Business Insider says its true audience is 325 million

Julie Hansen and Brenna Smith of Business Insider write about its true audience size.

Hansen and Smith write, “When we include all of our Facebook pages and estimate the portion of the audience that engages with or sees Business Insider content in a given month, the effective Facebook audience is closer to 276 million.

“We know from comScore that around 70% of the Business Insider audience visits Facebook. So next we add just the so-far uncounted (30%) unique Business Insider audience — 29 million — for an audience of 305 million unique monthly visitors around the globe.

“And we’re not done yet.

“3) Just our largest partner portals, including Yahoo and MSN, add an additional de-duped audience of about 19 million. This brings our audience estimate to 324 million.

“4) Lastly, we include an additional 4 million global readers and viewers from other off-site audiences on platforms such as LinkedIn, Twitter, SmartNews, and Snapchat — again de-duplicated — for a total of 328 million global Business Insider content consumers around the world.”

Read more here.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.