• by Sara Guaglione , October 6, 2016

Bloomberg Media has launched an expanded and redesigned version of Bloomberg Technology, a new brand that focuses on the business of global technology.

Bloomberg Technology is part of Bloomberg Media’s strategy to build brands around business, but with specific angles, such as politics and tech. What makes this tech site different from the CNETs out there is that Bloomberg Technology is built for businessmen interested in tech, rather than tech enthusiasts.

"The launch of Bloomberg Technology completes our strategy of building a portfolio of global multi-platform brands that speak directly to different segments of this premium audience,” stated Bloomberg Media CEO Justin B. Smith.

The site is now built on Javelin, a new article and template design focused on speed and built by Bloomberg engineers. In tests, page load times improved by 30%-50%, per the company.

Bloomberg plans to roll out the template to the rest of its portfolio, including the flagship Bloomberg site, Bloomberg Markets, Bloomberg Politics and Bloomberg Pursuits.

The site has adopted a feature called Boomerang, “which will take the homepage to the user, rather than waiting for the user to find it,” according to the company.

In other words, after reading an article, Boomerang will take readers back to a refreshed homepage-like experience at the bottom of an article. The hope is that casual readers who come to the site from Google or social media will stay longer.

“For advertisers, it means homepage campaigns will continue to have an impact at a time when fewer and fewer users go to the homepage or section landing pages,” the company added.

Bloomberg Technology spans across digital, mobile, television, radio and print platforms and will also host live events. Over the last year, Brad Stone, senior executive editor of Global Technology, has added 12 new journalists to the brand, including three in China. In total, the team has 50 dedicated tech journalists.

The vertical will have a greater focus on video than Bloomberg’s other sites.

The brand plans to have five to six live weekly shows. Bloomberg Television's flagship technology show, "Bloomberg West," will be renamed "Bloomberg Technology" and be fully integrated into the digital site. Certain Bloomberg Technology segments will appear on Bloomberg TV and other digital platforms.

Separately, Bloomberg Media tapped agency vet Steven Feuling to head strategy efforts for B2B clients worldwide. Previously, Feuling was CEO Dentsu Aegis agency Vizeum. He will report to Bloomberg Media COO Jacki Kelley, who called him a "game-changing asset to our clients."