A new bill in California would require state agencies to commit 40% of their annual advertising and marketing budgets to
ethnic and community media outlets, Calo News reports. Authored by State Senator Susan Rubio (D – Los Angeles), SB 1358 would move California away from a top-down, volume-driven
planning model that prioritizes audience reach to an approach that embraces hyperlocal, in-language media. This follows a 2024 bill signed by Governor Newsom that calls for state agencies to
emphasizes ethnic and community media outlets, but does not specify a percentage. California is home to 1,270 distinct ethnic groups.