LUXURY PLAY: Bloomberg News is making a heavy push with its luxury coverage, and it’s starting with digital.

This story first appeared in the April 24, 2014 issue of WWD. Subscribe Today.

According to an internal memo obtained by WWD, Chris Rovzar, the former digital editor of Vanity Fair, will help Bloomberg build its editorial vision for luxury. This includes developing its luxury news product for terminal users, as well as some un-gated content for Bloomberg’s Web site.

“Chris will bridge the News and Media groups’ global luxury coverage, which has seen exceptional success with the 2012 launch of Bloomberg Pursuits,” said Bloomberg editor in chief Matt Winkler and Businessweek editor in chief Josh Tyrangiel in the e-mail sent to staffers Wednesday.

“The magazine’s advertising pages this year are up 50 percent from the same period one year ago, and luxury and lifestyle content is an area where we will continue to invest and develop across all platforms.”

Rovzar, who started his new job Wednesday, reports to Tyrangiel. His title is still to be determined.

On its Bloomberg Now blog, Justin Smith, Bloomberg Media’s newly minted chief executive officer, underscored the importance of luxury to the organization last month.

Smith indicated that Pursuits would increase its print frequency and “integrate Pursuits across platforms, including TV and events.”

Sources said that the quarterly magazine will become a bimonthly publication by 2015, and that Rovzar will likely play a role in developing its digital presence. Additionally, it’s rumored that Bloomberg’s luxury push won’t roll out until the end of 2014 or by the first quarter of 2015, at the earliest.

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