Financial
LGBT press to advertisers: Don’t cut print
Experts warn companies not to show up at Pride, then disappear
Despite the paradigm shift declared by the Buggles during the debut moments of MTV, video didn’t kill the radio star—no more than the emergence of digital dealt a fatal blow to newsprint. But it did put another arrow in the quiver of advertisers, and gave readers a dizzying array of new destinations.
So with a world of news, information, and (we’ve heard) porn available on the phone you carry or the computer you use, why would the LGBT consumer choose to go the page-turning route?
“Well, I think the main thing is trust,” says Pride Source Media Group CFO Jan Stevenson. Along with her wife, Susan Horowitz, they publish Between The Lines, Michigan’s weekly LGBT newspaper.
“The LGBT print press,” says Stevenson, “has a certain level of quality and professionalism. We’re steeped in the ethics that center around publishing, that blogs and online sites just don’t have. It’s been vetted, and there are reputable people standing behind the work.”
Concurring on the matter of credibility is Scott Seitz, who says, “I absolutely believe in digital, but I do believe that digital often does not have the same integrity as print.”
Seitz, whose SPI Marketing LLC counts Absolut Vodka among its clients, notes, “When you have a team of people slapping together a meme or a statement, they’re just checking boxes.”
As a result, says Seitz, “It becomes less and less meaningful. It’s more about, ‘What can I do today to get attention?’ People are doing mechanical stuff, and those people are not necessarily from the [LGBTQ+] community… It’s not being done with a high level of integrity or seriousness.”
Like the connection forged at a mom-and-pop shop that can’t be bought by shopping online, Stevenson says the print format creates a unique bond.
“If someone is running a print ad, it’s an affirmative, on-paper commitment to the community, a message that they want to do business with us,” she notes. “It’s not as fleeting as an online ad, that could be coming from anywhere…. People remember what they see [in print], and have more faith that the advertiser intends for the ad to be there.” With digital ads, she says, “there’s not necessarily a connection between what you see and why it was put there.”
Stevenson says Pride Source Media has “very few clients who do digital only.” Almost all of them do a mix, “and we still have a fairly large contingent that do print only, because they want this market. They know this is where to go, to reach the community.”
Although Stevenson says her own publication is actually increasing its circulation, “The print sector continues to be in trouble, regardless of general or niche markets,” observes Mike Wilke, whose AdRespect.org archive of nearly 6,000 LGBT-themed ads date as far back as 1917. “In 2019,” Wilke says, “digital advertising revenues exceeded all traditional media ad revenues.”
“We have a digital world that is constantly wanting print to be dead, and I don’t know why,” says Todd Evans, president and CEO of Rivendell Media.
“The digital-only properties think that would be helpful, yet we estimate 90% of LGBTQ digital content comes directly from print products,” says Evans. “So I am not sure where digital would get its content. But print is maintaining its place in a world where there’s a new cog in the wheel.”
Evans and his team place advertisements for the National LGBT Media Association, whose 12 members, including the Washington Blade and Los Angeles Blade, have a combined estimated 500,000 weekly newspaper and online readers. Nationally, says Evans, there are about 130 LGBTQ-centric publications—most of them serving regional markets, and most of them distributed free of charge.
“Rivendell,” says Evans, “is 40 years old, and we’ve been tracking circulation since we started. We independently verify a publication’s printer’s receipts, so we know our clients are getting what they pay for and, thus have a real insight into circulation figures.”
Citing Rivendell’s 2019 Gay Press Report, Evans says, “Print circulation this year was up five percent [2,544,204]. It’s the only market I can think of where that is the case.”
But in order to create brand awareness that translates into brand loyalty, that market must be ministered to year-round, says Seitz. “We’re in a place where authenticity is over-communicated and under-realized,” he observes. “We have companies who do one quick thing at Pride every year, and then they do nothing else.”
Seitz’s SPI Marketing teamed up with BERA Brand Management to survey 5,000 LGBT attendees of last summer’s World Pride in New York City and LGBTQ Pride weekend in San Francisco.
They found that while Pride 2019 “provided a substantial lift to most of the sponsors,” the largest bumps in visibility and credibility “were among brands that didn’t just sponsor Pride, but that have history of directly supporting the LGBTQ community at large. Activations, advertising and promotions were strategically linked, and their history of support and engagement created trust in their messaging.”
“It all goes back to Marketing 101: Impact versus exposure,” says Evans, of the argument for maintaining a year-round presence in LGBT media and via brick and mortar events, rather than “spending it all on a one-shot wonder. Before there was digital, companies started to realize that Pride helped them [with LGBT community relations]. But if you only do that once a year, it’s out of sight, out of mind. One of the reasons Absolut Vodka always comes up, when you ask people about what companies really have our back, is that they stay in the game. The amount of [LGBT media] advertising they do will go up and down year to year, but they’ve always maintained a presence.”
