What Michigan.com does

Michigan.com is a Michigan-focused regional digital media and advertising property operating as part of USA Today Network / Gannett Co., Inc. The firm traces its lineage to 1831 (consistent with the Detroit Free Press founding), is headquartered in Detroit, and is self-described as Michigan's largest audience for marketing purposes. Across web, mobile, and print channels it sells advertising, branded content, and managed marketing services to advertisers seeking aggregated reach within the state.

Its commercial offerings span full-funnel marketing solutions: display advertising, print advertising, direct mail, branded content, custom promotions, and performance marketing, delivered through the LocaliQ platform and a proprietary martech stack that includes SMART Solution, SMART Delivery, Active Shopper Network, and Video SEO Merchandising. The go-to-market is segmented by vertical — national, automotive, recruitment, travel, finance, education, furniture, and home improvement — and the firm maintains formal partner-tier relationships with Google (2026 Premier Partner), Microsoft (2026 Elite Partner), Meta (Business Partner), TikTok (Marketing Partner), and Yelp (Platinum Partner), positioning it as a resell-on-top and managed-services layer on top of major ad platforms.

Revenue mechanics are typical of a regional media/advertising sales operation: media placement (display, print, direct mail), paid performance marketing retainers, and platform/license fees on LocaliQ-driven martech products. Direct sales leadership comprises Aaron Velthoven (Vice President, Marketing, Communications & Events) and Rebecca Steckler (Senior Vice President, Sales and Marketing); inquiries route through the USA Today Network advertising line at 1-855-263-7659. Recognition includes a 2026 AI Excellence Award and a Spring 2026 G2 Best ROI small-business badge, indicating positioning toward AI-augmented SMB marketing automation.

Name

Michigan.com

Website

https://michigan.com

Company type

Private

Founded year

1831

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Michigan.com is a Michigan-focused digital media and advertising property within USA Today Network (Gannett), providing full-funnel marketing solutions — display, print, direct mail, and performance marketing — to local businesses across automotive, recruitment, travel, finance, and education verticals via the LocaliQ platform.

Ownership category

akta.pro rank

Product category

Local Media Advertising

NAICS

Media Representatives (541840), Media Buying Agencies (54183), Broadcasting and Content Providers (516)

SIC

Services-Advertising Agencies (7311), Newspapers: Publishing Or Publishing & Printing (2711)

akta.pro primary industry

Social Media Management, Scheduling & Community Tools (BPAMALAJ)

akta.pro secondary industries

News & Content Aggregation Portals (BPAMAAAI), Digital Publishing Analytics, Personalization & Ad-Tech (MPAJAMAI)

Keywords

• Local digital advertising
• Print media advertising
• Direct mail marketing
• Branded content marketing
• Performance marketing solutions

Headquarters

HQ city

Detroit

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Media Rights and Broadcast Revenue: Michigan athletics generates significant revenue through TV and streaming broadcast rights from conferences and networks including ESPN, Amazon, Big Ten Network, and Fox. The national championship game drew 18.3 million viewers, providing substantial exposure value.
2. NIL and Player Compensation: Multi-million dollar NIL deals reportedly reach $2-7 million per athlete. Michigan's multi-million dollar recruitment deals are part of the revenue-sharing model, with roster costs expected to exceed $10 million for 2026-27 season.
3. Tournament Revenue: Players Era tournament provides at least $1 million in NIL money per participating team on average. Michigan headline tournaments and receives tournament revenue plus broadcast rights fees.
4. Donor Contributions: Rich donors fund football programs with dramatic turnarounds, and alumni donations support athletic programs including facility improvements and recruiting infrastructure.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Michigan.com is a Michigan-focused media and advertising platform that sells digital display, video, print, direct mail, branded content, custom promotions, and performance marketing solutions to local and regional businesses. Operated as part of USA Today Network under Gannett Co., Inc., it packages Michigan's largest combined audience with research, creative, strategy, and marketing expertise to drive measurable business outcomes for advertisers. It also operates self-service portals for public notices, classifieds, recruitment listings, and obituaries.

