Bloomberg, FT, Economist seeing advertising demand around climate coverage

Business publishers Bloomberg News, the Financial Times and the Economist are seeing demand from companies to buy ads around their climate and sustainability coverage, reports Sara Guaglione of Digiday.

Guaglione reports, “Brands like Tiffany, Ralph Lauren and General Motors ‘wouldn’t typically’ be a client of Bloomberg’s but are coming to the publisher for work in thought leadership around climate and sustainability, said Anne Kawalerski, global chief marketing officer at Bloomberg Media. Bloomberg Green ‘becomes the tip of the spear’ for more partnership opportunities across Bloomberg Media, she said. For example, GM is a ‘premier partner’ for Bloomberg Green (one of the sponsorship tier packages Bloomberg sells to advertisers; Bloomberg did not reveal pricing for these packages), and is now expanding to sponsor upcoming activations around COP26. Other Green campaigns and partners have extended to other Bloomberg verticals like Bloomberg CityLab, Bloomberg Wealth and Bloomberg Equality.

“And climate content is one of Bloomberg’s highest converting coverage categories for subscribers, according to Kawalerski — people reading climate coverage are more likely to convert to become paying Bloomberg subscribers compared to other sections on the site. Bloomberg’s active subscriber base grew by 34% in the first half of 2021, reaching more than 325,000.”

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