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LGBT press to advertisers: Don’t cut print

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

Published

5 years ago

on

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

Hidden hazards at home

Professional inspections can help catch safety issues early

Published

5 days ago

on

May 4, 2025

By

Test smoke detectors monthly and change batteries at least once a year. (Photo by Phonlamaiphoto/Bigstock)

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.

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Real Estate

April showers bring May flowers in life — and in real estate

Third time’s the charm for buyer plagued with problems

Published

2 weeks ago

on

April 26, 2025

By

As Dolly Parton says, ‘If you want the rainbow, you’ve got to put up with a little rain’ (Photo by Rangizzz/Bigstock)

Working in the real estate sector in D.C. can be as uniquely “D.C.” as the residents feel about their own city. On any given day, someone could be selling a home that their grandmother bought, passed on to the relatives, and the transfer of generational wealth continues.  In that same transaction, the beginning steps of building of generational wealth could be taking place.

Across town, an international buyer could be looking for a condo with very specific characteristics that remind them of the way things are “back home.” Maybe they want to live in a building with a pool because they grew up by the sea. Maybe they want a large kitchen so they can cook grandma’s recipes. Maybe they will be on MSNBC once a month and need to have a home office fit for those Zoom sessions where they will be live on air, or recording their podcast.  Perhaps they play the saxophone and want a building with thick walls so they can make a joyful noise without causing their neighbors to file a cease-and-desist order.  

What I found fascinating was getting to know my buyers. Why were they purchasing their property? What did they want to do with it? Was this their grandmother’s dream that they would have a place of their own someday? Did they finally think they would write that award-winning play in the home office?  What dreams were going to be fulfilled while taking part in this transaction?  

Somedays, the muck and paperwork slog of navigating home inspection items and financing checklists could get to be distracting at best, and almost downright disheartening at worst.  

One of my clients was under contract on THREE places before we finally closed on a home. One building was discovered to have financing issues, and the residents were not keeping up with their condo fees. Another building had an issue with the title to the unit, which meant the seller could not sell the home for at least another year until that legal snag was resolved. As the months rolled by, she was losing heart and feeling defeated. When we finally found the third home, everything seemed great – and then about two weeks before the settlement, the rains came down and the windows leaked into the bedrooms.  

Another delay. (Our THIRD). This time, for several more weeks.

I think she wanted to pack a suitcase, go to the airport, get on a plane somewhere and never come back. What ultimately happened? The building repaired the windows, the seller’s insurance replaced the hardwood floors, and she bought her first condo, which she still enjoys to this day.  

As Dolly Parton says, “If you want the rainbow, you’ve got to put up with a little rain.”  And finally, after months of looking, waiting, and overcoming obstacles, the rainbow peeked out from behind the clouds.  


Joseph Hudson is a referral agent with Metro Referrals.  He can be reached at 703-587-0597 or [email protected].

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Real Estate

Spring updates to sell your home for pride and profit

Consider new landscaping, power washing, creative staging

Published

3 weeks ago

on

April 20, 2025

By

Enhance your curb appeal with fresh landscaping before you sell. (Photo by Elena_Alex_photo/Bigstock)

Selling a home is a big deal for anyone, but for members of the LGBTQ+ community, it comes with unique considerations—from finding affirming professionals to ensuring your home is represented in a way that reflects your values. Whether you’re a first-time gay home seller or a seasoned LGBTQ+ homeowner looking to move up, maximizing your home’s value is key to a successful and empowering sale.

Here’s how to prepare your home, your mindset, and your real estate strategy to get the most value—financially and emotionally—from your home sale.

1. Start with an LGBTQ+-Friendly Real Estate Agent

Before diving into renovations or staging, make sure your agent truly understands your needs. A gay-friendly or LGBTQ+-affirming real estate agent brings more than just market expertise—they bring cultural competence, safety awareness, and a network that supports you throughout the selling process.

At GayRealEstate.com, you can find experienced, vetted LGBTQ+ real estate agents who have been proudly serving the community for over 30 years. Working with someone who shares or supports your identity ensures your selling journey is respectful, inclusive, and effective.

2. Enhance Curb Appeal—With a Welcoming Vibe

The outside of your home is the first impression a potential buyer gets. Make it count—especially for LGBTQ+ buyers looking for a home that feels safe and welcoming.

