The Advocate uncovered

We understand how it looks to some readers. The Advocate arrives in the mailbox twice a month wrapped in a gray polyfilm bag--as if, in the words of one reader, it was "too embarrassed to be mailed without a 'closet' cover."

Trust us on this: The Advocate has always been proud. The magazine is an extension of the lives of its readers. Some are out, some are not. For four decades we left it to you to "out" your own copies: put it on the coffee table, read it on the subway, leave the last issue at the dentist's office. Just as we respected each reader's decision to come out only when he or she was ready, we respected the decision of some readers to keep The Advocate under wraps. The simple truth is, for many years, the majority of readers wanted it that way.

And some still do. We asked a group of subscribers in April whether they would be concerned if The Advocate arrived unwrapped--and a number of them said "yes, very concerned." Their reasons are good ones: personal safety, privacy, and fear of being outed to everyone from the mailman to Mom.

A Southern reader summed it up: "In the deep South, homosexuality is considered a moral sin and is acted against swiftly. This includes physical harm, social excommunication, or the destruction of one's career."

However, the lion's share of those polled responded that they were ready to ditch the plastic. Many cited the environmental benefit--currently about 5.5 million plastic wrappers per year are needed to mail "discreet" copies of The Advocate and our sister publication, Out--while others applauded the post-gay visibility.

"I knew this moment would come," said one respondent. "It's a natural part of this unfolding evolution we find ourselves in. I live in a big 'accepting' city, so it's a no-brainer. Yet I'm sure there are others out there who still need a magazine that's going to reflect their way of surviving by being covered."

We couldn't agree more. So beginning in July we're giving you the choice to have The Advocate mailed to you with or without the polyfilm bag. Simply go to www.lpimagazines.com/plasticwrap and select the "Please mail my magazines without plastic wrap" option. Or do absolutely nothing--and your magazines will continue to be delivered in the plastic privacy wrapper. It's your choice, and we're happy to oblige.