Publishers Ramp Up Charitable Initiatives During Pandemic

Publishers are doing their part to give back, even as the industry experiences serious fallout from the pandemic. Some companies are hosting virtual fundraisers. Others use their digital platforms to encourage readers to support key causes.

Media brand Morning Brew raised over $75,000 in less than a day by announcing its upcoming celebrity-centric online poker tournament. The tournament, which takes place this weekend, will raise money for grassroots organization Frontline Foods to support its effort to feed medical workers during the COVID-19 pandemic.



Players have to donate $100 to qualify for the tournament, after which they can participate in the qualifying round May2. Those who qualify for the championship round will go head-to-head with notables like Away cofounder Jen Rubio, Slack cofounder Stewart Butterfield and NASDAQ president Adena Friedman, among others, on May 3.

The tournament, which happens on the Faded Spade platform, was organized by Morning Brew’s executive team. They used Twitter and LinkedIn, among other channels, to attract big-name participants and boost audience interest.

Hearst titles Men’s Health and Women’s Health are holding Relay for Relief in partnership with wellness technology platform Mindbody. Participation is $10 a class with proceeds benefiting United Way Worldwide’s COVID-19 Community Response and Recovery fund.

Fitness apparel brand Athleta signed on as a program sponsor and has pledged a donation to United Way.

The 24-hour relay initiative takes place May 15 through May 16. During the relay, participants take part in 48 back-to-back streaming workouts, each 30 minutes in length, presented by top fitness trainers and influencers. Participants across the globe can register for any of the classes.

The programming is curated by editors at Men’s Health and Women’s Health and Mindbody; it includes yoga and meditation sessions, strength and HIIT classes in a range of levels.

Meredith Corp’s Food & Wine is leveraging its membership-driven Food & Wine Pro audience to support those in the food and beverage industry affected by the pandemic, in partnership with Southern Smoke Foundation.

Southern Smoke prioritizes delivering aid to those in immediate need.

In a recent newsletter to Food & Wine Pro members, EIC Hunter Lewis addressed the crisis facing the workers and said the title had donated $10,000 to Southern Smoke, while using digital channels to advocate for the industry.

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