El Tiempo Latino is opening a Baltimore newsroom. Founding partners back the launch and take a full year of advertising below rate card, on the same content model JPMorganChase already runs in the DMV.
Prepared for Justin Page · JPMorganChase
Baltimore has a Latino community large enough to matter and no Spanish-language newsroom covering it. Baltimore City's Latino population grew 77% between 2010 and 2020, the city's fastest-growing group, and by 2024 it accounted for nearly all of the city's net population growth. The growth crosses the county line: Dundalk went from 1.45% Latino in 2000 to 14.23% in 2020.
The market is open. Spanish-language media exists in Baltimore, and none of it is a daily newsroom: a monthly print paper out of Highlandtown, a second outlet running a paper and a radio show, and a Spanish-language station licensed in 2025. The Baltimore Banner, the city's leading digital newsroom, has no Spanish-language product at all. Univision and Telemundo cover the city from Washington. No one is publishing daily local journalism in Spanish for this community.
JPMorganChase is already in this market. The firm has committed more than $13.4 million to Baltimore since 2019 and serves the city with retail branches and business banking. The financial decisions the DMV content already speaks to are the same decisions being made in Highlandtown and Dundalk: renting against buying, protecting a small business, opening a first account, avoiding scams.
This document sets out the Baltimore opportunity in full: the package, the delivery commitment and the terms.
Four years of running JPMorganChase's financial-literacy program told us what this partnership is built on. Content anchored to a real decision outperforms brand messaging, and presence sustained over quarters outperforms a campaign push. The firm has also chosen markets where it already has branches and community commitments.
That is what this offer is built to do:
This is a commercial advertising partnership. Founding partners receive a full year of advertising and content production below rate card, plus recognition as a launch partner of El Tiempo Latino Baltimore. The discount exists because the commitment is made before the Baltimore audience is built.
The same model already running for JPMorganChase in the DMV, produced for Baltimore. Every piece starts from a decision a Baltimore Latino family is actually facing, and the content is built to be useful whether or not the reader ever walks into a branch.
Short explainer video built around one financial decision, in Spanish, shot and edited by the El Tiempo Latino team. The format that carries the most engagement in the DMV program today.
Multi-card social pieces that break a single question into steps a reader can act on and save. These are the pieces that get shared into family group chats.
Longer-form pieces published on El Tiempo Latino's Baltimore section, written for search and for the reader who arrives with a specific question already in mind.
Content is grounded in the city: the neighborhoods where the community lives, the businesses along the Eastern Avenue corridor, the institutions people already use. The editorial team is running a listening tour across Baltimore through the launch period, and that reporting is what keeps the content grounded in Baltimore.
Every asset runs across the full ecosystem:
Who sees this content is determined by paid distribution, which reaches Latino households across the Baltimore metro area whether or not they follow the account yet. That is why the delivery commitment below holds from month one and does not depend on audience growth. As the Baltimore channels build through the year, the same content compounds organically on top of that floor.
Geography by city and community across the Baltimore metro, combined with the Spanish-language and cultural-affinity signals El Tiempo Latino uses across all its markets. The owned channels make the targeting accurate; paid distribution carries the campaign beyond them.
The first wave launches with variants across the reels and carousels, testing which financial decisions and which framings hold attention in this specific market. Spend concentrates on what performs. The readout is delivered to JPMorganChase as market intelligence: which topics Baltimore's Latino community engages with, and how the firm might frame its own products for this audience. Nobody has this data for Baltimore yet, because nobody has been publishing to this audience in Spanish.
Two ways to become a founding partner, priced and delivered independently. Both run 12 months and both carry full JPMorganChase usage rights to all content produced, on any channel, with no time limit.
A wave is the unit of production: one video reel and one social carousel built around a single topic, published across El Tiempo Latino Baltimore and carried by paid distribution. It is the same unit El Tiempo Latino produces for its DMV partners today, without the print ad, since Baltimore launches as a digital newsroom.
Start in 2026. The program runs Q4 2026 through Q3 2027 and is invoiced in 2026. Because JPMorganChase is live when the newsroom launches, its name goes inside the announcement itself: the press release, the launch video and the first Baltimore edition.
Start in 2027. The program runs Q1 through Q4 2027 and is invoiced against the 2027 budget. Founding recognition applies in full provided the scope is signed by November 30, 2026.
The lead partner of the Baltimore launch. Named first across the launch year, the deepest production volume, and the market intelligence readout twice.
Two thirds of the anchor's production volume on the same model, with founding recognition across the launch year.
The guarantees above do not depend on how fast the new Baltimore channels grow. Most of the delivery is paid distribution across the Baltimore metro area, which reaches Latino households whether or not they follow the new accounts yet, aimed using the first-party data El Tiempo Latino and Tiempo News already hold on Latino audiences around Baltimore. El Tiempo Latino's established Maryland audience carries the rest, and organic delivery compounds on top of that floor as the Baltimore channels build through the year.
A custom package can be built around a different priority or a different weight across formats, confirmed in writing before booking.
| When | What happens |
|---|---|
| November 30, 2026 | Founding partner window closes. After this date these tiers no longer exist and the Baltimore offer moves to the standard rate card in our media kit. |
| Q3 2026 | El Tiempo Latino Baltimore launches. Partners confirmed before the launch announcement are named inside it. |
| Q4 2026 | Programs starting in 2026 go live and are invoiced in 2026. |
| December 2026 | Onboarding, content planning and the wave calendar agreed for programs starting in 2027. |
| Q1 2027 | Programs starting in 2027 go live and are invoiced against the 2027 budget. |
| Q4 2027 | Final report and the Baltimore market intelligence readout. |
Signature in 2026 is what secures the founding partner terms. The budget year the program runs against is a separate decision, and either start keeps founding recognition in full.
| Contracting entity | MasTV / El Planeta LLC, DBA El Tiempo Latino. W-9 provided on request. |
| Payment | Invoiced in full at the start of the program. Payment due net 30 from receipt of invoice. Payment by ACH or check. This program is priced, invoiced and delivered independently of the other proposals in this set. |
| Approvals | Two consolidated rounds of feedback per deliverable. Review windows set at kickoff to match JPMorganChase's legal and compliance calendar. |
| Delivery | Guaranteed figures assume the full program described above and are measured in Meta and Instagram Insights, the newsletter platform’s analytics and site analytics, reconciled in the final report. Any shortfall against a guaranteed figure is fulfilled with additional delivery at no cost to JPMorganChase. |
| Content rights | JPMorganChase receives full usage rights to all content produced under this program, on its own channels, for the duration of the program and the twelve months following it. |
| Editorial | Selection of the businesses and people featured, and how their stories are told, remains an editorial decision. Sponsorship sits alongside the storytelling. |
| Outcomes | We commit to the delivery above, to ongoing optimization and to full transparency in reporting. No commitment is made on uptake of any JPMorganChase product or service. |
| Disclosure | All content published on El Tiempo Latino channels is clearly labeled as paid. |
| Validity | This proposal is confidential and valid through November 30, 2026. |