El Planteo

What El Planteo does

El Planteo is a Spanish-language digital media company covering cannabis, psychedelics, music, economy, ecology, and gender topics for audiences primarily in Latin America, with additional reach into the United States. The company operates from Buenos Aires, Argentina, and is incorporated in Florida as Planteo Media LLC, with an 11–50 employee headcount and an editorial team led by CEO and co-founder Javier Hasse, who simultaneously serves as editor-in-chief of High Times Magazine. Its core product is the website elplanteo.com, built on WordPress and distributed across an owned-and-earned channel mix that includes a Beehiiv-powered newsletter, Instagram, X, Facebook, YouTube, Telegram, WhatsApp, Google News, and content syndication partnerships with MSN and High Times, which the company claims together deliver 60M+ monthly reach against a direct readership of 200K+.

The business generates revenue from three streams: (1) El Planteo Pro, a subscription offering starting at USD 2/month that supports independent journalism; (2) El Planteo Labs, a B2B growth-marketing and advertising service for cannabis and psychedelics brands that packages the outlet's audience and distribution into strategy, SEO, social, newsletter, video, and e-commerce execution; and (3) content licensing and syndication via MSN and High Times. The customer base is a horizontally segmented, long-tail audience of Spanish-speaking cannabis and psychedelics enthusiasts, patients, cultivators, and industry professionals, supplemented by an undisclosed set of cannabis-sector brand clients on the El Planteo Labs side. The company shows no disclosed external funding and appears to be bootstrapped, with no parent company, subsidiaries, M&A activity, or restructuring on record; no AI/ML capabilities are disclosed.

Name

El Planteo

Legal name

Planteo Media LLC

Website

https://elplanteo.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

El Planteo is a Spanish-language digital media company that publishes cannabis, psychedelics, music, and culture content for Latin American audiences, monetizing via a $2/month Pro subscription, B2B growth-marketing services for cannabis brands (El Planteo Labs), and content syndication through MSN and High Times.

Ownership category

akta.pro rank

Headquarters

HQ city

Buenos Aires

HQ country

Argentina

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. El Planteo Pro Subscription: Subscription-based premium content for the cannabis and psychedelics publication. Users pay from USD 2 per month to support independent journalism.
2. El Planteo Labs Advertising Services: Growth lab powered by media: social networks, SEO content, newsletter, web, video and e-commerce. Strategy and execution with advertising on El Planteo and distribution via MSN and High Times. They offer advertising proposals to cannabis and psychedelics brands.
3. Content Licensing and Syndication: Distribution partnership with MSN and High Times for content reach expansion.

Pricing tiers

Distribution channels4 records

Marketing channels10 records

Core offering

El Planteo is a Spanish-language digital media company that publishes news, educational guides, and editorial coverage focused on cannabis, psychedelics, hemp, CBD, and related topics. The company operates a website (elplanteo.com) with daily content, a paid subscription service (El Planteo Pro) starting at USD 2/month supporting independent journalism, and El Planteo Labs, a growth marketing service offering advertising, SEO content, social media, newsletter, web, video, and e-commerce execution for cannabis and psychedelics brands.

Product overview

El Planteo operates as a Spanish-language digital media company covering cannabis and psychedelics topics. The core offering is the content platform (elplanteo.com) providing news, ABC guides, and educational articles. This is complemented by El Planteo Pro, a paid subscription for supporting independent journalism, and El Planteo Labs, a brand growth service that helps cannabis and psychedelic companies reach the platform's audience through content marketing, social media, and advertising.

Differentiator

Problem solved

Functional benefit

Products and services

• El Planteo (Website/Content Platform) Spanish-language digital media platform providing news, educational content (ABC guides), cultivation tutorials, market analysis, interviews, and cultural content on cannabis, psychedelics, and related topics. Targeted at Spanish-speaking readers in Latin America and the U.S.
• El Planteo Pro
• El Planteo Labs Growth marketing and brand development service for cannabis and psychedelics companies, leveraging El Planteo's audience (200K readers, 10K+ newsletter subscribers, 60M monthly reach) to deliver SEO content, social media, newsletter, web, video, and e-commerce strategy and execution, with advertising placement on El Planteo and distribution via MSN and High Times.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered major, core and supporting.

