The Ultimate Guide to Hispanic Media in Michigan

Our Specialty is the Latino Market

Marketing to Latinos doesn’t have to be hard. Hispanic media in Michigan has seen tremendous growth in recent years, we’ve rounded up the key players.

There are many ways to reach the Latino market.

But don’t worry, I’m going to walk you through the largest and most influential Hispanic Media in Michigan. I created this guide because it can be difficult to identify the local media outlets that have built trust within Latino Communities. The growth of the Latino population has been fast in Michigan but fairly recent, so the media market is not saturated by major media companies. Big players such as Univision or Telemundo and their local affiliates have largely stayed out of  Michigan’s media markets. This has resulted in a fragmented landscape with many small locally owned media outlets, the largest of which can be found in Grand Rapids and Detroit.

We’ve created this guide to introduce you to the outlets in Michigan making the most inroads with Latinos. Our focus is mostly on “radio” and “print” although there are a number of smaller “web-casts”, podcasts, and blogs, we’ve decided to focus on the largest and most influential media content producers here.

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The majority of Michigan’s Hispanic population is in three major metro areas:

Detroit, Grand Rapids, and Lansing.

This guide to Hispanic Media in Michigan is categorized into two sections: Radio, and Print. Of course this is an oversimplification. Most of these outlets have embraced a multi-faceted approach to creating content, meaning that Hispanic radio stations are writing news on their websites, and the Hispanic newspapers are also providing more coverage with video on YouTube and Facebook live.

We’ve also included these icons with links to their various websites, social media pages, and mobile applications. They’ll open a new tab so you won’t lose your spot.

Just to be clear, this is not a complete guide, there are many smaller outlets which may not be listed here. So make sure you bookmark this page and come back often as I update this page with additional media outlets to keep you in the loop.

Radio

Radio isn’t just radio anymore. With the advent of social media radio broadcasters have seen heavy competition from national brands and have been aggressively moving into the digital space. Among the Hispanic Media in Michigan I’ve rounded up those that use primarily sound to communicate, including local broadcast radio, webcasts, and podcasts.

Most media outlets have moved aggressively into social media, and have begun wholeheartedly incorporating video, especially facebook live

La Poderosa

Greater Grand Rapids Area
La Poderosa Grand Rapids

Broadcast Radio

  • News/Talk
  • Music & Entertainment
  • Spanish Language (some ads in English)

La Poderosa is independently owned and operated by Efrain Cano, and has been on the air since 2004. Grand Rapids has seen a lot of competition among Spanish language radio stations over the past 20 years, including from players such as Townsquare, La Poderosa has managed to maneuver into the top spot. Currently the only broadcast station in Grand Rapids with an all Spanish programming.

La Mejor

Grand Rapids

“Web-Cast” Radio

  • News/Talk
  • Entertainment
  • Spanish Language

Started in 2013 by ‘La Poderosa’ alumn Chuy Morales and his wife Angie Morales, La Mejor offers a web based live-stream of their programming. Listeners access the live stream through a dedicated mobile application. Focused heavily on talk radio, broad variety of music genres, and local events.

La Explosiva

Metro Detroit

Broadcast Radio

  • Music & Entertainment
  • Events
  • Spanish Language

Alejandro Resendez, known to his listeners as “El Batman”, has been the General Manager since the station launched in 2006. Programming is focused heavily on music and entertainment. La Explosiva is known for hosting many concerts and events in the Detroit Metro area.

El Mundo Musical

Greater Grand Rapids Area
el mundo musical WYCE 88.1 logo

Broadcast Radio

  • Community Radio
  • Music & Entertainment
  • Spanish Language

‘El Mundo Musical’ is a program on WYCE 88.1 FM – a community radio station operated by the Grand Rapids Community Media Center. Oscar Zuniga does programming and Gabriella De La Vega has been the show’s on-air host since 2007. Program airs Saturday mornings 6am-8am.

WYCE links are above. Gabriella de la Vega’s social profiles are below.

Print

The way people read and keep up on news has been changing, especially among Latinos.  What may have started out as simply a monthly newspaper has been forced to respond to the changes brought by the web and even more by the advent of mobile devices and social networks. Although these media outlets are primarily distributed through a weekly or monthly printed edition. Most have moved aggressively into social media, and have begun wholeheartedly incorporating video, especially facebook live, into their regular coverage. Most of these also have websites, but are developed to varying degrees. Some of these print outlets were among the the trailblazers of Hispanic media in Michigan and have been around a long (relative) time, let me know if I missed someone!

Print outlets have been slower to incorporate a multimedia approach. But, in contrast to the general market they are still seeing growth through the traditional newsstand.

