How We’re Building Black-Owned News In New Jersey

Editor’s Note: For December’s Black Business of the Month, we are spotlighting our co-founder, Penda Howell.

NEWARK, N.J. — Penda Howell, CEO and co-founder of New Jersey Urban News, has spent decades in the newspaper business asking one question: Why is so much of the coverage about Black communities negative? That question sparked a journey that would ultimately lead him to launch the state’s premier Black-owned news platform.

Howell’s career began at North Jersey Media Group 27 years ago, where he worked for a company that owned more than 50 newspapers, including the Herald News and Bergen Record. 

“Even back then, I often wondered why there was only negative information published about Black folks in the news,” Howell said.

His path took a pivotal turn when he joined the New York Amsterdam News, a historic Black newspaper with more than 100 years of legacy. 

“I was inspired by their story and the kind of news they produced, news that mattered to Black communities,” he recalled. 

It was there that Howell realized New Jersey lacked a similar publication, and he began envisioning a platform that would reflect and uplift Black communities statewide.For years, Howell juggled his responsibilities while quietly planning. 

“I started informal surveys with friends and family across New Jersey. Everyone said, ‘Yes, that’s something we need,’” he said. 

His vision crystallized during the pandemic, when he finally had the time and space to fully commit to the project. In 2019, he launched a newsletter focused on arts and entertainment, which eventually evolved into New Jersey Urban News.

Since its official launch in March 2023, the platform has grown into a full-service news operation with statewide reach. Howell emphasizes editorial integrity and community-centered reporting. 

“The people producing New Jersey Urban News are from the community. We’re reporting on the neighborhoods we’re part of, the families we know. We aim to dispel the false narratives about Black people that mainstream media often propagates,” he said.

Looking ahead to 2026, Howell plans to expand coverage, streamline operations, and add editorial capacity. Partnerships are in the works to provide Spanish-language reporting and access to Associated Press content, milestones that would have been out of reach for a small startup just a few years ago.

“Running a Black-owned news platform is a privilege,” he said. “I feel a tremendous responsibility to ensure our reporting is trustworthy, credible, uplifting, and informative. I want to build something that can be passed on to the next generation,” he said.

During this holiday season, Howell hopes readers take away a sense of hope and prosperity. 

“Any sort of positive reinforcement we can provide, to add to the humanity and goodness of people, that’s what I hope folks get from what we do,” he said.

With Howell at the helm, New Jersey Urban News continues to grow as a beacon for Black communities across the state, a testament to the power of representation, integrity, and vision in local media.