In a changing media landscape for LGBTQ publications, Lavender Magazine sticks around
Rainbow flags, a symbol of lesbian, gay, bisexual, transgender (LGBT) and queer pride and LGBT social movements, are seen outside the Stonewall Monument in New York City on June 7, 2022. Lesbian, Gay, Bisexual, Transgender and Queer (LGBTQ) Pride Month is celebrated in the month of June to honor the 1969 Stonewall riots
Angela Weiss
There has been a spike in media publications for and about LGBTQ communities in the past 20 years. Stephen Rocheford knows that well.
He is the CEO and president of Lavender, a bi-weekly print and online magazine for Minnesota’s LGBTQ and ally community.
MPR News host Cathy Wurzer spoke with him about the changing media landscape for LGBTQ publications and what’s new at the magazine.
Use the audio player above to listen to the full conversation.
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Audio transcript
CATHY WURZER: As you know, on Minnesota Now, we like to occasionally check in with journalists around the state to find out what stories they're talking about. Today, we have Stephen Rocheford with us. He's the CEO and president of Lavender, a bi-weekly print and online magazine for Minnesota's LGBTQ and ally community.
It's new issue is coming out in a couple of days, April the 6th. Stephen Rocheford, how are you? Welcome.
STEPHEN ROCHEFORD: Cathy Wurzer, my old friend, it's good to hear your voice. And it's a delight to be on your show.
CATHY WURZER: Likewise, Mr. Rocheford, it's great to hear your voice. Now, you and I will talk at length some other time about-- we'll get caught up here. But I want to ask about this new issue that you have coming out. You're going to be featuring the upcoming Dining Out for Life event.
Now, remind listeners what happens if they go to participating restaurants on April 27th.
STEPHEN ROCHEFORD: Well, each of the restaurants, and there are several hundred on the list, that participate in this will donate a portion of your bill to fight AIDS in the Twin Cities area. And the money goes to the Aliveness Project and some other organizations throughout the metro area.
CATHY WURZER: Now, the Aliveness Project has been around for many, many years. And I was reading from the editor's section and you talk about the Aliveness Project working for decades toward ending quote this pall that continues to shadow us for the past 40 plus years.
Stephen, as a member of the LGBTQ community and you're covering the community, how has the story of AIDS and HIV changed?
STEPHEN ROCHEFORD: Oh, it's gone-- it's a remarkable change since I was one of the original people that moved the Aliveness Project into their first home on East 38th Street near Chicago Avenue in 1985. And the nature of society dealing with this has had a remarkable transition in the last 35 years.
And we're seeing more and more progress. I mean, one of the reasons I do what I do with my job is because I lost, I think it was 207 friends. It might be 209. I lost count. And I stopped going to funerals. And shortly thereafter in the early 90s, they started developing these new drugs that slowed down the progress of the disease and allowed people to live relatively normal lives and carrying out their activities, such as work and so forth.
It's been a remarkable transition over the years. And society has changed a great deal as well. And now one of the articles we're doing is on a certain restaurant. And last year, they raised $17,000 for these organizations. So I mean, this is really something we've been doing since I started the magazine in 1995.
CATHY WURZER: Is the restaurant you mentioned, Stephen, Pizzeria Lola.
STEPHEN ROCHEFORD: Yes. It's at 55th and Xerxes. And it's a remarkable owner, who has a very interesting story. If you read the article, as it comes out on Thursday, April 6th, you will find she has overcome a myriad of things in her life and to become a very successful businesswoman.
And she is responsible for giving a great deal back to the community.
CATHY WURZER: That must be Ann Kim. I think Ann won a James Beard Award in-- oh gosh. I want to think is it 2018 or 2019.
STEPHEN ROCHEFORD: 2019.
CATHY WURZER: She really is remarkable. Yeah. She's remarkable.
STEPHEN ROCHEFORD: Absolutely. She is. She's got a great story, and she's a wonderful person. And if you like pizza, that's a great place to go.
CATHY WURZER: All right. Now, have you made plans for this year's Dining Out for Life?
STEPHEN ROCHEFORD: Well, I get a lot of invitations to go. And I'm not sure. But on Thursday, April 6, when the issue comes out, I'm going to be at our first Thursday party. It's a monthly party Lavender sponsors. And will be at the Hotel Landing in Wayzata. And we'll have a few hundred people there.
And then where I end up for the rest of the evening, I got to watch how much I eat, you know. I'm getting older. So.
CATHY WURZER: It's OK. I understand. Say, let me ask you before you go. As you know, there's been an explosion of media by and for the LGBTQ community in the past, I don't know, 10 years or so. Lavender, of course, was around before a lot of it. What has kept Lavender relevant for so many years?
STEPHEN ROCHEFORD: Well, I think as I was taught by my old nun in fifth-grade Latin class, tempora mutantur et nos mutamur in illis. Times change, and we change with the times.
So Lavender has adapted and kept going and changed. And out of the history-- the 34 publications in the community's history, we're the survivor. We're number 13. And we operate on a very sound business-like basis. And we have a large number of corporate sponsors and advertisers.
