- The Washington Times - Tuesday, May 6, 2014


Now that he is no longer mayor of New York, Michael Bloomberg is ramping up some vigorous projects. Yes, he’s promised another $50 million in his efforts for gun control. And here comes the politics.

Coming soon, it’s Bloomberg Politics, an aggressive new digital brand to be wrangled by former Time magazine analyst Mark Halperin and former MSNBC analyst John Heilemann - yes, those lofty co-authors of the election chronicles “Game Change” and “Double Down: Game Change 2012.” Both will be arriving at the Bloomberg News bureau in Manhattan this week, ready for, well, something with lots of moving parts.

There’s bristling marketing talk involved, so brace for impact.

“As our traditional competitors buckle under their own legacy weight, we are unencumbered, benefiting from a series of unique corporate advantages: the Bloomberg business model; our owner’s insistence on long-term perspective; a culture of disruption; and an established tradition of high-quality journalism,” predicted Bloomberg Media CEO Justin B. Smith, upon announcing the “full throttle” concept in a March.

Bloomberg Politics is framed as a template “to be replicated by the subsequent new brands” of niche media in the Bloomberg-ian realm, all of them stacked on multi-platforms - we’re talking mobile devices, TV, digital video, print magazines, radio, online sources and even live events. And yes, Mr. Halperin and Mr. Heilemann will have their own daily TV show.

“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,” says Mr. Smith.

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