Insider.com is dropping the Business Insider name

Business Insider’s logo will no longer appear on Insider.com’s website, the publication’s CEO and founder Henry Blodget told Axios reporter Sara Fischer.

Fischer reports, “Catch up quick: The name change is the latest evolution in the publication’s nearly 15-year history. Blodget started Silicon Alley Insider in 2007 and later changed the name to ‘The Business Insider’ to widen its scope of coverage.

Blodget says the team decided in 2016 when it launched ‘Insider’ as a corresponding lifestyle brand that it would eventually phase out Business Insider’s name.
It’s since taken many steps to stitch together its ‘Insider’ brand with ‘Business Insider’ on the backend, including combining CMS publishing systems, matching the site formats and combining the editorial and tech teams from both titles.
Eventually, the URL for Business Insider will be redirected to Insider, but there will still be a dedicated business landing page.

“Yes, but: Business will remain a core focus. ‘We plan to significantly increase investments in our business coverage,’ Blodget says.”

Read more here. The combined newsroom also wants to hire 100 new journalists in 2021.

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.