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The Traverse City-Cadillac DMA is rooted in Michigan’s northern Lower Peninsula, blending tourism, agriculture, manufacturing, and outdoor recreation. Media outlets cover Great Lakes water quality, cherry and wine industries, four-season tourism, and tribal nations while reporting on broadband access, workforce housing, and climate resilience. Audiences rely on broadcast TV, radio, and digital platforms for evolving coverage of lake-effect weather, transportation, and community initiatives.
Heritage Broadcasting runs 9&10 News (WWTV/WWUP CBS) and Local 32 (WFQX FOX), while Scripps-owned WPBN/WTOM (NBC) partners with WGTU/WGTQ (ABC) to provide combined newsrooms. CMU Public Broadcasting’s WCMU Television and WCMU-FM serve the region with PBS/NPR content, and Interlochen Public Radio’s classical and news networks provide cultural coverage. The Traverse City Record-Eagle, Petoskey News-Review, The Ticker, and nonprofit Great Lakes Echo collaborate on investigative stories focused on environment, development, and regional policy.
The Federal Communications Commission manages coverage across rugged terrain and Great Lakes coastlines to maintain Emergency Alert System reliability during severe storms, flooding, and wildfires. Michigan State Police Emergency Management and Tribal partners coordinate with broadcasters on IPAWS training, shoreline evacuation messaging, and multilingual alerts for seasonal workers and visitors.
9&10 News, UpNorthLive (WPBN/WGTU), and Local 32 stream newscasts, weather, and lifestyle programming on OTT platforms, focusing on travel, outdoor recreation, and community events. The Ticker, Great Lakes Echo, and Traverse Connect produce newsletters and podcasts addressing regional growth and environmental stewardship. Interlochen Public Radio expands podcasts (Points North, Studio A) and livestreams to reach statewide audiences.
Broadband projects funded by Michigan’s High-Speed Internet Office, federal BEAD grants, and regional co-ops expand fiber across Grand Traverse, Leelanau, Benzie, and Wexford counties. Smart buoys and Great Lakes Observing System sensors provide data on water quality and weather that stations use in storytelling. Regional airports, Cherry Capital Airport, and MDOT deliver transportation insights for tourism seasons.
Tourism operators, wineries, and hospitality businesses monitor local news apps, weather services, and social media to update visitors on events, lake conditions, and travel routes. Station livestreams, podcasts, and newsletters share vacation planning tips, food trends, and community festivals, resonating with seasonal residents and visitors.
Coastal and island communities rely on weather alerts, ferry updates, and fisheries coverage through broadcast, public radio, and tribal communications. Bilingual outreach reaches migrant farmworkers and hospitality staff via Spanish-language stations and nonprofit networks.
Farmers spread across Leelanau, Antrim, and Wexford counties depend on OTA television, radio market reports, and smartphone notifications for frost warnings, crop forecasts, and seasonal labor updates. Cooperative extension programs and farm bureaus use Facebook Live, podcasts, and radio to deliver technical advice and policy updates.
Outdoor enthusiasts follow fisheries, hunting, snowmobiling, and trail updates via weekend newscasts, dedicated digital sections, and YouTube channels. Faith communities and local governments livestream services, council meetings, and town halls for widespread access.
| Indicator | Latest Figure | Source |
|---|---|---|
| DMA population | approximately 600,000 residents (2023) | U.S. Census Bureau |
| Television households | about 255,000 TV homes, rank 85 (2024-2025) | Nielsen DMA Rankings |
| Median household income | roughly $66,800 across Grand Traverse and Wexford counties (2022) | U.S. Census Bureau ACS |
| Broadband availability | 89% of households with 100 Mbps access | Michigan High-Speed Internet Office |
| Tourism economic impact | $3.4 billion in visitor spending (2023) | Traverse City Tourism / Pure Michigan |
| Agricultural output | over $850 million in farmgate value (cherries, wine grapes, dairy) | Michigan Department of Agriculture & Rural Development |
| Cherry Capital Airport passengers | approximately 620,000 enplanements (2023) | Traverse City Airport Authority |
The 2024 Michigan Public Media Trust Survey indicates 65% of northern Michigan residents trust local news outlets for environmental, tourism, and civic reporting, compared with 32% for national media. Stations publish transparency statements, data sources, and correction policies, and host listening sessions with tribal leaders, tourism boards, and agricultural groups to inform coverage.
Collaborations among 9&10 News, UpNorthLive, Interlochen Public Radio, and Great Lakes Echo produce solutions journalism on water quality, housing, and climate adaptation, providing bilingual resources and sharing datasets publicly.
Sports audiences follow Detroit Lions, Tigers, Red Wings, Michigan and Michigan State athletics, Traverse City Pit Spitters, and high school sports via local broadcasts and streaming. Outdoor living, food, and cultural segments perform strongly across weekend newscasts, podcasts, and social media, highlighting events like the National Cherry Festival.
Podcast and newsletter engagement includes Interlochen’s Points North, Great Lakes Echo, The Ticker, and 9&10 News digital briefings. Younger residents and tourists engage with Instagram and TikTok creators covering scenic routes, craft beverages, and local artisans, while community organizations livestream meetings, performances, and faith services.
