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The First Bloomberg BusinessWeek Issue

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The integration of Bloomberg BusinessWeek is complete, as the first print issue bearing Bloomberg’s name is hitting the newsstands now, four days after the deal formally closed. On the mag front cover, the Bloomberg logo is so small, you could almost miss it (and in the online image of the print cover, you do; it is right above the BW logo on the left). And WWD reports that even though new editor in chief Josh Tyrangiel began at the mag yesterday, he won’t have an editor’s letter in the issue, nor will there be a masthead.

On the online front: the BusinessWeek.com website now has a Bloomberg tab up on top, and a global Bloomberg nav at the bottom of the site pages. Also, BW stories have started appearing on Bloomberg.com website, including this one on AOL (NYSE: TWX) (sorry, Aol) and Tim Armstrong, by Tom Lowry. On Bloomberg.com website, links to BW.com and BW Xchange, its $16 million money-sinker of a social network, also appear.

Update: A commenter points out: McGraw-Hill (NYSE: MHP) still lists BusinessWeek as one of its properties on its corporate site. Any bets on how long before they replace it? I say not before next year. Update 2: Ah, I lost the bet. It is gone now from MGH site.

Staci adds: I sense some stronger Bloomberg branding coming up. This logo can barely be seen on the cover, let alone the newsstand. I saw it on a wall display at LaGuardia and if you didn’t know to look, you wouldn’t see it. It didn’t help that the mag was hard to see anyway because of lighting. Bloomberg isn’t going to get the consumer recognition it wants this way.

Also at the airport, the display at the Bloomberg terminal kiosk in the American Admiral’s club shows plenty of Bloomberg Markets covers but no mention of BW. They may opt to keep it that way, especially since the focus is on the terminal, but adding some presence would make sense.

Meanwhile, the strategy behind some of Bloomberg’s staffing BW staffing decisions is getting a little clearer. One of the first examples: Bloomberg tech columnist Rich Jaroslovsky will be featured in BW in place of Steve Wildstrom, the veteran columnist who didn’t make the new team. Jaroslovsky, who was the founding managing editor of WSJ.com, switched out of editing at Bloomberg to the column earlier this year. Talking Biz News has more details. But what to expect editorially isn’t quite so clear. Former BW staffer Gary Weiss critiques the first issue after the change though it’s a little early in Editor Josh Tyrangiel’s tenure to really know how it will read.

Dec 4, 2009 3:53 AM ET

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Posted In: Media & Publishing, Magazines, bloomberg, businessweek

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