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This week in brand publishing:
Binance is making a $200 million investment in Forbes. It may be an attempt by the brand to use publishing to develop authority and credibility.Penn National Gaming is moving towards full ownership of publisher Barstool Sports, and says that the acquisition has helped it keep customer acquisition costs low. Brands looking for editorial talent would be served by trying to find it in B2B newsrooms, staffed by journalists with deep domain expertise and a solid set of relationships.
Binance’s big Forbes bet
The world’s biggest crypto exchange, Binance, has made a $200 million strategic investment in Forbes. This makes Binance the second-biggest owner of Forbes, which plans to merge with a publicly traded SPAC in