More state advertising dollars may be on the horizon for California stations targeting ethnic and minority listeners. Gov. Gavin Newsom has signed into law a bill that mandates state agencies develop plans to increase advertising spending in media outlets serving California’s diverse populations.
The bill (AB 1511) specifically lists radio among the destinations for the state ad dollars. Authored by Assemblymember Miguel Santiago (D-Los Angeles), the law establishes the Ethnic and Community Media Program within the Governor’s Office to advise state agencies and departments on strategies to integrate ethnic and community media outlets into their communications strategy. The bill also requires 45% of state advertising funds to be allocated to ethnic and community media outlets. It also puts limits on how much media-buying agencies can collect, requiring they reserve no more than 20% of the overall media budget.
According to the law’s authors, California’s ethnic media sector consists of roughly 300 media outlets that broadcast and publish in the state, serving at least 38 different ethnic, racial, and cultural communities.
“These outlets are the ideal medium through which to reach underserved communities, but have been underutilized in the deployment of state outreach and advertising campaigns,” the law states. “This act will remedy that disparity by directing more of the state’s expenditures on outreach to ethnic and community media, and by providing grants to ethnic and community media to help them remain viable platforms for their communities to learn of news of interest to them and to have access to state communications of importance to them and their families.”
The law had the backing of the Latino Media Collaborative. Its President, Arturo Carmona, says ethnic and community media are essential to keeping California’s diverse populations informed through independent journalism.
“This law ensures that state advertising investments will go where they are needed most, creating an economic lifeline for these media outlets while also connecting more Californians to critical state programs,” Carmona said in a statement. “This is an important first step in addressing the long-standing gaps in advertising equity, but more must be done to ensure the survival of these outlets.”
Regina Brown Wilson, Executive Director of California Black Media, is also celebrating the bill becoming law. “I applaud the State Legislature and the Governor for recognizing that our publications have an indispensable role in the communication infrastructure of our great state,” Wilson said.
Under the law, California state agencies must report annually on their progress, with the Department of General Services tasked with creating a reporting template by Dec. 1, 2025. The bill’s provisions will remain in effect until July 1, 2028, ensuring that these vital investments continue for the next several years.
“It’s a powerful recognition that California’s future is best served when everyone is informed and included in public issue conversations at all levels,” said Ethnic Media Services Co-Director Julian Do.