Jimmy Finkelstein's digital news startup The Messenger reveals ad campaign touting its mission to avoid bias, but some advertisers fear 'another Quibi'
Jimmy Finkelstein's startup The Messenger will roll out an ad campaign touting its mission to provide unbiased news.Advertisers say it'll be tough to sell ads on a site without an established audience.
To catch up: Finkelstein and Condé Nast veteran Richard Beckman have raised $50 million from investors including Loews CEO James Tisch, Apollo co-founder Josh Harris, and holding company The Stagwell Group. They're launching the site Monday with the core verticals of news and politics, with seven other verticals including business, entertainment, and sports to follow later in the year. Events and newsletters are also on the roadmap for 2023.
The Messenger has announced a plan to nab $100 million in revenue by the end of 2024 — profitably — and 100 million monthly unique visitors, which would put it ahead of The New York Times Digital, Condé Nast Digital, and Insider, per Comscore. To build an audience, they plan to hire around 550 journalists, having already brought on 175 including People alum Dan Wakeford, who's leading the newsroom; former Politico editor Marty Kady; and onetime Gizmodo EIC David Ewalt.
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