Business Insider launches Insider website

Business Insider has launched a new website called Insider that features lifestyle coverage, writes Lukas Alpert of The Wall Street Journal.

Alpert writes, “Insider’s editor-in-chief, Nicholas Carlson, said a homepage still has plenty to offer. For starters, a website offers more editorial versatility, he says, allowing for different storytelling formats like written stories and photo arrays that don’t always work as well on social platforms. From a business perspective, having a website will allow Insider to tap into additional revenue streams through programmatic advertising, he said.

“‘We expect the lion’s share of the views will remain on distributed, but we are really excited about doing different types of stories we can’t do right now,’ he said.

“So far, Insider has had some success building an audience on other people’s platforms. It has attracted 10 million followers across its six Facebook pages. Several of its posts have gone viral. One video about a device that humanely captures spiders has been viewed over 100 million times and another about a Brooklyn baker who makes rainbow-colored bagels has drawn over 67 million views.”

Read more here.