Bloomberg Media launches ad campaign

Bloomberg Media has launched an advertising campaign in New York and San Francisco in a bid to attract new readers, writes Steven Perlberg of The Wall Street Journal.

Perlberg writes, “It’s a transition that may come as a big change to Bloomberg’s more staid core consumer, the markets-minded finance type often using the company’s flagship — and profit-driving — product: the terminal.

“Bloomberg Media — which encompasses properties like its news wire, Bloomberg Businessweek magazine and the new Bloomberg Politics headed up by political reporters Mark Halperin and John Heilemann – has embarked on a modest, but focused ad campaign around the tagline ‘Business is.’

“The company is putting about one million dollars behind the effort in the U.S., a person familiar with the campaign said. That is not a terribly huge budget, but one that the media company says will be incisively targeted at wooing those ‘leaders of the new economy.’

“To do so, Bloomberg Media has put up ads in swanky Manhattan coffee shops and plans to place ads in high-end gyms. Bloomberg has also taken over ads in Grand Central Terminal, but only the north end, where many business riders pass by, Ms. Lucke says.

“In San Francisco, Bloomberg has put ads along the bus route where Google shuttles its employees.”

Read more here.