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Advocates say State’s $10 million fund for ethnic media is 'great start'

By Sunita Sohrabji | Special to California Black Media

In recognition of a mass communication sector that has been struggling from dwindling advertising dollars and intense competition from well-funded media conglomerates and a field of small niche publishers since the inception of the internet, Gov. Gavin Newsom and the state Legislature appropriated $10 million in new funding for ethnic media in the state budget for 2021-22.

The funding was approved as part of the Asian Pacific Islander Equity Budget created to respond to the surge in hate crimes against Asian American and Pacific Islanders. It will be used to improve outreach to Asian and Pacific Islanders as well as other underserved California communities, including African Americans and Latinos.

The money will be channeled through state agencies working with Asian, African Americans, Latino and other ethnic media outlets who have audiences of monolingual and underserved communities, according to the governor’s office.