OLD Media Moves

Bloomberg and Ebony strike content sharing deal

August 5, 2021

Posted by Chris Roush

Bloomberg Media and Ebony announced a year-long content-sharing collaboration to cross-pollinate the Bloomberg Equality and Ebony audiences through original content, brand exposure initiatives and custom reports, reports Mark Stenberg of Adweek.

Stenberg reports, “Ultimately, the tie-up will drive new—potentially paying—audiences, and more ad revenue.

“‘Ebony has been a Bible for the Black community, and Bloomberg Media is a data powerhouse,’ said Jacqueline Simmons, Bloomberg Media’s senior executive editor, Americas. ‘Following the events of 2020, we felt that the combination of this iconic brand and our ability to parse the numbers that show where the inequities are could create a powerful pairing of data with faces.’

“The partnership comes at a critical time for both publishers. Digital subscription growth has slowed, prompting publishers like Bloomberg Media, which recently topped 300,000 subscribers, to seek out new audiences to convert. Ebony, which relaunched as a ’75-year-old startup’ in February, will need to grow its audience rapidly to compete for advertising budgets against its quickly consolidating peers. Because both publishers report on different aspects of the Black community––Ebony covering culture, Bloomberg Equality covering business and policy––the pairing hopes to benefit both parties by sharing complementary, though not redundant, readerships.”

Read more here.

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