Bloomberg website revamp drops the “business”

Bloomberg.com has undergone a redesign and dropped the word “business” from its title, reports Lucia Moses of Digiday.

Moses writes, “The leadership there now says the media arm’s site has grown in traffic and digital ad revenue to the point that the very name ‘Bloomberg’ is synonymous with ‘business.’ Traffic to the site grew 38 percent year over year to 27.3 million unique visitors in February, per comScore U.S., and digital revenue grew 18 percent year to date versus the year-ago period, according to the company.

“At the same time, the site itself has become more than just a business publication, having launched multi-platform verticals for opinion and politics. A full-fledged tech vertical is also in the works for later this year.

“‘Our strategy is really built on this portfolio of sub-brands that have become large and successful in their own right, and it was redundant to have ‘business,’’ explained Justin Smith, global CEO of Bloomberg Media.

“Last year, Bloomberg Media launched a marketing campaign to expand its audience to a global business reader, and with today’s change, the company is saying that effort paid off. ‘As our ad campaign stated, Business is Bloomberg, and we are fully embracing this position going forward,’ Smith wrote in a memo to staff.”

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