Essential source for LGBTQ+ culture
Them (them.us) scores 85 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Media & Entertainment brands, in the 85th percentile of 18010 Media & Entertainment brands.
Them (them.us) is an American online LGBTQ+ magazine founded in 2017 and owned by Condé Nast. It covers culture, politics, fashion, beauty, and community news, aiming to inform and empower LGBTQ+ individuals and allies. The publication positions itself as a leading digital media destination for LGBTQ+ lifestyle and news content, combining journalism with community-focused storytelling for a historically underrepresented audience.
| Brand Name | Them |
|---|---|
| Domain | them.us |
| Industry | Media & Entertainment |
| Founded | 2017 |
| Parent Company / Owner | Condé Nast |
| Main Competitors | Out (89/100), The Advocate (89/100), PinkNews (88/100), Autostraddle (84/100), Into (81/100), Pride.com (91/100) |
Moz Domain Authority 78/100 vs category average 53 / leader 100 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #32,264 on the Tranco list of most-visited sites - strong traffic reinforces the brand's prominence to AI models.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "Stay informed with them, your essential source for LGBTQ+ culture, politics, fashion, beauty, and community news." (Meta description: 16 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 2 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:description, og:image, og:type, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Nginx.
Social footprint: verified profiles on Facebook, X (Twitter), Instagram, YouTube, GitHub; no detected presence on LinkedIn - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Them?", Claude could identify the brand as of October 2026. Them is an LGBTQ+ digital media platform owned by Condé Nast that covers news, culture, politics, and identity through an LGBTQ+ lens, launched in 2017. Best known for Being a leading LGBTQ+ focused digital publication covering queer and trans culture, politics, and entertainment.
When asked "Best brands similar to Them?", Claude would recommend Them as of October 2026. It's a well known and respected outlet in LGBTQ+ media, so I'd mention it if someone asked about queer-focused publications or Condé Nast brands.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Them's main competitors in Media & Entertainment: Out (89/100), The Advocate (89/100), PinkNews (88/100), Autostraddle (84/100), Into (81/100).
Sources: Brand Analyzer scan
Them is an American online LGBTQ+ magazine founded in 2017 and owned by Condé Nast. It serves as a digital media outlet dedicated to covering LGBTQ+ culture, politics, fashion, beauty, and community news.
Sources: Them official site
Them has limited AI-search visibility, scoring 46/100 on Brand Analyzer's AI visibility composite (visibility 27, trust 63, recommendation 61). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Them official site
Them was founded in 2017. Them operates in the Media & Entertainment category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Them offers digital media content including articles and coverage on LGBTQ+ culture, politics, fashion, beauty, and community news.
Sources: Them official site
Them produces digital journalism and lifestyle content focused on LGBTQ+ culture, politics, fashion, beauty, and community news, aiming to inform and empower its audience through authoritative coverage.
Sources: Them official site
Them scores 61/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Media & Entertainment options. Recommendation depends on crawlability, structured data, and category authority.
Sources: Them official site
Them can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Them official site
Them is used by LGBTQ+ individuals and allies who seek culturally relevant news, political coverage, fashion, beauty content, and community-focused storytelling.
Sources: Them official site
Them is known for being a dedicated LGBTQ+ digital magazine that provides in-depth coverage of culture, politics, fashion, and beauty issues relevant to the LGBTQ+ community, under the ownership of Condé Nast.
Sources: Them official site
Them is owned by or part of Condé Nast. Them operates in the Media & Entertainment category.
Sources: Wikidata
Them scores 46/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Them has a limited AI-visibility profile at 46/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is trust (63/100) and its weakest is visibility (27/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #32,264 (Tranco) and a Moz Domain Authority of 78/100. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Them from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Them: The Marshall Project (85/100), The Himalayan Times (85/100), The National (85/100), The Pattern (85/100).
A step up - brands to learn from: Yr (91/100), Wired Italia (91/100).
Category leader: Change.org (97/100).
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