That’s become even more important, says Seitz, “as we see Generation Z going back to being a little more physical, more likely to be out shopping and trying something on, as opposed to buying it online. So I thing we’re seeing the pendulum swing a little. They’ve never not been tactile, but it’s kind of shifting again, and that’s something to be studied and mindful of.”
Citing the strength of a regional publication whose hyperlocal content is a selling point to both the readership and advertisers, Stevenson says “circulation has actually gone up” over the last five years, “because more and more people are finding out about us, and want the papers.”
Many of those people, says Stevenson, are younger, and aren’t just accessing Between The Lines through digital means. One of the newspaper’s largest distribution sites, she notes, is the local LGBT youth center.
“We can’t keep it in stock,” says Stevenson. “As soon as the new issue arrives, it’s gone.”
Real Estate
Tips for buying a house in Rehoboth Beach
And why it’s a great fit for the LGBTQ community
If you’ve ever dreamed of owning a charming beach house where flip-flops are considered formalwear and sunsets are your daily entertainment, Rehoboth Beach, Del., might just be your dream come true. It’s not just a beautiful coastal town—it’s also a long celebrated safe haven and vibrant hub for the LGBTQ community. Let’s dive into why Rehoboth Beach is a fabulous choice and how to make a savvy beach house purchase.
Why Rehoboth Is a Vibe (especially for the LGBTQ community)
1. A Welcoming, Inclusive Community
Rehoboth Beach has been lovingly nicknamed the “Nation’s Summer Capital,” and it’s not just because of its proximity to D.C. For decades, Rehoboth has built a reputation as a warm, inclusive, and LGBTQ-friendly destination. From gay-owned businesses to LGBTQ events and nightlife, this is a town where you can truly be yourself.
2. Packed Social Calendar
Poodle Beach, the LGBTQ beach hangout just south of the boardwalk, is always buzzing in the summer. Events like Rehoboth Beach Bear Weekend, Women’s FEST, and CAMP Rehoboth’s myriad of social and wellness events bring people together all year round. That’s right—you’ll never be bored here unless you want to be.
3. Small Town Charm Meets Big City Culture
You get art galleries, drag brunches, live theater, eclectic cuisine, and adorable boutiques—basically everything your soul craves—without the chaos and crowds of major cities. It’s quaint but never boring. Think: Key West vibes with a Delaware zip code.
Tips for Buying Your Dream Beach House
1. Know Your Budget and Think Long Term. Beachfront and near-beach properties come at a premium. Expect to pay a bit more for proximity to the sand and ocean views.
2. Choose Your Neighborhood Wisely. Do you want to be walking distance from the action on the boardwalk? Or do you prefer something more secluded in areas like North Shores or Henlopen Acres?
3. Rental Potential. If you’re not living there full time, your beach house could work overtime as a vacation rental. Rehoboth Beach has a healthy short-term rental market, especially in peak summer. Often times LGBTQ travelers actively seek inclusive, affirming places to stay.
4. Weather the Weather. Like all coastal areas, Rehoboth comes with a side of salt air and occasional storms. Invest in a good home inspection, especially for older homes, and be prepared for the maintenance that comes with beachfront living (yes, that includes sand everywhere).
5. Work With a Local Real Estate Agent. Look for an agent who knows Rehoboth inside and out and understands the unique needs of LGBTQ buyers. This isn’t just a house — it’s your happy place. You want someone who sees that and says, “Let’s find your sanctuary.”
Buying a beach house in Rehoboth Beach isn’t just about real estate — it’s about finding a space that reflects your lifestyle, values, and need for both community and calm. Whether it becomes your full-time home, your weekend escape, or your Airbnb side hustle, Rehoboth welcomes you with open arms (and maybe a mimosa).
Want personalized tips on navigating the Rehoboth Beach real estate market? Let’s chat! I’ll bring the listings if you bring the sunscreen.
Justin Noble is a Realtor with The Burns & Noble Group with Sotheby’s International Realty, licensed in D.C., Maryland, and Delaware. Reach him at [email protected] or 202-234-3344.
Real Estate
Impact of federal gov’t RIF on D.C.’s rental market
A seismic economic change for local property owners
In a move that could redefine the federal government workforce and reshape the economic fabric of Washington, D.C., President Donald Trump has announced his intentions to significantly reduce federal government spending as well as the number of people the federal government employs.
