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LGBT press to advertisers: Don’t cut print

Experts warn companies not to show up at Pride, then disappear

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gay press, gay news, Washington Blade

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.”

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Real Estate

Introducing Next-Generation Assisted Living & Memory Support.

Now Available in Tysons: Kokua at The Mather

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We have good news for those seeking assisted living or memory support for a loved one: a fresh, hospitality-driven approach to care is now available in the heart of Tysons, Virginia. Kokua at The Mather opened in fall 2025 and provides residents with collaborative care as well as everyday possibilities for creativity, purpose, and connection. 

For a limited time, Kokua is welcoming new residents with exclusive move-in incentives. 

“Kokua is a Hawaiian word meaning ‘To extend help to others without expecting anything in return,’” explains Brandon Davidson, Administrator. “If you’re seeking support for a loved one, Kokua is worth a closer look. We take an individualized approach to care, with evidence-based practices provided by a dedicated, interdisciplinary team.” 

LIMITED-TIME OPPORTUNITY

“At Kokua, we focus on the individual. We blend care with our research-driven approach to deliver personalized wellness tailored to residents’ needs and preferences,” says Davidson. 

Residents enjoy the freedom to choose from enriching programs, meaningful social opportunities with experiences such as sensory walks, meditation, acupuncture, Reiki, songwriting workshops, poetry readings, Sensory Symphony Swim, and more.

Assisted Living in Ādar

Ādar means “respect”, and Kokua delivers. Comfortable residential living is combined with caring assisted living services, enabling residents to remain as independent as possible. Each one-bedroom apartment home (ranging in size up to nearly 900 square feet) offers generous space and thoughtful design, complemented by assistance with daily living tasks and emergency response systems for peace of mind. 

Memory Support in Miran

Miran means “peaceful”—another pillar in the Kokua way of life. Private suites are designed for those with mild to moderate Alzheimer’s disease, dementia, or similar cognitive conditions. “Our person-centered approach embraces individual strengths and needs, with an interdisciplinary team that includes a staff member in attendance 24 hours a day to assist with event reminders and activities of daily living,” says Davidson. “Residents have access to a variety of opportunities to connect, express, and explore their potential through social events, wellness programs, creative arts, and more.”

Kokua offers the next generation of care in these areas, with a commitment to highly personalized service. 

INSPIRED AMENITIES & BOUTIQUE SERVICE

Nestled in a lively urban neighborhood, Kokua incorporates biophilic design that brings the outside in to enhance health and wellbeing. 

Throughout Kokua, residents enjoy a collection of thoughtfully designed spaces and top-shelf hospitality in an upscale community. Beautifully appointed gathering spaces create flexible opportunities for wellness, connection, and everyday enjoyment. A spacious outdoor terrace, demonstration kitchens, art and music studios, and more are used for an array of programs and are available to residents and their visitors. Multiple restaurants offer chef-prepared cuisine with flexible, open-hour service.

“Here at Kokua, we’re offering the next generation of care in Ādar and Miran, and it’s available to the public for a limited time,” says Davidson. Now is an ideal time to explore the personalized care and quiet luxury that Kokua at The Mather has to offer.

For more information, download a brochure at www.themathertysons.com/kokua. To schedule a visit or for additional details, contact Kokua at [email protected] or (571) 282.3650.

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Real Estate

Honey, have we been priced out of gay paradise?

Rehoboth remains more accessible than many queer beach destinations

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There are still pathways to homeownership in Rehoboth Beach. (Washington Blade file photo by Daniel Truitt)

Let’s set the scene, darlings. It’s a scorching July Saturday. You’ve got a trunk full of rosé, a playlist that slaps harder than a “RuPaul’s Drag Race” elimination, and a group chat blowing up with your people en route to Rehoboth Beach — the Delaware beach town that has been the LGBTQ community’s summer headquarters for decades. Sun, sand, Poodle Beach, drag shows, and the kind of easy, breezy freedom that only comes from being surrounded by your tribe.

Now imagine pulling up to a “FOR SALE” sign on that charming two-bedroom cottage two blocks from the boardwalk — the one you’ve been eyeing for years — and seeing the price tag: $1.97 million. Honey, put the rosé down. We need to talk.

Nation’s Summer Capital Has a Spending Problem

Rehoboth Beach has long worn the nickname “The Nation’s Summer Capital” like a crown, owing to the annual migration of Washingtonians — and increasingly, Philadelphians and New Yorkers — who descend on its 27 miles of Atlantic coastline every summer. For the LGBTQ community in particular, Rehoboth has never been just a beach town. It has been a sanctuary, a second home, a place where you can hold your partner’s hand on the boardwalk without a second thought. But the real estate market? She is not reading the room.

According to Redfin data, the median sale price of a home in Rehoboth Beach recently hit $1.96 million — a jaw-dropping 106% increase year over year, and a figure that sits 127% above the national median. The price per square foot has climbed to $1,160, up nearly 27% in the same period.  Gag.

So Who IS Buying Right Now?

