HubSpot, the listed marketing company based in Boston, US, is to buy The Hustle, a niche content and daily email news company with a reported 1.5m readers, for a price believed to be $27m in cash. The Hustle was established in 2016 by Sam Parr and offers news, podcasts and research.
The Hustle’s revenue is primarily advertising, with a small slice of subscriptions to its high-rated Trends premium research. Before the pandemic, it had a sizeable and highly profitable events business. The company employs 30 people.
Axios said: “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 deal could also help HubSpot generate leads to acquire more customers without having to pay for lots of ads on Google and Facebook.”
