How Jared is Using a Strategic Acquisition to Grow His Newsletters

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The best acquisitions are strategic, allowing you to leverage your existing audience, expertise, experience, or brand. Thanks to a built-in advantage or head start, you can grow the acquired business faster or monetize it more effectively than someone else could.

About two months ago, I saw that Jared Bauman, owner of the Weekend Growth newsletter purchased another newsletter with a very similar target audience. I reached out to Jared to see if he’d be willing to do an interview about the acquisition, his plans, and why it fit so well with his existing projects. Thankfully, he agreed, and you can read the full interview below.

You may be familiar with Jared as the host of the Niche Pursuits podcast, through his Weekend Growth newsletter for entrepreneurs, or as co-owner of 201 Creative (an SEO agency). Jared has bought and sold several businesses and websites in the past and has a wealth of experience with growing online businesses.

Although this most recent acquisition was small compared to some of his other acquisitions and exits, it’s intriguing because it shows the outstanding potential of a strategic acquisition. The newsletter that Jared purchased, The Slice, targets the same audience as Weekend Growth, but takes a different approach and features different types of content. In the interview, Jared shares how to the projects complement each other.

I hope Jared’s acquisition and the details he shares in the interview will encourage you to consider the types of acquisitions that could be strategic for you. Enjoy the interview.

As someone who’s bought and sold content-based sites in the past, how has your approach or view of acquiring a site changed due to the current state of Google search and SEO?

Over the years, I’ve witnessed significant shifts in how Google evaluates websites and ranks content. Previously, it was all about keyword optimization and backlinks, but now, the algorithm is much more nuanced, favoring high-quality, relevant content and user experience. With updates like the September 2023 Helpful Content Update (HCU), I’ve seen firsthand how even solid sites can take a massive hit due to factors outside of traditional SEO practices.

As a result, my approach to acquiring sites has evolved. I now place more weight on a website’s content quality, engagement metrics, and organic audience stickiness than just its link profile or current traffic volume. The way Google evaluates websites is increasingly aligned with long-term value creation, and that’s a critical lens I apply when evaluating potential acquisitions.

Moreover, I’m also looking at diversification in traffic sources. A site heavily reliant on organic traffic is risky in today’s SEO landscape, where algorithm updates can cause sharp fluctuations. I’m more focused on how well a site can develop audiences through other channels like email marketing, social media, and even paid acquisition strategies.

I’m still looking for opportunities where I can acquire high-quality content and repurpose it for other traffic sources or repackage it to an audience. 

What types of traffic sources do you focus on currently?

I’m currently focused on building a multi-channel traffic approach. While organic search remains a cornerstone, diversifying traffic sources is key to long-term stability. Here’s how I think about it:

• Organic Traffic: Still a major player, especially for SEO-driven businesses like local, ecom, and SaaS, but I approach it with more caution, prioritizing content that serves a real audience need and adheres to Google’s increasing preference for authority and expertise.
• Email Marketing: Email has become one of the most critical channels for me. Ironically it was my #1 channel at my last business, so it’s a bit like going back to what is comfortable. It offers a direct line to your audience, and unlike SEO, you’re not at the mercy of algorithm changes. Both Weekend Growth and The Slice leverage newsletters heavily to engage readers.
• Social Media: While I don’t rely too heavily on social media for traffic, it’s a great channel for brand awareness and engagement, particularly for niche-focused content. A well-engaged social following can act as a traffic cushion when Google updates impact search rankings, along with sending valuable signals. 
• Referral Traffic: Strategic partnerships and backlinks from authority sites are still valuable, not only for SEO but for the direct traffic they drive. Getting mentioned in the right places can result in both immediate traffic and long-term brand credibility.

How did you find out The Slice was for sale and how did the acquisition come about?

I have a deep network in the content and digital marketing space (being a podcast host helps a lot with this), so I often hear about potential deals through industry contacts. The Slice came on my radar because I knew the owner, and he posted on X that he wanted to sell a newsletter he owned. 

We had a few conversations about what they were looking for and eventually struck a deal. Even though it had been relatively inactive, I knew there was potential due to its past audience engagement and niche focus. 

What attracted me most to The Slice was its similar avatar to the Weekend Growth newsletter, so we knew what content worked well. 

Why are you drawn to the newsletter business model?

The newsletter business model offers direct, engaged, and scalable access to a niche audience. With newsletters, you own your audience—unlike SEO, where you’re dependent on Google or other search engines, or social media, where you’re at the mercy of platform algorithms. 

