California Takes Bold Step to Support Ethnic and Community Media with New Legislation

SACRAMENTO, Calif.,  — In a significant move to bolster ethnic and community media, California Governor Gavin Newsom has signed Assembly Bill 1511 into law. Authored by Assemblymember Miguel Santiago (D-Los Angeles), this new legislation mandates state agencies to formulate strategic plans aimed at increasing their advertising expenditures in media outlets that serve the state’s diverse populations.

The passage of AB 1511, which has been sponsored by the Latino Media Collaborative, seeks to address the long-standing financial vulnerabilities of ethnic media organizations. These outlets, which often play a crucial role in keeping their communities informed, have historically faced challenges due to underutilization by government entities and changing advertising landscapes.

“California’s ethnic and community media are vital for the dissemination of independent journalism, especially within our diverse communities,” stated Arturo Carmona, President of the Latino Media Collaborative. “This law not only directs state advertising dollars where they are needed most, but it also creates a sustainable foundation for these outlets to thrive.”

Under the new law, state agencies and departments involved in marketing and advertising will be required to submit annual reports detailing their progress in enhancing investments in ethnic media that cater to priority populations. This initiative aims to increase accountability and ensure that these media outlets receive the necessary support to continue their work.

Regina Brown Wilson, Executive Director of California Black Media, expressed appreciation for the recognition of the indispensable role that independent local publications play in the state’s communication infrastructure. The law comes at a critical time when many ethnic media outlets are struggling to survive amidst financial pressures and competition from larger media corporations.

California’s ethnic media landscape includes over 300 outlets that publish and broadcast information tailored to various cultural communities. These independent organizations are often seen as trusted sources of news, particularly in regions where mainstream media may not adequately represent diverse perspectives.

Sandy Close, Executive Director of Ethnic Media Services, remarked on the importance of the legislation, stating, “As the epicenter of ethnic media in the country, California must ensure that all public information and engagement reaches our state’s diverse and underserved communities through their trusted messengers.”

AB 1511 will remain in effect until July 1, 2028, with the Department of General Services responsible for creating a reporting template by December 1, 2025, to facilitate compliance by state agencies.

The new law has been met with enthusiasm from media advocates, who see it as a necessary step toward ensuring that ethnic media can continue to provide essential information to their communities. Martha Diaz Aszkenazy, Publisher of the San Fernando Valley Sun/el Sol Newspaper, highlighted the critical nature of display advertising for community newspapers and expressed hope that this legislative action would pave the way for further investments in ethnic media.

As California implements this initiative, it sets a precedent that may inspire other states to recognize and support the vital role of ethnic and community media in fostering informed and engaged populations.