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CASE STUDY #8: Plant Based News - Serving a global community of interest

Area of Influence: International (based in London)

Visit: https://www.plantbasednews.org/

Follow: @PlantBasedNews

Plant Based News describe themselves as "a multi-award winning vegan news media & plant-based health education platform."


In the present context, Plant Based News has made a concerted effort to cover Covid-19 in a way that speaks to the particular interests and concerns of its audience, while facing financial pressure. This is another example of a publisher continuing to serve the needs of a community, in this case a global community interested in a plant-based lifestyle, despite the uncertainty of current circumstances.


L to R: Maria Chiorando, Klaus Mitchell, Giuseppe Federici, Robbie Lockie. Photo credit: Plant Based News.

From news, culture, environment, and lifestyle coverage, to recipes, YouTube videos and podcasts, Plant Based News is continuously creating a range of informative content for its audience.

Responding to the Covid-19 crisis

Plant Based News has made a concerted effort to cover Covid-19 in a way that speaks to the particular interests and concerns of its audience.

Informing readers on ways to maintain their physical health during lockdown, the title has been speaking with health experts regularly, such as an interview with a cardiologist comparing different diets in terms of the effect on heart health and other parameters.


The publication has also recently interviewed former US President Bill Clinton’s doctor, Dr Ornish, and lifestyle medicine experts about their response to the Covid-19 outbreak and the benefits of a vegan diet.


All Covid-19 related content published by Plant Based News has been helpfully tagged for ease of access by readers: www.plantbasednews.org/tag/coronavirus

Facing financial pressure


While Plant Based News has been able to tailor its content to deliver specialised Covid-19 coverage relevant to its audience, it has still been hit by the financial impact of the crisis.


“We are doing ok - but we have had several large brand clients cancel and advertising revenue has dropped dramatically.” Robbie Lockie, Managing Director and Co-Founder, Plant Based News.

Despite losses and increased financial uncertainty, Robbie remains confident the title will get through the next few months simply because the organisation is “a fairly small team still” and has a growing, engaged audience.


Supporting a global community


The experience of Plant Based News shows that independent international news providers are suffering just as much at the hands of Coronavirus as small local publishers.


The outlet is another example of a publisher continuing to serve the needs of a community, in this case a global lifestyle community, despite the uncertainty of current circumstances. Plant Based News exemplifies the need to #saveindependentnews that serves and supports diverse communities.

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This is a joint initiative by Public Interest News Foundation (PINF) and the Independent Community News Network (ICNN)

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