Here Publishing will be rebranded as Pride Media Inc.

Here Publishing, which produces LGBT publications including The Advocate, Out, Pride, Plus, and Out Traveler, announced today that it has been acquired by L.A.-based investment firm Oreva Capital.

Led by CEO Adam Levin, the firm also recently purchased High Times magazine, and is now hoping to grow the online business of Here Publishing, which will be rebranded as Pride Media Inc.

Levin said he hopes to increase the total number of site visitors from 12 million to 15-18 million a month within the next year, with a 20% increase in the company’s revenue.

Here Publishing

The CEO said Here Publishing’s leaders have taken an equity stake and will remain in their current roles “for the foreseeable future.”

“There is no better bet in media or advertising these days than on passionate, connected communities,” Levin said in a statement. “We are excited and feel extremely honored to have the opportunity to work with brands such as The Advocate, Out and Pride, and realize their next phase of growth.”

It’s those passionate communities that has Levin seeing similarities between his marijuana-enthusiast magazine, High Times, and the newly acquired LGBT publications.

“We are looking for brands that have strong emotional ties with a community,” Levin told Reuters. “We think there is a unique opportunity in niche media brands that are undervalued and have further ways to monetize the intellectual property.”