Inside Business Insider’s European expansion

Jessica Davies of Digiday writes about Business Insider’s expansion in Europe.

Davies writes, “Since hanging its London shingle, Business Insider has grown the audience even if it doesn’t have the reputation: ComScore numbers show it to be the largest business news site on the Web for British readers, Edwards points out.

“BI covers finance, tech, advertising, lifestyle, and politics verticals, and stories range in format from a single sentence accompanying an image to 10,000-word pieces. ‘Our two biggest verticals are tech and finance news. That’s our brand identity: the cake,’ said Edwards. ‘Everything else is the icing.’

“It posts a lot of icing in the form of aggregated content and lifestyle fare. Still, the site’s best-performing stories tend to be quality pieces written for its core audience, said Edwards. He cited ‘Inside the crash of London’s £2.7 billion Unicorn Powa,’ which has had more than 17,209 pageviews since it published on April 22. Of course, the deck may have helped with clicks: ‘Topless dancers, champagne, and David Bowie.'”

Read more here.