‘Out’ Magazine and Buick Partner for Award

Ricky Martin, Rachel Maddow, Julianne Moore, Johnny Weir, and Nate Berkus on the Out 100 cover

Out magazine and Buick have partnered to present the “Buick Out 100 Vanguard Award,” which will honor a person deemed “at the forefront of innovation and culture.”

The award will be presented on November 18th. On that date, a QR code revealing the recipient will also be available in the Out 100 issue (cover at left).

The partnership at first appears to be a mismatch; Buick isn’t really known for being cutting edge. But Joe Valentino, VP and associate publisher with Here Media, says it makes sense. According to Valentino, Buick has ramped up “their effort to market themselves as a design-forward luxury brand,” he told PRNewser.

In July, the car company introduced the first in a series of TV ads that are intended to introduce its Regal model to “a new consumer audience.” That month, it also launched a social media-heavy campaign called “Moment of Truth.”

As for the Out’s audience, Valentino described it as one typically making a six-figure salary with a “high-propensity for high-end vehicles.”