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Photo: Bloomberg

Bloomberg Media is expanding its portfolio to provide more general business and lifestyle content to readers, instead of just straightforward markets and business news, executives tell Axios.

Driving the news: On Thursday, the company will launch Bloomberg Wealth, a new editorial vertical to help readers and viewers make smarter decisions about their personal finances, including divorce and moving.

Bloomberg Wealth will include 6 pillars: Investing, Savings & Retirement, Taxes, Living (where to live, renting vs. buying, divorce, etc.), Reinvention (education, careers, networking, starting a business), Opinion and Advice.

  • It will include data-backed tools designed to help readers navigate key financial decisions and moments in their lives as well as a weekly newsletter.
  • Education, real estate, careers, stock trading, ETFs, and cryptocurrencies will also be covered via new features within Bloomberg Wealth.

Bloomberg has recently expanded into an array of new verticals, including health care ("Prognosis"), auto ("Hyperdrive"), climate ("Bloomberg Green"), cities ("Bloomberg CityLab") and the business of entertainment ("Screentime").

  • It's offered subscription bundles with The Athletic, a consumer sports media company, as well as The Information, a business and tech media company.
  • It also created Bloomberg Quicktake, a business network for streaming and social media.

The big picture: Amid the fight for readers' attention, more media companies are looking to become a bigger part of a readers' daily lives, instead of just their professional news source.

  • The New York Times has pushed aggressively in recent years to increase subscriptions by offering readers more lifestyle services, including apps around things like Cooking and Crosswords, as well as verticals around topics such as Parenting and Wellness.

Go deeper

Dec 15, 2020 - Economy & Business

Scoop: David Bradley commits to owning National Journal until 2030

Photo illustration: Sarah Grillo/Axios. Photo: Marvin Joseph (The Washington Post)/Getty Images

David Bradley says he is committed to owning and growing National Journal — the first media company he ever purchased — for at least the next 10 years, according to a memo obtained by Axios.

Driving the news: Bradley says his family is selling its controlling interest in National Journal's lucrative research business to Falfurrias Capital Partners (FCP), a Charlotte-based private equity firm that invests in growth-oriented, middle-market businesses.

By the numbers: Where the earmarks are wanted

Expand chart
Data: House Committee on Appropriations; Chart: Danielle Alberti/Axios

The Dallas-Fort Worth area is being targeted for the largest collective earmark request in the country, according to a detailed breakdown of overall requests released by the House Appropriations Committee.

Why it matters: House appropriators are trying to balance bipartisan momentum for infrastructure investment with "pork-barrel" spending's checkered political history. The data dump is an effort to provide transparency for what are now termed "community project funding" requests.

Democrats open to user fees for infrastructure deal

President Biden sits Thursday with Sen. Shelley Moore Capito (R-W.Va.) as they discuss his $2.3 trillion infrastructure proposal. Photo: T.J. Kirkpatrick/The New York Times/Bloomberg via Getty Images

Some Senate Democrats are open to paying for a compromise infrastructure package by imposing user fees, including increasing the gas tax and raising money from electric car drivers through a vehicle-miles-traveled charge.

Why it matters: By inching toward the Republican position on pay-fors, some Democrats are bucking President Biden's push to offset his proposed $2.3 trillion plan by focusing only on raising taxes on corporations and the wealthy.