Why Supporting Black Media Is a Business Imperative — Not a Charity Case

“Don’t sleep. Black radio isn’t dead—it’s evolving.”

That statement, made during a powerful NABJ webinar moderated by Allison Keyes, correspondent and host for CBS News, couldn’t ring more true. The discussion—centered around the enduring role and evolution of Black radio—featured three powerhouse voices in Black media: Melody Spann Cooper (Chairman, Midway Broadcasting Corporation/WVON & VonTV), Sarah Lomax (President & CEO, WURD Radio, Philadelphia), and Ebony McMorris (White House Correspondent, American Urban Radio Networks).

Each panelist brought decades of insight, truth, and urgency to the virtual table—reminding us that Black media has not only been the heartbeat of our communities but also the backbone of our political, social, and cultural progress.

Black Radio: The Original Influencer

Long before podcasts and algorithms, Black radio was our emergency broadcast system, our therapist, our mobilizer. From WBON’s Lou Palmer sounding the political drumbeat in Chicago, to WRKS fighting for justice in the case of the Exonerated Five, to WURD standing firm as Pennsylvania’s only Black-owned talk station—Black radio has always delivered where mainstream media fell short.

We’re not just talking. We’re teaching. We’re telling the stories others ignore. And we’re doing it while fighting off regulatory rollbacks, unfair advertising standards, and digital competition.

The Disparity Is Real—But It’s Fixable

During the webinar, moderator Allison Keyes shared a telling stat from the National Association of Black-Owned Broadcasters:

Of the 220 Black-owned radio stations in the U.S., more than 70% generate less than $1 million in annual revenue.

That number is staggering when you consider the trillions in spending power the Black community holds. Why such a gap? As Melody Spann Cooper explained, advertisers often ask Black stations to compete with general market rates while serving hyper-targeted Black audiences in major markets—like Bronzeville in Chicago—without equitable compensation.

Yet, the loyalty and buying power of Black radio audiences are unmatched. As Sarah Lomax pointed out, “Our listeners are homeowners. They’re engaged. They vote. They’re what advertisers are looking for.”

So why aren’t more businesses showing up?

Support Isn’t Just Buying Airtime. It’s Partnership.

Supporting Black media means more than running one-off campaign ads. It means investing in long-term partnerships that uplift and sustain the platforms that uplift and sustain you.

That includes:

• Consistent Ad Buys: Especially outside of election cycles.

• Sponsorships: Invest in segments on health, entrepreneurship, education, or social justice.

• Subscriptions & Streaming Support: Engage with VonTV, AURN Digital, WURD Live, and similar platforms.

• Collaborative Content Creation: As highlighted by Ebony McMorris, repurposing content across platforms is key—“Every piece of content has to live beyond the mic.”

To Our Black Business Owners: This Is Your Media

Black-owned radio, digital platforms, and news outlets are your mouthpieces. When you advertise with them, you don’t just amplify your message—you invest in a network that has always had your back. They’ve been on the frontlines from the Civil Rights Movement to the Million Man March to today’s fights for equity in education, healthcare, and housing.

If you want to serve the Black community, build trust, and grow influence—start by advertising on Black media.

A Call to Action from the Chamber

As the Illinois State Black Chamber of Commerce, we call on:

• Corporations to increase their media spend with Black-owned outlets.

• Nonprofits and public institutions to partner with Black radio and digital platforms for outreach.

• Chamber members to integrate Black-owned media into every marketing campaign.

• Content creators to collaborate across platforms—radio, OTT, podcast, and print.

As Sarah Lomax said so powerfully, “We were made for this moment.” Let’s make sure we meet it—together.

Because Black radio isn’t dying.

It’s evolving.

And we need your support to make sure it thrives.

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