While Western media often portray the Cuban media landscape as a David-and-Goliath fight between plucky independent media facing repression, and a sprawling state-sponsored propaganda apparatus, the gigantic sums handed out to these “underdogs” make them by far and away the best funded outlets on the island. A 2023 Guardian article, for instance, profiled 24-year-old photojournalist Pedro Sosa, who worked for both El Toque and El Estornudo. It presented the pair as “offer[ing] real reporting over stodgy state media” and journalists as poor and vulnerable truth tellers standing up for “freedom,” and facing a “crackdown” from the state.

But it also let slip that working for U.S.-backed media is not as bad a career move as portrayed, and is, in fact, an extremely lucrative profession. It casually mentions that salaries at tiny El Toque are ten times that of even the most senior journalists working in Cuban state media. In reality, then, these oppressed free speech warriors are actually some of the richest individuals on the entire island, thanks to the power of the U.S. dollar, which pays them handsomely to produce a constant stream of anti-government news.