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New Magazine to Focus on Affluent Young Donors

July 31, 2006

(July 31, 2006)  A new magazine will target young people age 21-35 and encourage them to act philanthropically, according to a recent article in The Wall Street Journal.

Ben Goldhirsh, the son of publishing giant Bernie Goldhrish, inherited a portion of his father’s $200 million fortune upon the latter’s death. He is using his inheritance to launch the magazine, GOOD, in September.

According to Goldhirsh, GOOD will help young and affluent readers to change the world by using their wealth and abilities, not through protests. He notes that his audience “grew up with the benefits of capitalism. We are people who give a damn. We are not do-gooders. We are not soft. We are hungry.”

The magazine will be published six times a year and will begin with a charitable campaign, “Choose GOOD.” To receive the magazine, a subscriber will pay $20, which will then be donated to one of a dozen nonprofit partners that a subscriber chooses. Partnering organizations include Teach for America and Millennium Promise.

According to the article, 50,000 copies of the magazine will be available in September in target markets: Boston, Los Angeles, New York, San Francisco and Washington, D.C. The magazine will be sold at places such as Whole Foods supermarkets and Borders and Barnes & Noble Bookstores.

“Wealthy Son Aims to Build His Legacy” appeared in the July 20 issue of The Wall Street Journal.

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