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Bloomberg is the hardest of the big business titles to get into, and the one where shortcuts are least likely to work. Here is every real route into Bloomberg coverage for a UK company, as Bloomberg itself describes it.
Bloomberg’s newsroom covers news that moves markets or explains them, and it covers you when you supply that, whether as the subject of a story, as a source of data, or as an expert quoted in someone else’s story.
There is no contributor network, Bloomberg Opinion is written mostly by its own columnists, and the only placement anyone can book is labelled sponsored content from Bloomberg Media Studios. This guide sets out each route as Bloomberg itself describes it.
Bloomberg News is the news division of Bloomberg L.P., the privately held financial data company founded by Michael Bloomberg. It was set up in 1990 as Bloomberg Business News to serve subscribers to the Bloomberg Terminal, and that origin still shapes it: the core audience is people who trade, invest, advise or run companies, and the core product is fast, accurate, market-relevant information. John Micklethwait has been editor-in-chief since 2015.
The consumer-facing arm, Bloomberg Media, describes its newsroom as “3,000+ news professionals and analysts” across “120+ global news bureaus”, and distributes to more than 130 countries. Its brands include Bloomberg.com, Bloomberg Businessweek (acquired from McGraw-Hill in 2009), Bloomberg Television and Radio, Bloomberg Green, Bloomberg Opinion, Bloomberg Wealth, CityLab, Pursuits and a large podcast and newsletter slate.
For UK companies, the relevant unit is Bloomberg UK, launched on 12 May 2022 as “a cross-platform editorial brand dedicated to digital-first business and financial news for modern British audiences”. At launch Bloomberg said it was built on “a London newsroom of more than 500 journalists and analysts, one of the largest in Europe”, with sections covering the City of London, the Future of British Business, Politics and Policy, Culture, Green, Equality and Wealth, a daily evening newsletter (The Readout) and a UK video series profiling British chief executives, entrepreneurs and policymakers. Press Gazette reported Bloomberg’s stated aim as being an “unbiased source of information” in a British press it described as “very often partisan”. Bloomberg has since added Bloomberg UK Wealth, a personal-finance section for UK readers.
The practical point: Bloomberg now has a sizeable London desk whose explicit job includes British business beyond the FTSE 100. That is where a UK company’s story is most likely to land. For how Bloomberg compares with Fortune, the FT and others, see our guide to getting featured in top publications.
Three routes are earned or editorial and cannot be bought. One is paid and is always labelled. Most companies that appear in Bloomberg arrive through the first two.
Bloomberg reporters cover results, deals, funding, significant hires and departures, regulatory action, product launches with market consequences, and sector shifts. The test is not “is this interesting” but “does this change what an investor, competitor, customer or policymaker thinks”. Stories are typically bylined, and the reporter and editor on a story are usually identifiable, which makes targeting a specific beat reporter straightforward.
What works: a genuinely new fact given to the right reporter, often under embargo or as an exclusive, with documents and a spokesperson ready. What does not: a press release sent to a general inbox. Can it be guaranteed? No. Bloomberg’s editors decide, and the bar is high.
Most companies that appear in Bloomberg are not the subject of the story. They are quoted in it. Bloomberg’s reporters need economists, analysts, founders and operators who can explain what is happening in a market, on the record, within hours. A UK company with a proprietary dataset, an index, or a credible read on its sector can become a regular source.
This is slow to build and impossible to buy, but it is the most repeatable form of Bloomberg presence for a mid-sized business. The precondition is that your spokesperson says something a reporter cannot get elsewhere, and says it quickly.
Bloomberg Opinion launched in 2011 and is written largely by its own staff columnists. Bloomberg does not publish an open submission-guidelines page that we could verify, and outside pieces are rare.
If you believe you have a column-worthy argument, check the publication’s current guidelines and approach the Opinion desk directly; do not pay anyone who claims to sell Bloomberg Opinion placements.
