Hey there 👋
Happy Monday!
When you close enough deals, you start to see patterns on both sides. One that keeps coming up: the buyer most sellers prepare for is rarely the buyer who actually shows up. More on what to do about it below.
Let’s get into it.
Cheers,
ACQUIRE THE WEB
Find the perfect digital asset to acquire. 🌍 Website | 🗞️ Newsletter | 🧑🤝🧑 Community | 🎧 Podcast | 📱 Application
Horoscope | 🗞️ 59,048 Subscribers | 💰 Ads | $6,500 Average Monthly Revenue | Ask: $20,000 | on LetterTrader
Local | 🗞️ 2,377 Subscribers | 💰 Sponsorships, Ads | $210 Average Monthly Revenue | Ask: $3,600 | on LetterTrader
Non-profit | 🗞️ 43,759 Subscribers | 💰 Digital Product | $499 Average Monthly Revenue | Ask: $33,000 | on LetterTrader
Beauty | 🌍 Est. 2024 | 💰 eCommerce | $2,766,425 Average Monthly Revenue | Ask: $10,000,000 | on Empire Flippers
Business | 🗞️ 21,000+ Subs | 💰 Newsletter | $10,148 Average Monthly Revenue | Ask: $408,015 | on Empire Flippers
Art | 🌍 Est. 2025 | 💰 Digital Product | $29,117 Average Monthly Revenue | Ask: $139,901 | on Empire Flippers
CBD | 🌍 Est. 2020 | 💰 eCommerce | €145,000 Average Monthly Revenue | Ask: €9,000,000 | on DotMarket
Health | 📱 iOS & Android App | 💰 Subscription | $2,000 Average Monthly Revenue | Ask: $115,000 | on Microns
Home | 🌍 Amazon FBA | 💰 eCommerce | $9,667 Average Monthly Revenue | Ask: $65,000 | on Microns
Gaming | 📱 Mobile App | 💰 Paid App | $342 Average Monthly Revenue | Ask: $10,000 | on Microns
AI Newsletters for Sale:
AI | 🗞️75,000 Subscribers | 💰 Ads, Sponsorships | $350 Average Monthly Revenue | Ask: $25,000 | on LetterTrader
AI | 🗞️ 330,000 Subscribers | 💰 Ads, Sponsorships, Subscription, Digital Product | $6,900 Average Monthly Revenue | Ask: $180,000 | on LetterTrader
AI | 🗞️ 53,000 Subscribers | 💰 Sponsorships | $400 Average Monthly Revenue | Ask: $29,000 | on LetterTrader
NEWSLETTER SELLING TIP
Build for the buyer who isn't there yet
When you list a newsletter for sale, the buyer you imagine is rarely the buyer who shows up.
Most sellers picture someone who loves the niche and wants to run it themselves. That buyer exists, but a growing number of deals are now closing with a different kind of buyer. The one who already owns 4 or 5 newsletters, or 4 or 5 media brands, and is shopping for a piece that fits into something bigger.
Roll-up buyers like Ziff Davis, Static Media, and Hero Media don't fall in love with your newsletter. They look at it through a portfolio lens. So the things you do to be ready for them are a little different from what you'd do for a solo buyer.
A few small shifts that quietly open you up to that second pool:
Make the operating side legible. A roll-up buyer wants to see how the newsletter runs without you in the room. A clear weekly checklist, a content calendar, the SOP for choosing sponsors, even a one-page handover doc. Boring on the surface, but a strong signal that the asset is movable.
Cluster, not noise, in your audience. Roll-up buyers think in verticals. If your subscribers are mostly in one industry, one job function, or one buying behaviour, say so clearly. A list of "marketing professionals at SaaS companies under 100 employees" is more attractive than "11,000 subscribers" because it tells them which of their other brands you fit next to.
Surface the events, the directories, the extras. If your newsletter has a small event series, a hiring board, a paid community, or even just a podcast feed, those things matter more to a roll-up buyer than to a solo one. They see five small revenue lines and imagine what those become at scale across a portfolio. Don't bury them.
Be public about your numbers. Solo buyers will dig. Roll-up buyers will skim. If your open rate, click rate, and revenue per send aren't easy to find on your listing or your one-pager, you've already filtered out a big chunk of them before they reach out.
None of these change what your newsletter actually is. They just make it findable for a buyer who's shopping with a wider basket.
TELL US
Which type of buyer are you building for?
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ACQUISITION NEWS
A new player in town, and they came in big
Last month, a new UK media company, Hero Media & Entertainment, made its first acquisitions. They picked up Dundee Press Agency, E News Now, and Daily Business in two parallel deals.
The combined portfolio reaches over 55,000 newsletter subscribers across specialist B2B titles in Scottish business, legal, construction, and housing.
It's a clean buy, build, launch play. And Graham Ogilvy, who built the business over 40 years, is staying on for the next chapter. The founder is part of what gets acquired, not separate from it.
Congratulations to all parties involved!
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Wati helps you show up on WhatsApp and every channel they use. Are you still not there?
Until next week, keep building. 💪
Important Disclaimer: Not financial or investing advice. This newsletter is strictly for information and education purposes. Do your own research and due diligence. Certain links in this newsletter are affiliate links. We believe transparency is part of our code of ethics, hence the sharing.