Bloomberg TV Aims for a Wider Audience

Tanzina Vega of The New York Times writes for Tuesday’s paper about Bloomberg Television’s new advertising campaign aimed at attracting new viewers.

Vega writes, “The campaign features ads with slogans like, ‘Business news like your coffee: hot, strong, no sugar.’ The effort is geographically centered on New York, New Jersey and Connecticut, with a major focus on financial institutions in Manhattan. Advertising will be placed in the Wall Street subway station and it will be wrapped around double-decker tour buses. The company has also worked with some restaurants in the city, which will tune their TVs to the Bloomberg station.

“The morning shows and hosts featured in the campaign include ‘In the Loop With Betty Liu,’ ‘InBusiness With Margaret Brennan’ and ‘Inside Track With Deirdre Bolton and Erik Schatzker.’

“‘The basic idea is that you are ready to go,’ Peter Nicholson, the chief creative officer at the agency JWT, part of WPP, said of the campaign’s focus on morning news. Creating a campaign for a media company, he said, is different than promoting a packaged good. ‘Because they are a media company they have media channels to deliver it through,’ Mr. Nicholson said. ‘You don’t have to invent anything. You’re just shining a light on it. The content is the power.’”

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