Good Worldwide

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GOOD Worldwide, LLC is a media platform that promotes, connects, and reports on individuals, businesses, and non-profits "pushing the world forward."[1][2] GOOD produces a website, a quarterly magazine, online videos, and events highlighting examples of what is sustainable, prosperous, productive, creative, and equitable. The content covers a variety of topics, including the environment, education, urban planning, design, food, politics, culture, lifestyle, technology, and health. GOOD Worldwide, LLC is the consolidation of originally separate brands: Reason Pictures, GOOD Magazine, and GOOD Digital, in partnership with Causes, a Facebook/MySpace app promoting donations of time and money to charities and non-profits; Goodrec, a personal inspiration and service; and Govit, an application that connects US citizens with their elected representatives. [3] GOOD Worldwide, LLC is made up of three organizations: GOOD/Media, GOOD/Community and GOOD/Corps.[4]

GOOD/Media[edit]

GOOD/Media produces a quarterly print magazine, GOOD Magazine, available for individual purchase or as a monthly subscription. In June 2012 most of its editors were fired.[5] The firings were "for strategic reasons" to shift GOOD's focus to its social network.[5] Eight former GOOD Magazine editors and writers raised funds on Kickstarter to create the one-shot magazine Tomorrow before going their separate ways.[6]

GOOD/Community[edit]

GOOD/Community runs a website, which was introduced in 2012 as a network of blogs and hosts stories of ways to do good in a variety of categories.[7]

GOOD/Corps[edit]

The GOOD/Corps is a consulting team that partners with businesses and nonprofits to collaborate on innovative solutions, programs, and initiatives to improve the community.

Current projects are:

  • The Pepsi Refresh Project, demonstrated the power of crowdsourcing to fund projects. This movement, a collaboration with PepsiCo, was intended to "empower millions of citizens to transform their communities through democratic philanthropy."
  • 100Kin10 is a GOOD/Corps project in collaboration with the Carnegie Corporation of New York and The Opportunity Equation, which strives to fulfill the need for 100,000 Science, Technology, Engineering, and Mathematics (STEM) teachers in the United States by 2021. With the support of more than 160 partners, this campaign projects that there will be nearly 37,000 excellent STEM teachers prepared by 2016.
  • In the Vote.Give.Grow campaign, GOOD joined alongside Starbucks to create the Starbucks Community Card: Vote.Give.Grow. The Spring 2012 program was "an online platform to deepen customer loyalty by creating opportunities for My Starbucks Rewards members to help direct Starbucks Foundation grants to local nonprofits in all 50 states and 11 cities." As a result of more than 100,000 My Starbucks Rewards members getting involved, $4 million was distributed to 124 non-profits.

Founding and business model[edit]

GOOD was founded in 2006 by Ben Goldhirsh, who wanted to create a "free press for the critical idealist."[8] Eschewing experienced editors, he hired friends from college and high school, including Al Gore's son, Al Gore III, to create a media company characterized by "both bold graphic style and an unconventional approach to business." The team was initially criticized by some industry experts, such as magazine executive and publishing expert Chip Block, who said, "This sounds a lot to me like vanity publishing, a bunch of kids sitting around with something they think is a really good idea, and one of them has a lot of money."[8] Others in the industry praised the magazine's design and concept upon its launch.[8]

GOOD's unconventional business strategy included donating its magazine subscription fees entirely to charities,[8] offering subscribers the option of which organization their fee supported: Teach for America, Millennium Promise, Ashoka, City Year, UNICEF, etc.[9] Goldhirsh explained the reasoning behind the strategy in an interview with Inc.: "The idea was that we would incentivize consumers with the added benefit that their money goes to charity, incentivize these charities to reach their constituencies for the $20 donation, and enjoy the added marketing and public relations that would come from having an innovative strategy."[10] Goldhirsh' theory has been criticized for not being a viable business model.[11] However, the magazine has reached over 200,000 people and raised over a million dollars for partner organizations.[3][12]

GOOD has experimented with different practices over the years. Former GOOD CEO Jonathan Greenblatt implemented a number of innovations at the company, including the launch of the GOOD Sheet, a broadsheet product distributed exclusively at Starbucks and a name-your-own-pricing scheme that the company ran as an experiment. It is not clear whether this strategy was successful.[13][14]

Press coverage[edit]

