From Adweek · Mark Stenberg · · 1m 10s
Morning Brew Buys Creator Media Brand
Morning Brew acquires Express Checkout to boost creator monetization.
In brief
Morning Brew acquires Express Checkout to boost creator monetization. Morning Brew Inc. acquired Express Checkout, a creator-led CPG media brand, to expand its creator-focused monetization strategy. Originally reported by Adweek.
Morning Brew Acquires Express Checkout
Morning Brew Inc. has acquired Express Checkout, a creator-led media brand covering the consumer packaged goods industry, according to Morning Brew CEO Robert Dippell.
Terms Not Disclosed
The all-cash deal gives Morning Brew, which is owned by Axel Springer, 100% of Express Checkout's intellectual property, according to Dippell.
Co-Founders Join Full Time
Co-founders Nate Rosen and Jenna Movsowitz will join the company full time, having started Express Checkout as a weekly newsletter four years ago.
Creator Monetization Growth
Creator-focused monetization at Morning Brew is up more than 50% year over year, with plans to pursue more deals like this one.
Brew Media Group Expansion
The deal is the second expansion this year for Morning Brew, following March's acquisition of Bisnow to form Brew Media Group.
Creator-Driven Model
Morning Brew's model connects creators with established sales infrastructure while maintaining their brand and voice, a strategy expected to grow as creators become media companies.
The takeaway
Morning Brew Inc. acquired Express Checkout, a creator-led CPG media brand, to expand its creator-focused monetization strategy.
