The First Fire Up Cohort: Meet the Fellows

Meet the Fire Up Fellows

The Fire Up Entrepreneur Program, as part of the Propel Initiative, is training eight news organizations in revenue, audience, product and community with a focus on ensuring sustainability. Participants will work with experts in business, audience strategy and other topics.

The inaugural cohort of Fire Up Fellows represent the power and potential of diverse news in the State of California. Covering various beats, ethnic communities, geographical areas and language groups, the Fellows are using the program as an opportunity to expand their reach, create lasting sustainability and deepen their coverage to better serve their audiences.

Katherine Ann Rowlands, Executive Director and Founder, Bay City News Foundation

Rowlands is a longtime champion of local journalism. Bay City News, a regional news service she bought in 2018, has expanded to cover 13 counties, supplying trustworthy, original journalism for the media ecosystem, from TV and radio to newspapers to start-up digital outlets in the greater Bay Area. Its nonprofit affiliate, which publishes free content at LocalNewsMatters.org, has trained 60 paid interns, adopted transformative technology and published thousands of stories that would otherwise not be told.

Through Fire Up, Rowlands will develop Bay City News Labs to examine how to track bot traffic at the Cloudflare or WordPress plugin level to quantify and audit how intellectual property is being utilized by AI companies. What Bay City News learns could lead to revenue, block exploitation or monetize assets with the right partners. The takeaways will be shared publicly with the news ecosystem.

Lauren Mapp, Co-Founder/Journalist, Daylight San Diego

Mapp (she/her/akaónha) is a Kanien’kehá:ka (Mohawk). She is a Daylight San Diego co-founder and journalist who has covered Indigenous communities, caregiving, senior care, social justice, art, music, travel, food and culinary traditions since 2005. Prior to Daylight, she worked for The San Diego Union-Tribune, inewsource, Times of San Diego, North Coast Current, Indian Time and The People’s Voice. She was the outstanding graduate for the School of Journalism and Media Studies at San Diego State University in 2019.

Daylight San Diego’s audience increasingly relies on social media and alternative formats for news. Through Fire Up, Daylight San Diego seeks to revamp its newsletter ecosystem to increase engagement, grow sponsorship revenue and strengthen sustainability. By January 2027, Daylight aims to reduce video skip rates, achieve consistent engagement and generate 10 percent of organizational revenue through newsletter-related sponsorships and ads.

Priya Lava, Operations, India Currents

Lava has developed expertise in digital publishing, audience growth and revenue strategy through programs with Google News Initiative, LION Publishers and Newspack. She completed three years of training with Dan Oshinsky on newsletter growth and engagement. At India Currents, she manages communications and operations related to advertising sales and plays an active role in website development and digital transformation initiatives.

India Currents will launch Rooted in Care, a podcast connecting South Asian immigrants to trusted resources on aging, women’s health, mental health and civic engagement. Featuring experts, community leaders and service providers. The podcast will offer practical, culturally relevant guidance while leveraging partnerships with agencies and nonprofits to expand community reach.

Héctor Félix Jr., Publisher, El Informador

From a young age, Félix immersed himself in all aspects of the family business, El Informador del Valle. As a teenager, he gained hands-on experience in newspaper sales, reporting, photography, videography, graphic design and weekly distribution. His early involvement laid the foundation for his leadership and continued commitment to community journalism.

El Informador will do research within the community and with potential sponsors to determine the best ways to heighten ad visibility. These experiments will provide a way for El Informador del Valle to continue to uplift important stories without succumbing to outdated business models.

Carlos Hernandez, Editor, El Latino Central Coast

Hernandez is an award-winning journalist, editor and publisher with extensive experience in Spanish-language and bilingual media on the East and West coasts. He is the editor and publisher of El Latino Central Coast Newspaper, a trusted bilingual outlet serving Latino and immigrant communities across Ventura, Santa Barbara and San Luis Obispo counties. Hernandez is committed to strengthening bilingual journalism and expanding El Latino’s role as a bridge between the local society and the Latino community.

El Latino’s “Digital Forward” project pushes its editors beyond reliance on print ads. With new revenue opportunities, the outlet continue to serve Central Coast bilingual communities for free. We’ll expand service journalism for immigrants, especially around health, immigration, education and civic information while building long-term sponsorship and digital engagement strategies.

Rob Waters, Editor, MindSite News

As MindSite News launches its Bay Area bureau, Waters returns to his roots in Bay Area community journalism. In the 1980s, he was editor of the Tenderloin Times, which reported extensively on mental health. His journey since has largely focused on covering health and mental health through a social justice lens.

The Bay Area has no dedicated mental health news outlet, and MindSite can fill this gap while boosting its sustainability by opening new revenue streams. To ensure the coverage reaches communities most in need, MindSite will tap into established relationships with community-based service and advocacy organizations.

Faisal Karimi, Founder/Director, Nowruz Media

Karimi is a senior journalist, journalism educator and media entrepreneur with more than two decades of experience. He is the founder and director of Nowruz Media, a multilingual California-based community newsroom serving Afghan immigrants, and he founded the Afghanistan Institute for Research and Media Studies. He is an alumnus of the John S. Knight Journalism Fellowship at Stanford University and currently teaches journalism at Sacramento State University.

Nowruz Media will develop the Nowruz Community Hub, a multilingual resource desk for Afghan immigrants in California. Through Farsi/Dari, Pashto and English explainers, guides, WhatsApp, newsletters and community listening, Nowruz provide trusted information to drive civic engagement and increase public safety while building a stronger audience and revenue model.

James Luckey Jr., Publisher, Observer Group Newspapers of Southern California

Luckey is the editor of Observer Group Newspapers of Southern California, a Black press institution founded in 1977 that serves Bakersfield, Los Angeles and the San Joaquin Valley. Born and raised in Bakersfield, Luckey grew up inside the newsroom under the founding family’s mentorship before stepping into leadership. A Kern County Black Chamber of Commerce honoree, he is modernizing the organization’s digital presence while preserving its century-long commitment to Black community journalism.

Black community stories are buried by algorithms and missed by legacy outlets, so Observer Group Newspapers is launching News Observed, a mobile platform to let Black Southern Californians submit reports on their own neighborhoods. Observer Group will create a pipeline with editorial oversight and plan to publish at least 50 community-contributed stories before January 2027.