The Herald Times is operated by Giving Forward, Inc. a US-based 501(c)3 nonprofit. 50% (or more) of advertising revenue is donated to nonprofits selected by the readers, the writers/creators, and the Giving Forward staff. We use a points system to allocate the ad revenue to causes based on which causes readers and creators (or co-creators) select. For more details check out the Giving Forward website.

How you can help (Agencies, Design Professionals, Writers and Video Producers):

As an agency, marketing firm, freelancer or even ad-hock team supporting a specific nonprofit, you can do any one of the needed areas below from banner development/design though content creation and trafficking of the PSAs you create or others have created.

However, the true Giving Forward vision would be when you weave some or all of the tasks together into a project for a specific nonprofit. (SKIP DOWN IF YOU DON’T WANT THE HOLISTIC VISION)

Holistic Vision: Want a super fun project for your agency team? One that combines storytelling, marketing and creativity with philanthropy. You can choose to take on an entire section of Herald Times, such as a sports, or entertainment category. Your agency then picks a nonprofit from our curated list, or suggests a new nonprofit that we agree on. If you have a brand that wants to come along for the ride as a “branded content” sponsor, great, let’s discuss pricing… If not, no problem. Create newsworthy content (probably best if it is somewhat “evergreen”).  Any combination of written and video content is fine. Content can be simple such as commentary on existing news, or can be completely original content. See below for some great content types. Submit the content to your Herald Times / Giving Forward contact and Herald Times will pre-publish the content before pushing it live and provide you with a private link.

Once you are live with your content, you can share it socially, or even ask publications, broadcasters and platforms you buy media on to donate PSA inventory as part of their relationship with you. So, you’ll need banner creative if you do that. If there’s no client associated with your content you an also have your media team use your banner creative any time they are doing a brand lift study and need a control group for the advertising. Send the readers and viewers through to your content where it will monetize for your cause.

Ala Carte ways to help:

