Business Insider planning a European expansion

Ricardo Bilton of Digiday writes about Business Insider’s upcoming European expansion.

Bilton writes, “The 5-year-old business news site is putting the finishing touches Business Insider Europe, its seventh international expansion, which it plans to launch in the next few months. The site will combine Business Insider’s typical flair for social-friendly content with a localized twist for European readers, particularly those in the U.K., where its reporters will be headquartered.

“The company has already started filling out the ranks for the new operation. Julian Childs, former vp at CBS Interactive, is signing on as managing director, and Business Insider deputy editor Jim Edwards will also join Business Insider Europe as its founding editor.

“Business Insider, which has raised $30 million so far, is eyeing Europe as its latest grab for new readership. The site got 25 million unique visitors globally last month, per comScore, double what it was last year, and slightly higher than competitors like Forbes and The Wall Street Journal.

“That’s the kind of success the new effort hopes to replicate. ‘We’re confident that the current formula works,’ Childs said. ‘It’s just a matter of creating something that adds the kind of local flavor that allows the audience to associate more with the brand.'”

Read more here.