As black Americans, we must fight to protect and grow our share of voice, in the form of robust media ownership, even in a changing media world. We must challenge the companies that depend on our consumer spending to pay that loyalty forward by spending likewise with black-owned media. We must reward with our dollars, readership, viewership, and traffic, quality content for and about black people above content that panders and distorts us, recognizing that we will get more of whatever we watch and pay attention to. We must continue to challenge black-owned media to deliver excellence and to evolve in order to thrive, not just survive. Most of all, we must value black-owned media and not take it for granted. Black media still matters–perhaps now more than ever.