There’s also an intimacy to newsletters that’s hard to replicate elsewhere. When someone invites you into their inbox, it’s a sign of trust. When you email consistently, you develop a pretty deep rapport with them. 

From a business standpoint, newsletters have a much higher return on investment, especially when it comes to monetization opportunities like sponsorships and paid content. 

There’s also a predictability to the model. The more subscribers you have, the more potential revenue streams you can open up.

Finally, it’s incredibly scalable, depending on the specific newsletter model you undertake.

What benefits have you already seen, or do you expect to see, from acquiring a business that targets a similar audience to your existing ventures?

The biggest benefit so far has been the synergy between the audiences of Weekend Growth and The Slice. Both newsletters cater to growth-focused, entrepreneurial-minded individuals, and that overlap creates an opportunity to offer more value across both platforms.

We’ve been able to get Slice subscribers to sign up for Weekend Growth, and vice versa. And we’ve hardly tried on this front yet. 

With The Slice, I see a chance to diversify the types of content I offer. Weekend Growth focuses on actionable strategies for digital marketing and business growth, while The Slice is more curated and insight-driven, focusing on thought leadership and emerging trends. Together, they create a complementary ecosystem that strengthens my overall brand.

By targeting a similar audience, we can cross-promote content and offers, allowing me to tap into a larger pool of engaged readers without having to start from scratch.

And finally, bearing in mind that my agency 201 Creative probably stands to gain from the service-level exposure in both newsletters. I’ve certainly seen that so far from the Weekend Growth newsletter. 

Do you take a distinct approach with each newsletter, and did you consider merging the two since the audiences are so similar?

While the audiences for Weekend Growth and The Slice overlap, the content and approach are distinct. Weekend Growth is highly actionable—it’s about providing readers with step-by-step strategies to grow their businesses. Each issue is packed with practical advice they can implement immediately.

On the other hand, The Slice takes a more curated, insightful approach. It’s less about the how-tos and more about the why and the what’s next. We explore emerging trends, industry insights, and big-picture thinking. While Weekend Growth is more execution-focused, The Slice is more thought-provoking.

I did consider merging the two at one point, but after careful analysis, I realized there’s more value in keeping them distinct. The difference in tone and content focus allows each newsletter to serve a different purpose, and for readers who subscribe to both, there’s no redundancy—just added value.

The Slice had been relatively inactive for a while before you acquired it. What challenges does that present, and how do you plan to get it up to speed?

The biggest challenge with an inactive business is re-engaging a dormant audience. Inactive subscribers may have lost interest, so the key is to reignite their enthusiasm. This starts with understanding why they subscribed in the first place and delivering fresh content that exceeds their expectations.

My immediate plan was to reintroduce the brand with a revamped content strategy. The first few editions focused on high-value, insightful content to grab attention. 

We also did a list clean up to remove any spammy or red flag domains. This had dramatic improvements on our deliverability (case study here). 

I also plan to segment the audience and tailor my messaging based on how active they’ve been recently.

How do you plan to grow The Slice? Are there any specific strategies or tactics you’re excited about?

To grow The Slice, I’m focusing on three core strategies:

1. Reactivation Campaigns: Targeting inactive subscribers with special offers or exclusive content will help re-engage the audience.
2. Content Partnerships: I’m looking at strategic partnerships with complementary newsletters and content creators in the space. Cross-promotion will be key to getting in front of new, highly relevant audiences.
3. Facebook Advertising: This is always hit or miss, as it’s highly niche dependent and also very dependent on a killer offer. But, we’ll try to grow the list through Facebook Ads. 

How would you advise others to identify the types of businesses that would be a good fit for a strategic acquisition like this one?

The best acquisitions are ones where the business aligns with your existing audience, expertise, or brand. Look for:

• Audience Overlap: Does the target business serve a similar demographic? If so, you’re already ahead of the curve.
• Synergy in Operations: Will integrating the new business require significant resources, or does it plug into your existing infrastructure?
• Potential for Quick Wins: If the business has an engaged audience or recognizable brand, you may be able to generate quick wins through reactivation or monetization strategies.

I really focus my efforts on easy and quick wins. That lowers the risk while dramatically improving the ROI of the acquisition. 

I’m less likely to go after that “home run”… you can win big with the right acquisition, but it does usually come with increased risks. 

By focusing on these factors, you’ll ensure that any acquisition will add real, tangible value to your business without overwhelming your resources.

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