Bloomberg Pursuits Ends Print Magazine

Bloomberg Pursuits is folding its print product. The luxury magazine, which is distributed exclusively to Bloomberg Terminal subscribers, will cease print publication after its current December issue.

The digital edition will live on, and online content will remain free to all audiences. In addition, the October-launched show “Bloomberg Pursuits” will continue to air on Bloomberg TV, and luxury reports will continue on Bloomberg Radio. No personnel changes are expected at this time.

“We’re deliberately shifting Bloomberg Pursuits to a digital-first brand for our audience of global business decision-makers, which will include a continued commitment to luxury content that will appear across our multiple platforms,” a Bloomberg spokesperson said in a statement.

The Pursuits brand launched in 2012 as a biannual print offering, but increased frequency twice: up to quarterly in 2013, and up to six issues a year in March 2016.

Ted Moncreiff, editor-in-chief of the magazine until 2014, told Folio: in 2013 that the magazine increased to quarterly due to demand from its audience. The magazine has a global rate base of 375,000, but this number is stagnant due to the exclusive nature of its distribution.

While Pursuits will continue to focus on luxury coverage, a consumer and digital-first strategy is a major shift for the brand.

The specificity afforded by its exclusive audience was part of its early editorial mission, according to Moncreiff.
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