May 5, 2014 Last Updated 8:44 am

Bloomberg announces the first of its new digital destinations: Bloomberg Politics

Media veterans Mark Halperin and John Heilemann will oversee new venture and all political coverage across Bloomberg platforms

The first of its new digital media initiatives has been unveiled by Bloomberg this morning: Bloomberg Politics, a new brand that will involve a new web destination, as well as a new daily television show that will stream online.

The new brand will be overseen by media veterans Mark Halperin and John Heilemann. Halperin has previous served as editor-at-large and senior political analyst for TIME magazine. John Heilemann previously served as national affairs editor for New York magazine and a political analyst for MSNBC.

Bloomberg-flag“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,” Bloomberg Media Group CEO Justin B. Smith said. “Mark and John have a remarkable and unrivaled track record of leading the conversation around American politics in print, online, and on TV. They are also representative of an important new breed of journalist that works seamlessly and prolifically across digital, video, print and live platforms. They bring an extraordinary capacity for immersive storytelling, sharp analysis, and breaking news – and they will help us differentiate our political coverage from a crowded field through a full multi-platform approach.”

Unlike many established media brands, such as the NYT, Bloomberg is taking a more natural approach to its new digital initiatives – one that creates new brands, new destinations. In March of this year, Bloomberg announced that it was taking a different approach, investing in new initiatives that can attract new digital readers.

“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,” Smith wrote in on Medium.com in March.

“Our strategy calls for building out a portfolio of new digital assets that better align our content offerings to global business audience segments. This realignment will help us go bolder and deeper, signaling to consumers outside of finance that Bloomberg has the media products for them, while providing advertisers with a more targeted way to reach their most important audiences.”

The first of these new digital assets will be Bloomberg Politics, which can serve as both a new destination, as well as a resource to feed content to the main brand. The alternative approach, of course, is hiring new talent, and keeping the assets locked away to support the legacy brand. This is the approach far too many newspapers are taking, with the predictable results that the journalists involved eventually leave for new media start-ups.

“Bloomberg Politics represents a significant strengthening of our political and government coverage and underscores our commitment to definitive and exceptional journalism across all our platforms,” Bloomberg News Editor-In-Chief Matthew Winkler said in the company’s announcement. “Mark and John will work closely with the new leadership of our Washington bureau to break more news and give more visibility to the award-winning reporting at Bloomberg News.”

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