NEED -- the Humanitarian Magazine -- Launches "Screw the Man, Save the World" Campaign

Thu Jun 4, 2009 8:25am EDT

* Reuters is not responsible for the content in this press release.

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

    About NEED magazine:

    NEED magazine, co-founded in 2006 by Stephanie and Kelly Kinnunen, is an
international publication that tells stories of organizations and
individuals who are making a difference in society. With LIFE
magazine-like photography and compelling writing, NEED seeks to inspire
readers to become involved in humanitarian efforts. NEED is currently
available at book and magazine retailers in the US and Canada and can be
shipped worldwide. For more information, go to

    About PLAY it Forward Adventures:

    PLAY it Forward Adventures combines volunteering abroad with active
outdoor exploration for a travel experience that empowers people and
enriches lives. Founded in 2007 by Jodi Nelson, PLAY it Forward's travel
philosophy is to give back to locals in the places we play. For more
information about "Adventure Travel with a Moral Compass," visit

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Stephanie Kinnunen
NEED magazine
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