Magazine Starts Grassroots Campaign to Free Itself from Advertising
Need's 'Screw the Man, Save the World' project inspired by 'Save Paste.'
Need, a small, Minneapolis, Minnesota-based â€śhumanitarianâ€ť magazine, is struggling with the advertising downturnâ€”just like the "inhumane" ones.
But after hearing about the initial success of the â€śSave Pasteâ€ť campaign ('Save Paste' Campaign Raises $166,000) founder Kelly Kinnunen says the magazine decided to launch a campaign of its ownâ€”"ScrewTheMan, SaveTheWorld.â€ť
â€śThe concept was to not only save ourselves, but at the same time promote our end mission of inspiring humanitarian action,â€ť Kinnunen says. â€śWe know it's a bit risky and cheeky but as independent publishers in the current climate you need to be creative.â€ť
Need wants 25,000 new subscribersâ€”which would more than double its current circulation of 19,000.
If successful, the quarterly magazine says it â€świll eliminate all commercial advertising for one year (thus screwing the man) and replace the allocated advertising pages with stories of how readers are involved in saving the world.â€ť
Whether or not it works remains to be seen. But at least they got a cool staff video out of it:
Post Comment / Discuss This Blog - Info/Rules