The San Francisco Chronicle is the latest newspaper to team with the Bloomberg News Service and its 50-person Bay Area bureau for business coverage in print and online. This Sunday, the Chronicle launches an expanded business section called the “Business Report” with regional coverage and financial data from the two staffs. The deal includes sharing content on SFGate.com and Bloomberg.com. At a time when other papers have been cutting back on news coverage, the Chronicle is counting on the beefed up section to stand out, promising expanded coverage of Silicon Valley and regional coverage of personal finance, real estate, jobs, etc.
The section’s additional pages will include the Bloomberg Market Report, an “exclusive” data package on economic trends. The announcement reads like the reporting will come from Bloomberg and the personality from Chronicle columnists: “In addition to content provided by Bloomberg, the Business Report will continue to feature Chronicle columnists whom local readers trust for analysis and advice into what’s going on in Bay Area business.”
The approach gives Bloomberg a branded presence in key cities, especially ones where the Wall Street Journal and New York Times have significant print circulation. NYT and WSJ each launched Bay Area editions recently. Bloomberg’s first deal of this sort was announced with the Washington Post (NYSE: WPO) in October but the dual-branded online business section has yet to kick into gear.