Let’s not be dramatic — people are still buying in Rehoboth. They’re just a specific kind of people. According to neighborhood data, the per capita income in Rehoboth Beach runs around $118,239, equating to a household income of nearly $473,000 for a family of four. About a third of the workforce telecommutes, many in high-earning, white-collar professions. And more than 68% of residents hold a college degree, compared to a national average of under 22%.

If you want to buy a median-priced home in Rehoboth today with a standard 25% down payment, you’d need to bring nearly half a million dollars to closing — and then cover about $4,000 a month in ongoing expenses.

Still, the market isn’t quite the frenzy it was at peak pandemic frenzy. Homes are sitting on the market for an average of 88 days as of early 2026 — up significantly from the frantic bidding wars of a few years ago, when a listing might vanish before you could refresh Zillow a second time. Sellers are (slowly) getting the memo that buyers have limits.

Have Your Beach House (and Airbnb It, Too)

Many LGBTQ buyers have discovered a savvy workaround to Rehoboth’s sticker shock: buy a property, rent it during peak season, and let your summer visitors essentially pay your mortgage.

The numbers surprisingly support this strategy. The Rehoboth Beach short-term rental market currently has around 928 active listings, with hosts averaging $400 per night and annual revenues of approximately $39,689. The busiest month, predictably, is July — when guests book an average of 96 days in advance (so yes, those summer reservations your friends keep missing out on are being snapped up in April).

The key is making your property stand out in a crowded market. Properties accommodating eight or more guests dominate the Rehoboth STR market (nearly half of all listings), so that five-bedroom house with a game room suddenly starts to look like a business plan. At the same time – keep in mind that location, location, location honey – that is also so valuable. Even a two-bedroom condo close to the beach will also rent favorably well and get those numbers needed to make the most sense to your pockets.

This method allows you to have a second home, enjoy it, have friends enjoy it, and also helps recoup some of the overhead so the overhead and increase in overall purchase price is a bit more manageable.

What It All Means for Our Community

Rehoboth has always been more than real estate. It is one of the few places on the East Coast where LGBTQ people have, for decades, built an actual physical community — businesses, organizations, gathering spaces, neighborhoods — not just a social scene. CAMP Rehoboth, Poodle Beach, the Blue Moon (which, after some drama, was recently sold to new owners who pledged to keep it a queer-affirming space — phew), and countless gay-owned restaurants and shops form an ecosystem that attracts our community every summer precisely because the roots run deep.

But ecosystems require people — year-round residents, small business owners, artists, service workers — not just wealthy second-home owners. When prices rise to the degree they have in Rehoboth, the people who sustain that community can no longer afford to stay. It’s a pattern playing out in LGBTQ neighborhoods from San Francisco’s Castro to New York’s Chelsea, and it’s worth watching closely here.

The good news? Rehoboth remains more accessible than many comparable queer beach destinations. Provincetown, Mass. — the other iconic LGBTQ beach town on the Eastern seaboard — regularly sees median home prices north of $1.5 million with far less inventory and a significantly smaller footprint.

And Delaware’s tax structure does the community a quiet but important favor: no state sales tax, among the lowest property tax rates in the country, and relatively favorable income tax treatment for retirees. These aren’t glamorous talking points, but they matter when you’re running the numbers on whether your beach house dream can actually pencil out.

The Bottom Line, Babe

Can our community still afford Rehoboth? The honest answer is: it depends on what you mean by Rehoboth.

If you mean a single-family home within walking distance of Poodle Beach with an ocean view and a wraparound porch — prepare to spend north of $1.5 million, need a household income pushing six figures annually, and move fast when something comes to market.

If you mean a condo or townhome in the greater Rehoboth area – or a property you plan to rent out in peak season to offset costs — there are still real pathways in.

And if you mean belonging to a community, showing up every summer, taking up space on that beach, supporting LGBTQ-owned businesses, and making sure Rehoboth’s queer identity doesn’t get washed away by the luxury market tide — well, that part doesn’t have a price tag.

It just requires showing up. So pack the car. Bring the rosé. The beach is still ours.


Have a real estate question or Rehoboth market tip? Reach out to [email protected] for LGBTQ-friendly real estate resources in the Rehoboth area.

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Real Estate

The rise of accidental landlords

How changing market conditions are impacting property management

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In a buyer’s market, many sellers are looking to rent their homes rather than reduce the sales price. (Photo by zimmytws/Bigstock)

Why are there more “accidental landlords” renting out their properties in the Washington, D.C., metro area? 

The answer, according to The New York Times and other sources, is the current state of the real estate market. A growing number of accidental landlords are emerging as homeowners rethink their options in a challenging sales market. Rather than accept lower offers than they feel their properties deserve, many are choosing to rent instead of sell. 

This shift reflects both financial caution and changing market dynamics, where holding onto an asset and generating rental income can seem more appealing than locking in a perceived loss.

A Market in Transition

The D.C. housing market remains fundamentally strong, but it has clearly shifted from the frenzied seller’s market of prior years. Inventory has increased significantly, and according to Redfin, active home listings in the Washington, D.C., metro area have increased significantly, with reports indicating a rise of roughly 33% to 50% year-over-year in late 2025 and early 2026. 

