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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

Yes, Virginia, there is down payment assistance

Tax abatement, homestead deductions among options to research

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Looking for a home but worried about the down payment? There’s help available. (Photo by designer491/Bigstock)

Let’s be honest – the average person in the Washington, D.C. area has not been living under a rock, knows how to Google whatever they are looking for, and probably has plenty of connections in their graduate program, place of employment, or at their family holiday dinner who can help them figure out how to purchase a home.  

But there were lessons learned as I was working in real estate, that, otherwise, I wouldn’t have even known to ask about. In other words, “How do you know what you don’t even know?”  

For example: 

  • Some lenders can help you find ways to pay off certain amounts of student loan debt before going to settlement. Depends on the jurisdiction you plan to buy in. 
  • Some down payment assistance loans are available in almost every state. Certain cities and counties have their own versions of this assistance. Some of these programs can be stacked up.  
  • In D.C., and in many other places, you are required to get a home inspection if you are receiving money from the government to buy a home. That way they aren’t giving you (or lending you) money to buy what Tom Hanks and Shelley Long would call a “Money Pit.” (If you haven’t seen that movie, do yourself a solid and watch it.)
  • Did you know that certain lending institutions have what are called “Doctor’s Loans” for people with higher amounts of student loan debt?  
  • Some jurisdictions have various types of tax abatement for first-time homebuyers.  Ask about topics such as “Tax Abatement” and “Homestead Deductions.” This will reduce your tax bill for a property that is owner occupied, OR delay paying property taxes for a set period of time. 

This is by no means an exhaustive list of topics to consider. But it is meant as an idea generator. There could be some programs where you live that would help you find a way to get into homeownership, get out of paying high monthly rents, and start socking away a monthly investment. Is homeownership for everyone? Probably not. But for some people, including many of the clients I’ve worked with, it was an easy way to put a large sum of money away monthly.  Eventually that money could become a nest egg for leveling up their housing, taking the money back for other purposes, or just one of the tools in their tool belt of personal wealth building. 


Joseph Hudson is a referral agent with Metro Referrals. Reach him at 703-587-0597 or [email protected].

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Real Estate

What LGBTQ buyers, sellers need to know about new real estate rules

Regulations are reshaping how transactions are conducted

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The real estate landscape has undergone significant changes in recent months. (Photo by Atstock Productions/Bigstock)

In recent months, the real estate landscape has undergone significant changes, with new rules and regulations reshaping how transactions are conducted. These changes affect buyers and sellers across the board, but LGBTQ individuals and couples navigating the housing market should be particularly aware of how these updates might impact their decisions and opportunities. At GayRealEstate.com, we’re here to keep you informed and empowered.

1. Transparency in Agent Compensation

One of the most notable changes involves how real estate agents are compensated. New rules aim to increase transparency, requiring agents to clearly disclose their commissions and how they are paid. For LGBTQ buyers and sellers, this means you’ll have a better understanding of the financial side of your transaction, making it easier to avoid hidden fees or misunderstandings.

Tip: Make sure your agent explains their compensation structure up front. Working with an LGBTQ-friendly real estate agent through GayRealEstate.com ensures you’re connected with professionals who prioritize clarity and fairness.

2. Contracts Before Home Tours

In some areas, buyers are now required to sign a representation agreement before touring homes. While this adds a layer of formality, it can also help you establish a stronger relationship with your agent and ensure they’re working in your best interest.

What It Means for LGBTQ Buyers: Choosing an agent who understands your unique needs is critical. Signing a contract ensures that your agent is committed to helping you find a home in a community where you’ll feel safe and welcome.

3. New Protections Against Discrimination

Recent policy changes reinforce anti-discrimination measures in housing, which is particularly relevant for LGBTQ individuals. While federal laws like the Fair Housing Act prohibit discrimination based on sexual orientation and gender identity, some states have gone further by implementing additional protections.

How to Navigate: Familiarize yourself with your state’s specific laws, and rely on LGBTQ-friendly agents who are committed to advocating for your rights throughout the transaction process.

4. Market Conditions: Buyers vs. Sellers

The current housing market is in flux, with inventory levels, interest rates, and demand varying widely by region. Sellers may face longer listing times, while buyers could encounter more competitive environments in desirable areas.

5. Mortgage Updates for LGBTQ Couples

Lenders are becoming more inclusive in recognizing diverse family structures, but disparities still exist. It’s essential to work with lenders who understand your unique situation and ensure fair treatment during the mortgage process.

Advice: An LGBTQ-friendly agent can connect you with lenders who are sensitive to your needs and knowledgeable about programs that support equal access to home financing.

Why These Changes Matter

The new rules emphasize fairness, transparency, and accountability — values that align closely with the mission of GayRealEstate.com. However, navigating these changes requires expert guidance, especially for LGBTQ buyers and sellers who may face additional challenges in the market.