Differentiator

Problem solved

Functional benefit

Products and services

• Display Advertising Digital display, mobile, and video advertising placements run across Michigan.com and USA Today Network properties. Sold to local and national advertisers seeking Michigan audience reach and measurable outcomes.
• Print Advertising Paid print advertising placements across Michigan newspapers distributed within the USA Today Network. Used by local and regional businesses, agencies, and national brands to reach print readers in Michigan.
• Direct Mail Targeted direct mail campaigns built using Michigan.com/USA Today Network audience and consumer-intent data, distributed to selected households or geographic zones. Sold to local businesses that want measurable responses via unique phone numbers, URLs, or promo codes.
• Branded Content Custom editorial-style content created for advertisers and distributed as articles, videos, and native placements across Michigan.com and the USA Today Network. Designed for local and national brands that want longer-form storytelling rather than standard ads.
• Custom Promotions Bespoke promotional campaigns such as contests, sweepstakes, and limited-time offers built around an advertiser's offer and the Michigan.com / USA Today Network audience. Aimed at local businesses seeking engagement-driven campaigns.
• Performance Marketing Outcome-priced digital campaigns measured against business results (calls, clicks, leads, app installs, video views, Facebook leads, audience targeting, and website traffic) rather than impressions. Targeted at advertisers who want pay-for-performance media buying across Michigan.com and the USA Today Network.
• SMART Solution An audience-targeted managed advertising package that runs on a single chosen property (such as michigan.com) within the USA Today Network, with targeting, creative services, dedicated marketing team, research, strategy, content, and reporting bundled into the offering. Aimed at advertisers who want hands-on campaign management against a specific Michigan audience.
• SMART Delivery An audience-extension upgrade that takes a SMART Solution campaign from a single selected USA Today Network property and adds any of the additional 200+ sites and apps in the USA Today Network, allowing advertisers to extend campaign reach beyond a single state in a single buy. Used by agencies, multi-location, and national advertisers.
• Active Shopper Network A shopper-audience targeting product that places advertisers in front of actively shopping consumers in specific retail categories, designed for retail and shopper-marketing advertisers seeking high-intent Michigan audiences.
• Video SEO Merchandising Retail video merchandising product that combines video content with SEO optimization to drive visibility of an advertiser's products in search results on Michigan.com and the USA Today Network. Sold to retail and shopper-marketing advertisers.
• Public Notices Online self-service placement of legally required public notices (probate, foreclosure, government, and other legal notices) in Michigan media. Sold to legal counsel, government bodies, and individuals needing statutory notice publication.
• Recruitment Advertising Online self-service job and recruitment-ad posting product that distributes employer openings across Michigan.com and USA Today Network job channels. Sold to employers and recruiters seeking Michigan-based candidates.
• Classifieds Online self-service classified advertising product spanning multiple categories (general merchandise, real estate, vehicles, etc.) on Michigan.com, fulfilling a local marketplace function for individual and small-business buyers and sellers.
• Obituaries Online self-service obituary placement product with print, online, and printable keepsake options, sold primarily to funeral homes and families.
• Local Deals Local Michigan "deal of the day" product showcasing limited-time offers, discounts, and promotions from area businesses to Michigan.com consumers.

