Bloomberg Media unveils its redesign for the quarterly luxury magazine Bloomberg Pursuits
Each week I get a press notification of the new issue of Bloomberg Businessweek, complete with a graphic of the cover the that week’s magazine. And each week I look at the email and say “that can’t really be the cover the magazine, can it?”
If you are not near a newsstand, you can look at the covers inside the Apple Newsstand and see them for yourself (here). Maybe you like them. I think they look a lot like those covers for self-published books you see in the Amazon store. Also, notice that they are PDF replicas, Bloomberg’s publishing team is apparently not good at the two D’s (design and digital).
So, when I saw this press release about a redesign for Bloomberg Pursuits magazine, then saw the graphic, I thought “that can’t really be the cover the magazine, can it?”
NEW YORK, NY – June 4, 2015 — Bloomberg Media today introduced the redesigned Bloomberg Pursuits magazine, a quarterly guide to intelligent luxury. Bloomberg Pursuits, which is closely aligned with its digital home on Bloomberg Business, is a key pillar of the company’s consumer media strategy, creating a multi-platform luxury brand across print and digital that serves a coveted audience of global business decision makers. Editorial content from Bloomberg Pursuits will live across the web, mobile, television, digital video, print, radio, and live events.
Under the helm of editor Emma Rosenblum, Bloomberg Pursuits’ Summer 2015 issue, featuring tennis star Maria Sharapova on the cover, signals a new era of luxury publishing at Bloomberg, defined by a high level of sophistication, wit, and fun that is unmatched in its category. Inside each issue, readers will discover new ideas about where to go, what to eat, what to wear, and how to spend their leisure time.
With a modern, clean, and bright design aesthetic conceived by creative director Robert Vargas, the revamped magazine extends Bloomberg Media’s commitment to differentiate through design and builds on the established heritage of design excellence at Bloomberg Businessweek.
Bloomberg Pursuits is divided into three distinct sections:
“Seek” shares a mix of new travel destinations, restaurants, and unique experiences for readers to try.
“Spend” showcases ten beautifully-photographed, must-have items for the season. The Summer 2015 issue includes a sporty Montblanc and a rare Mercedes-Maybach, as well as a necklace from Astley Clark, and the perfect charcoal grill from NorCal Ovenworks.
“Pursue” contains features, essays, photo-driven stories, and profiles across fashion, food, sports, travel, and design. In this issue, reporter Ashlee Vance meets Maria Sharapova, the highest paid female athlete in the world, to discuss her tennis career as well as her branding and luxury endorsement success; Adam Platt samples the many vegetable gardens of Paris; and Sarah Hepola travels to Patagonia to find pumas in the wild. The back page, called “Hobbyist,” showcases a celebrity giving tips about his or her favorite pastime: the inaugural column features Top Chef’s Tom Colicchio.
“The new Bloomberg Pursuits covers luxury in a way that’s aspirational yet obtainable. It’s all about quality,” says Rosenblum. “Our readers are successful and curious about the world around them. Our goal is to inspire them with the best products, destinations and experiences, so they can maximize their time outside of work.”
New advertisers for the Bloomberg Pursuits 2015 Summer issue include: Alfa Romeo, the Dolder Grand, Greece Tourism, Hyundai, IWC, John Ker Tours, Lamborghini, Mercedes-Maybach, Samsung, and Sandals Resorts. They join brands such as: Baha Mar, Bellagio, Chanel, Delta Air, Embraer, Forevermark, Gray & Farrar, Gulfstream, Hermes, Monaco Tourism, Paul & Shark, Ralph Lauren, RIMOWA, SPDR Select, and Vacheron Constantin.
“Bloomberg Pursuits stands out with our truly global view and our ability to reach an elusive and highly affluent audience,” said Paul Caine, Bloomberg Media’s global chief revenue and client partnerships officer. “We provide an extraordinary opportunity for marketers to reach this audience on multiple platforms with the luxury content they most desire.”
The quarterly Bloomberg Pursuits is distributed to all 375,000 Bloomberg Markets magazine subscribers—a highly-coveted and affluent readership comprised largely of users of the Bloomberg Professional Service around the world. The reader demographic is 63 percent male and 37 percent female. The Bloomberg Pursuits+ app will download automatically with Bloomberg Markets+ app subscriptions.
Bloomberg is building the leading, next-generation media company for global business by creating a portfolio of multi-platform brands that broaden Bloomberg’s core audience. Bloomberg Pursuits follows the launch of the flagship digital destination Bloomberg Business in January 2015, which just recorded its best traffic month ever. Similar to Bloomberg Politics and Bloomberg View brands – which have their own full teams and a standalone presence on the web – Markets, Technology, and Pursuits channels will eventually launch as full multi-platform brands, with their own distinct look, feel and functionality, communities, social presence, and possible television components.