Business Insider CEO Peng describes its strategy

Status newsletter operator Oliver Darcy spoke with Business Insider CEO Barbara Peng about its strategy.

Here is an excerpt:

What is your vision for Business Insider over the next five years? Is it still trying to be a fun site for younger audiences, or is it trying to cater to an older, more mature crowd?

We want Business Insider to be the go-to destination for business, tech, and innovation journalism. We’re known for our conversational and to-the-point style, and I think that’s why we attract a younger and more dynamic audience. In five years, I hope that we continue to drive the conversation with our distinctive and award-winning journalism, that we are able to grow our reach and impact over time, and yes, I absolutely still want our audience to think of us as fun!

Can you outline your subscription strategy? And how do you compete in what has become a crowded field for news subscription dollars?

We can’t be everything to everyone. We need to hone in on our specific audience and be “must have” for them. That means knowing the value we uniquely deliver and delivering it consistently. It’s what keeps people coming back and builds long-term, deep relationships.

Our new Editor in Chief Jamie Heller is thinking about this every day and driving our newsroom to publish journalism that is uniquely us and can’t be found anywhere else. And it’s resonating — our audience is spending way more time with us than they did a year ago.

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