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Scoop: Emerson Collective initial launch partner for new NowThis division
Sara Fischer, author of Media Trends
NowThis, the millennial social video media outlet that's part of Group Nine Media, will announce Tuesday the launch of NowThis Impact, a new editorial division that covers social issues and is underwritten by non-profits and philanthropic organizations, including launch partner Emerson Collective.
Why it matters: Underwriting editorial content is becoming a bigger trend as more philanthropy and non-profit money floods into journalism.
Details: Emerson Collective is a social change organization founded by Laurene Powell Jobs.
- NowThis is looking to announce additional underwriters in coming months.
- It will work with issue experts to form content partnerships around certain issues that contain specific calls to action.
- The new product aims to meet the content appetites of NowThis' audience of progressive and civically-minded millennials.
Be smart: It's not the first time Group Nine has dabbled in "call-to-action" media/journalism. Its animal franchise, The Dodo, has in the past directed its audience to adoption resources.
Go deeper: Struggling media companies pivot to non-profits
Disclosure: Emerson Collective is an investor in Axios.