Why tech companies pitching publishers are building their own publications

The best way to sell to publishers: Walk the talk. Companies that sell technology to publishers are increasingly building their own publications powered by those tools, which is helping showcase the value of their products, lending legitimacy to their pitches and enabling them to learn first-hand about the challenges publishers face. While some companies are building publications in-house, others are opting to buy. The latest example of this: Tech startup Zette, which gives readers pay-per-article access to content and shares revenue with publishers, acquired Below The Fold, a twice-a-week email newsletter that covers news that “doesn’t make it to the front page.” Below the Fold, which says it has 50,000 subscribers, was launched in 2021, and targets reade