By Sahil Patel
Bloomberg Media Group has announced Bloomberg Politics, the first in a series of “digital-led” multi-platform media brands the news organization plans to launch in the future.
It’s part of a new strategy at Bloomberg to develop category-based consumer properties, most of which will be focused on the global business market, that can live across screens, providing consumers with business-news coverage wherever they seek such information.
With Bloomberg Politics, the company has recruited veteran political journalists Mark Halperin and John Heilemann, the duo behind the book that later became HBO’s award-winning political film “Game Change,” to oversee the creation, launch, and direction of the property. The duo will also lead political coverage across all Bloomberg platforms, from web and mobile, to television, digital video, print, radio, and live events.
Halperin and Heilemann will oversee a merged team of Bloomberg News and Bloomberg Media reporters and editors in New York and Washington.
Initially, Bloomberg Politics will be available via a new section on Bloomberg, as well as a daily television show (that will also be streamed online). The show will be hosted by Halperin and Heilemann.
Eventually, though, the property’s coverage will be spread across Bloomberg platforms, the organization said.
Following Bloomberg Politics, this strategy will be employed by other content-led verticals. Each of these brands will have a deep tie-in with existing Bloomberg Media and Bloomberg News resources.
“We have a new, aggressive vision for what our media products can be going forward and Bloomberg Politics is the model for how we will be re-architecting our approach to consumer media,” said Bloomberg Media Group CEO Justin B. Smith in a statement. “Mark and John have a remarkable and unrivaled track record of leading the conversation around American politics in print, online, and on TV. They are also representative of an important new breed of journalist that works seamlessly and prolifically across digital, video, print, and live platforms.”