Partnerships will be an increasingly important part of the Bloomberg Media’s plans going forward, according to global head of digital video Paul Marcum.
Joe Pompeo of Capital New York writes, “‘Distribution, as we know, is a challenging environment, there are obviously some players with significant audience access that we need to leverage in order to reach that audience,’ Marcum said at a conference hosted by the IESE Business School in New York Tuesday. ‘If you look at the business decision maker segment, as defined by ComScore, you see that the reach that YouTube has is around 75 or 80%, depending on the month. That is a tremendous amount of reach against that audience.
“‘If you look at the business publishers, us, the [Wall Street] Journal, others, we are all in the low double-digits,’ Marcum added. ‘It is just a reality of how the audience moves online, that you need to follow. If you seek to be relevant, you have to be able to leverage those partnerships, and to be sure we are looking at partnerships big and small.’
“Marcum added that Bloomberg does have a deal with YouTube already, and that the video service gets an ‘incredibly high CPM’ on the company’s content.
“Marcum also spoke in general terms about Bloomberg’s media strategy, which seems to be focused on attracting an international business audience. He also noted that the company is looking for ways to explore the BusinessWeek brand, and mentioned the company’s expansion into politics.”
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