This surge in inventory, coupled with falling demand, has shifted the market in favor of buyers, with roughly 22% more homes for sale than interested buyers. At the same time, homes are taking longer to sell. Buyers are still active, but they’re more selective, more price-sensitive, and less likely to engage in bidding wars.

This combination of rising inventory and longer selling timelines has created a key tension: sellers are no longer guaranteed the price they want. What’s a homeowner to do? Rent.

Why Homeowners Are Choosing to Rent

Rather than reduce their asking price, many homeowners are choosing to hold onto their properties and rent them out. National data confirms this shift. According to a report from Zillow, the share of rental listings made up of homes that failed to sell has climbed to near-record levels, with these accidental landlords accounting for a growing portion of rental supply. The number of these homeowners nationwide is at a three-year high.

The underlying psychology is simple: most sellers are not under immediate pressure to sell. And instead of accepting what they perceive as a discounted price, they opt to generate rental income and wait for more favorable market conditions.

For many homeowners, renting offers a way to “pause” the sales process without exiting the market entirely.

The Ripple Effect on the Rental Market

This influx of accidental landlords is reshaping the rental landscape. And this could be you!

  1. This trend is increasing rental supply. When unsold homes are converted into rentals, they add inventory to a market that has already seen new apartment deliveries and multifamily expansion. This is one reason rent growth has cooled in recent months, with national increases slowing to modest levels. 
  1. Additionally, it is changing the type of available rental housing. Accidental landlords are more likely to offer single-family homes, townhouses, or condos; properties that differ from traditional apartment stock. Zillow notes that single-family homes make up the largest share of these rentals now.

For renters in D.C., this means more choices, particularly in neighborhoods where rental inventory was previously limited.

Operational Challenges for Accidental Landlords

While renting may seem like a straightforward fallback strategy, many accidental landlords quickly discover that property management is a complex, operationally intensive business. Some of the most common challenges include:

  • Tenant screening and leasing compliance. D.C. has robust tenant protections and rent control regulations, particularly for older multifamily buildings. One wrong step can create legal complications home owners are not prepared for.
  • Maintenance and repairs. Deferred maintenance can quickly erode profitability and tenant satisfaction. And tenants do have the power to cut into your monthly profit when certain livability standards are not met.
  • Cash flow management. Not all rental income covers mortgage payments, especially for owners with higher interest rates. 
  • Regulatory compliance. Licensing, inspections, and rent stabilization rules can create administrative burdens.

In short, many homeowners underestimate the complexity involved in the transition from owner-occupant to landlord. What begins as a temporary strategy can evolve into a long-term operational commitment.

Property Management Firms Are Stepping In

As a result, property management companies across the D.C. metro area are seeing increased demand, particularly from first-time landlords. These owners often lack the infrastructure, systems, and expertise required to manage a rental property effectively. Professional management firms provide an array of solutions including marketing and leasing services, tenant screening and placement, rent collection and financial reporting, maintenance coordination, and compliance with D.C.’s evolving regulatory environment. For accidental landlords, outsourcing these functions can turn a reactive decision into a more structured investment strategy.

Green Renting: A Strategic Advantage in D.C.’s Rental Market

One often overlooked opportunity for accidental landlords—especially in Washington, D.C.—is the growing demand for “green renting.”

Energy efficiency is no longer just a lifestyle preference. For many renters, particularly in a high-cost city like D.C., it is a financial decision. Utility costs in the District can be significant, especially during peak summer and winter months. Properties that offer lower monthly energy expenses immediately stand out in a competitive rental market.

Installing solar panels, where feasible, can meaningfully reduce or even offset tenant electricity costs. For renters comparing similar properties, the difference between a standard utility bill and a reduced or stabilized energy cost can be a deciding factor. This is particularly true in D.C., where tenants are often highly-informed, environmentally-conscious, and sensitive to total monthly living expenses, not just base rent.

For landlords, the benefits extend beyond tenant appeal. Solar installations can help reduce vacancy, support longer lease terms, and create a premium perception that differentiates a property from competing listings. In some cases, landlords may also benefit from local incentives, tax credits, or increased property value tied to energy improvements.

In a market where many accidental landlords are competing on similar housing stock—single-family homes, condos, and townhouses—energy efficiency can become a key differentiator. It is not just about sustainability; it is about positioning a property to perform better financially.

A Local Market With Unique Dynamics

Washington, D.C., is a housing market shaped by federal employment, policy changes, and macroeconomic uncertainty. Recent developments, including fluctuations in the federal workforce and return-to-office mandates, have influenced both housing supply and demand. In some cases, these shifts have contributed to increased listings and more cautious buyer behavior. At the same time, D.C.’s high cost of entry continues to support rental demand. This dual dynamic creates ideal conditions for the rise of accidental landlords. Are you ready for this seismic shift? 


Scott Bloom is owner and Senior Property Manager of Columbia Property Management.

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