More on Bloomberg Business’ New Look…

Nieman Lab’s Caroline O’Donovan writes about Bloomberg Business’s new web design…

Another public-facing change loyal readers are sure to notice: Bloomberg killed its comments section. Lots of media companies, from Recode to Reuters, have done this lately, which Topolsky said made him more confident in the decision. He says both writers and editors are more comfortable engaging with readers on external social platforms, where they’re likely to reach a more representative percentage of the audience.

“I’ve looked at the analytics on the commenting community versus overall audience. You’re really talking about less than one percent of the overall audience that’s engaged in commenting, even if it looks like a very active community,” he says. “In the grand scheme of the audience, it doesn’t represent the readership.”

Nothing about the new Bloomberg is set in stone; Topolsky says the entire process is iterative, and that includes the comments. The digital team will be monitoring reader behavior across desktop and mobile to see how they’re reacting to and interacting with the new site. For example, on launch day, they experimented with header height so see what readers like better. On mobile, where they’re working to “find the right balance between design and imagery and text,” Topolsky plans to experiment with different formats — more text versus more color versus a grid — to figure out what draws readers in.

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