‘The Deal’ shrinks format, increases circulation

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New York—The Deal LLC this week rolled out a new look for its flagship newsweekly The Deal, switching from a tabloid to a magazine-size format. The magazine also plans to boost its circulation to 50,000, from 42,000, by June. Readership will also be expanded online through the introduction of an e-newsletter in conjunction with the redesign of the magazine. The twice-weekly product will promote the current issue’s main features in a Monday e-mail blast and will highlight key columns in a Wednesday blast. Combining pass-along from its print product, online readership and event attendance, The Deal LLC will soon reach about 200,000 professionals who work in the mergers and acquisitions field, or roughly 40% of the total industry universe of 500,000 executives, said Kevin Worth, the company’s publisher-CEO.
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