The headline UNC Press stands in solidarity with workers fighting for dignity and workplace democracy appeared at 1:12 pm. Expressing "solidarity with workers fighting for dignity and workplace democracy in the book industry—especially the more than 5,000 Amazon workers in Bessemer, Alabama," the UNC Press Blog was offering a promotion.

"Access Hammer and Hoe for free here."

By the end of the day, over 1,700 readers had registered for their free copy, with the number topping 5,000 within a week. The University of North Carolina Press raised awareness for a needy cause while simultaneously increasing views to their entire collection 28% and adding valuable, opt-in email addresses to future marketing campaigns.