Bloomberg gets focused in the events business

Lucia Moses of Digiday writes about Bloomberg’s new focused stance toward holding events.

Moses writes, “Nevertheless, Bloomberg is betting that fewer, bigger-impact events in general will be more worthwhile for its own journalists who are covering and participating in them, as well as potential sponsors.

“Its Bloomberg Markets Most Influential Summit on Oct. 6, for example, is for the first time taking place on the same day in three cities (New York, London and Hong Kong). It’s an approach the company hopes will appeal to sponsors who want to be associated with a global event. At its Bloomberg Technology Conference in June, the company had newsmakers like Yahoo’s Marissa Mayer on stage to fuel original content while its reporters on site collected fodder for future stories.

“‘It speaks to how we want to best allocate [journalists’] time and brainpower and really pay dividends, not only at the conference but down the road,’ Mehta said. As for some of the previous events that are being dropped (such as one for CFOs and one on the business of sports), she said, ‘They weren’t high impact, and they weren’t memorable.’

“As the consumer arm of the larger, subscription-driven news and information service Bloomberg LP, Bloomberg Media serves to elevate the company brand (and ultimately fuel the subscription service) through its journalism.”

Read more here.