The alternative lifestyle market targeting gay, lesbian, bisexual and transgender individuals has become one of the new sought after niche markets. The average buying power of the homosexual and transgender community is roughly $485 billion per year, according to market research firm Witeck-Combs in conjunction with Harris Interactive. Another result from the firms’ findings is that about 15 million American adults identify themselves as gay, lesbian, bisexual or transgender. With such a large purchasing power of the alternative lifestyle market, advertisers should take advantage of the many print media opportunities available that target this niche market segment.