In a significant stride toward enhancing collaboration within the media industry, the Black Media Initiative at the Center for Community Media has released the Black Media Green Book, which offers a comprehensive platform for connecting Black media outlets with freelancers, experts, and technology partners. This innovative resource aims to streamline the process of talent discovery, fostering a more interconnected media landscape.
The Freelancer Directory, a key feature of the Black Media Green Book, boasts an impressive array of contributors hailing from six different countries, including the United States, Canada, Nigeria, Pakistan, the UK, and the US Virgin Islands. The most prominent states represented in the directory include New York, Georgia, and Texas. The primary focus areas, or “beats,” for these freelancers span Entertainment & Lifestyle (21%), Social Justice (16%), and General Assignment (11%). Other diverse beats encompass Education, Health, Politics, Business, Criminal Justice, Environment, Investigation, Sports, Technology, and Opinion. Furthermore, the mediums they specialize in range from text (53%) and audio (19%), to video (12%).
Cheryl Thompson-Morton, Black Media Initiative Director, expressed her enthusiasm for the directory, saying, “This resource is a game-changer for Black media outlets. It not only opens doors for freelancers but also enriches the media landscape by connecting these outlets with talented professionals.”
The Expert Directory within the Black Media Green Book offers an impressive array of 59 experts eager to collaborate with Black media outlets. The directory is predominantly composed of individuals who identify as Black (79%) and people of color (91%). These experts cover a wide spectrum of fields, with social justice (29%), education (17%), and technology (12%) standing out as the most sought-after areas of expertise. Additionally, the experts in the directory are geographically diverse, representing 18 different states. Notably, 40% of these experts have received media training, demonstrating their readiness to engage with Black media.
The Black Media Green Book goes beyond connecting talent with media outlets; it also delves into the technology stack used by Black-owned newsrooms and publishers. The comprehensive report is based on a survey of nearly 50 Black-owned media outlets of varying sizes and platforms, as well as six in-depth case studies of publishers who have made improvements in their technology over time.
The report highlights several key findings:
- Content Management Systems (CMS): Newspack and WordPress emerged as the most popular CMS choices, receiving high praise for their functionality and customization. However, concerns were raised about the cost and maintenance of these platforms.
- Email Service Providers (ESP): ActiveCampaign and MailChimp were the favored ESPs, with ActiveCampaign receiving commendations for its features, analytics, and integration capabilities. MailChimp, however, faced criticism mainly due to its pricing structure.
- Analytics Platforms: Google Analytics and Parse.ly were the go-to choices for analytics, lauded for their ability to provide insights into audience behavior, engagement, and revenue. Parse.ly was especially favored for its real-time data and user-friendly interface.
- Digital Advertising Solutions: Google’s AdSense and Ad Manager were widely used for digital advertising and seen as comprehensive solutions for monetizing content.
- Audience Revenue Technology Solutions: Surprisingly, most publishers did not have an audience revenue technology solution in place and relied on manual methods for collecting payments. For those who did, Newspack and Givebutter were popular options, known for their ease of use, flexibility, and integration capabilities.
The Black Media Green Book is poised to be a driving force in advancing the synergy between Black media outlets and professionals, while the technology report offers valuable insights into the tools and platforms that empower these media entities.
Anyone interested in joining the Freelancer Directory can sign up here. To join our Expert Directory, please sign up here.
Cheryl Thompson-Morton emphasized the transformative potential of the Black Media Green Book, saying, “This initiative is a crucial step towards building a stronger, more interconnected Black media ecosystem. We hope that the collective wisdom from this report will help Black publishers make better informed decisions in service of our communities.”