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Bloomberg Media will launch a bundled subscription with The Athletic beginning this month, sources tell Axios.

The big picture: Bloomberg Media sees value in partnering with niche media outlets that it thinks can compliment its coverage.

Details: The bundle comes with a discount. Those who purchase the $290 annual Bloomberg.com subscription (originally $415/year) will receive a free trial to The Athletic for six months, while those who opt for the $1.99 monthly subscription (originally $34.99/month) will have three months of free access to the sports news site.

  • The partnership also includes a video deal. The two companies are piloting an ongoing relationship where journalists from The Athletic are featured on Bloomberg Media's digital news network QuickTake to do reporting on the business, culture and technology of sports.

What's next: The subscription landscape is growing so competitive that news companies banding together to sell joint subscription packages may be the next big trend.

Go deeper

News about news dominates election

Illustration: Aïda Amer/Axios

The media and its gatekeepers have managed to make themselves a central story in the 2020 presidential election.

Why it matters: This is especially true on cable news, where mentions of terms like "misinformation" and "disinformation" have skyrocketed in the past few weeks, surpassing mentions of issues voters typically say they care about like "social security," "climate change," and "immigration."

Surprising pandemic side effect: Soaring trade deficits

Source: Census Bureau and Bureau of Economic Analysis; Chart: Axios Visuals

Inflation and jobs may get all the economic headlines, but meanwhile a big shift is taking place in the underpinnings of the world economy: The U.S. trade deficit is soaring.

What's happening: Americans' spending on imported physical goods has gone through the roof, while exports are growing slowly, making the U.S. the world's consumer of last resort.

Mike Allen, author of AM
1 hour ago - Politics & Policy

Third Way: "Big Lie" could become "Big Coup"

Graphic: Third Way

Third Way, the center-left think tank, is urging fellow Democrats to respond to the Capitol riot with "the size, scope, and seriousness of a presidential campaign," co-founder Matt Bennett tells me.

Driving the news: "For the first time in U.S. history, a party must mount two parallel presidential campaigns: one to win the election, and the other to prevent its theft," Bennett said, calling this "a Paul Revere moment."