apps

Apps are the new magazines: Why Bloomberg’s doubling down on apps

Forget the mobile web or social platforms: Bloomberg Media’s betting its mobile future on apps.

Starting with its redesigned flagship mobile app, Bloomberg plans to launch several new apps in the coming year with a focus on delivering personalized content to users in a more seamless and controllable fashion than what’s currently available on the mobile web and inside social platforms.

“Apps are the new magazines and newspapers,” said Scott Havens, global head of digital for Bloomberg Media. “I know if I have brand affinity [for a publisher], it’s because I get what I need and I find it a useful part of my daily media diet — that’s the underlying philosophy for the app.”

The company hopes to double or triple the audience in the coming year. One way the publisher plans to do it is by introducing so-called day-parted content. Within the main tab, users will now get a personalized stream of three to five relevant stories depending on what time of day it is — morning, afternoon or evening — and where they’re accessing the app (users in Europe will get the afternoon diet while U.S. users get the morning feed).

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