Axel Springer, the Germany-based media company, plans to combine two of its biggest U.S. assets. It acquired business news site Business Insider in 2015 and research firm eMarketer in 2016 as part of its push into the U.S. media and business market. The thinking, as laid out in this AdAge piece, is that there’s synergy between the business analysis part of Business Insider (called BI Intelligence) and the types of reports eMarketer puts out.
In the announcement, Axel Springer said that this move would not result in any layoffs. But at the same time, the company is going through a process working with private equity firm KKR to buy out public shareholders and take the company private. So it’s possible that may change if KKR decides to slash costs at all. Mostly though, it’s an interesting move to pair up a news outlet with a research firm and provides insight into the different ways companies are trying to make businesses work in the digital media era.