Bloomberg Media launches campaign to boost subscriptions

Bloomberg Media has launched its largest-to-date, multi-million dollar marketing campaign around its subscription product, reports Kayleigh Barber of Digiday.

Barber reports, “This campaign represents a 70% increase in Bloomberg’s marketing spend in the fourth quarter over the third quarter, according to the company.

“The campaign, called Inventing Possibilities, includes a 30-second commercial spot that was created specifically for OTT platforms like Hulu, Amazon Fire and YouTube TV, as well as social media. It will run globally.

“In March, several publishers found that despite lifting their paywalls on select coronavirus-related content, their digital subscription businesses were booming.

“Digiday reported at that time that Bloomberg had a daily increase of subscribers that was three times as high as usual. Since then, there has been a decrease in new subscribers, but the total number of active subscribers in September was still up 131% over last September and total year-to-date subscription revenue was up 142% over the same period last year.”

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Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.