The editor of The Guardian Newspaper, Katherine Viner, is asking readers for money to shore up the media company's finances at a time of "anxiety and confusion".
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In a piece revealing the London-based Guardian had 17 million hits to its website as the Brexit vote was counted last Friday, Ms Viner urges readers to sign up as "supporters" paying £5 per month or to make a one off donation.
"Whichever side of the Brexit debate you were on, we are entering a period of great political and economic uncertainty, and the Guardian's role in producing fast, well-sourced, calm, accessible and intelligent journalism is more important than ever."
"If everyone chipped in, our future would be more secure...These are perilous times for progressive politics – and at moments like these the world needs the Guardian more than ever," she wrote.
The British economy has a bleak outlook following the public's decision to leave Europe. Earlier this week Moody's downgraded its ratings for 12 UK banks and changed their outlook from "stable" to "negative". It also downgraded the UK government's A1 rating to negative from stable. Weaker economic conditions would reduce the Guardians' advertising revenues.
Last year the Guardian's owner, Guardian News and Media, reported revenues have been increasing and reached £214 million ($385 million) in 2015, with more than a third of that coming from digital sites. However, once expenses were taken into account the company recorded a £19.1 million loss, a slight improvement on the previous year's £19.4 million loss.
In March this year the Guardian announced 350 jobs would be cut in a bid to reduce operating costs. At that time Ms Viner and chief executive David Pemsel wrote to staff saying the "volatile media environment" had led to an "urgent need for radical action".
It has since accepted 257 applications for redundancies, according to its competitor The Daily Telegraph, which is owned by billionaire twin brothers David and Frederick Barclay.
The Guardian relys on financial support from the Scott Trust, which was established in 1936 to protect the funds used to publish the Guardian from death duties. The fund now manages £1.1 billion, including profits from the recent £619 million sale of Auto Trader.
Former Guardian editor Alan Rusbridger recently left the Scott Trust after a failed tilt at the chairmanship.
Meanwhile owner of the UK's Daily Mirror, Trinity Mirror, announced on Thursday it too would be cutting at least 15 jobs to reduce costs.
