Business Insider’s Blodget: More engagement than growth

Henry Blodget

Business Insider co-founder and editor in chief Henry Blodget spoke at at Digiday podcast on the shifting goals of the business news websites.

Aditi Sangal of Digiday writes, “On this week’s Digiday Podcast, CEO and co-founder of Business Insider Henry Blodget said the publisher, which has over 10 million followers across social media platforms, is not trying to grow reach anymore.

“‘We have already this amazing audience of the next generation of executives. We don’t want to expand that into a mass consumer market people don’t care about,’ said Blodget. ‘So Business Insider can now consider deepening its engagement within the reach.’

“As the publisher’s focus shifts to deepened engagement and frequency, it faces questions: whether an ad-driven model is better than a subscription model, how to monetize social and web video and how to approach the ever-growing need for video on platforms.”

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.