SB American News Week Ending 6/2

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THE SAN BERNARDINO

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AMERICAN

“A Man In Debt is So Far A Slave” -Emerson

NEWSPAPER A Community Newspaper Serving San Bernardino, Riverside & Los Angeles Counties

May 27, 2021 Thursday Edition

Volume 52 No. 6 Mailing: P.O. Box 837, Victorville, CA 92393

Office: (909) 889-7677

Email: Mary @Sb-American.com

Website: www.SB-American.com

Power concedes nothing without a demand. It never did and it never will. Find out just what people will submit to and you have found out the exact amount of injustice and wrong which will be imposed upon them and these will continue till they have resisted either with words or blows or with both. The limits of tyrants are prescribed by the endurance those of whom they suppress. —Fredrick Douglass (1849)

M c D o n a l d ’s A n n o u n c e s I n c re a s e d Spending with Minority-Owned Media

NNPA NEWSWIRE — In addition to marketing partners, McDonald’s has a long history of purchasing goods and services from other businesses and suppliers that represent the diverse communities it serves. New commitments to reduce barriers and increase spend with diverse suppliers were shared in the company’s broader Global Diversity, Equity and Inclusion aspiration announced last July. BlackPressUSA News McDonald’s USA announced bold new investments to further ref lect its diverse customers, crew members and communities in its marketing. Over the next four years, the company and Owner/Operators are accelerating the allocation of advertising dollars to diverseowned media companies, production houses and content creators. McDonald’s total investment in diverse-owned partners – including Black, Hispanic, Asian Pacific American, Women and LGBTQ-owned platforms – will more than double, moving from 4% to 10% of national advertising spend between 2021 and 2024. Spend with Black-owned properties, specifically, will increase from 2% to 5% of national advertising spend over this time period. Additionally, McDonald’s will forge new multi-year partnerships with diverse-owned media companies. This longer-term funding will help bolster individual businesses, strengthen the broader marketing supply chain, and support inclusive, authentic storytelling between McDonald’s brand and diverse customers. “We’ve been making serious commitments that are guided by our values, and with this latest move, we’re taking action to advance diverse-owned companies across the marketing supply chain,” said Morgan Flatley,

McDonald's will forge new multi-year partnerships with diverse-owned media companies. (Photo: iStockphoto / NNPA) Chief Marketing and Digital Customer Experience Officer, McDonald’s USA. “We’re using our resources to support these platforms and businesses, which keep the brand at the center of culture while creating deeper relationships with our diverse customers, crew and employees.” “A s a Bla ck fe m a le entrepreneur, I am proud to be a part of McDonald’s continued effort to meet Women and diverseowned businesses where they are by providing much-needed resources to do business in an

ever-evolving marketplace,” said Vicki Chancellor, Chair, McDonald’s USA Franchisee Marketing Committee. “It’s who we are as a leading brand that is doing our part to help underserved communities thrive.” McDonald’s four-year plan includes commitments to: Increase national investments in diverse-owned companies from 4% to 10%. Spend with Blackowned media and production properties will increase from 2% to 5%, and additional investments will follow with other diverse

segments including Hispanic, Asian Pacific American, Women and LGBTQ-owned properties. Forge multi-year partnerships with diverse-owned media and production companies, contentcreators and influencersto support their businesses for sustainable, long-term growth; strengthen the marketing supply chain; enable deeper, more inclusive storytelling; and foster conduits for cultural connectivity. Form an advisory boardof external marketing and advertising subject matter experts dedicated

to identifying the biggest barriers to economic opportunity facing diverse partners and putting collective resources behind new programs and initiatives to eliminate them. The group’s focus will be to drive change and impact across the industry. This plan builds upon the c ompa ny’s longst a nd i ng relationships with diverse-owned marketing and communications companies including The Boden Agency, Lopez Negrete, IW Group and Burrell Communications Group, a full-service agency and

McDonald’s partner of 50 years. It also follows the inaugural Media Partner Summit that McDonald’s hosted in November 2020, which convened diverse-owned media companies to identify mutually beneficial partnership opportunities that align with McDonald’s overall marketing strategy and goals. This Summit will be held annually to create and strengthen connections with both new and existing partners across diverse segments. In addition to marketing partners, McDonald’s has a long history of purchasing goods and services from other businesses and suppliers that represent the diverse communities it serves. New commitments to reduce barriers and increase spend with diverse suppliers were shared in the company’s broader Global Diversity, Equity and Inclusion aspiration announced last July. About McDonald’s USA McDonald’s USA, LLC, serves a variety of menu options made with quality ingredients to nearly 25 million customers every day. Ninety-five percent of McDonald’s 14,000 U.S. restaurants are independently owned and operated by businessmen and women. For more information, visit www.mcdonalds.com, or follow us on Twitter @ McDonalds and Facebook www. fa cebook.com /mcdonald s.

COMMENTARY: War in a Babylon

LA Activist Set to Become the Next Member of the CA Black Caucus

The Gantt Report by Lucius Gantt

Antonio Ray Harvey | California Black Media

The withdrawal of American troops from the countr y of Afghanistan will not stop the war there nor will it stop any war anywhere. The war of the worlds cannot and will not be stopped by the rearrangement of soldiers a nd m ilit a r y resou rces. Every conf lict is about land, money and power! The “war on poverty” is not about addressing the needs of the poor. That phrase is a cruel joke. The truer phase should be the “war in poverty”! All Black communities in America and around the globe are fighting for survival. In poor neighborhoods, you have poor housing, poor schools, poor health, poor opportunities, p o o r e c o n o m ie s , p o o r leadership and poor outcomes. I think the war is real but even if its imaginary, everyday we feel like we are at war with

The withdrawal of American troops from the country of Afghanistan will not stop the war there nor will it stop any war anywhere. the powers that be, the modernday exploiters and oppressors. At one time, Africans owned all of the land in Africa. Today, the Chinese, the French, the Dutch, the British, the Americans and other foreigners own or control much of the power and money in the Motherland. In America, believe it or not, Black people owned farms, houses and businesses in Black

communities across the United States. Don’t act like you’ve never heard of The Black Wall Street in Tulsa or Rosewood in Florida or Auburn Avenue in the Peach State. Growing up in Atlanta, as a youth I could get everything I needed from Black entrepreneurs. I could get an insurance policy from Atlanta Life, I could get a newspaper from The Atlanta Daily World, I could get a room at the

Forrest Arms or Pascual’s Hotels, I could get a ride in a Black owned taxi cab company and I could get breakfast, lunch or dinner at the Angier Avenue Tea Room. I could go on and on about businesses we had but finding a Black business today with large numbers of employees and customers and business longevity is like finding a brown needle in a brown haystack! Your so-called Negro leaders encouraged your ancestors to integrate and caused many Black businesses to go down the drain. We stopped patronizing each other, we stopped hiring each other and we stopped combining or money and resources. The idea that if we spent money with white businesses our families and our own business would thrive and progress was a devilish trick. Our demise of economic, continued on page 8

Isaac Bryan Gov. Gavin Newsom called Los Angeles community organizer Isaac Bryan on Saturday morning to congratulate him for winning the 54th Assembly District special election. The Los Angeles County Registrar-Recorder/County Clerk’s office reported that, as of Friday, May 21, Bryan was leading with 50.7% of counted ballots (21,388 votes) over his closest opponent,

fellow Democrat Heather Hutt. Hutt was trailing Bryan with 24.9% (10,489 votes). Hutt served as the former state director for Kamala Harris when the current Vice President of the United States was California’s junior United States Senator. Bryan’s projected victory – pending final certification by authorities - would push continued on page 3


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