{"id":80594,"date":"2026-05-05T22:20:35","date_gmt":"2026-05-06T05:20:35","guid":{"rendered":"https:\/\/lapost.us\/?p=80594"},"modified":"2026-05-05T22:20:35","modified_gmt":"2026-05-06T05:20:35","slug":"california-bill-models-buy-local-journalism-strategy-with-focus-on-ethnic-media","status":"publish","type":"post","link":"https:\/\/lapost.us\/?p=80594","title":{"rendered":"California Bill Models \u2018Buy Local\u2019 Journalism Strategy With Focus on Ethnic Media"},"content":{"rendered":"
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By<\/span>Julian Do<\/a><\/div>\n<\/div>\n<\/div>\n
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For millions of Californians, ethnic and community media are more than a patchwork of local news sources. These outlets are \u201ctrusted messengers,\u201d part of an expansive information network connecting otherwise hard to reach communities across the state.<\/p>\n

A new legislative proposal would, if approved, shift how California communicates with its residents leveraging these critical sources of news and information.<\/p>\n

The Ethnic and Community Media Equity Act (SB 1358) is currently making its way through Sacramento. The bill\u00a0represents a potential shift in how California handles state-led marketing and outreach.<\/p>\n

From audience reach to community engagement<\/strong><\/h2>\n

Authored by State Senator Susan Rubio (D \u2013 Los Angeles),\u00a0SB 1358<\/a>\u00a0moves California away from a topdown, volume-driven planning model prioritizing audience reach\u00a0and toward one that embraces hyperlocal, in-language media rooted in community and prioritizing audience engagement.<\/p>\n

With over 1,270 distinct ethnic groups represented in its population, California is among, if not the most, diverse states in the country.<\/p>\n

AB 1511<\/a>, signed by Governor Newsom in 2024, already requires state agencies to \u201cdevelop a plan for increasing expenditures directed to ethnic and community media outlets.\u201d SB 1358 goes further, requiring that agencies set aside 40% of their annual advertising and marketing budgets for ethnic and community media outlets.<\/p>\n

\u201cThis bill is aligned with California values to engage our communities as much as possible and keep them informed,\u201d said Rubio in a social media post.<\/p>\n

The \u2018ad drain\u2019<\/strong><\/h2>\n

Supporters argue the bill would help California more effectively reach diverse residents on critical issues ranging from health alerts to climate and disaster relief and potential employment opportunities, to name just a few. Messaging, moreover, would be culturally and linguistically relevant to the target audience.<\/p>\n

They add the bill corrects what is known as the \u201cad-drain\u201d \u2014\u00a0the tendency for state marketing dollars to flow toward global tech platforms rather than local businesses. Keeping those funds within the California economy, they maintain, would support local journalists, graphic designers, printers, and regional distributors.<\/p>\n

Critics worry about potential government interference in the free market and the administrative red tape of verifying and managing hundreds of small contracts. SB 1358 attempts to address this by centralizing its media database and simplifying the bidding process for smaller awards.<\/p>\n

There are an estimated 300 to 350 ethnic news outlets in California operating in print, broadcast and digital formats. These outlets serve communities including Latino, Black, Asian American, and Native American populations, among others. Many also reach so-called \u201cnews deserts,\u201d regions with little to no local media coverage.<\/p>\n

SB 1358 follows a broader trend of \u201cbuy local\u201d journalism strategies \u2014 aimed at shoring up local news industries \u2014 being adopted by states including Vermont, New York, Wisconsin and Colorado.<\/p>\n

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Key provisions of the bill<\/strong><\/h2>\n