Calling the federal bureaucracy “bloated” and “out of control,” Trump has repeatedly expressed his desire to cut thousands of federal jobs. While these cuts align with his long-standing push to “drain the swamp,” they come with potential and real collateral damage, especially for landlords in the D.C. area who have relied on government employees as some of their most reliable and long-term tenants.
The potential reduction of thousands of jobs in a city built around government work is not just a political shift—it’s a seismic economic change for the city government as well as for local property owners who have invested in the predictability of a near-constant demand for workers in the federal government agencies, government contractors and the economic ecosystem they sustain.
For landlords, government workers have represented ideal tenants: strong income, long-term leases, and responsible rental histories. Now, that foundation is being shaken in a battle by the Administration against a workforce which is the backbone of the Washington area’s overall economy, and especially its rental market.
With uncertainty looming, landlords are left in a difficult position. If widespread layoffs come to fruition, rental vacancies could spike, rental prices would drop, and previously secure investment properties might become financial liabilities. The sudden shift forces landlords to consider their next moves: how to support tenants facing job losses, how to adapt to a changing market, and how to ensure their own financial stability amid the uncertainty.
For D.C. landlords, this isn’t just about policy shifts or budget cuts, it’s about economic livelihood. The challenge ahead isn’t about just reacting to change, but proactively preparing for it, ensuring they can weather the storm of political maneuvering.
Potential Consequences for D.C. Landlords
- 1. Increased Risk of Non-Payment of Rent
- Job losses may lead to late or missed rent payments
- As affected tenants struggle financially, they may ask to break their lease to live elsewhere or even move out of the region
- Eviction lawsuits may rise, leading to a long and expensive process for landlords, all while not being able to rent their property to paying tenants.
- 2. Higher Vacancy Rates
- If many government employees leave the D.C. region in search of work elsewhere, the rental demand could decline significantly
- Rental properties may sit empty longer, requiring landlords to lower rents to attract new tenants and creating even more financial loss
3. More Competition from Other Landlords
- As many more units are vacant on the market, all competing for the same pool of potential tenants, older and smaller rentals, and those located further out from the core of the city will all struggle to find quality renters.
- Landlords will need to offer other ways to attract and retain tenants, such as incentives, which could quickly overwhelm the finances of smaller landlords who cannot keep up.
Proactive Strategies for Landlords
To mitigate risks and ensure future rental success, landlords should consider these defensive measures:
1. Strengthen Tenant Relationships and Communication
- Encourage tenants to communicate if they anticipate financial hardship due to job loss.
- Work out temporary payment plans or partial payments to prevent full non-payment or eviction.
- Provide guidance on rental assistance programs available in D.C.
2. Offer Flexible Lease Terms
- Consider shorter-term leases than a full 12-month term to accommodate the needs of tenants who may be uncertain about their long-term employment status.
- Offer lease renewals at the same rent amount to keep stable tenants and avoid turnover
3. Diversify Tenant Base
- If a large portion of tenants are government workers, a landlord may want to market to a broader audience or professionals in private industries.
- Advertise on platforms that cater to diverse tenant pools, including students and international workers.
4. Adjust Screening Criteria Thoughtfully
- While it’s important to ensure financial stability, consider creditworthiness, assets, and rental history rather than just employment status.
- Consider alternative income sources, like family members assisting, part-time work or freelance gigs.
5. Protect Cash Flow with Rent Guarantee Options
- Explore rental insurance policies or rent guarantee services to cover losses in case of non-payment.
- Consider co-signers or guarantors on leases for new tenants in vulnerable industries, just in case.
6. Adjust Rental Pricing to Stay Competitive
- Monitor the D.C. rental market and adjust pricing accordingly to attract new tenants.
- Consider offering move-in incentives as a way to stand out. Be creative! Sometimes things you can offer are different and may catch someone’s eye
Long-Term Planning for Rental Success
- Build reserves to cover expenses during potential vacancies or rent shortfalls.
- Invest in property upgrades to make rentals more attractive to a broader audience, such as young professionals or remote workers.
- Consider diversifying property holdings to include areas that are less reliant on government employment.
By taking proactive steps, landlords can safeguard their investments while supporting tenants through economic uncertainty, ultimately leading to a more stable and resilient rental business.
Scott Bloom is owner and senior property manager at Columbia Property Management. For more information, visit ColumbiaPM.com.
As the spring market hits its stride, we are beginning to see more inventory and an increase in days on the market in parts of the DMV. This may result in professional home inspections becoming routine parts of contract offers again. A thorough home inspection can help catch safety issues early and is an opportunity to learn about the operation and maintenance of items in your home.
Pay attention to flickering lights, frequently tripped breakers, and discolored outlets—these are signs of potential electrical hazards. Outdated wiring, overloaded outlets, and faulty appliances can lead to electrical fires.
