Business Insider revamps editorial for global readership

Jessica Davies of Digiday writes about how Business Insider is adjusting is editorial content now that half of its readers are overseas.

Davies writes, “In 2017, U.S.-born Business Insider’s international audience accounted for half its overall traffic, a milestone that triggered restructuring to connect its many newsrooms and better capitalize on resources across different time zones. In time, that could also help drive up subscriptions.

“BI, now owned by German digital media publishing house Axel Springer, has 16 international editions. But like most publishers that expanded quickly overseas, BI’s offices worked in silos, often resulting in content replication.

“‘The London office would write a story, and five hours later, the New York office would wake up and write a similar story. Then, San Francisco, then, the Australian office would do a version,’ said Jim Edwards, BI UK and international editor-in-chief. ‘There was some coordination and we took each other’s stories, but internally, it wasn’t satisfying. It was like trying to reinvent the wheel each time around breaking news.'”

Read more here.