New Era is a village in Shelby Township, Oceana County in the U.S. state of Michigan. The population was 451 at the 2010 census.New Era is the birthplace of Caldecott Medal-winning children's author Verna Aardema. The village is near the halfway point on the Hart-Montague Trail, and local businesses woo visiting cyclists as they pass by along the trail. New Era is also home to dairy product manufacturer, Country Dairy.