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These days, it's rare for any publication to double down on print. But that's just what Bloomberg Pursuits magazine is doing, increasing in frequency to six times a year, starting with its March issue.
The magazine, which focuses on "intelligent luxury" and goes out to subscribers of the company's expensive financial information terminal, has published on a quarterly schedule since 2013. It began in 2012 as a biannual magazine, and is packaged with Bloomberg Markets magazine.
"The decision to go to six was super exciting to me, because it's more content and more room for us to grow," said Emma Rosenblum, who began editing the magazine in January 2015.
Michele Chicoine, who heads up sales for Pursuits, said the expansion is part of a greater commitment to Bloomberg's luxury platforms.
In addition to the frequency uptick, Pursuits is getting an expanded presence on Bloomberg TV, including a daily "Bloomberg Pursuits" segment, and on Bloomberg Radio. The dedicated Pursuits hub on Bloomberg's website is also due for a redesign in late April.
"It's basically like cross-polination," said Ms. Rosenblum, who in February was given a larger purview as editorial director for Bloomberg Pursuits.
Bloomberg Pursuits, which has a rate base of 375,000, was redesigned and relaunched in June 2015. The magazine's March issue will focus on jewelry and watches, and the May issue will focus on travel.
The magazine has added several high-profile advertisers in the past year, including Burberry, David Yurman, and Rolex.
Ms. Chicoine, when asked about potentially broadening the magazine's distribution beyond terminal subscribers, said there's no desire to "water down who that audience is."
"We don't need to go bigger," she added. "We kind of like our really specialized audience."
That audience is a wealthy one. According to data provided by a spokeswoman, the average household income of a Bloomberg Pursuits reader is $575,000.