In September 2023, Bloomberg Media launched a campaign to unify its consumer marketing and showcase its objective, business-focused journalism.

During the INMA World Congress of News Media in New York, INMA members heard from Colm Murphy, global head of consumer brand marketing, about how the organisation is evolving its revenue models while staying true to its journalistic mission. 

At the heart of Bloomberg’s strategy lies a deep understanding of its audience, a commitment to quality journalism, and a focus on design and branding that reinforces both credibility and impact.

“Bloomberg lets its journalism define the brand,” Murphy emphasised. 

Rather than crafting a marketing narrative first and fitting content into it, the company starts with its editorial mission. The job of marketing, he explained, is not to create a separate identity but to distil the essence of that mission into something the audience can connect with. This alignment ensures that every aspect of the brand — from content to design to user experience — is grounded in truth and trust.

Recognising a changing environment

Murphy discussed the relationship between news and culture, noting Bloomberg’s distinctive approach involves viewing the world through a business lens.

Why?

Because “money often reveals the truth.” This perspective doesn’t mean ignoring broader societal or cultural shifts — rather, it allows Bloomberg to frame these stories with clarity and depth. The financial implications of global events are often the clearest indicators of their significance and impact.

Murphy also noted a shift in how younger audiences define success. For them, success is not just personal or professional achievement; it’s about making a positive change in their communities. With that in mind, media organisations must ask whether they are inspiring their audiences to act, to engage, to be better informed, and to be more impactful citizens.

Connecting with these audiences requires more than just good content; it requires thoughtful and intentional design. From the digital interfaces to the tone of the visuals, Bloomberg aims to create an experience that is not only aesthetically strong but also cost-effective, recognising innovation must be sustainable to support long-term business goals.

Understanding audiences

In the fast-paced world of media, “urgency is the most important currency,” Murphy said.

Whether it’s breaking news or in-depth reporting, audiences must feel the information they receive is timely and essential. However, Murphy also stressed the importance of embracing the complexity of today’s audience.

Readers are diverse, with varied interests and emotional states. To meet them where they are, Bloomberg supports the concept of “one brand with many moods” — maintaining a unified identity while allowing for flexibility in tone, presentation, and delivery across platforms.

A critical aspect of Bloomberg’s evolving revenue strategy is “deepening the relationship between the newsroom and the reader,” he said. This involves not just content delivery but also fostering trust, dialogue, and responsiveness.

Murphy highlighted the brand must not only look good but function efficiently, ensuring form follows function in a way that benefits both user experience and the bottom line.

With a model centred on authenticity, adaptability, and alignment — aligning its brand with its journalism, its design with its values, and its strategy with its audience — Bloomberg Media has found the keys to building revenue models that truly work.

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