The Washington Times Weekly - - Politics -

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 — those lofty co-au­thors of the elec­tion chron­i­cles “Game Change” and “Dou­ble Down: Game Change 2012.” There’s bristling mar­ket­ing talk in­volved. “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.

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 “mul­ti­plat­forms” — 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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