|Categories||general interest, philanthropy|
|Total circulation||25,000+ (date?)|
Good (trademarked GOOD in caps) is a media platform celebrating and enabling the individuals, businesses, and non-profits pushing the world forward. GOOD has a website, GOOD.is, with over 2 million monthly uniques, a magazine with a readershio of over 200,000, and videos that have enjoyed north of 25 million streams. Founded by Ben Goldhirsh, son of entrepreneur and Inc. Magazine creator Bernie Goldhirsh, GOOD has attracted attention both for its subject matter and philanthropic business model. The California-based platform's tagline is "for people who give a damn".
In 2006 Ben Goldhirsh, then 26, decided to create a magazine dedicated to social causes. Eschewing experienced editors, he hired friends from college and high school, including Al Gore's son, Al Gore III. The team was initially criticized by industry experts such as 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."
One central part of Good's business strategy was to have its subscription fees go entirely to charity. They claim this effort has raised over $800,000 for charities so far. Goldhirsh explained the reasoning behind the strategy in an interview with Inc. Magazine: "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." Goldhirsh's theory has been criticized as not a viable business model, and the magazine is yet to break even.
Another change from usual industry strategy was to use their marketing budget to throw parties rather than do direct mail. Those parties have been reviewed and discussed by publications such as The Washington Post.
Around launch time in the fall of 2006, Good was featured in the New York Times and mentioned by APM's Marketplace. Then in late 2007 the magazine received increased media attention including a 2-part series on NPR. Good's listing of the 51 best magazines received national press attention.
In 2008, GOOD Magazine was nominated for two National Magazine Awards, one for design and the other for the Magazine.  In 2009, GOOD was a finalist in the Design category in the National Magazine Awards.