Newsweek buys pharma and healthcare adtech Adprime as it expand health niche

The news: Newsweek is buying healthcare-focused ad platform Adprime to boost its offerings for pharma and healthcare marketers. 

What led up to it: Newsweek is expanding its healthcare vertical with more editorial coverage, ranking lists, and healthcare-focused events.

• Newsweek is launching a healthcare portal this summer to house its editorial and health rankings content, per Adweek. It’s also beginning a healthcare events business with its first Health Week set for September in New York.
• Newsweek's health-related rankings, which account for half of all its rankings’ content, include the best hospitals in the US and world, plus in individual specialties and treatment areas, weight loss clinics, nursing homes, and retirement communities. 

Zooming in: Consumer advertising accounted for 63% of Newsweek’s sales last year, but will drop to 50% to 55% this year, the company's CEO told Adweek. The Adprime acquisition could tap new revenue with targeted and privacy-compliant ad solutions.