And just to let you know, we've had the largest gay pride publication in the United States since 2001.
CATHY WURZER: Wow. You are the leader in this community. Stephen Rocheford, I have to run. But I appreciate the time. We'll have you back. Thank you so much.
STEPHEN ROCHEFORD: Thank you very much, Cathy. Have a lovely day.
CATHY WURZER: You too. Stephen Rocheford is the CEO and President of Lavender magazine. The new issue will release online and in print this coming Thursday, April the 6th. Dining Out for Life will take place April 27th. For all of that, check out lavendermagazine.com or diningoutforlifemn.org.
It's new issue is coming out in a couple of days, April the 6th. Stephen Rocheford, how are you? Welcome.
STEPHEN ROCHEFORD: Cathy Wurzer, my old friend, it's good to hear your voice. And it's a delight to be on your show.
CATHY WURZER: Likewise, Mr. Rocheford, it's great to hear your voice. Now, you and I will talk at length some other time about-- we'll get caught up here. But I want to ask about this new issue that you have coming out. You're going to be featuring the upcoming Dining Out for Life event.
Now, remind listeners what happens if they go to participating restaurants on April 27th.
STEPHEN ROCHEFORD: Well, each of the restaurants, and there are several hundred on the list, that participate in this will donate a portion of your bill to fight AIDS in the Twin Cities area. And the money goes to the Aliveness Project and some other organizations throughout the metro area.
CATHY WURZER: Now, the Aliveness Project has been around for many, many years. And I was reading from the editor's section and you talk about the Aliveness Project working for decades toward ending quote this pall that continues to shadow us for the past 40 plus years.
Stephen, as a member of the LGBTQ community and you're covering the community, how has the story of AIDS and HIV changed?
STEPHEN ROCHEFORD: Oh, it's gone-- it's a remarkable change since I was one of the original people that moved the Aliveness Project into their first home on East 38th Street near Chicago Avenue in 1985. And the nature of society dealing with this has had a remarkable transition in the last 35 years.
And we're seeing more and more progress. I mean, one of the reasons I do what I do with my job is because I lost, I think it was 207 friends. It might be 209. I lost count. And I stopped going to funerals. And shortly thereafter in the early 90s, they started developing these new drugs that slowed down the progress of the disease and allowed people to live relatively normal lives and carrying out their activities, such as work and so forth.
It's been a remarkable transition over the years. And society has changed a great deal as well. And now one of the articles we're doing is on a certain restaurant. And last year, they raised $17,000 for these organizations. So I mean, this is really something we've been doing since I started the magazine in 1995.
CATHY WURZER: Is the restaurant you mentioned, Stephen, Pizzeria Lola.
STEPHEN ROCHEFORD: Yes. It's at 55th and Xerxes. And it's a remarkable owner, who has a very interesting story. If you read the article, as it comes out on Thursday, April 6th, you will find she has overcome a myriad of things in her life and to become a very successful businesswoman.
And she is responsible for giving a great deal back to the community.
CATHY WURZER: That must be Ann Kim. I think Ann won a James Beard Award in-- oh gosh. I want to think is it 2018 or 2019.
STEPHEN ROCHEFORD: 2019.
CATHY WURZER: She really is remarkable. Yeah. She's remarkable.
STEPHEN ROCHEFORD: Absolutely. She is. She's got a great story, and she's a wonderful person. And if you like pizza, that's a great place to go.
CATHY WURZER: All right. Now, have you made plans for this year's Dining Out for Life?
STEPHEN ROCHEFORD: Well, I get a lot of invitations to go. And I'm not sure. But on Thursday, April 6, when the issue comes out, I'm going to be at our first Thursday party. It's a monthly party Lavender sponsors. And will be at the Hotel Landing in Wayzata. And we'll have a few hundred people there.
And then where I end up for the rest of the evening, I got to watch how much I eat, you know. I'm getting older. So.
CATHY WURZER: It's OK. I understand. Say, let me ask you before you go. As you know, there's been an explosion of media by and for the LGBTQ community in the past, I don't know, 10 years or so. Lavender, of course, was around before a lot of it. What has kept Lavender relevant for so many years?
STEPHEN ROCHEFORD: Well, I think as I was taught by my old nun in fifth-grade Latin class, tempora mutantur et nos mutamur in illis. Times change, and we change with the times.
So Lavender has adapted and kept going and changed. And out of the history-- the 34 publications in the community's history, we're the survivor. We're number 13. And we operate on a very sound business-like basis. And we have a large number of corporate sponsors and advertisers.
And just to let you know, we've had the largest gay pride publication in the United States since 2001.
CATHY WURZER: Wow. You are the leader in this community. Stephen Rocheford, I have to run. But I appreciate the time. We'll have you back. Thank you so much.
STEPHEN ROCHEFORD: Thank you very much, Cathy. Have a lovely day.
CATHY WURZER: You too. Stephen Rocheford is the CEO and President of Lavender magazine. The new issue will release online and in print this coming Thursday, April the 6th. Dining Out for Life will take place April 27th. For all of that, check out lavendermagazine.com or diningoutforlifemn.org.
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