Bloomberg. The name is everywhere here in the capital of money. On the magazine in the Delta shuttle seat pockets. On a computer terminal in a LaGuardia Airport corridor. On a billboard above the Holland Tunnel. On the walls of Penn Station and the World Trade Center. The whole burg is abloom with Bloomberg.

And that's exactly the way Michael Bloomberg wants it -- especially on days like Friday, when the stock market is in a tailspin and the world is hungry for information about the financial markets. He wants the Bloomberg name to be the source.

It's "a cute, ethnic name that's easy to remember," he says.

Like a cowboy with a branding iron, Bloomberg has burned that name on a whole herd of financial products. His news service. His magazine for Wall Street insiders. His magazine for Wall Street outsiders. His energy newsletters. His publishing house. His three-year-old radio network. His two-year-old TV network. His radio station in New York.

And, most important of all, his "boxes" -- the information-service terminals that have become ubiquitous in the financial world. These versatile Bloomberg terminals provide about 67,000 users around the world with in-depth securities analysis, detailed financial histories of companies worldwide and up-to-the-second news, weather, sports and entertainment {See related article, Page H4}.

In just 15 years, Bloomberg has built his company into a worldwide purveyor of financial information. In the process, he has made a personal fortune estimated by Forbes magazine at $1 billion. He's giving lavishly to charity, including a $55 million gift last year to his alma mater, Johns Hopkins University in Baltimore. Yet to hear this intensely ambitious man talk, he's just getting started.

To understand what drives Michael Bloomberg, you need to start with the fact that he worked as a securities trader at Salomon Brothers Inc. -- arguably the most macho job at what was then the most macho company in the world. During the 1970s, he ran Salomon's equity block trading desk. He also supervised the company's computerized information services. John Gutfreund, the former Salomon chairman, has said that Bloomberg's gift to the company was to reprogram a Quotron -- an old-fashioned stock quote machine -- so that it could perform some basic stock analyses and comparisons.

When Salomon Brothers went public in 1981, Bloomberg left the company with $20 million or so. Some say he was pushed, some say shoved. Regardless, it was the best thing that could have happened to him. His buddies at Salomon continued to wheel and deal -- their antics were chronicled in Michael Lewis's 1988 "Liar's Poker" -- until the bottom fell out in a 1991 bond trading scandal, and several go-go executives, including Gutfreund, went-went.

Bloomberg, meanwhile, used his analytical and trading skills to set up a business -- 30 percent of which was, and still is, owned by Merrill Lynch & Co. -- that could pump vital information to money managers. In the beginning, he offered nothing but comparisons of stocks and bonds. He leased to his customers specially designed Bloomberg machines; using dedicated phone lines, he was able to provide them with high-speed data that could contrast and compare stock prices, price-earnings ratios and other information.

Rusty Todd, a journalism professor at the University of Texas and a former middle-level executive at Dow Jones Telerate, one of Bloomberg's competitors, said that the analytical tools Bloomberg created to help bond traders are exceptional.

"Bonds react to economic changes in predictable ways," he explained. "You can use quantitative ways to predict all kinds of things about bonds, such as the movement of the price of the bond over its lifetime. As you build a portfolio, you want a variety -- when they'll expire, how volatile they are."

The Bloomberg, he said, helps bond watchers follow a complicated market easily.

Eventually, Bloomberg learned that his clients hungered for the news behind the numbers, so in 1990 he launched Bloomberg Business News. Today, the news service employs reporters around the world and publishes a 24-hour electronic news wire that covers the financial scene like paint.

As part of his campaign to spread his name, Bloomberg offers his news service free to select newspapers, including The Washington Post. He asks only that his service be credited at the end of each story. Pick up a financial section from The Post or the New York Times on a given day, and you'll nearly always find a handful of business news stories credited to Bloomberg Business News. There's that name again.

His corporation, Bloomberg L.P., has grown 30 percent a year and will take in more than $850 million in 1996. Via the Bloomberg machine, the company provides financial and general interest information to 145 radio affiliates and 200 TV stations worldwide.

Yet for all his success, Bloomberg is still hungry. Many observers say he's still got the heart of a Wall Street equities trader. "He's got a gift for making quick judgments," says Lewis. "That's very much a part of a trader's mentality."

But Lewis believes Bloomberg has one other essential, distinguishing characteristic: patience. "Traders don't build businesses," Lewis says. "He's obviously got a knack for long-term planning. Traders don't." A Day at the Office

Bloomberg seems anything but patient as he stands in the doorway of his newsroom.

Though he's not very tall, he cuts a striking figure. Today, he's wearing dark pants, white shirt, black tie with yellow stripes, half-glasses. He chatters with passers-by.

He's in fairly good shape -- the body of a man who isn't an exercise nut and remains an undisciplined eater. He snacks all day long, maybe grabs a cup of sweet-and-sour soup for lunch. He wakes early every morning and runs when he feels like it. He goes to sleep at midnight or a little after. He's usually at the office from 8 to 8.

Bloomberg leases 12 floors in two buildings at the corner of Park Avenue and 59th Street. But the main action is on the 15th floor of 499 Park Ave.

This is where Bloomberg has his equivalent of the old trading desk. He doesn't have an office. No one at Bloomberg has an office, he's delighted to point out, though he does have a small glass conference room behind his desk.

Newsroom activity swirls about an abundantly stocked, absolutely free junk-food bar. Six islands, in the center of the 15th floor lobby, spill over with bins of drinks and goodies. Five kinds of cookies, three kinds of pretzels, three kinds of cereal, microwaves snacks -- soups, popcorn, pasta -- tuna lunch kits, bowls of fresh fruit, plates of cheese, 56 boxes of chocolate candy.

Here and there are handsome aquariums.

Salesfolk are demonstrating Bloomberg machines in glass cubicles. In another see-through square, Annie Bergen is lobbing softball questions at writer Scott Turow in a taped TV interview that will be shown on Bloomberg TV and written up for Bloomberg News and excerpted on Bloomberg Radio. She tells Turow to keep his answers short.

Financial gurus, bestselling writers, Hollywood stars and other rich and famous newsmakers parade through Bloomberg.

It's 5 p.m. Bloomberg's people scurry past. "Have you gotten Sharon Stone yet?" he asks Clare Hickey, entertainment producer of the Bloomberg Forum.

Hickey says she's called, but Stone's people won't call back.

"Did you tell her she has the chance to be the next Mrs. Bloomberg?"

Hickey just smiles.

Bloomberg gets quasi-serious. He tells Hickey to put it this way to Stone, and he charts a graph in the air. "As I get older, I get more valuable," he says, moving his left hand up. "As she gets older, she gets less valuable," he says, moving his right hand down.

His hands meet. Now, he says, would be the perfect time for, um, an intersection.

"How many single, heterosexual billionaires are there out there?" Bloomberg is fond of asking.

When he's not talking about business or his charity work, Bloomberg -- who was born on Valentine's Day, 1942 -- is talking about women. Women he knows, women he sees, women on the phone. "You look smashing," he says to an employee in a red dress. "You're all made up."

"Got a hot date," she says, scrunching up her nose.

Asked if he's sexist, Bloomberg insists not. He's proud of his record. He boasts about the high percentage of women in the top tiers of his organization.

At one point during his busy day, a charcoal-suited Charlie Rose, who tapes his PBS-TV show in Bloomberg's studio, stops by Bloomberg's desk and says something. "We're two bachelors in New York," Bloomberg explains later. "We've got a lot to talk about."

"I like him enormously," Rose says of Bloomberg. The two have known each other for several years. "It's fun, it's a locker room thing with us.

Beyond a long glass wall, the Bloomberg Business News service clanks and clamors through the late afternoon. At a cluttered, medium-size desk, surrounded by a Bloomberg terminal and other sophisticated computer equipment, Charlie Pellet works like a maniac. A boom mike hangs over his head. From his chair, he produces and files two-minute radio reports -- based on dispatches by Bloomberg's 250 business reporters worldwide. Several times a day he slips over to a makeshift TV studio in the corner of the room to film business reports for Bloomberg Information Television.

The digitized newsroom is run by bow-tied, bespectacled Matthew Winkler, a former Wall Street Journal reporter. At the Journal, Winkler coauthored a 1988 profile that pegged Bloomberg as "breezy" and "profane." A short time later, Bloomberg called Winkler up.

What would it take to break into the news business, Bloomberg wanted to know. "I thought Bloomberg was already in the news business," Winkler says now. "I thought he was able to show very important people what was going on -- with historical and real time data -- what we as reporters weren't able to show them in words in the paper."

Bloomberg invited Winkler to a Japanese restaurant and offered him a job. His goal was to marry financial data with financial news.

"What excited me at the time," Winkler says, "is that wire services were pretty crappy. Show-up and throw-up stuff." Winkler says he wanted the opportunity "to build something that would go beyond news services."

The grueling hours don't faze Winkler. "I love the newsroom, the scoops. I've always been a newspaper guy. I think it's a very romantic occupation. I love being around reporters." Recognizing the Name

It's all in the name. The proliferation of the Bloomberg name, says Bloomberg, helps the newsroom run better. "The more people know us," he says, "the better our sources."

He loves the simplicity of the cycle: Because of his growing business he's getting more recognition. Because of his recognition, his business is growing.

