Bloomberg LP has big plans for BGOV, the government reporting arm it quietly started last year in an effort to compete with established Beltway players. Now the extent of those plans is becoming a little clearer.
Starting Friday, BGOV will take aim at a wider audience as a quarterly editorial insert in Bloomberg Businessweek. The Jan. 24-30 issue, on sale Jan. 21, will publish a 24-page section titled Bloomberg Government Insider.
Josh Tyrangiel, Bloomberg Businessweek editor, said the content is a natural fit for his audience, especially as President Obama plans to step up regulatory involvement.
“It’s not about politics—it’s about the intersection of policy and profit,” Tyrangiel told Adweek.
This move begins to answer the question of what exactly Bloomberg intends to do with BGOV, which sprung up overnight as a potential rival for even the biggest political news organizations. Bloomberg is reportedly spending $100 million to launch the service, for which it’s hired 115 editorial staffers. BGOV will build on what Bloomberg claims is already the largest Washington office of any media outlet not headquartered there.
The insert also represents a revenue draw for the weekly, which is still trying to erase its losses since Bloomberg LP bought it from McGraw-Hill last year. Publisher Hugh Wiley said the section has five advertisers, including Siemens, American Express Open and the Society for Human Resource Management.
This edition contains a somewhat counterintuitive feature about how regulations will help business, an industry-by-industry outlook, and a viewpoint by Supreme Court Justice Stephen Breyer.