URL Media has secured a $5 million grant from the Knight Foundation to enhance its model for sustainable community media, focusing on serving Black and Brown audiences.
URL Media announced on December 8 that it has received a $5 million investment from the John S. and James L. Knight Foundation. This funding aims to scale its innovative approach to sustainable community media, positioning URL Media as a national platform dedicated to empowering trusted outlets that serve Black and Brown audiences.
Founded in January 2021 by media entrepreneurs Sara Lomax and S. Mitra Kalita, URL Media was created to combat the chronic disinvestment in Black and Brown community media. The organization, which stands for Uplift, Respect, and Love, combines broad reach with hyperlocal authenticity, harnessing the collective strength of local publishers and their audiences. URL Media’s model leverages multiple revenue streams to ensure that investment continues to flow to local outlets, especially at a time when these organizations and the vital information they provide are increasingly at risk.
As URL Media approaches its fifth anniversary in January 2026, the urgency of its partner-first approach has never been greater. In an era marked by unprecedented attacks on trusted journalism, the collapse of digital media business models, and the proliferation of misinformation, URL Media offers a proven alternative. The organization focuses on investing in sustainable infrastructure that helps community media build financial stability and operational capacity.
URL Media operates through four integrated business lines, creating a multi-revenue model designed to distribute over $5 million cumulatively to its partners by 2028. This model aims to establish sustainable revenue streams that will continue long after the grant funding concludes.
The four business lines include:
Advertising aggregation, which allows advertisers to reach authentic BIPOC audiences at a national scale with a single order and bill, while providing partners with new revenue opportunities through premium campaign placements.
Editorial production, which focuses on original and amplified storytelling that elevates the voices of trusted partners and delivers authentic content to engaged audiences.
Partner services and capacity building, which offers infrastructure and financial support to strengthen the sustainability and capacity of the entire network.
Recruitment and talent development, which connects diverse media professionals with mission-aligned employers and enhances partner capacity through training and HR services.
“We’re building infrastructure that ensures revenue and tangible support flow directly to trusted local outlets—not just through shared advertising, but through the resources, access, and capacity our partners need to thrive,” said Sara Lomax, president and co-founder of URL Media and owner, president, and CEO of WURD Radio in Philadelphia. “At a moment when local media is under profound threat, this investment helps us strengthen our ecosystem and build pathways to generational wealth for community media organizations at the heart of our communities.”
Initially launching with eight partners, URL Media has expanded to 37 media outlets that collectively reach over 25 million people. With the support of the Knight Foundation, the organization plans to scale to 100 publisher partners and 250 vetted creators, ultimately expanding its reach to 50 million people by 2028. This network reflects the depth, diversity, and multi-generational trust that characterize these outlets—credibility that cannot be replicated by outside reporting.
The Knight Foundation investment ensures that partners receive comprehensive support through three critical infrastructure components:
Shared technology platforms, which URL Media is developing to include centralized ad operations and data insights, both set to launch in 2026. These tools will streamline campaign execution for advertisers, provide transparent audience verification, and surface trends and news topics from the ground up.
Financial and operational support, which includes direct financial assistance through the expanded Media Resilience Fund, offering low-interest loans ranging from $30,000 to $100,000 via the National Community Reinvestment Coalition, as well as operational support such as a managed internship program launching in Summer 2026.
Strategic access and revenue pathways, which create direct connections to revenue opportunities through introductions to advertisers, funders, and policymakers. Partners will benefit from mainstream media placements through URL’s PR services and preferential access to recruitment and talent development services.
“This is about meeting this critical moment for media, technology, and democracy,” said S. Mitra Kalita, CEO and co-founder of URL Media. “For nearly five years, we’ve proven that partner-first economics works. Publishers maintain full editorial independence while gaining access to national advertisers, public service campaigns, and operational support. This investment from Knight enables us to scale that model and demonstrate that social impact, ground-up expertise, and business success can thrive together.”
URL Media addresses a significant challenge for both publishers and advertisers. Black and Brown audiences represent $5 trillion in buying power and account for more than 40% of the U.S. population. However, national advertisers often struggle to reach these communities authentically. Local publishers operating independently frequently lack access to major brand or public service campaigns. URL Media aggregates their collective power, offering advertisers a streamlined approach to reach dedicated audiences through trusted community media outlets.
The investment will also allow URL Media to expand three editorial verticals that address urgent community needs: URWell, focusing on health equity and social determinants of health; URWealth, which centers on financial wellness and closing the racial wealth gap; and URHired, addressing career development for multicultural media professionals. These verticals will be featured in regular newsletters and on URL Media’s website, showcasing the market value of authentic, community-driven journalism while creating sponsorship opportunities from various sectors.
“URL Media is building the kind of durable, community-centered infrastructure that local news needs to survive and thrive,” said Amalie Nash, vice president for journalism at the Knight Foundation. “Their partner-first model strengthens independent BIPOC news organizations while creating new pathways for revenue, technology, and long-term sustainability. We’re proud to support a network that is expanding access to trusted information and advancing equity in media.”
URL Media is transforming the media landscape by building a scalable, sustainable ecosystem that empowers trusted publishers and creators serving Black and Brown communities. Founded by trailblazers Sara Lomax and S. Mitra Kalita, the organization aims to deliver authentic reach and lasting impact for brands and audiences eager to engage meaningfully with these communities. For more information, visit url-media.com.
The Knight Foundation, now in its 75th year, is a social investor that supports a more effective democracy by funding free expression, journalism, and the arts. Learn more at kf.org.
According to India Currents, URL Media is a partner organization.