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Business – Bloomberg’s Radical Plan for BusinessWeek: Better Editorial

Nat Ives

NEW YORK (AdAge.com) — Bloomberg is looking at new opportunities to sell ad packages combining BusinessWeek and Bloomberg.com inventory, but the deal announced this evening does not, thankfully, seem to be a “synergy” play first and foremost. Don’t look for Bloomberg and BusinessWeek to try to sell deals integrating splashy ads, for example, on Bloomberg terminals.

Instead the new owners have a plan that’s basic enough to seem radical these days: It will invest in the editorial product at BusinessWeek, which will probably be renamed Bloomberg BusinessWeek, in the expectation that readers, and advertisers in turn, will follow.

“Ultimately the way we think you get to profitability is by having an improved product, which our resources enable us to help provide, that fundamentally both online and in print is more attractive to readers, viewers and advertisers,” said Daniel L. Doctoroff, president of Bloomberg.

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October 14, 2009 - Posted by | Uncategorized |

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