Business Insider, fresh off expanding with Polish and Nordic sites, plans a French version later this year and it’s been in talks with nearly a dozen other markets, including the Netherlands, writes Shan Wang of Nieman Lab.
Wang writes, “On the editorial end, new international editions that launch have access to the feed of original Business Insider content. They get licensing assistance. There’s training around analytics and SEO. They get social media help, whether it’s Facebook or Twitter or other platforms that are more dominant in a given country. ‘The translation issue is still something we’re working on,’ Salazar said, but many of the international editions still publish in English (the new Nordic edition, for instance), so content-sharing is relatively straightforward.
“To handle the commercial side of this international expansion, Business Insider hired a partner manager dedicated entirely to supporting the international editions on issues outside of editorial. And leading up to each launch, an editor is sent to a country to offer guidance on hitting the right ‘style and voice.’
“‘We send editors over to that local newsroom, and they stay in touch with that edition. It stays close to their hearts,’ Salazar said. ‘When we sent an editor from New York to Poland ahead of the Polish launch, she ended up having a very positive experience, and came back and felt invested about the success of that edition.'”
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