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HubSpot, a publicly-traded sales and marketing software company, is acquiring The Hustle, an email newsletter and content company targeted at entrepreneurs and small business owners, sources tell Axios. The deal is expected to close next week.

Why it matters: Hubspot has long invested in using content to help educate its existing and potential customers about business trends, primarily through its web blog. The deal will help it double down on that effort. The Hustle's daily business newsletter has more than 1.5 million subscribers.

  • The deal could also help HubSpot generate leads to acquire more customers without having to pay for lots of ads on Google and Facebook.

Details: The deal is valued at roughly $27 million, a source familiar with the terms tells Axios.

  • The Hustle makes most of its money from advertising and a small portion from subscriptions to its premium research arm called Trends. Its events business was sizable, but has been impacted by the pandemic.
  • The company has raised a little over $1 million in funding from seed rounds. Sources say the company is profitable.
  • All of the company's roughly 30 full-time employees are expect to remain.

When contacted for comment, HubSpot noted that it already has a large community of people who go to HubSpot's blog to get information around business trends and ways to grow and scale companies.

The big picture: Niche media is becoming a powerful customer acquisition tool and retention tool.

  • For example, Penn National, a casino operator, invested $163 million in Barstool Sports for a 36% equity stake. Its ownership presumably will help it lure sports bettors.

What's next: Paperwork has been delivered to shareholders for their approval, with closing expected next week.

Go deeper

Updated 1 hour ago - Politics & Policy

Coronavirus dashboard

Illustration: Annelise Capossela/Axios

  1. Health: Several states report zero COVID deaths for the first time in months — CDC says schools should still universally require masks and physical distancing.
  2. Politics: New York to lift mask mandate for vaccinated people — CDC director says politics didn't play a role in abrupt mask policy shift.
  3. Vaccines: Sanofi, GSK COVID vaccine shows strong immune response in phase 2 trials — Vaccine-hesitant Americans cite inaccurate side effects — 600,000 kids between 12 and 15 have received Pfizer dose since FDA authorization.
  4. Business: How retailers are responding to the latest CDC guidance — Delta to require all new employees be vaccinated — Target, CVS and other stores ease mask requirements after CDC guidance.
  5. World: World's largest vaccine maker expects to resume exports by end of 2021 — Biden administration to send 20 million U.S.-authorized vaccine doses abroad.
  6. Variant tracker: Where different strains are spreading.
2 hours ago - World

Scoop: Biden to waive sanctions on company in charge of Nord Stream 2

Angela Merkel (left) with Vladimir Putin. Photo: Adam Berry/Getty Images

The Biden administration will waive sanctions on the corporate entity and CEO overseeing the construction of Russia’s Nord Stream 2 pipeline into Germany, according to two sources briefed on the decision.

Why it matters: The decision indicates the Biden administration is not willing to compromise its relationship with Germany over this pipeline, and underscores the difficulties President Biden faces in matching actions to rhetoric on a tougher approach to Russia.

Prosecutor: Fatal police shooting of Andrew Brown Jr. was "justified"

Khalil Ferebee (C), the son of Andrew Brown Jr., and attorneys Bakari Sellers (L) and Harry Daniel (R) at a May 11 news conference in Elizabeth City, North Carolina. Photo: Sean Rayford/Getty Images

A North Carolina prosecutor said Tuesday that the death of Andrew Brown Jr., a Black man fatally shot by sheriff's deputies last month, was "tragic" but "justified," due to the immediate threat officers believed Brown posed.

Why it matters: The FBI has opened a civil rights investigation into Brown's death. Police in Elizabeth City shot him five times, including in the back of his head, according to an independent autopsy report released by family attorneys last month.