California strengthens ethnic media with new advertising law

On September 24, 2024, Governor Gavin Newsom signed AB 1511 into law in Sacramento, California, aimed at enhancing the viability of ethnic and community media. Authored by Assemblymember Miguel Santiago, the legislation mandates state agencies to create strategic plans to increase advertising spending in media outlets that cater to California's diverse populations. This initiative is sponsored by the Latino Media Collaborative, highlighting the importance of independent journalism in keeping communities informed. The law requires annual reporting from state agencies to ensure transparency and accountability in their advertising expenditures. This is particularly crucial for ethnic media, which often face financial challenges due to underutilization by government entities and changing advertising landscapes. The legislation is seen as a significant step towards addressing long-standing disparities in advertising equity. Arturo Carmona, President of the Latino Media Collaborative, emphasized the necessity of this law for the survival of ethnic media, which play a vital role in connecting communities with essential state programs. The bill also received support from various advocates for independent media, including Regina Brown Wilson, who underscored the indispensable role of Black news outlets in California's communication infrastructure. The provisions of AB 1511 will remain effective until July 1, 2028, ensuring continued investment in these critical media platforms. Stakeholders believe that this legislation will not only provide an economic lifeline for ethnic media but also foster a more inclusive and participatory democracy in California.