The local journalism landscape is changing fast — and few understand that better than John Celestand, director of funding services for the Knight x LMA BloomLab. In this episode of “Keep It Local,” hosted by Ryan Welton for Local Media Association, Celestand discussed how this initiative is reshaping the future of Black-owned media.
What Is Knight x LMA BloomLab?
Knight x LMA BloomLab is a journalism sustainability program that supports 25 Black-owned news organizations across the U.S., from legacy brands like the 135-year-old Baltimore Afro to newer digital-first outlets. With funding, training and personalized consulting, the lab helps modernize operations, build digital revenue and upgrade tech stacks.
The Mission: Digital transformation and financial sustainability
Each participating outlet received a $50,000 stipend to invest in technology — CRMs, CMS platforms, video tools and social scheduling. But beyond gear, the BloomLab brings people:
- Apryl Pilolli, technology director
- Robert Walker-Smith, digital revenue director
- John Celestand, director of funding
Together, they meet monthly with publishers, offer one-on-one coaching and conduct in-person visits, some of the most impactful work the program does.
Key takeaways from Celestand’s experience
- Fit matters: Organizational capacity is crucial. Not every newsroom is ready for intensive transformation.
- Don’t skip the basics: Operations and internal structure are just as vital as tech upgrades.
- Resilience is real: Many Black-owned outlets are second-, third- or even fourth-generation family businesses. Their longevity is proof of grit and trust.
- AI is here — and growing: While hesitant at first, newsrooms are beginning to embrace AI tools to boost efficiency.
- Trust must be earned (again): Historical credibility is powerful, but ongoing community engagement — like surveys and listening sessions — is essential.
The role of Black-owned media
Black-owned newsrooms aren’t just content outlets. They’re pillars of trust, centers of cultural literacy and often the only outlets accurately reflecting their communities.
“These organizations are the American community,” Celestand said. “You don’t have to be Black to support the Black press.”
What’s next for Knight x LMA BloomLab?
The initiative recently received renewed funding. While the first three years focused on 25 core organizations, the shared services model is expanding. That means new newsrooms may soon have a chance to join — and benefit from its resources and guidance.
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Editor’s note: Artificial Intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff.