CNN revamping business brand

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CNN is rebranding its digital business coverage under a new name, reports Bloomberg.

• The “CNN Money” name will be replaced by the new umbrella name “CNN Business.”
• CNN Money, CNN Media and CNN Tech will, in turn, become part of the CNN Business branding.
• The change comes as CNN revamps its digital operations after the unit reportedly failed to meet key financial goals in 2017.
• In addition to the rebrand, CNN will open a bureau in San Fransisco.
• The bureau will be home to about six reporters, with the goal of boosting the network’s coverage of tech and business in Silicon Valley.
• The “CNN Money” name dates back to 2001 when CNN partnered with then-sister magazine Money as part of a “corporate synergy” approach.
• CNN continued to use the “money” name, albeit in a generic sense, after ending its partnership with Money, which has since been sold to Meredith.
• CNN execs tell Bloomberg that the new “business” name will help dispel the notion that CNN’s business coverage is limited to personal finance.