  1. IAB size banner designs: We expect to procure several billion display media banner impressions within the media ecosystem to drive clicks to Herald Times. Regardless as to whether we get 10 million or billions of donated impressions, the banners we run need to be GREAT. That means a high CTR (clickthrough rate) is best. Engaging and provocative banners that border on click-bait, but remain tasteful so that the publishers donating the inventory feel that we have not detracted from the experience. We’ll need fresh banners regularly and the ones that deliver the highest CTR to the higher-yielding categories of articles will, of course, get the heaviest rotation.  For details on what we need, see our BANNERS PAGE.
  2. Run Our PSA Display Media Banners: We will even let you select the nonprofit that gets the “readers choice” 25% of our revenue when you include that nonprofit in the UTM of the landing page. There are several ways that you can run our display media advertising banners if you are an advertiser, an agency, a publisher, an exchange, a market research company or another player in the ad-tech ecosystem who needs a “g-fill” guaranteed fill ad as a PSA. To grab the banner creative and ad-tags visit our PSA page. The banner impressions we want are from a variety of scenarios, including but not limited to:
    1. Unsold publisher inventory / Undelivered: When bids for impressions don’t reach the minimum that the publisher is willing to accept typically there is an ad “trafficked” into “priority 14” in the publisher adserver. We’ll gladly take that slot and monetize on behalf on the nonprofit you (the publisher) pick. If we don’t have your favorite nonprofit on our list, let us know. The cause goes in the UTM_term on the inbound link like this: https://heraldtimes.org/2020/04/23/true-unemployment-at-60-million-fun-with-math/?utm_source=powerprofiles.com&utm_medium=display&utm_campaign=PSA&utm_term=ASPCA&utm_content=36584678/
    2. Passback inventory: Sometimes an ad impression is passed back to the publisher adserver. (also into priority 14). We’ll take that passback.
    3. Brand unsafe ad impressions: Often DoubleVerify, Moat, IAS or another technology will categorize the page of a publisher site as “brand unsafe” for a particular advertiser.  We’ll gladly take that impression and monetize it for the nonprofit the publisher, measurement provider/filtering company or advertiser selects (depending on who is making the decision).
    4. Advertising research “control” groups: When advertisers or their agencies want to measure the effectiveness of an ad, a targeting method, or a particular large publishing deal, they take a small percentage of the purchased impressions and run a PSA. We’ll take that “control” impression and monetize it on behalf of any cause.
    5. Abandoned impressions: Sometimes an ad exchange, SSP or other ad-tech player has been instructed to fill unsold ad-slots rather than pass-back the impression to the publisher (because the publisher has to pay the adserving technology company even if they serve a PSA). Giving Forward and Herald Times will gladly take that impression.
    6. Catch-all PMP donated impressions: The programmatic plumbing in the advertising technology world is quirky. If an impression is about to get passed back to the publisher due to being unsold, if there is a PMP deal in place for a $.01 CPM with Herald Times / Giving Forward, that impression will come to us directly without pinging the publisher adserver again (at least that’s what the programmatic experts tell me). The idea is that as a publisher you don’t actually bill us the $.01 CPM but rather donate it. It’s a bit of a “hack” of the system that allows us to grab the impression without unnecessary passbacks and load on the ad-tech ecosystem. If as a publisher you need the $.01 CPM from Giving Forward, and your catch-all PMP sends us traffic that monetizes (on our behalf and on behalf of the cause you select by passing the cause into the landing page UTM), we are open to that conversation. Of course, we’d prefer that you pick a nonprofit and put in in the UTM on the landing page and let us monetize on behalf of the causes you love while helping us too.
  3. Contribute Content (agencies, writers, journalists, videographers, actors, influencers): If you have writing or video skills, talk to us about what you might be able to contribute. Generally, our category falls into one or more of these buckets. We’ll also tell you why we like each bucket.
    1. Re-reporting with light commentary: For the last several years, the majority of news stories in print or in video are re-reporting of a scoop by a different publication, broadcaster, newswire or government/corporate source. If you and your team have the ability to create great content that re-reports breaking news, we’d love to have a conversation. As a re-reporter (with light commentary), you get to pick the nonprofit that gets the 25% “authors choice” of the ad-revenue. After we launch the registration app, the reader picks their 25%.
    2. Op-Ed Submissions: These submissions may or may not reference existing news coverage and are similar to op-ed submissions at major newspapers.
    3. Interviews: We have a strong preference for someone notable or if less notable, able to provide a great quality interview) Some of us know someone famous, knowledgeable or notable. In your case, perhaps you know an “influencer” on YouTube, Twitch, Facebook, Twitter or Mixer. Better yet you know someone in:
      1. Hollywood
      2. Music
      3. Sports
      4. The Press: a broadcast journalist or traditional journalist
      5. Politicians: local or national
      6. Business (business celebrities or influencers, including nonprofit executives)
    4. Live coverage: (once things get back to “normal”) We plan to cover events, particularly charity fundraisers and other events where there is a red-carpet. Pictures and interviews at these events will form the basis for coverage. The Giving Forward (our parent nonprofit company) studios are across from Madison Square Garden, so once we have the publicists interested, we can have stars in music and sports pop across the street for a quick video interview.
    5. Win-Win Interviews: Can you orchestrate an interview (on Zoom for example) between two celebrities? For example, can you get the President and CEO of the ASPCA to interview Leonardo DiCaprio? Could you get Ariana Grande to interview Serena Williams? Arnold Schwarzenegger to interview J Lo? The topic is less important in cases where the celebrity is a big name. We are OK as long as it is a fun interview, authentic and only moderately self-promotional (think about the Colbert show). The celebs would agree upon a nonprofit cause and the Herald Times editors will tag the content with that cause name so that the more that interview is consumed the more revenue that cause gets.

If you would like to help, we’d love to chat. Drop us a note (volunteers at givingforward dot org).