Take Action Today

Buying or selling a home is one of the most significant decisions you’ll make, and having the right support can make all the difference. At GayRealEstate.com, we connect LGBTQ buyers and sellers with experienced, LGBTQ-friendly agents who are committed to protecting your rights and helping you achieve your goals.

Whether you’re just starting your real estate journey or ready to make your next move, we’re here to help. Visit GayRealEstate.com to find your perfect agent and get started today.

This article is brought to you by GayRealEstate.com, the nation’s largest network of LGBTQ-friendly real estate agents.


Jeff Hammerberg is founding CEO of Hammerberg & Associates, Inc. Reach him at 303-378-5526.

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Real Estate

Your holiday home journey

Real estate decisions often tap into our deeper desires for connection

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Real estate decisions often tap into our deeper desires for connection, stability, and legacy — values closely tied to the spirit of Thanksgiving.

Thanksgiving and real estate share an essential theme: the importance of home. It is traditionally a time of gratitude, togetherness, and reflection. While its hallmark symbols may include turkey dinners, family gatherings, and autumnal décor, it also invites us to think deeply about our values and who and what we hold dear. 

For some people, the family home connotes a place of safety, comfort, and community. For others, visiting with family over the holiday can be a contentious and stressful ordeal best avoided. Countless of my friends have severed toxic relationships that can rival an exploding, deep-fried turkey. They have opted instead for dining out or hosting a gathering of food and football with like-minded people.

During Thanksgiving, the idea of “home” becomes particularly poignant. It is more than just a physical structure; it’s where people gather, memories are made, and traditions are passed down. For those involved in real estate — whether as professionals or as individuals embroiled in the market — this emotional dimension of home is a driving force.

When buying a house, it’s not just about square footage or the number of bedrooms. It’s about envisioning a Thanksgiving dinner in the dining room, imagining children playing in the backyard, or hosting friends in the cozy living space. Real estate decisions often tap into our deeper desires for connection, stability, and legacy — values closely tied to the spirit of Thanksgiving.

Thanksgiving falls in the quieter part of the real estate calendar, with spring and summer being the traditionally hot seasons for buying and selling. Yet, for those who choose to list their homes in November, the holiday offers unique opportunities. Sellers can use Thanksgiving’s warm, inviting atmosphere to their advantage, staging homes with seasonal touches like autumn wreaths, a cornucopia of fruits and nuts, the sparkle of a dining room chandelier, and the scent of freshly baked pies.

A well-decorated home during this time can evoke an emotional connection with potential buyers. A cozy environment can help them imagine spending their future holidays in that very space. Additionally, homes listed during the Thanksgiving season often face less competition, as fewer properties are on the market. This can lead to more serious offers from motivated buyers.

For buyers, Thanksgiving can function as a reminder of why they are on the hunt for a new home in the first place. Perhaps they are looking for a bigger space for a growing family. They may be downsizing to retire or to simplify life. They might be looking for home to accommodate both children and aging parents simultaneously. The holiday season underscores the importance of finding a home that aligns with lifestyle needs and future goals.

In our tight real estate market, buyers still face challenges such as limited inventory and higher interest rates; however, Thanksgiving encourages a shift in perspective. It’s a time to focus on gratitude for what is within reach — whether it’s finding a starter home, securing a dream property, or taking incremental steps toward long-term, financial goals.

Interestingly, Thanksgiving weekend has become an increasingly popular time for real estate research. Families can gather around the table and begin discussing the future, including moving to a new city, upgrading their home, or purchasing an investment property. Digital tools like web searches and virtual tours can help buyers and sellers stay connected to the real estate market without disrupting their Thanksgiving traditions.

Whether you are buying or selling, Thanksgiving offers an opportunity to reflect on the role of gratitude in real estate. For buyers, it’s about being thankful for the chance to find a home that meets their needs, even if the journey is challenging. For sellers, it’s a moment to appreciate the memories made in a home while looking forward to new opportunities. 

For real estate agents and other industry professionals, Thanksgiving is a time to express gratitude to clients and colleagues, build stronger relationships, and highlight the human aspect of a business often driven by transactions alone.

If you are staying put this Thanksgiving, you have a chance to celebrate your current home, no matter its size or condition. Simple gestures like decorating with fall colors, rearranging furniture for a cozy feel, or preparing a special meal can deepen your connection to your space. Inviting neighbors, friends, or family to share in the festivities can reinforce the sense of community that makes a house a home.

Whether it’s the home you currently have, the one you’re searching for, or the one you are leaving behind, each holds a unique place in your life story. Take stock of the journey so far, recognize the progress made, and look forward to the possibilities ahead.

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