URL Media is thrilled to welcome Luz Media, a Latina-owned culture and lifestyle media company that serves English-speaking Latinas across the United States. Founded in 2018 by Lucy Flores, a lawyer and former Nevada State Representative, Luz Media has become a notable player in the emerging Latino media landscape. The company sets out to challenge inaccurate media narratives about Latinas as it reclaims and reshapes the modern Latina experience.

Luz Media is committed to investing in high-quality content that resonates with a wide audience each month, recognizing the significant buying power of Latinas, which exceeds $700 billion according to recent figures. Luz Media also stands out by embracing the multi-dimensionality of its multi-generational audience, Latinas mostly residing in cities such as Los Angeles, Houston, San Antonio, Chicago and New York. The company has established a strong sense of community through its original content, digital events, and networking opportunities both online and in-person. 

Co-founder Lucy Flores emphasizes Luz Media’s mission to build a world-class media brand that places Latinas at the forefront: “Latina-owned media might be a minority, but the Latino community is not. Luz is dedicated to showcasing Latinas where they rightfully belong,” says Flores.

With a substantial reach of over 12 million users on Instagram and tens of thousands of monthly website views, Luz Media continues to fulfill its mission through its content tailored to its diverse readership across verticals like Voices, which uplifts first-person perspectives, and topics such as politics, entrepreneurship, music, sports, food, and “Alpha Latinas,” where readers can nominate Latina leaders to be featured.

From “3 Reasons to Consider Dual American/Mexican Citizenship and How To Do It” to “Salsa Songs That Will Make You Question Your Holiday Cheer” and “Latine authors are renowned in sci-fi and fantasy. Why aren’t more of their books being published?” Luz Media’s most viewed content reflects the depth and fullness of its storytelling. The company also offers its free members a weekly newsletter, and exclusive content such as interviews, Q&A’s and 1:1 coaching opportunities with senior executives for its paying members.

“Luz Media’s range of coverage and expertise on a key demographic is inspiring,” says co-founder Mitra Kalita. 

Lucy Flores acknowledges the historical lack of equitable representation for non-white communities in mass media, thus stressing the importance of decentralized networks like URL Media that share revenue and distribute resources and content for 25+ independently owned and operated BIPOC media. 

“Asking to be included isn’t enough. We have to work together to carve out our space, and that’s exactly what URL Media is doing — something Luz Media is excited to be a part of,” Flores says.

Luz Media join URL Media partners Trenton Journal, Black Voice News, Documented, Epicenter-NYC, Native News Online, Prism, Our Body Politic, Outlier Media, palabra., Immigrantly, The Oklahoma Eagle, Sahan Journal, PushBlack, Pulso, Scalawag, ScrollStack, TBN24, La Noticia, The Haitian Times, Watch The Yard, Latina to Latina, How to Talk to [High Achievers] about Anything, and How to Talk to [Mamí & Papí] about Anything, Black Girl Times and WURD Radio.

Ariam Alula (how to say it) is URL Media’s first audience manager. She works closely with URL Media’s Editorial Director and leads the network’s social and newsletter content while further developing and executing the brand’s strategic audience goals. Alula who was born and raised in The Bronx had this to say about her work upon joining the network in the fall of 2022.

“I'm committed to helping our audience understand how issues in their own backyard impact other BIPOC communities. Also, I believe that our network's content amplification and original reporting should fully reflect and affirm the customs and cultural norms of our multicultural, multidisciplinary, and geographically diverse audiences. As BIPOC communities have and continue to be grossly misrepresented by the mainstream media, this part of the work can’t be overstated. Also growing up as a child of immigrants, community is an integral part of my identity, and it's something I bring to URL Media every day.”

Before joining the network, Alula sharpened her range of skills and interests in newsletter curation and editing, audience strategy and research, and measuring and tracking impact. In recent years Alula has worked for many organizations in the journalism support space, such as Coda Story while based in the Republic of Georgia and U.S.-based organizations like the Institute for Nonprofit News, the Public Square Team at Democracy Fund, Online News Association and Women Do News. She has also written for the American Press Institute’s Need to Know newsletter.

Alula is also a proud graduate of the engagement journalism program at the Craig Newmark Journalism School at the City University of New York, where she spent 16 long, insightful and experimental months working with family caregivers of people with autism in New York City.