In a memo to staff, The New York Times called the coronavirus “an enormous story, a once-in-a-generation crisis that inevitably touches everyone’s lives.” And it’s already touching — and threatening — the life of some small publications.

The Stranger, the 28-year-old alt-(bi)weekly based in Seattle, has posted a plea for contributions on its social media and as a banner on their website. Like many in the world of indie local print media, The Stranger has weathered major economic headwinds but “this time is different,” the message reads.

Dear readers, we need your help. The coronavirus crisis in Seattle is a major threat to The Stranger’s ability to keep the city informed. We pride ourselves on having navigated many storms in the world of independent local media, but this time is different…

— The Stranger 🗞 (@TheStranger) March 11, 2020

At a time when the city needs local coverage more than ever, we’re asking for your help to support continued coverage of everything happening in Seattle. You can make 1-time or recurring donations. We can’t say enough how much we appreciate it. Thank you. https://t.co/P0c9xTRewq

— The Stranger 🗞 (@TheStranger) March 11, 2020

The Stranger says 90 percent of its revenue is “directly tied to people getting together in groups” and “the coronavirus situation has virtually eliminated this income all at once.”

Washington state has been the American epicenter for coronavirus, and efforts to limit its spread have been more intense there than elsewhere. Gov. Jay Inslee has banned gatherings of more than 250 people in three counties in the Seattle area, King, Snohomish, and Pierce, through at least the end of the month and likely longer. The Seattle Public Schools have closed. The University of Washington has moved all its classes online. Museums, arenas, stadiums, concert halls, and nightclubs have all been hit, triggering fears about the arts community’s ability to make it through the dry spell. Even usually-bustling tourist destinations are eerily empty.

Put simply, what we’re seeing in Seattle is a sobering look at what publications across the country that are dependent on advertising from events, concerts, and the like may soon be facing.

An analogous situation is unfolding in Austin, where the alt-weekly Austin Chronicle has long counted on SXSW for a major part of its annual revenue. With SXSW’s cancellation this year, the Chronicle is also asking for public support.

The Austin Chronicle is hit extremely hard with the cancellation of SXSW. If you believe in free press, we could really use your support right now. Pick up an issue, follow us online, run an ad, read our work. We have issues & right now is one of the biggest we've ever seen.

— Marisa Mirabal (@Marisa_Mirabal) March 6, 2020

Local journalists, who have already spent weeks and months preparing coverage for SXSW, have also been hit by the cancellation. Consider donating to the Austin Chronicle here: https://t.co/Ed1VTWgbSW

— delaney (@jewishdelly) March 10, 2020

As we’ve been writing, COVID-19 is disrupting newsrooms, and the outbreak (and the necessary public-health response to it) threaten to wreak havoc on an already-battered U.S. news industry. Another possible gut-punch could come from foundations, seeing their endowments dip alongside the stock market, withdrawing support to nonprofit news outlets.

A healthy news industry might well be able to weather this sort of (hopefully?) short-term hit. But like the virus itself, these local economic impacts will do the most damage to the already vulnerable. And The Stranger is making it clear this could be fatal.

Readers and staffers of The Stranger posted their pleas on Twitter:

We cannot lose more media in Seattle, spread the word, and please support The Stranger if you can. Subscribe to @seattletimes A public crisis is when we need journalism the most. https://t.co/2JPgAQtINB

— Nick Abraham (@nickwabraham) March 11, 2020

COVID-19 is hitting The Stranger very hard. If you can donate anything to help keep independent journalism going in Seattle, it would be much appreciated.https://t.co/1xz8S6b4Kj

— Dave Segal (@editaurus) March 11, 2020

A lot of substantive news about COVID-19 has been free for you to read, yes? Maybe think about a subscription, or support a local publication. @seattletimes is one. The Stranger also needs your support https://t.co/14mtShT5kh

— Betsy Aoki (needs coffee) (@BAoki) March 12, 2020

If you value @TheStranger, consider making a donation to us today. Almost all of our advertising is local, and the coronavirus is destroying the local economy. Love our political endorsements? Our events calendar? Our one-of-a-kind writers? Give here: https://t.co/FvtWrunPAB

— ChristopherFrizzelle (@TheFrizzelle) March 11, 2020

The haters came out, too.

Meanwhile, The Stranger’s editor, Christopher Frizzelle, launched a series that won’t run afoul of the social distancing policies: a coronavirus book club that meets virtually. The first pick? The Plague, by Albert Camus. (Not his previous novel, L’Étranger.) “Weekend project! Social distancing! Fun!”

We’re starting a coronavirus book club at @TheStranger. First up: "The Plague.” Get yourself a copy today. https://t.co/qBkuCfIJEX

— ChristopherFrizzelle (@TheFrizzelle) March 10, 2020