NEED — the Humanitarian Magazine — Launches "Screw the Man, Save the World" Campaign
MINNEAPOLIS, MN, June 4, 2009 — No bailout is coming for independent media publications. In an industry that will reinvent itself or become obsolete, NEED magazine is eliminating commercial advertisements from its pages in favor of an entirely subscription-based fundraising model. If successful, the humanitarian magazine's nationwide "Screw the Man, Save the World" campaign could transform business models and mean the end of print advertising.
"Relying on advertising is no longer a viable business model, but readers will save the magazines they care about," says CEO Stephanie Kinnunen. Magazines are folding as the companies they relied on for advertising revenue are pulling their ads. While Portfolio folded and the Tribune Corporation filed for bankruptcy, creative strategies are enabling Bitch, Paste and other publications beloved by readers to survive. "The 'Screw the Man' campaign reaches out to our loyal readership to help NEED publish independently of ad revenue from big corporations that may not share our priority of saving the world," says executive director Kelly Kinnunen.
In appreciation of its readers' efforts, NEED has partnered with PLAY it Forward Adventures to give away one volunteer excursion per 5,000 new subscribers. Winners can choose from one of three trips to Central America in 2010. "NEED tells stories of people doing good in the world and we provide opportunities for people to have stories to tell," says PLAY it Forward Adventures founder Jodi Nelson. "Collaborating on a grassroots marketing campaign is perfect for both of us."
NEED magazine will replace pages formerly allotted to advertising with inspirational readers' stories about their experiences in humanitarian relief. "When readers tell about how they have helped others, a snowball of inspiration starts rolling,'" says managing editor Adam Hanson.
Through the innovative business model set in motion by the "Screw the Man, Save the World" campaign, NEED aims to grow in this uncertain economy and to effect positive change for humanity. Readers can track the campaign's results at www.screwtheman.net.