Structural issues are often overlooked until it’s too late. Crumbling foundations, weak or damaged stairs, loose railings, and uneven flooring can cause trips and falls. Water damage from leaks or flooding can weaken the integrity of floors and walls, creating a risk of collapse.
Toxic chemicals can pose serious threats to health and safety, often without obvious warning signs. Understanding and addressing these risks is crucial for maintaining a safe living environment for you and your loved ones.
Household products such as cleaners, pesticides, air fresheners, and even cosmetics can emit volatile organic compounds (VOCs). These compounds, when inhaled regularly, can cause a range of health issues including headaches, respiratory problems, hormonal disruptions, and in some cases, even cancer. To minimize these risks, homeowners should opt for low-VOC or VOC-free products, ventilate regularly, and consider investing in an air purifier.
Formaldehyde is another common toxin found in pressed wood products, insulation, and certain paints. Long-term exposure can lead to chronic respiratory problems and has been linked to cancer.
Radon gas, another possible carcinogen, is prevalent in the DMV. Your home inspector can do a radon test or there are DIY kits available at many hardware stores. If levels are above EPA standards, a professional remediation firm can install a system that extracts the radon and vents it safely outdoors.
Carbon monoxide (CO), a colorless, odorless gas, is produced by gas stoves, heaters, and fireplaces. Exposure can lead to headaches, dizziness, nausea, and even death. Install CO detectors near bedrooms and ensure that all fuel-burning appliances are properly maintained and ventilated.
Additionally, older homes may still contain asbestos in insulation, floor tiles, or roofing materials. If disturbed, asbestos fibers can become airborne and are highly dangerous when inhaled, leading to serious diseases such as mesothelioma, so when renovating an older home, it’s critical to have materials tested for asbestos before beginning work.
Mold and mildew thrive in damp, poorly ventilated areas such as bathrooms, basements, and around leaky pipes. While some molds are harmless, others can cause allergic reactions or respiratory problems and aggravate conditions such as asthma. Black mold (Stachybotrys chartarum) is notorious for producing mycotoxins that may lead to severe health issues.
Signs of mold include musty odors, visible growth on walls or ceilings, and excessive humidity. Preventing mold growth requires controlling moisture levels—using dehumidifiers and vapor barriers, fixing leaks promptly, and ensuring adequate ventilation. Professional mold remediation may be necessary for severe infestations.
Though banned in residential paints in 1978, lead-based paint still exists in millions of older homes. Lead exposure is especially dangerous for children, causing developmental delays, learning difficulties, and behavioral issues. Adults are not immune – lead can lead to high blood pressure, kidney damage, and reproductive problems.
Even dust from deteriorating lead-based paint can be hazardous. The EPA recommends professional lead testing for any home built before 1978, especially if renovations are planned. Certified abatement professionals can safely remove or encapsulate lead paint.
Improper use of heating equipment, fireplaces, unattended candles, and cooking accidents are common sources of home fires. Smoke alarms and fire extinguishers are essential for early detection and response. Test smoke detectors monthly and change batteries at least once a year.
Homes that are safe for adults may not be safe for children or pets. Small objects, unsecured cabinets, toxic plants, and open staircases can pose significant risks. Childproofing measures such as outlet covers, safety gates, and cabinet locks, along with safe storage of chemicals and medications, are essential precautions.
The good news is that many of these risks can be mitigated with awareness and action. Here are a few simple steps to enhance home safety:
• Conduct a thorough safety audit using checklists available online.
• Ensure proper ventilation to reduce indoor air pollutants.
• Regularly check for leaks and signs of water damage.
• Keep cleaning and chemical products out of reach of children.
• Educate all household members about emergency procedures, including fire escapes and first aid.
Our homes should protect us, not pose threats to our well-being. By identifying and addressing these toxic and unsafe issues, we can transform our living spaces into truly safe havens.
Valerie M. Blake is a licensed Associate Broker in D.C., Maryland, and Virginia with RLAH @properties. Call or text her at 202-246-8602, email her via DCHomeQuest.com, or follow her on Facebook at TheRealst8ofAffairs.
PHOTOS: Helen Hayes Awards
Laverne Cox, Reneé Rapp, Deacon Maccubbin named WorldPride grand marshals
House passes reconciliation with gender-affirming care funding ban
PHOTOS: D.C. Trans Pride
Men convicted of murdering two men in NYC gay bar drugging scheme sentenced
Looking back at 50 years of Pride in D.C
WorldPride events round-up
Pope Leo XIV: Family based on ‘stable union between a man and a woman’
Wes Moore signs HIV decriminalization bill
