The Deal, the industry paper covering the deals, including M&A and VC, and owned by the Wasserstein & Co., is reducing its weekly print frequency to a bi-weekly, beginning in January. Its circulation will remain at 50,000, reports BtoBOnline. The decline comes as its bread and butter advertising sector of financial services sector is going through a horrendous downturn, but Kevin Worth, CEO of The Deal says that the company started thinking about it 18 months ago, much before the current state of affairs.
Also, it is initiating some changes on its online side: a big portion of the site, until now behind a subscription wall, will go free. It is also combining some of its online subscriptions products into one, called The Deal Pipeline, currently in beta testing. In keeping with this, the company wants to flip its revenue split, which for now 60 percent of its revenue from advertising (including print, events and online) and 40 percent from subscriptions…the goal is to flip that ratio by 2010, Worth said.