Bloomberg Business (Bloomberg.com), the new site from Bloomberg, has finally launched. Business features responsive design and bold images. It combines Bloomberg News, Businessweek and Bloomberg TV into one site, and it shows. There’s definitely information overload. Joshua Topolsky, editor of Bloomberg Digital, is not concerned.
“What we’ve never done before is harness every one of Bloomberg’s powerful news assets — Bloomberg News, Bloomberg Businessweek, Bloomberg TV, our digital video operation, radio, and live events, and channel the best of them into one platform,” Topolsky told FishbowlNY.
When we suggested that merging the brands might lead to some confusion among readers — for example, Businessweek articles will be housed at Bloomberg.com/Businessweek — he countered that Business would have the opposite effect.
“The differences between our previous two digital entry points, Bloomberg.com and Businessweek.com, were never clear to consumers and advertisers,” he said. “With Bloomberg Business, we now have one entry point. Again, this is about pooling all of our global resources together and in doing so, each individual brand will grow stronger.”
Indeed, some aspects of Business are truly impressive. A feature on the decline of Abercrombie & Fitch — which was a Businessweek cover article — carries the design punch that has become synonymous with the magazine. As you scroll through the piece, colorful quotes from the piece explode onto the page. It makes typical web content seem almost inane.
Over time, when people think of Bloomberg, they will think of Business first. For now, Business is a bulky site that could simply baffle some avid Bloomberg News and Businessweek fans. Why fix something that isn’t broken? But perhaps those people are missing the point: The only way to improve several good brands is to mold them into a great one.