Bloomberg.com overhaul about building prestige

The goal of the redesign of Bloomberg.com is to bring all the various moving parts of Bloomberg’s news operations together and do more than just just compete against it financial news rivals — it wants prestige, writes David Kaplan of PaidContent.org.

Kaplan writes, “‘Over the years, Blooomberg, has continued to add a lot of terminal subscribers,’ said Tyrangiel, who is the editor for Bloomberg Businessweek and responsible for editorial content on Bloomberg.com and Businessweek. ‘The website was a gravy boat. We could get by with that. But the company wants tot be the most influential news organization—and the web is the way to take advantage of of it.’

“Among the other things Bloomberg wants to take advantage of is its 2,300 reporters in 72 countries, its HD-television network and package it all in a way that enhances the real-time data product. Ultimately, the caché that it hopes to accrue, it will have time to build a stronger online ad operation. In March, for example, Bloomberg reformed the division that houses its TV, print, radio, mobile and digital media properties. It also gave Paul Bascobert, president of Bloomberg Businessweek, the additional role of head of Business Operations for the Bloomberg Media Group, as the multimedia unit is now called, the company hopes to make it easier to reach advertisers interested in Bloomberg’s cross-platform offerings.

“Now that it has all these pieces in place for the site, Tyrangiel says it will take time for Bloomberg.com to develop a true identity. The hope is that Bloomberg View won’t just counter Thomson Reuters’ blog offering that it started doing over a year ago when it acquired Breakingviews for $18 million, but that it will help provide a voice and tone that will help it set the news cycle’s agenda.”

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