New Climate Media is the first media company that frames climate change as humanity’s chance to realize its full potential. We create and distribute media that encourages concerned citizens to take personal responsibility for climate change, and to recognize their own unique role in the co-creation of a sustainable future.

1. climaten e w climaten e w
The first national media initiative that
empowers Americans concerned about climate
change to take personal responsibility for
building a sustainable future.

2. Hello
We’re star)ng a non-profit na)onal media
ini)a)ve with a popular magazine at its center.
It’s a really big idea, and it’s going to
take a lot of people to pull it off.
This is an invita)on to help.

3. The situa-on
Climate change is happening. Science tells us
that if we respond in the right ways now, we
could make it less severe.
Yet while millions of Americans are deeply
concerned about climate change, most do
not act.
Some of us s)ll haven’t grasped the urgency
of the situa)on. Others are overwhelmed by
its enormity and complexity.

4. The need
“Could you let me know of a US publica)on
that reaches out to the average (less engaged
in climate change) person, to encourage them
with ideas of essen)al transforma)on while
also clearly summarizing where we are in the
climate science?”
— Lindsey Fielder Cook
Representa)ve on Climate Change,
Quaker United Na)ons Office
Bonn, Germany

5. The audience
Millions of average Americans recognize that
climate change is already happening, that we're
causing it, and that our current social and
poli)cal systems are inadequate to respond
to the challenge.
New Climate Magazine will engage these
Americans as climate ci)zens, empowering
them to take ac)on.

6. * Yale Project on Climate Change
Communica@on, 2015
One in four
Americans would
“definitely” or
“probably” join a
campaign to
convince officials to
take ac-on to
reduce global
warming.*
This is
New Climate’s
audience.

7. The
opportunity
Climate change is an unprecedented challenge.
It’s also an unprecedented opportunity.
We’re an evolving, learning species, and our
best hope is to learn our way out of this: to
co-create a new social, ecological, and
economic paradigm.

8. New Climate
Magazine will
treat climate
change as the
focal point for a
deep dive into
human poten-al.

10. A formula for
building climate
ci-zenship
New Climate Magazine will take a sobering
look at reality, offer a doable vision of a more
desirable, sustainable world, and celebrate the
heroes who are leading the way up the learning
curve.
Most important, it will show readers direct paths
toward meaningful ac9on.

11. Coordinated
media campaigns
drive one
message
Each quarterly issue of New Climate Magazine
will serve as the centerpiece of a major media
campaign.
These na)onal adver)sing and social
campaigns have one purpose:
To invite people who care about climate change
to become ac9ve climate ci9zens.

12. QUARTERLY
PRINT
MAGAZINE
DESTINATION
WEBSITE
NEWSFEED
AND
NEWSLETTERS
NATIONAL
PRINT AD
CAMPAIGNS
NATIONAL
BILLBOARD/
TRANSIT AD
CAMPAIGNS
ONLINE
BANNER AD
CAMPAIGNS
ONGOING
SOCIAL MEDIA
CAMPAIGNS
YOUTUBE
VIDEO
CAMPAIGNS
Each quarterly
issue will be a
media event

13. newclimatemagazine.com
There’s something we
need to talk about.

15. We cause climate change. It’s up to us to stop it.
newclimatemagazine.com

16. How will
New Climate
Magazine invite and
engage readers?
Provide a playbook for
climate ci-zenship
Every issue reports on the
harsh reality, but the main
focus is empowerment
and ac)on.

17. Provide informa-on,
inspira-on, and hope.
With science and poetry,
even humor, New Climate
Magazine chronicles the
exci)ng worldwide
transforma)on
already underway. We
present inspiring examples
of people and groups
who are leading the
transforma)on and
making a difference.

18. Celebrate
climate heroes.
Thousands of ordinary
people are embracing the
challenge, proving that
each of us can make a
difference.
Tell great stories.
Facts and figures don’t
inspire. Stories do. We’re
hard-wired for them.

19. Facilitate
meaningful
ac-on.
In every issue,
an “Ac)on Center”
presents the best
opportuni)es to
make a difference,
whether in our
neighborhoods or on
the na)onal stage.

20. The keys to
empowerment
The key elements of empowerment will be built into
and cul)vated by New Climate Magazine.
1. Acknowledgement of reality: we co-created this
challenge, and we have to co-create the solu)ons,
with a vision of a real world, not an ideal world
2. Emo)onal intelligence, resilience, and the
development of leadership skills.
3. Examples of people demonstra)ng exemplary
leadership, generosity, and innova)on.
4. Awareness and understanding of opportuni)es
for ac)on
5. Celebra)on of successes
6. The support of a co-learning community

21. Proven
narra-ve
structure
To cut through fear and helplessness, New Climate
Magazine’s editorial structure will employ the same
proven, universally appealing story arc found in Disney
films, the speeches of Mar)n Luther King Jr., and the
highest-rated TED talks.
The magazine will follow this narra)ve structure, both in
individual ar)cles and in the overall editorial mix and flow:
• Start with conflict; make the challenge visible
• Explain our collec)ve progress so far
• Frame a picture of a desirable post-carbon
economy and social order
• Iden)fy the barriers
• Highlight how we can overcome those barriers
• Build hope and op)mism by sharing crea)ve solu)ons
• End posi)vely, with clear ac)on steps and usable
resources

22. A posi-ve
vision of a
post-carbon
future
No one else in media is framing climate change as
humanity’s chance to realize its full poten)al.
New Climate Magazine is the first media company that
empowers concerned ci)zens to take personal
responsibility for climate change, and to recognize
their own unique role in the co-crea)on of a
sustainable future.

23. “The best way to predict the future is to
create it.”
— Abraham Lincoln

24. Next steps:
working
prototypes,
network weaving,
and a business
plan
We’re seeking advisors, collaborators and angel
investors for:
• Development of a "proof of concept" magazine,
website, ad campaign, and online media
• A business model and development plan
• Development of collabora)on agreements
with climate ac)on organiza)ons
Hello, business builders, climate-ac)on leaders, mass
media experts, and social-venture capitalists interested
in transforming public engagement on climate change.
We'd like to talk to you.

26. Shouldn’t we
worry about
the kids?
newclimatemagazine.com

27. “New Climate Magazine is a brilliant idea. I don’t
know of anything like it.”
— Dr. Howard Frumkin, dean and professor at University of Washington
School of Public Health
“If your efforts succeed, this may become the
most needed journal in the history of humankind.”
— Susanne Moser, PhD, director and principal researcher, Susanne Moser
Research & Consul)ng
“Now that a majority of Americans believe that
climate change is real and caused primarily by
humans, convincing skep)cs is no longer a priority.
Instead, we need to inspire and support people
who already know there’s a problem but haven’t
yet taken a step to engage.”
— Grady McGonnagill, principal, McGonnagill Associates, climate ac)vist
and leader
What climate
leaders are
saying

28. Join us.
Help us invite, engage, and empower millions
of climate ci)zens.
• Find out more about New Climate at
newclimatemagazine.com (Going live on 6/15/16)
• Help us as an advisor, collaborator,
or early-stage angel investor
• Help us spread the word
Let's talk.
Mitch Anthony: 413-530-6978
Paul Dryfoos: 617-697-2134
newclimatemagazine@gmail.com