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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."

Updated 2 hours ago - World

Mexican President López Obrador tests positive for coronavirus

Mexico's President Andrés Manuel López Obrador during a press conference at National Palace in Mexico City, Mexico, on Wednesday. Photo: Ismael Rosas/Eyepix Group/Barcroft Media via Getty Images

Mexican President Andrés Manuel López Obrador announced Sunday evening that he's tested positive for COVID-19.

Driving the news: López Obrador tweeted that he has mild symptoms and is receiving medical treatment. "As always, I am optimistic," he added. "We will all move forward."

2 hours ago - Politics & Policy

Sarah Huckabee Sanders to run for governor of Arkansas

Sarah Huckabee Sanders at FOX News' studios in New York City in 2019. Photo: Steven Ferdman/Getty Images

Former White House press secretary Sarah Huckabee Sanders will announce Monday that she's running for governor of Arkansas.

The big picture: Sanders was touted as a contender after it was announced she was leaving the Trump administration in June 2019. Then-President Trump tweeted he hoped she would run for governor, adding "she would be fantastic." Sanders is "seen as leader in the polls" in the Republican state, notes the Washington Post's Josh Dawsey, who first reported the news.