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Illustration: Aïda Amer/Axios

Bloomberg is launching newsletters centered around two of its top reporters, Axios has learned. The idea is to launch new franchises around talent that will help it lure subscribers.

  • Mark Gurman will write a weekly newsletter about Apple and consumer technology called "Power On." The email is free but there will be a subscriber-only version online that subscribers will receive first and get their questions answered by Gurman weekly.
  • Jason Schreier will write a weekly email that serves as guide to gaming and the gaming entertainment industry called "Game On."

Between the lines: Bloomberg has been using some of its more popular personalities to anchor products around niche beats.

  • It hopes free sampling of those products to their talent's audiences will help push more users to subscribe to Bloomberg's consumer paywall, which costs around $35 per month or about $420 per year.
  • The company in February launched a suite of subscription products around its popular Odd Lots podcast, hosted by Tracy Alloway and Joe Weisenthal,
  • The company reached 300,000 subscribers in April.

The big picture: Newsrooms are experimenting with more personality-driven content as a way to drive subscribers and part of our subscriber acquisition strategy.

  • "I see the brand benefits as very mutual between the publication and the writer," says Jessica Lessin, founder of The Information. "We absolutely want our journalists to be known as their own brands. It's been a core part of our approach since many of us left WSJ."
  • The Information launched a suite of personality-driven newsletters earlier this year, and plans to add more.

Yes, but: For some brands, the line between balancing individual brands versus the company's brand can be tricky.

  • While the New York Times has invested heavily in promoting big names with their own products, like Kara Swisher and Ezra Klein, it's also begun to lay out clearer guidelines for the external opportunities that journalists can participate in.

Go deeper

Updated 46 mins ago - Sports

Olympics dashboard

Team USA's Ryan Crouser competing on Thursday in the men's Olympic shot put final in Tokyo, which he won. Photo: Andrej Isakovic/AFP via Getty Images

🥇: Ryan Crouser breaks his own Olympic shot put record to win gold for U.S.

🏐: U.S. Olympic beach volleyball duo one step away from realizing gold medal dream

🤼🏿‍♀️ "Making history": Mensah-Stock first Black woman to win Olympic wrestling gold

🛹: 2 teens and girl, 12, sweep board at women's park skateboarding

Go deeper: Full Axios coverage

Landlords mount legal challenge to Biden admin's new eviction moratorium

President Biden at the White House on Tuesday. Photo: Win McNamee/Getty Images

A group of landlords and real-estate companies issued a legal challenge on Wednesday night in a D.C. district court to the Biden administration's new national eviction moratorium.

Driving the news: The Alabama and Georgia Associations of Realtors' emergency motion argues that the Centers for Disease Control and Prevention's order Tuesday barring evictions for most of the U.S. through Oct. 3 exceeds the CDC's powers, according to a statement from the National Association of Realtors.

Updated 3 hours ago - Sports

U.S. Olympic beach volleyball duo one step away from realizing gold medal dream

April Ross and Alix Klineman of Team USA celebrate after the play against Team Cuba during the Women's Round of 16 beach volleyball on day ten of the Tokyo Games. Photo: Sean M. Haffey/Getty Images

Alix Klineman and April Ross are guaranteed to earn at least an Olympic silver medal after defeating Switzerland 2-0 in the Tokyo Games on Thursday morning local time.

Of note: It's the latest chapter in an enduring partnership, driven by past failures and bound by future aspirations.