OPINION: Why Black-Owned Media Struggles in Cities Like Yours

TYLER, Texas (TXAN 24) — Black-owned media doesn’t just report the news — we bridge communities, capture culture, and tell the stories that often go ignored. But here’s the truth: too many cities still treat Black media like an afterthought.

TXAN 24 News travels across the state covering stories that matter, from high school sidelines to national stages. And yet, in some cities — including ones we’ve called home — we find ourselves jumping unnecessary hurdles just to do the work. Poor access. Disregard for credentials. Lack of outreach. Zero effort to build meaningful relationships.

Black media is not asking for favors. We’re asking for what we’ve earned: a seat at the table, and the respect that should come with it.

Cities that understand the value of culturally-rooted storytelling are thriving. They collaborate with Black media, include us in planning, and support us like any other press outlet — because they know that when we win, the entire community wins.

To the cities still catching up: time is running out. If you want coverage that reflects your entire population, if you want to retain rising talent and build real trust, start treating Black media like a partner — not a problem.

Black media outlets operate with less support, fewer sponsorship opportunities, and near-zero inclusion in city-funded marketing efforts. We’re invited to cover the story, but rarely given the resources to sustain our work.

That disparity isn’t just local — it’s systemic. In 2021, media mogul Byron Allen sued McDonald’s for racial discrimination after alleging that the fast food giant spent less than 1% of its advertising budget with Black-owned media companies. The lawsuit wasn’t just about one brand — it was a spotlight on a bigger issue: Black media is often told to “be excellent,” while being given crumbs.

City governments and local business ecosystems are no different. Many have diversity statements, but no dollars to back them up. They expect Black-owned outlets to cover their events, but not to be included in their media buys or grant-funded programs. That’s not support — that’s exploitation.

At TXAN 24 News, we’re not waiting for validation. We’re building what we believe in. But cities that want to keep Black stories local need to put their money where their mission statements are.