When Outreach Is Personal, It’s Powerful

Keeping Our Communities Connected:
A Moment to Reaffirm Support for Local Media

In a city as vast and vibrant as New York, every community has its own rhythm, its own needs, and its own voice. For decades, ethnic and community newspapers like ours have been that voice—offering reliable, relevant information tailored to the people we serve.

That’s why Local Law 83, passed in 2021, was such a meaningful gesture. It set a goal for City agencies to dedicate at least half of their advertising budgets to local and ethnic media outlets, ensuring that essential messages reach every corner of the city—from large immigrant neighborhoods to smaller faith-based communities, like our Queens Torah communities.

The vision behind this law is one we deeply share: that information should be accessible, inclusive, and trusted.

Recently, the City Comptroller’s Office released an analysis noting changes in how this advertising is being distributed. The data shows that some of the progress made in earlier years has slowed, and reporting deadlines have been missed. At the same time, the City has adjusted which media outlets are included in its community media directory, raising thoughtful questions about how best to define this space moving forward.

Still, we believe these growing pains are part of a larger opportunity. The Mayor’s Office of Ethnic and Community Media has shown a sincere interest in supporting diverse neighborhoods. With renewed focus and partnership, there’s every reason to believe that the goals of LL83 can still be realized—and even expanded.

Our readers trust us not only to deliver news, but to reflect the values and concerns of their community. Whether it’s guidance during a snowstorm, a new public health campaign, or City updates about services, we’re here to make sure the messages reach the people they’re meant for.

As a proud voice of our Queens Torah communities, we remain hopeful that the City will continue to invest in truly local media. Because when outreach is personal, it’s powerful.

By Shabsie Saphirstein