Bloomberg is sitting now in the small glass conference room behind his desk. Surrounded by shelves of magazine stories about himself, he tears open a small bag of Cheez-It snacks, licks his finger and picks up every last crumb.

What, he is asked, is he scared of? Is he concerned that Dow Jones, or some other company, will beef up its analytics and block his growth? No, he says, other groups -- including a consortium of six of the world's largest brokerage firms -- have tried to compete directly with Bloomberg and he has whipped them every time.

Is he concerned that he's locked into antiquated hardware? No, he believes his keyboard and his machine, including the new flat-panel, remote-keyboard version, provide state-of-the-art delivery to his customers. And for the past year and a half, Bloomberg information has been available on personal computers and workstations. About 3,000 users receive their news this way.

Is he concerned that the Internet will overpower his company, offering essential information to money managers at a cheaper price? No, he believes the Bloomberg offers historical and real-time financial information that cannot -- and never will -- be found on the World Wide Web. He maintains that the Internet is nothing but a distribution system.

Bloomberg doesn't fret about the future so much as try to dominate it. He believes, for example, that the Newspaper of Tomorrow will be made of cloth. "There {will be} transistors hidden in the fibers," he says. When you want to read about sports, he says, you will choose it on a menu and sports information will appear on the cloth page.

"You keep all the reasons that people read newspapers," he says. And you take advantage of up-to-the-second technology.

Bloomberg continues to fast-pitch his vision of the future. And it's hard not to get swept up in his energy. He's got good health, a good shtick, a booming business and a nonstop life.

In fact, he's got to go now. He's speaking to a new radio affiliate this afternoon, then he's launching a new magazine in the evening and he's going to the stylish 21 Club with an old girlfriend from Atlanta.

"I go to restaurants, people are pointing at me," he says, still some amazement in his voice. "They call out my name." Financial Information in an Instant; High-Speed Network at Heart of Bloomberg's Real-Time' Service Byline:

The center of the Bloomberg universe is the classic "Bloomberg box" -- 75 pounds of machinery that includes two 15-inch monitors, one keyboard and more than than 4,000 functions. The monitors display a small window for Bloomberg TV and a panel for the news service.

The key to Bloomberg's real-time capabilities -- instantaneous quotes, functions and analytics communications -- is a high-speed network, using a dedicated digital phone line that allows for interactive communications.

Other financial information companies, including Reuter and Dow Jones & Co., offer similar services. According to Robert Crooke of Reuter, more than 300,000 users worldwide regularly access Reuter's financial information. Reuter also sells its news to newspapers, radio and TV networks and broadcast outlets worldwide and has developed news applications for the new online and Internet media.

Dow Jones is another competitor. More than 100,000 people worldwide subscribe to Dow Jones Telerate, a financial news and information service that is available through special hardware or a desktop PC. Paul Ingrassia, executive editor of Dow Jones News Services, said that 3,000 Bloomberg subscribers pay as much as $730 extra each month to receive Dow Jones news on their Bloomberg terminals. "We're on 90 percent of the desks of people who buy real-time corporate news in the U.S. and Canada," Ingrassia said.

Those services, Michael Bloomberg is quick to point out, sell financial information a la carte. The Bloomberg is prix fixe. Subscribers pay a flat fee -- $1,140 a month -- for the hardware and everything Bloomberg offers.

Like Reuter and Telerate, Bloomberg also offers premium services, such as Moody's Investor Service Inc. information.

Trip Strauss, a stock broker at Stephens Inc. in Little Rock, uses his Bloomberg for keeping track of his clients' holdings. "You enter in the portfolio of stocks you are watching," Strauss said, "and the Bloomberg can arrange them in ascending or descending order. Hit another button and get their P/E ratios." In the old days, Strauss explained, if Goldman Sachs & Co. downgraded a stock, the company called up its best customers and passed along the news. With Bloomberg and other financial news services, that information is available to anyone.

As the user delves deeper and deeper into the Bloomberg service, the analytical information -- pulled together by more than 1,000 Bloomberg number crunchers in Princeton, N.J. -- gets more arcane.

But the Bloomberg offers much more than financial analysis. Subscribers use Bloomberg for planning trips, reading horoscopes, following sports scores, sending flowers, everything but playing liar's poker. "Besides its product," said Sharon Lawrance, an analyst at Salomon Brothers Inc. in New York, "the Bloomberg has a fun side. If traders are not trading, they have other things to do."

Ask founder Michael Bloomberg about the health of his company and he shrugs. He says that 67,000 users are paying $1,140 a month. "You add it up."

Hmmm. You can even use the Bloomberg as a hand calculator.

Let's see. Twelve times $1,140 times 67,000. In annual revenue, that's $916 million and change. CAPTION: Michael Bloomberg in his Manhattan offices. In addition to his news service, his name is on a host of financial products.