Around launch time in the fall of 2006, GOOD was featured in the New York Times and mentioned by APM's Marketplace.[15] The magazine and its web presence[16] were covered by NPR[17][18] throughout late 2007, when the company celebrated its one year anniversary. GOOD's listing of the 51 best magazines also received national press attention.[19]

Instead of traditional marketing strategies, GOOD used their marketing budget to throw launch parties[8] which have been reviewed and discussed by publications such as The Washington Post.[20]

On August 17, 2011, a joint announcement was made that social network service Jumo, a social engagement platform designed to connect users with causes and non-profits, founded by Facebook cofounder Chris Hughes, would be merging with GOOD.[21][22]

In June 2012 it was reported that Good magazine had laid off nearly all of its editorial staff in favor of a community-sourced publishing model,[23][24] which upset some of the Magazine's readers[25]

Office locations[edit]

Good magazine has office locations in Los Angeles and New York.[26]

References[edit]

  1. ^ "About Us". GOOD. Retrieved 2014-04-16. 
  2. ^ "GOOD Adds YouTube CEO Chad Hurley And Pepsi CMO Jill Beraud To Advisory Board". TechCrunch. 2010-03-30. Retrieved 2014-04-16. 
  3. ^ a b "GOOD Scores Funding, Strategic Partnerships To Help Improve The World". TechCrunch. 2009-10-14. Retrieved 2014-04-16. 
  4. ^ "GOOD Corps". GOOD Corps. 2011-05-13. Retrieved 2014-04-16. 
  5. ^ a b Beaujon, Andrew. "GOOD magazine lays off most of its editorial staffers". Poynter. Retrieved 2014-04-16. 
  6. ^ Coscarelli, Joe. "Fired GOOD Staff Raises $20,000 for Tomorrow - Daily Intelligencer". Nymag.com. Retrieved 2014-04-16. 
  7. ^ "GOOD Debuts the First Social Platform That Isn't Only About You". PRNewswire. 2012-09-19. Retrieved 2014-04-16. 
  8. ^ a b c d e http://www.nytimes.com/2006/09/17/fashion/17good.html?_r=2&adxnnl=1&pagewanted=1&adxnnlx=1215065897-NpYAJlJjCmj23KSrNP48Vw
  9. ^ Steel, Emily (2006-07-20). "Wealthy Son Aims to Build His Legacy". The Wall Street Journal. Retrieved 2014-04-16. 
  10. ^ "Inheriting the 'Entrepreneurial Spirit' - Ben Goldhirsh - GOOD magazine". Inc. 2007-06-19. Retrieved 2014-04-16. 
  11. ^ Rothkopf, David (2007-08-16). "Doing Well By Doing Good". Foreignpolicy.com. Retrieved 2014-04-16. 
  12. ^ "GOOD | CrunchBase Profile". CrunchBase. Retrieved 2014-04-16. 
  13. ^ Fell, Jason. "Good to Let Subscribers Name Their Own Price - Audience Development @ FolioMag.com". Test.foliomag.com. Retrieved 2014-04-16. 
  14. ^ http://www.nytimes.com/2008/09/08/business/media/08good.html?pagewanted=print&_r=0
  15. ^ Marketplace: Smart (socially-conscious) business
  16. ^ A Vision of 'Good' Works in Magazines, Web. NPR. December 8, 2007
  17. ^ Magazine Aims to Be 'Good' for You NPR. October 10, 2007.
  18. ^ Magazine Makes 'Good'. NPR. November 22, 2007
  19. ^ Cheers and Jeers for Condé Nast. The New York Times. Maria Aspan. March 12, 2007
  20. ^ Good Anniversary Party: Editor's Pick, The Washington Post. Julia Beizer. Sept. 5, 2007.
  21. ^ Two Groups That Help Nonprofits in a Merger, Stephanie Strom, The New York Times, August 17, 2011
  22. ^ Jumo and GOOD Combine Forces to Create Content and Social Engagement Platform, Chris Hughes, Jumo blog, August 17, 2011
  23. ^ Tessa Stuart, [http://blogs.laweekly.com/informer/2012/06/good_magazine_lays_off_almost.php "GOOD Magazine Lays Off (Almost) Entire Editorial Staff", LA Weekly, June 1, 2012.
  24. ^ Andrew Beaujon, "GOOD magazine lays off most of its editorial staffers", MediaWire (Poynter Institute), June 1, 2012.
  25. ^ "Response to GOOD Magazine Layoffs", Storify Peter Sterne. June 2012.
  26. ^ GOOD Contact Page

External links[edit]