VAIL, CO — Bloomberg Media may now be finding its TV audience is almost half the size of that it gets on the Internet – but that doesn’t faze CEO Justin Smith<\/a>\u00a0– he thinks putting TV in the shade puts Bloomberg on the right path.<\/p>\n

“Bloomberg Media is now a majority digital video company,” Smith tells Beet.TV in this video interview. “W<\/span>e reach about 8 or 9 million viewers a month on US television.\u00a0<\/span>On Bloomberg digital platforms, we reach 14 million viewers a month.<\/span><\/p>\n

“It\u2019s a significantly larger number of viewers.\u00a0<\/span>One could view that as a weakness, but, given the trends\u2026 it\u2019s a tremendous advantage, fuelling a lot of our advertising growth.”<\/span><\/p>\n

The outweighing of TV by digital\u00a0media may not be surprising for a company that has, to some, best been known as the provider of terminals and stock data<\/a>\u00a0over digital wires.<\/p>\n

But the Bloomberg Media division is tackling more than just provision of data. A year ago, it set out to create five new thematic vertical brands alongside its core Bloomberg business news – Bloomberg Markets<\/a>,\u00a0Bloomberg Politics<\/a>,\u00a0Bloomberg Technology<\/a>,\u00a0Bloomberg Pursuits<\/a> and\u00a0Bloomberg Opinion<\/a>.<\/p>\n

The sites have variously adopted bold designs, alongside a Businessweek<\/a> site that nowadays mixes regular business reporting with vivid,\u00a0web-specific visual tricks. It’s a feast for the eyes that evokes<\/a> something of HotWired<\/a>,\u00a0one of the web’s earliest tech content sites.<\/p>\n

Now Bloomberg Politics is coming into its own, with five million monthly uniques, pushed by show carriage across Bloomberg and MSNBC plus a co-production agreement with Showtime, Smith says: “Our audience cares tremendously about the US presidential election. It\u2019s the single largest business story every four years.<\/span><\/p>\n

“So Bloomberg Politics is quite core. A lot of the content is resonating extremely well with our business audience who want to understand the implications of the race on their businesses.”<\/span><\/p>\n

This interview took place at the Digiday Publishing Summit<\/a> in Vail, Colorado, in March.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

VAIL, CO — Bloomberg Media may now be finding its TV audience is almost half the size of that it gets on the Internet – but that doesn’t faze CEO Justin Smith\u00a0– he thinks putting TV in the shade puts Bloomberg on the right path. “Bloomberg Media is now a majority digital video company,” Smith […]<\/p>\n","protected":false},"author":15,"featured_media":38596,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5698],"tags":[5265,4724,5704,5705,2782,2801],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/38536"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=38536"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/38536\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/38596"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=38536"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=38536"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=38536"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}