Alright – so today we’ve got the honor of introducing you to Addison Herron-Wheeler. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Addison thanks for taking the time to share your stories and insights with us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?
OFM was founded in 1976 in Boulder by Phil Price. Our mission was then and always has been to amplify queer voices and tell the stories of the queer community in Colorado.
Addison, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I am editor-in-chief and co-publisher of OFM (outfrontmagazine.com), Colorado’s LGBTQ media. I got into my line of work because I have been passionate about writing and telling stories since high school, and got more experience editing a magazine in college. When I moved to Colorado and found OFM, I knew I had to work there. We are set apart from the crowd because we are the only LGBTQ media in Colorado, and the longest running queer magazine in the country. We provide our clients with a space to share their advocacy and activism and our readers with an outlet to tell their stories and be inspired by others. Folks who support OFM are helping us keep our 46-year legacy alive.
Let’s talk M&A – we’d love to hear your about your experience with buying businesses
Myself and my business partner, Maggie Phillips, bought OFM in October of 2020. Though we knew we were buying an independent media business during the heart of COVID and that was a huge risk, we also felt compelled to buy this business because we wanted to see it stay alive and keep growing. OFM has been a huge part of both of our lives and our coming out journeys, as we learn new things from the business every day.
During COVID, we lost almost our entire advertiser base, and would have gone under if it wasn’t for government funding. We pulled together and stayed resilient, and are now in the process of building back our business and making sure we survive for years to come.
Can you tell us about a time you’ve had to pivot?
When COVID restrictions loosened up, it was clear that the world had changed and we weren’t just going to go back to business as usual. Simply relying on advertising in the magazine wasn’t enough anymore. In addition to putting more focus on digital advertising, we began to throw events and sell into sponsorships and vendor spots. By doing so, we were able to pivot our business to serve and get in front of the community more and also provide more options for revenue.
Contact Info:
- Website: https://www.outfrontmagazine.com/
- Instagram: https://www.instagram.com/outfrontmagazine/
- Facebook: https://www.facebook.com/OutFrontColorado
- Linkedin: https://www.linkedin.com/company/3495016/admin/
- Twitter: https://twitter.com/outfrontmagazne
Image Credits
Cover photo for the OFM issue is by Julius Garrido, featuring Amayas Gonzalez