Quantifiable outcome

• 18.3 million viewers for championship game - most-watched NCAA final since 2019
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• AmazoncoreGTM or Marketing Partner · 30 April 2026Duke collaborated with Amazon for three-game streaming package featuring games at Madison Square Garden (vs Michigan), Las Vegas (vs UConn), and Detroit (vs Gonzaga). Michigan basketball to play Duke at MSG December 21, 2026. Amazon's billion-dollar streaming investment in college sports represents significant shift in broadcast landscape.
• ESPNcoreGTM or Marketing PartnerPlayers Era tournament signed multi-year broadcast agreement with ESPN. Michigan and Florida headline separate tournament events in Las Vegas with 24 teams. Tournament co-founder stated teams receive at least $1 million in NIL money on average. Big 12 Conference holds equity stake in the event.
• Duke UniversityminorStrategic or Co-development PartnerMichigan and Duke maintain rivalry through home-and-home series and neutral site games. Both programs expected to rank among nation's best in 2026-27 season. Ohio State basketball also keeping Michigan rivalry as protected series for Big Ten schedule.
• Amazon (Baseball Stadium Partnership)minorStrategic or Co-development PartnerDuke-Michigan December basketball game may be played at loanDepot Park (home of Miami Marlins) instead of Madison Square Garden due to partnership with Amazon. Initiative could pave way for baseball stadiums to host non-conference college basketball games with larger capacity and increased revenue.
• Big Ten ConferencecoreStrategic or Co-development PartnerBig Ten challenged Duke's Amazon deal claiming rights-holder agreement for Duke-Michigan game under conference broadcast rights. Conference has won each of past three national championships in football. Seven of top 10 teams in Way-Too-Early Top 25 come from Big Ten and SEC.
• Los Angeles ChargersminorOthersMichigan defensive coordinator Jesse Minter departed for Los Angeles Chargers head coaching position, creating challenge for new head coach Sherrone Moore to maintain defensive recruiting excellence. Focus on continuing defense's recent excellence in defensive line and secondary.

Scale indicators11 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Gannett Co., Inc. (USA Today Network): The publicly-traded parent of Michigan.com and broader USA Today Network, the largest local-to-national US media organization. Michigan.com is one of its regional properties and shares its full advertising funnel, print and digital product suite, making Gannett the relevant incumbent benchmark.
• Hearst Media: Diversified US media conglomerate operating newspapers, magazines and broadcast TV with substantial advertising sales divisions. Comparable to Michigan.com as a larger, broader incumbent in local/regional media advertising with overlapping advertiser relationships and multi-channel offerings.
• News Corp: Global media conglomerate operating the Wall Street Journal, New York Post, and other regional publications with substantial print and digital advertising businesses. Comparable to Michigan.com as a broader incumbent with overlapping SMB and large-advertiser capabilities across multiple channels.

Direct peers

• McClatchy: US regional newspaper group operating local news outlets with bundled advertising, print and digital marketing solutions. Directly comparable to Michigan.com as another US regional media company monetizing local audiences through full-funnel advertiser offerings and SMB relationships.
• Tribune Publishing (Alden Global Capital): Major US regional newspaper publisher operating local publications including the Chicago Tribune and New York Daily News, with advertising sales divisions. Comparable to Michigan.com as another privately-held US regional media group selling display, print and direct marketing to local advertisers.
• Lee Enterprises: US regional newspaper and local media company with digital and print advertising offerings across multiple states. Highly comparable to Michigan.com as another regional media publisher monetizing SMB advertisers via local audience reach and bundled marketing services.
• LocaliQ: Gannett's SMB digital marketing technology platform referenced as partner and providing the SMART Solution offering used by Michigan.com. Direct peer as the parent company's marketing technology arm serving the same SMB advertising customers with similar performance marketing and analytics tools.
• Advance Local: Regional digital media arm of Advance Publications operating AL.com, cleveland.com, syracuse.com and similar local audience sites with bundled advertising solutions for SMBs. Comparable to Michigan.com as a regional digital media advertising platform monetizing city-level audiences through performance and brand channels.
• Patch Media: Hyperlocal US news and information network with strong local audience reach and local advertising solutions targeted at SMBs in defined geographies. Comparable to Michigan.com as a digital-first local audience platform monetizing through advertising sales to small businesses.

Others

• Sinclair Broadcast Group: US broadcast TV station group with extensive local advertising sales operations targeting the same SMB advertiser base as Michigan.com. Comparable as an adjacent player in local audience advertising - different platform (broadcast TV vs. print/digital) but same advertiser customer type and local market orientation.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/michigan_com
• Facebookfacebook.com/427727380696889
• LinkedInlinkedin.com/company/detroit-media-partnership

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Michigan.com