This week we're diving into non-profits’ return to ad spend.

What's 🔥 Right Now

Non-Profit Is Back

• Association of American Railroads is running ads across Politico this week, highlighting their safe and seamless connection for America’s supply chain.

• NHTSA is running ads across Bloomberg this week, driving awareness around car seat safety.

• Heroic Hearts Project ran a HPTO across Politico this week, calling attention to MDMA-Assisted therapy and the need for the FDA to support this initiative.

Newsletter Rundown

• Association of American Railroads is sponsoring Politico Weekly Transportation and Puck’s The Best & The Brightest, promoting their investment into safer railroads.

• The International Rescue Committee (IRC) is sponsoring Politico Weekly Trade, drawing attention to a survey on American’s view of humanitarian support for Ukraine.

• National Wildlife Federation Action Fund is sponsoring Politico Weekly Agriculture, drawing attention to protecting Ag Conservation and their letter to Congress.

• The Coalition to Preserve American Jobs is sponsoring Politico Playbook and Playbook PM this week, calling on the IRS to process low risk ERC claims.

• American Investment Council is sponsoring Punchbowl A.M. this week, running a case study from a portfolio company that’s offering ownership to employees in OH, IL, and CO.

• NCTA - The Internet & Television Association is sponsoring Morning Consult Politics this week, promoting their film “Every Last Mile” on connecting rural America.

The thought: it’s notable when non-profits put dollars towards general RON site ads to HPTOs. We tend to see their dollars distributed within newsletters over on-site as it allows them to get their messaging in front of a very specific audience.

This brings us to my next point, which is to diversify the non-profit sector’s media mix. We know budgets ebb and flow throughout the year, but larger groups like NCTA or American Investment Council are more evergreen in their initiatives, and likely more willing to dish out dollars in higher frequency. This is where event sponsors could come more into play. It’s the same 100% SOV to a curated audience like newsletters, yet more elevated in touch points and for media companies, dollars. We’ve seen success from Punchbowl News events, which is something to consider with Q4 already on the horizon.   

Ads across the web this week

• Tech: Cloudflare (WSJ), PagerDuty (NYTimes)

• Business/Finance: Intuit Quickbooks (NYTimes), College Ave (WSJ), Goldman Sachs (Axios), Global X (Puck)

• Healthcare: Evernorth Health Services (Politico, Forbes, Axios), PhRMA (Politico)

• Travel: The Peninsula (Air Mail)

• Non-Profit: Association of American Railroads (Politico), NHTSA (Bloomberg), Heroic Hearts Project (Politico)

• Media: Harper Collins Publishers (NYTimes)

• E-Commerce/Retail: Chanel (NYTimes), Pratt Industries, Inc. (WSJ), Tumi (NYTimes), Van Cleef & Arpels (WSJ), Panerai (Puck), Hermes (NYTimes)

• Entertainment: The Met (NYTimes)

Notable Campaigns 

Pratt Industries, Inc. ran a HPTO across WSJ on 7/8, promoting their 100% recycled products for businesses.

Evernorth Health Services is running a week-long HPTO across Forbes, promoting general brand awareness around their pharmacy, care, and benefits.

PhRMA ran a HPTO across Politico on 7/9, drawing attention to America’s system of intellectual property (IP).

The Peninsula is running a week-long HPTO across Air Mail, running general brand awareness around their hotels across the world.

Heroic Hearts Project ran a HPTO across Politico on 7/10, calling for support for the DFA to approve MDMA-Assisted Therapy.

Newsletter Tracker

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 51%, 48% up from last week 💸

New Branded Content

• Axios: Guardant Health & the Undersigned

• WSJ: Raffles London, Intel

• NYTimes: Esri

• Axios: Microsoft

Here's a link to the full branded content list

Industry News + Product Launches

• WaPo has been experimenting with bringing Substack writers into their Opinion section with discussions of more areas of cooperation

• WaPo launched an AI chatbot that pulls information from their own articles

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