• MSNmajorStrategic or Co-development PartnerContent syndication and distribution partnership. El Planteo content is distributed via MSN to expand reach to broader audiences beyond their direct readership.
• High TimesmajorStrategic or Co-development PartnerCross-promotional partnership with High Times magazine. El Planteo content is featured on High Times platform and they share audiences. High Times also links to El Planteo content in English translations.
• BeehiivcoreTechnology or IntegrationNewsletter platform provider used by El Planteo for email marketing. Beehiiv stores subscriber emails, tracks open rates and click behavior for the newsletter.
• Google LLC (Google Analytics and Google Ads)coreTechnology or IntegrationWeb analytics and advertising platform used for audience measurement and occasional advertising campaigns.
• Microsoft ClaritysupportingTechnology or IntegrationUser behavior analytics tool used for heatmaps and anonymized session recordings to understand website usage patterns.
• Mantis Ad NetworkcoreChannel Partner/ Reseller/ DistributorAdvertising network used for serving contextual cannabis-related advertisements and measuring ad performance.
• CloudflaresupportingTechnology or IntegrationCDN, DNS, security, and attack mitigation provider ensuring website functionality and performance.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Leafly: Cannabis information and strain-data platform with a sizable newsroom. Comparable to El Planteo as a content-led cannabis media brand, but English-first and U.S.-focused with a different business model anchored in dispensary listings.
• High Times: The most established English-language cannabis media brand, with which El Planteo has a direct syndication partnership. High Times is a broader incumbent operating across print, digital, and events in English; El Planteo occupies the equivalent niche in Spanish.
• Benzinga Cannabis: Cannabis news vertical of Benzinga, where El Planteo's CEO Javier Hasse previously led the cannabis area. Comparable as a cannabis business/news brand, but English-language and embedded in a broader financial news platform.
• Weedmaps: Cannabis discovery and marketplace platform with an editorial/news vertical. Weedmaps provides guest content to El Planteo and overlaps on cannabis information and audience monetization, but operates primarily as a U.S. retailer-facing platform rather than a publisher.

Direct peers

• Cannigma: Cannabis science and education publication. Comparable in mission (evidence-based cannabis content, education/ABC guides) to El Planteo's editorial mix, but English-language and global rather than Spanish-first.
• MJBizDaily (Marijuana Business Daily): B2B cannabis industry news and events company. Comparable to El Planteo's 'Economía' vertical in that it covers cannabis business, policy, and capital markets, with overlapping advertiser profile.
• DoubleBlind Magazine: Psychedelics-focused media and education company that provides guest content to El Planteo. Directly comparable in the psychedelics editorial vertical, but English-first and with a strong course/education product.
• Cáñamo Magazine: Long-running Spanish-language cannabis and hemp magazine. Most direct Spanish-language editorial peer to El Planteo, with a print heritage and broader hemp-industry coverage rather than a digital-first, multi-platform model.
• Cannabis Now: Independent cannabis lifestyle and news publication, directly comparable in editorial scope (news, culture, business) to El Planteo, but operating in English and primarily U.S. distribution.

Regional players

• Cogollos del Sur: Regional Spanish-language cannabis publication focused on Southern Cone markets (Argentina, Uruguay, Chile). Comparable in language and LatAm cannabis coverage, but smaller footprint and primarily regional rather than pan-Hispanic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ElPlanteo
• YouTubeyoutube.com/@ElPlanteo
• Facebookfacebook.com/elplanteo
• Instagraminstagram.com/el.planteo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

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

M&A

Investments

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

Frequently asked questions about El Planteo