Bloomberg Media Studios is “the creative studio at the heart of Bloomberg Media”. It produces custom content, video and campaigns for advertisers and describes its work as “bringing the art of storytelling together with the science of strategic audience targeting to deliver meaningful engagement, at scale, in a trusted, brand-safe environment”. Sponsored pieces sit on a dedicated sponsored.bloomberg.com domain under the “Bloomberg Media Studios Sponsored Content” banner, each labelled with the advertiser’s name. Partnership enquiries go through Bloomberg Media’s contact form. Pricing is quoted per campaign and is not published.
This is advertising: it is the only route on this page that can be booked with certainty, and readers will see that it is sponsored. For many B2B companies that is a sound investment; it is simply not the same thing as Bloomberg covering you, and anyone who blurs the two is misleading you. We explain the distinction in earned versus sponsored coverage.
Bloomberg checks everything and rarely waits. Have these six things ready before any reporter hears from you.
| Route | Typical timing | Cost | Guaranteed? |
|---|---|---|---|
| Newsroom coverage | Same day to a few days for news; longer for features | No fee to the publisher | No |
| Expert sourcing / data | Hours per quote; months to become a regular source | No fee to the publisher | No |
| Bloomberg Opinion | Not published; outside pieces rare | No fee to the publisher | No |
| Bloomberg Media Studios | Agreed per campaign | Quoted by Bloomberg Media; not published | Yes, as labelled sponsored content |
Bloomberg does not publish rate cards for sponsored content; a quote comes from its sales team. United Press quotes its own fee separately and in writing, so you can see what is the agency’s and what is the publisher’s.
Bloomberg does not run “meet the founder” pieces for their own sake. Attach the company to a market movement.
Bloomberg reporters have little reason to write a story every outlet already has.
A reporter who cannot reach you in the hour they are writing will quote someone else, and remember.
A survey of 200 self-selected respondents is not a dataset Bloomberg will chart. Either invest in robust data or do not lead with it.
If it is not Bloomberg Media Studios, labelled, on Bloomberg’s own sponsored domain, ask what it actually is.
Since 2022 there is a desk whose job is British business. Pitch it rather than New York.
We are a London PR agency, and Bloomberg is a title where we are careful about expectations.
We assess whether you have news or data with market relevance, build the evidence pack, identify the right Bloomberg UK or sector reporter, and pitch under embargo or as an exclusive where that serves the story. Where you have a credible expert, we work to make them a source reporters return to. We cannot guarantee any of this and we will say so in writing.
Where labelled Bloomberg Media Studios content is the right tool, we can brief and manage it. It is labelled as sponsored on the page and we call it sponsored to you. It is the only Bloomberg outcome anyone can commit to in advance.
If you want a straight answer on whether your story is a Bloomberg story, email us with what has happened and why it matters to the market. You can also browse the publications we work with or look up terms like embargo and exclusive in our PR glossary.
Nobody can guarantee Bloomberg editorial. The guaranteed placements in your plan come from financial titles in our inventory, such as Yahoo Finance (press-release format) and MSN. These guides cover the other titles Bloomberg readers also follow.
You can pay for Bloomberg Media Studios sponsored content, which is labelled as sponsored and hosted on Bloomberg’s sponsored content domain. You cannot pay for a Bloomberg News article, a quote, or an Opinion column.
No. Bloomberg has no contributor network of the kind run by some other business titles. Bloomberg Opinion is written mostly by staff columnists; check its current guidelines if you believe you have a piece for it.
No. Wire releases that appear on pages carrying a Bloomberg URL are distribution, not journalism. They are not written or edited by Bloomberg reporters and should not be described as “featured in Bloomberg”.
Yes, when they are part of a larger story: a sector trend, a policy change, a deal, or a dataset. Bloomberg UK was launched to cover British business broadly, including start-ups. Rarely does it profile a small company for its own sake.
If a reporter wants the story, often within hours; Bloomberg publishes continuously. If you hear nothing after a follow-up, assume it is not running and move on.
Tell us what has happened and why it matters to the market. We will tell you honestly whether Bloomberg is the right target, and which route fits.
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