On July 10, 2014, O'Hern announced that he and Baldwin would retire from "Isthmus", and that its parent company would be sold to Red Card Media, a Madison-based company known for the Red Card prepaid dining service for UW—Madison students. Red Card's principal ownership includes the trio of Jeff Haupt, Craig Bartlett, and Mark Tauscher. On March 19, 2020, Red Card ceased "Isthmus"’ print publications for the first time in forty years due to the COVID-19 pandemic and laid off the newspaper’s entire staff. "Isthmus" continued to produce content online, notably staff writer Dylan Brogan’s coverage of downtown protests and civil unrest following the killing of George Floyd by a Minneapolis police officer and the police shooting of Jacob Blake in Kenosha, WI.