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MICHAEL BLOOMBERG BLOOMBERG FINANCIAL MARKETS

By Published on .

When Michael Bloomberg considers Procter & Gamble Co., he seems visibly perplexed. Why would one company offer a half-dozen brands of soap, all competing against one another with no visible corporate identity?

"We put the same name on everything," says Mr. Bloomberg, 52.

"We try to give information in as many different ways as possible-daily, weekly, print, on-line, radio, television." But the name on all is Bloomberg.

Since launching his company in September 1991, the former Salomon Bros. executive-turned-entrepreneur has built a multimedia business with revenues estimated at about $560 million a year, which he presides over as president.

At the company's core: Bloomberg Financial Markets/-Commodities News, the news service that can, on any given day, give fits to the larger Reuters or Dow Jones.

About 40,000 subscribers, including 82 daily newspapers, pay $1,000 a month to lease his terminals.

That's the beauty of Bloomberg, moving the hardware that carries the multitude of "software"-financial data and information.

Also included in his holdings now are a New York radio station (WBBR-AM) converted to an all-news format and an all-business TV show called "Bloomberg DirectTV," which broadcasts via satellite.

A free, monthly magazine goes to news-service subscribers; available in English and Japanese, it's called (surprise!) Bloomberg.

His latest venture, due in September: Bloomberg Personal, a 48-page Sunday newspaper supplement on personal finance.

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