A UK B2B tech publisher has nearly tripled its newsletter audience after acquiring a US rival. The deal brings new leadership, expands reach, and shifts focus to commercial growth. Sponsored content now drives most revenue.
UK-based B2B tech publisher The Stack has nearly tripled its newsletter audience by acquiring US technology title Runtime, a move that signals a strategic shift in audience development and monetization for niche media brands.
The Stack, founded in 2020 by Ed Targett and Nishal Ratanji, previously reached about 12,000 subscribers with its weekly Command Line newsletter. The acquisition adds Runtime’s 20,000 subscribers, and the combined newsletter-now called Runtime by The Stack-will be distributed three times a week to a larger audience of enterprise technology buyers, including those interested in cloud and cybersecurity products.
The deal was funded through a mix of cash and shares in the merged business. Tom Krazit, Runtime’s founder, will become editor-in-chief, expanding The Stack’s full-time team from five to six, plus a part-time associate. Targett said Krazit’s experience leading larger editorial teams will help scale operations and deepen industry expertise.
Targett reported that The Stack’s commercial strategy is now focused on sponsored content, which accounts for 60% of revenue, with events contributing 30% and subscriptions 10%. The publisher introduced a metered paywall in 2025, offering most content to paying members at £25 per month or £250 per year, while some posts remain free. For every 300 annual subscribers, The Stack commits to hiring an additional staff member, though it has not yet reached that threshold.
Despite a sharp decline in Google-driven traffic-down to about 45,000 visits in May, according to Similarweb-Targett said revenue has remained stable. He attributed this to strong engagement among a high-value audience and increased demand from sponsors seeking visibility in AI-generated summaries. The Stack’s commercial partners prioritize quality over quantity, targeting decision-makers with significant technology budgets.
Targett also credited early, aggressive use of LinkedIn for audience growth, noting that The Stack’s 16,000 followers now surpass competitors like Computer Weekly and ITPro. He said many UK trade tech publications were slow to adopt LinkedIn as a primary distribution channel, giving The Stack an early advantage.
The Stack’s events program includes quarterly roundtable sessions and biannual summits, with members receiving exclusive interviews, insights, and discounted event tickets. The publisher’s focus on sponsored content, newsletter engagement, and LinkedIn distribution has helped it weather widespread layoffs and closures in technology journalism, including cuts at CNET, Techcrunch, and Digital Frontier.
For more on how publishers are adapting their business models in response to changing digital platforms, see this report on alternative paywall strategies.
