Word In Black, a pioneering digital news collaborative of 10 iconic Black-owned media brands, aims to revolutionize data-driven insights from Black America with a new platform launching in 2025.
The platform’s 10 founding publishers, as well as the national brand WordInBlack.com, have accumulated significant first-party data over the years. The new platform will organize that data and apply powerful tools allowing it to be used for research, commercial and philanthropic purposes — providing unparalleled access to Black American perspectives and experiences. Starting with data from the 10 founding publishers, the platform aims to expand to include up to 30 additional Black-owned enterprises by 2027.
The John S. and James L. Knight Foundation is the lead funder of the platform with an investment of $1.5 million to Local Media Foundation for the program over three years. This funding will cover the technology and buildout costs, along with staff resources to include a data analyst and events manager.
“The Word In Black data project is innovative and scalable,” said Marc Lavallee, director/journalism at Knight Foundation. “We believe this can be a model for other collaborative efforts in our industry, and game changing for Word In Black’s long-term sustainability.”
The John D. and Catherine T. MacArthur Foundation is funding the research arm of the platform with a $500,000 contribution over two years. This funding applies to the hiring of a research director and production of three major research reports in 2025. The research director will also oversee smaller reports throughout the year, as well as focus groups, panels and other surveys.
The platform will also feature commercial opportunities for brands that want to connect, poll or survey Black America. The Black press has long and trusted relationships with its audiences. Those relationships make this data platform highly desirable for research purposes as well as all other applications.
“Word In Black’s data insights platform will bring the Black Press and other Black-owned businesses together in a way that has never been done before,” said Hiram E. Jackson, CEO, Real Times Media, a founding partner of Word in Black and head of its data project committee. “This data insights platform will revolutionize how we understand and serve Black America. Our goal is to become the definitive source for insights about Black America, driving both impactful research and sustainable commercial opportunities.”
An additional funder is expected to provide resources to hire an audience insights manager, which will help all 10 Word In Black publishers grow their first-party data.
Word In Black will share learnings and a playbook with others in the industry, with the first progress report expected in late 2025.
About Word In Black
Word In Black is a bold digital media platform that amplifies the voices and experiences of Black America. It serves as a trusted connector, creating digital news, events, programs and research. It was launched in 2020 by 10 iconic Black-owned media brands: AFRO News, The Atlanta Voice, Dallas Weekly, Houston Defender, Michigan Chronicle, New York Amsterdam News, The Sacramento Observer, The Seattle Medium, The St. Louis American, and The Washington Informer.