Condé Nast Sells LGBTQ+ Brand 'Them'
Condé Nast has sold its LGBTQ+ publication *Them* to Equalpride, the publisher of *Out* and *The Advocate*. The acquisition is part of ongoing consolidation in the media industry, where niche brands with dedicated audiences are seen as valuable assets.
*Them* was launched by Condé Nast in October 2017, making it the publisher's first independent brand since 2007. The idea for a multi-platform, LGBTQ-focused publication was pitched to Condé Nast's artistic director, Anna Wintour, by Phillip Picardi, the then-digital editorial director for *Teen Vogue* and *Allure*. Picardi, dubbed "the prince of Condé Nast" by The New York Times, was known for dramatically increasing *Teen Vogue's* digital audience by shifting its focus to social justice and politics. He envisioned *Them* as a community-driven platform to authentically tell stories for and by queer young people, with a focus on intersectionality. Under Condé Nast, *Them* gained recognition for its cultural and political coverage, winning an Emmy for Outstanding Short Documentary in 2019 for its series "Trans in America: Texas Strong." Picardi himself departed the publication in 2018 to become the editor-in-chief of *Out* magazine, one of the legacy brands now under the same ownership as *Them*. The new owner, Equalpride, is an LGBTQ+ owned and operated media company that was formed in 2022. Its portfolio includes some of the most established queer publications in the U.S., such as *Out*, *The Advocate*, *Out Traveler*, and *Pride.com*. The acquisition comes just days after Equalpride conducted significant layoffs, including top editorial staff from *Out* and *The Advocate*. This move reflects a broader trend of consolidation and financial pressure within the media industry, particularly for niche and diversity-focused publications. For Condé Nast, the sale is part of a strategy outlined by CEO Roger Lynch to focus on core brands with the strongest paths to growth. In a memo, Lynch stated that Equalpride is "uniquely positioned" to build on *Them*'s foundation while preserving its essential editorial identity.