  • Fresh landscaping: Add colorful flowers, neatly trimmed shrubs, or low-maintenance greenery to appeal to eco-conscious buyers.
  • Update the entrance: A new front door, stylish lighting, or even a rainbow doormat can make your home feel like a safe space from the start.
  • Clean and repair: Power wash the exterior, touch up paint, and make any necessary repairs to gutters, windows, or siding.

3. Stage with Intention and Inclusivity

Home staging can add thousands to your sale price. But beyond the usual decluttering and neutral palettes, think about how your space tells a story—and who it’s telling it to.

  • Create a warm, inclusive feel: Subtle touches like LGBTQ+ art, books, or even coffee table magazines can show off your personality and affirm the space for queer buyers.
  • Depersonalize—but don’t erase: You don’t need to hide your identity to appeal to buyers. Let your home feel lived in and loved—while still being a blank canvas others can imagine themselves in.
  • Highlight multi-use areas: Home offices, gender-neutral nurseries, or flex spaces resonate with LGBTQ+ families and professionals.

4. Update Kitchens and Bathrooms Strategically

These rooms matter most to buyers—and even small updates can yield big returns.

  • Kitchen: New cabinet hardware, a fresh backsplash, and modern lighting can elevate the entire room without a full remodel.
  • Bathroom: Replace old fixtures, re-caulk tubs and sinks, and add plush towels and inclusive décor.
  • Energy-efficient upgrades: Touchless faucets, smart appliances, or low-flow toilets are not only trendy—they signal sustainability, which matters to LGBTQ+ buyers.

5. Make Your Home More Energy Efficient

LGBTQ+ homebuyers often prioritize sustainability. These updates not only reduce energy bills but make your home more marketable.

  • Install a smart thermostat (like Nest or Ecobee)
  • Upgrade insulation or windows
  • Consider solar panels (especially in sun-drenched regions like California or Florida)

Bonus: You may qualify for state or federal tax credits, which can be a great selling point.

6. Know and Advocate for LGBTQ+ Housing Rights

Although housing discrimination is illegal under the Fair Housing Act, it still happens. As an LGBTQ+ seller, be aware of your rights—and those of potential buyers.

  • Avoid steering or bias: Even with good intentions, make sure you’re not inadvertently influencing who views or buys your home based on identity.
  • Work with affirming professionals: From inspectors to lenders, choose partners who support inclusive practices.
  • Report discrimination: If you or a buyer encounters bias, report it to HUD or your local housing authority.

7. Price Your Home Right—and Market It Smartly

Setting the right price is essential to maximizing value. Your LGBTQ+-friendly agent can run a comparative market analysis, considering current trends and buyer demographics.

  • Leverage LGBTQ+ real estate networks: Promote your home through platforms like GayRealEstate.com to reach an audience that understands and values your space.
  • Use inclusive language in listings: Avoid gendered terms or heteronormative assumptions. Instead of “his and hers closets,” use “dual walk-ins” or “double closets.”
  • High-quality photos and video tours: Showcase your home with professional, visually inclusive marketing that appeals to diverse buyers.

8. Consider Timing and Local LGBTQ+ Trends

Selling during WorldPride or just before local LGBTQ+ events may boost visibility. Also consider if you’re in or near an LGBTQ+ friendly city or neighborhood.

Not sure which areas are top destinations? GayRelocation.com tracks and shares the best cities for LGBTQ+ homebuyers, helping you tap into motivated buyers.

Final Thought: Sell with Confidence—and Community

Selling your home isn’t just about getting top dollar—it’s about closing a chapter with pride and integrity. When you center your values, work with LGBTQ+ affirming experts, and prepare your home with purpose, you’re not just maximizing your home’s value—you’re creating an empowering experience for yourself and the next owner.

Whether you’re buying, selling, or both—GayRealEstate.com is your trusted partner in every step of your journey. With a nationwide network of gay and lesbian realtors, decades of experience, and deep community ties, we ensure your home transition is safe, smart, and full of pride.

 GayRealEstate.com is the nation’s leading online platform connecting LGBTQ+ home buyers and sellers with LGBTQ+ friendly real estate agents, ensuring a safe and supportive experience.


Scott Helms is president of GayRealEstate.com. To find an agent or learn more, visit GayRealEstate.com, GayRelocation.com or call 1-888-420-MOVE.

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