The Financial Times Started a Mergers and Acquisitions Newsletter for Its Highest-Paying Subscribers
The FT has more than 20 other newsletters, and the M&A newsletter market already contains entrants such as The New York Times’ Dealbook and Axios’s Pro Rata. With Due Diligence, the paper wanted to provide readers with more centralized M&A coverage while also finding a new way to present scoops or other bits of information, like Barber’s reporting from China, that it couldn’t fit elsewhere, Massoudi said.
90% of business executives said they get news from email newsletters, according to a global Quartz survey released last year. 59% of executives said they primarily get news from their mobile phones, according to the same survey. (Quartz, with its Daily Brief newsletter, is not a disinterested party when it comes to email newsletters aimed at business executives.)
“We’re not reinventing the wheel here,” Massoudi said. “It’s a way to address a couple observations we had about the way that media is evolving — how we could tap into the people who are most engaged with these things and give them an opportunity to interact with us in a closer, deeper way, without messing with the pricing model of the FT.”