The soon-to-launch website Bloomberg Politics will be the first of what Bloomberg Media Group CEO Justin B. Smith deems “a portfolio of content brands.”
Per an item by NYT media reporter Ravi Somaiya, New York magazine correspondent John Heilemann and Time editor-at-large Mark Halperin have been hired to shepherd the inaugural vertical. The site will break down American politics and policy. From Somaiya’s article:
The brands will focus on topic areas, but will cut across the various forms of media that Bloomberg offers — television, digital video, print, online, radio and the lucrative subscription financial information terminals that are responsible for 82 percent of the company’s $8.5 billion in annual revenue.
Heilemann and Halperin, authors of political campaign chronicles Game Change and Double Down, will as part of their Bloomberg Politics duties co-anchor a daily TV show. According to Somaiya, while the pair will be joining the operation in the next few days, the site is still several months away from launch.