Bloomberg is also launching a European version of the magazine, as well as revamping local language editions of the global magazine in Chinese, Thai and Indonesian.
Hugh Wiley, publisher of BloombergBusinessweek, says the launch of two new editions will help to expand the magazine's reach in the fast-growing markets of Europe and Asia. He adds that quickly adding a global dimension to its content had been on the cards since Bloomberg acquired BusinessWeek in October 2009.
"We've always sought to maintain the global nature of BusinessWeek," he told Campaign.
The regional magazines will share some content with the global edition, as well as take advantage of the group's 500 reporters in Asia (and 800 in Europe). Wiley says the magazine will increase its rate base (the guaranteed number of weekly readers) from 900,000 to 980,000 soon after the new publications are launched.
Paul Bascobert, president of Bloomberg BusinessWeek, says the move will be a boon for both readers and advertisers.
"We're excited to be able to provide our readers and advertisers with new, regionally focused products by tapping into Bloomberg's incredibly vast global network of editorial staff," he said. "Our ability to raise the rate base is a strong indicator that our investments in the brand are paying off."
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