at capacity, our sister agency Merithot can build the creative that runs in our pages and the campaign around it — one conversation, no second vendor to brief.

Ask about creative