Stephanie Korach of Status writes about the traffic decline at Business Insider.
Korach writes, “Early in the meeting, Baesler put up a slide displaying Comscore data that painted a bleak picture of Business Insider’s traffic trajectory over the last five years. Since peaking in 2021 with 95 million average monthly unique viewers, Business Insider’s traffic has cratered 78%, averaging just 21 million monthly uniques in 2026 year-to-date.
“One staffer who attended the meeting described the traffic losses to Status as ‘dire,’ while another simply reacted, ‘Yikes.’ A third staffer noted that the drop from 2025, when BI averaged 28 million monthly uniques, appeared less steep than in previous years. That could be seen as a bright spot. ‘Or just rock bottom has been achieved,’ the staffer quipped.
“But Baesler told staff Wednesday he is ‘confident’ in Business Insider’s future despite its audience evaporating over the last five years and the outlet’s subscriber base having contracted, reiterating his mission to overhaul the business around franchises and newsletters. Those efforts, he said have already positioned the company ‘for a great future that’s not traffic dependent.'”
Read more here.
