What content drives subscription growth at Bloomberg Media

Julia Beizer

Dominic Ponsford of Press Gazette interviewed Bloomberg Media chief digital officer Julia Beizer about its growth and its business strategy.

Ponsford writes, “Asked what types of content works best when it comes to driving subscriptions, she says markets coverage and technology are among the most popular categories. Personal finance is another growing category, particularly in the UK-facing website. Bloomberg employs some 500 journalists and analysts in London and made a significant investment in its Bloomberg UK media website last year.

“‘That’s been very, very good for us in terms of introducing this brand, and the breadth of what we offer to wider audiences,’ Beizer said, adding: ‘Given everything going on in the UK cost of living crisis, that’s been very, very popular with readers.”

“Bloomberg’s various video and podcast offerings sit outside the paywall whereas newsletters are a mixture of gated and free, with five currently sitting within the paywall.”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.