El Vocero Hispano

West Michigan

Weekly Newspaper

  • Local, National, International coverage
  • Spanish Language

Started by Editor in Chief Andres Abreu over 20 years ago, El Vocero Hispano was among the first of Michigan’s Spanish language news outlets.

El Informador

West Michigan
El Informador Hispano Logo

Weekly Newspaper

  • Local, National, International coverage
  • Spanish Language

A more recent entrant into the Grand Rapids market, Luis Molina owner and editor in chief, is known for innovative approach to business and community development. In recent years El Informador has been aggressively developing its digital presence.

La Voz

West and Central Michigan

Monthly News Magazine

  • Local, National, International Coverage
  • Bilingual (English & Spanish)

Started by GRPS educator Dr. José A. Flores in 2002 it is Michigan’s largest full color bilingual publication circulated free in targeted communities reaching bilingual Hispanic residents and persons interested in Hispanic news and entertainment.

Farandula Magazine

West Michigan

Monthly Magazine

  • Entertainment, events, eating out, nightlife
  • Bilingual (English & Spanish)

Published by Adrian Sotelo under the umbrella of his company Social Grand Rapids. Adrian’s social media properties are often bilingual, and have thousands of followers on Facebook.

Lazo Cultural

Eastern Michigan

Monthly Magazine

  • Local, National, International Coverage
  • Spanish Language

Conceived in 2001 by a group known as “HispanoUSA”, Lazo Cultural was originally focused on entertainment. Now it has expanded its editorial footprint to include more news of interest to Hispanics in West Michigan.

La Prensa

Eastern Michigan
La Prensa Logo

Weekly Newpaper

  • Local, National, International Coverage
  • Distributed 1x per month with Lazo Cultural
  • Bilingual (English & Spanish)

Published in Ohio since 1989, La Prensa is a weekly newspaper distributed in Eastern Michigan and Northern Ohio. It’s sister publication is Lazo Cultural which distributes in West Michigan once a month.

Latino Press Detroit

Metro Detroit
Latino Press Detroit Logo

Weekly Newspaper

  • Local, National, International coverage
  • Spanish Language
  • Weekly e-newsletter

Elias M. Gutierrez has been publishing Latino Press Detroit for 20 years. Latino Press has been aggressively innovating with its digital presence.

Nuestro Detroit

Metro Detroit

Weekly Newpaper

  • Local, National, International Coverage
  • Spanish Language

Distributed in Metro Detroit, Nuestro Detroit includes sections on Health, Women, Tech, and Entertainment.

Nueva Opinion

Southwest Michigan

Bi-Weekly Newpaper

  • Local, National, International Coverage
  • Spanish Language

Published by Editor in Chief Jesus Grillo and Executive Editor Lucinda Mosquera. New / Nueva Opinion is a Spanish language publication featuring bilingual advertisements.

El Central

Metro Detroit

Weekly Newpaper

  • Local, National, International Coverage
  • Bilingual (English & Spanish)

Published by Dolores Sanchez for over 30 years. El Central is a bilingual publication whose claim to fame is being “Michigan’s #1 Oldest, Largest Hispanic News(paper)”

Blogs and Podcasts

There are many other creative individuals who are creating content locally, I think they deserve a shout-out. These are blogs and podcasts, who may have a local or national focus on their content and audience.

Cafecito Caliente: (English) Facebook blog about stuff happening in the Capital city’s Hispanic community (Lansing, MI).

Tertulia: (Spanish) Podcast exploring Hispanic culture as it develops and evolves in the United States.

La Tremenda de Michigan: (Spanish) Web-cast radio startup based in Grand Rapids, Michigan.

Contacto Michigan: (Spanish) Social media blog by Ann Arbor area photographer Alicia Duque exploring the city.

 

Holy moly! Now what?

Hispanic Media in Michigan is very dynamic, considering the size of the Latino community (Michigan’s Hispanic population is near 500,000 individuals). For organizations trying to connect with Latinos through marketing campaigns, navigating it can be a daunting task. Among the available social media blogs, printed papers, websites, and broadcasters, how do you know which outlet to focus advertisements on? An obvious way to narrow it down is by geography. But what then? At Vías Latino Marketing Consultants we take a nuanced approach to segmenting multicultural audiences to help our clients find the right mix for their marketing campaigns. We’ve established relationships with all of these local media outlets, and work with our clients’ public relations, and advertising campaigns.

Latinos are one of the fastest growing groups in Michigan.

What are you doing about it?

Gonzalo Ramirez Author

Founding partner, Vias |
Marketer | Entrepreneur | Observer

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