Them: The Evolution of a Modern LGBTQ+ Media Platform
In the 2010s, the media landscape began shifting to better reflect the diversity of the LGBTQ+ community. While established giants like NBC News, BuzzFeed News, and HuffPost created dedicated verticals, a new wave of standalone platforms emerged to capture a younger, more intersectional audience. Among these, Them stood out as a bold experiment in gender-neutral storytelling and fashion.
The Origins of Them
Them was born from a proposal by Phillip Picardi, then the director of Teen Vogue, to Anna Wintour, the artistic director of Condé Nast. Picardi envisioned an online platform specifically focused on the LGBTQ+ experience. This venture marked Condé Nast's first new platform since 2007, coinciding with a broader effort by the company to modernize its digital media offerings.
The platform launched with a strong foundation, featuring founding editors Meredith Talusan, Tyler Ford, and James Clarizio. To establish its presence, Them partnered with high-profile brands and organizations, including Google, Burberry, Lyft, and GLAAD.
[ไม่มีภาพประกอบ]Defining a New Identity
The naming of the platform was not without controversy. Some critics felt the name was "othering," but the choice was intentional. Derived from the singular them pronoun—a pronoun used to refer to a single person without specifying their gender—the name signaled a commitment to a gender-neutral approach, particularly within its fashion coverage.
This shift toward gender neutrality challenged the traditional media model of gendered magazines, which had seen a decline in success. The emergence of Them, alongside other platforms like Into (launched by Grindr in 2017), positioned these outlets as younger and more diverse alternatives to legacy gay media such as Out and The Advocate.
The Pursuit of Intersectionality
A core goal for the platform was to be intersectional, meaning it aimed to address how different aspects of a person's identity—such as race, gender, and class—overlap and interact. Founding editor Meredith Talusan noted that this approach allowed the magazine to cover issues that resonated more deeply with a broader range of queer readers.
However, the platform faced criticism regarding its own internal diversity. Some queer magazine editors argued that the staff and featured subjects were predominantly conventionally attractive and young, suggesting a gap between the platform's intersectional goals and its visual representation.
Growth, Leadership, and Impact
The leadership of Them saw significant turnover in its early years. Phillip Picardi departed in the fall of 2018 to become the editor-in-chief of Out magazine, and by 2019, all founding editors had left. Whembley Sewell took over as executive editor in 2019, followed by Sarah Burke, who became editor-in-chief in October 2021.
Despite these changes, Condé Nast reported consistent growth in both audience and business metrics. In 2022, the platform underwent a brand refresh, updating its logo and website to include specialized portals for queer thought leaders and LGBTQ+ guides.
Award-Winning Storytelling
Beyond digital articles, Them contributed to impactful visual storytelling. The platform helped release the 2018 documentary series Trans in America, a collaboration between Little By Little Films and the ACLU. One installment, Trans in America: Texas Strong, won an Emmy for Outstanding Short Documentary in 2019, detailing the journey of a transgender girl and her conservative Christian mother in Houston.
[ไม่มีภาพประกอบ]The Transition to Equalpride
The trajectory of Them reached a new milestone in February 2026, when it was acquired by Equalpride, the publishing house that also owns legacy titles The Advocate and Out Magazine. This acquisition brings together the modern, gender-neutral approach of Them with the historical weight of the industry's most established queer publications.
Key Facts
- Founded by: Phillip Picardi under Condé Nast.
- Naming Philosophy: Based on the singular "them" pronoun to promote gender neutrality.
- Major Achievement: Helped release the Emmy-winning documentary Trans in America: Texas Strong (2019).
- Acquisition: Acquired by Equalpride in February 2026.
- Core Focus: Intersectional LGBTQ+ coverage and gender-neutral fashion.
| Category | Details |
|---|---|
| Parent Company (Original) | Condé Nast |
| Parent Company (Current) | Equalpride |
| Key Launch Partners | Google, Burberry, Lyft, GLAAD |
| Notable Editors | Phillip Picardi, Meredith Talusan, Sarah Burke |
| Key Milestone | 2022 Website and Logo Update |
Frequently Asked Questions
What is the meaning behind the name "Them"?
The name is derived from the singular "them" pronoun, which is used to refer to individuals regardless of gender. This reflects the platform's commitment to a gender-neutral approach in its reporting and fashion coverage.
How did Them differ from legacy LGBTQ+ media?
Them positioned itself as younger, more diverse, and more intersectional than legacy outlets like Out and The Advocate, focusing on the overlapping identities of the modern queer community.
What was the significance of the Trans in America series?
The series, produced with the ACLU and Little By Little Films, highlighted transgender experiences. The Texas-focused episode won an Emmy in 2019 for its portrayal of a transgender girl and her mother.
Who currently owns Them?
As of February 2026, Them is owned by Equalpride, the publisher of The Advocate and Out Magazine.
What is an intersectional approach in media?
An intersectional approach recognizes that people have multiple overlapping identities (such as race, gender, and sexuality) and that these intersections shape their unique experiences and challenges.