Following the launch of Bloomberg Business Europe in April, the expansion represents Bloomberg’s commitment to delivering more localized, relevant content to today’s global, mobile business news consumer in international markets, says the company.
A newly formed team of editors based in Hong Kong will present news, video and feature stories tailored for Bloomberg’s audience of business and finance professionals across Asia.
Speaking in New Delhi, John Micklethwait, Bloomberg’s Editor-in-Chief, said: “I am delighted to be in Asia to watch this happen. We have expanded our Asia coverage across all our platforms and our new Asia-based editorial team will deliver more relevant stories to our growing audience in the region. We will now push ahead with a more concerted reporting effort across Asia.”
Justin B. Smith, CEO of Bloomberg Media, said: “Bloomberg has had a huge year in digital product launches beginning with the introduction of our Bloomberg Business flagship in January. A key pillar of our media strategy is to bring Bloomberg’s award-winning journalism to local markets while delivering a modern, mobile-first experience to global business decision makers. We are excited that we’ll now be able to arm business audiences in Asia with fast-moving news and authoritative analysis that is tailored to them while offering enhanced opportunities to our partners in the region.”
The newly formed editorial team in Asia is being led by Anjali Kapoor, formerly Director of Digital News Strategy at The Globe and Mail in Canada. The team brings a range of digital experience and will work to unify Bloomberg’s existing media assets – including Bloomberg News, Bloomberg Businessweek, Bloomberg Markets and Pursuits magazines, Bloomberg Television, Bloomberg Radio and original digital video – to chronicle capitalism throughout Asia.
According to the company, in September, Bloomberg’s digital properties reached 3.6 million desktop unique visitors in the Asia Pacific region. On the heels of 34% year-over-year growth in unique visitors in Asia, the new site will draw on the reporting of approximately 500 Bloomberg journalists across 24 Asia Pacific cities and include dedicated sections on Asia Finance and Southeast Asia.
Key highlights of the new site include:
• Breaking news and mobile alerts targeting the Asia Pacific audience
• Dedicated Asia Finance articles that highlight market-moving financial news across Asia Pacific
• A new focus on Southeast Asia with up-to-date business stories of the growing region
• Building on Bloomberg’s success in digital video, enhanced video output
• Active social media curation and sharing from Bloomberg’s Twitter and Facebook accounts
• Wide variety of luxury, technology and feature articles that appeal to the mobile Bloomberg audience and weekend reader
Parry Ravindranathan, Managing Director of Bloomberg Media Asia Pacific said: “With our Asia edition now up and running, it will provide advertisers and business partners with more opportunities to maximise impact in reaching their target audiences.”
The site will build on the success of Bloomberg’s global website, which has become a leader in digital video among business and financial media.
Like its global parent site, Bloomberg Business Asia is powered by Brisket – a new custom technology platform developed by Bloomberg technologists and designed to deliver an app-like experience at lightning speed.
Custom, proprietary modular technology enables editors to remix, rearrange and reshape the site in infinite ways. Whether through text, video, visual data, live television or any combination of those assets, the team can respond instantly to the non-stop demands of a 24/7 news cycle on a homepage that is fully responsive for every screen size, says Bloomberg.
