I find it challenging to write about an issue close to my heart — one that toca el mero centro de nuestra comunidad — without sounding self-serving. As the host of Hecho en California, a popular radio show for Latinos in San Francisco and Sacramento, I feel compelled to ask: why are Latino community-based media being left out of mayoral candidate Dan Lurie’s massive campaign budget?
Dan Lurie has spent más de $7 million on his campaign, with his anuncios plastered all over TV, often attacking his rivals. But there’s something missing: support for Latino media outlets. Not even las migajas.
In September, The San Francisco Chronicle reported that Lurie had spent $6.3 million, more than all the other candidates combined. Yet there’s little outreach to the Latino community. KGO’s Lynne Melendez quoted a San Francisco resident who feels ignored by politicians and is considering not voting at all. Another mujer simply said, “Los políticos no vienen por aquí.”
In The Standard, Sam Mondros highlighted the frustration of Latino business owners and residents who feel forgotten despite their significant presence in the city. Supervisor Myrna Melgar, the only Latina on the Board of Supervisors, lo dijo claramente: “Very few candidates are in touch; they take us for granted.”
During my conversation with Dan Lurie on Hecho en California on September 20, I brought up this lack of support. Lurie claimed his campaña had someone focused on Latino outreach, but when I asked for more details, he brushed it off. The person he referenced, Moises, has not reached out to us, despite our show’s deep roots in the comunidad. Eso dice mucho, ¿no?
When I pressed further, asking why his ads weren’t on Latino community-based media, Lurie vaguely responded with “message received,” but didn’t offer any concrete action. His evasiveness speaks volumes. While he promises to listen if elected, his campaign’s current actions suggest otherwise.
After our interview, his equipo sent me mensajes inflamatorios, accusing me of “extortion” and claiming that advertising on Hecho en California didn’t “fit their model.” Translation? Latino media isn’t a priority for their campaign.
This isn’t just about los anuncios—it’s about respeto. Latino voters and media deserve to be recognized and included, especially in a ciudad where nuestra comunidad plays such a vital role. Lurie wants to position himself as a champion of the comunidad, but actions speak louder than words.
As Lurie positions himself as a leader for all of San Francisco, I challenge him to prove it. Latino voters deserve to be heard, and Latino media deserve a place at the table—now, not just after Election Day.
