When the prototype version of Pride London took place in 1972, it was sneered at by a media that was “universally hostile”, according to veteran LGBT activist Peter Tatchell. Ahead of Pride London 2018, organisers commissioned a study, Pride Matters, which found that 59 per cent of heterosexual people believe there is already too much coverage of gender identity in the UK media, and only 11 per cent thought the LGBTQ+ community gets a bad press. Many editors are struggling to reconcile ingrained news values aimed at such socially conservative readers with business models that demand that they serve advertisers with mass audiences from the myriad formats of household and family that comprise modern Britain.