Ken Doctor of Capital New York analyzed the launch of the new Bloomberg news website and spoke with Bloomberg Media CEO Justin Smith, who wants it to disrupt the general business news category.
Doctor writes, “We can divide the potential Bloomberg disruptees into two groups.
“First, there are the trusted, legacy business news sources, like Dow Jones/Wall Street Journal, Reuters, Fortune and The Financial Times (which isn’t included in Comscore’s numbers). While Reuters showed a good year-over-year gain of 38 percent, Dow Jones managed just a 3 percent increase. Those compare to Bloomberg’s 14 percent growth in unique visitors.
“Second, there are popular news sites. What they may lack in gravitas, they make up with great volumes of content of sometimes uneven quality: hard-to-resist listicles and various lures of the digitally native. Put the top three sites on the top of this list: Yahoo Finance (down 17 percent year-over-year in unique visitors), Forbes Digital (up 12 percent) and Business Insider, up an astounding, venture-capital-drawing 48 percent.
“With Bloomberg TV — now incorporated into the new Bloomberg.com — the company has long produced video and as such hopes to disrupt CNBC, which had a great growth year (up 83 percent in unique visitors, the greatest growth rate among the top 25) and CNN Money.”
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