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Hello everybody!
I wanted to let you know that we are integrating “Business Insider” more fully into our larger “Insider” post. In the process, we’re shortening the name from Business Insider to Insider.
As you can see, we’ve already changed this at the top of the page.
Beyond what you see, what does it mean?
First, it doesn’t mean we’re less engaged in our business and tech journalism. On the contrary, we will continue to expand our commercial and technological coverage over the next few years, in addition to investing in other areas.
It just means we’ll call our company and post “Insider” instead of “Business Insider” or “BI”. Our site will feature Business Insider as the business section of Insider. The default email addresses for our reporters and team members will be changed to “@ insider.com”, although “@ businessinsider.com” and all other aliases will continue to work. We’ll continue to use the name Business Insider in certain places – certain social media feeds, international editions, shows, and emails, for example – but the larger post will be called Insider.
Why are we doing this?
In short, because “Insider” is a shorter, simpler name – and because we believe we can serve you better and achieve our long term vision with just one name.
Many of you already call us “Insider”. It is ideal for our larger projects, which go beyond business journalism. It’s simple. It’s easy to say and type. It’s wide and flexible. Most importantly, it fully embraces the breadth, depth and scale of what we want to become.
Over the next few years, Insider will become even less of a traditional one-size-fits-all publication and more of a next-generation digital journalism service, with different feeds and stories for different people. For business and tech executives, the “insider feed” will be heavy on business and tech stories. For entertainment lovers, it will include lots of entertainment stories. Etc.
If the name Insider had been available when we launched 14 years ago as a New York-focused tech blog, we would have started with Insider. But it was not. So we launched Silicon Alley Insider. Two years later, when our coverage and ambitions expanded to include finance, markets and other industries, we became Business Insider. Now, another decade later, we’re completing the transition to Insider.
Name changes can be annoying and confusing. They can also be sad. Friends have told me for years that they missed “SAI” and “Alley Insider,” for example, and I too fondly remember those days. Some of you will probably continue to call us “Business Insider” or “BI” for a while. You are of course invited to do so.
But!
We love the name Insider and we know a lot of you love it too. We know this because we’ve been building “Insider” as a larger publication for the past five years. We have a passionate global audience of hundreds of millions of people who only know us as Insider. Now, with all of our resources and creativity behind it, we will continue to make Insider one of the world’s most beloved and influential journalism brands.
In case you want to know more, I’ve included a question below.
Thank you more than ever for reading, watching, listening and collaborating with us. We wouldn’t be here without you.
Henry blodget
CEO and co-founder
Questions and answers
Why not continue to have two publications – Business Insider and Insider? It looks like it’s working fine.
Yes, it works well. But it also sometimes leads to confusion – like questions about where one post starts and the next ends, if and how the posts relate, what their respective missions are, etc. By focusing our resources on a post, we have more possibilities to make it really great.
Other publishers have many publications.
Yes! Some publishers have portfolios (Condé Nast, Vox). Some have a large publication (New York Times, Washington Post). And some have a large one and smaller specialties (such as BuzzFeed and Tasty). There are advantages and disadvantages to each approach. Three years ago, for several reasons, we concluded that the “one large publication” approach would be best for us. We believe that digital medium is well suited to this approach, as companies like Google, Facebook, Amazon, Twitter, Netflix, The New York Times and others clearly show.
Does this mean that business journalism is becoming less important to us?
No! Our editorial strategy is the same. We will continue to invest heavily in our business, technology and other “Business Insider” sections. These topics are extremely important to our audience and our customers, and we are still in the early stages of their development. In fact, a large percentage of the editorial hiring we forecast for the next few years will be in technology, finance, and other business sectors.
What should I tell people who love Business Insider but haven’t heard of Insider?
Tell them we’ve changed the name from Business Insider to Insider! It’s the same great post, now with a shorter, more practical name. It’s also now a post where they can now find an even wider range of stories they might like. (There is more to life than business.) Also tell them that they can call us whatever they want, as long as they read, watch, and associate with us. 😉
What will change?
Most instances of “Business Insider” and the “Business Insider” logo will change to “Insider”. Our default email addresses will become @ insider.com. Our app will be called Insider. Our subscribers will subscribe to Insider, even if they continue to read primarily business, technology, and other “Business Insider” articles. The names of our syndicated feeds may change. The watermark on most of our videos will change to “Insider”. We will continue to use the name Business Insider in certain circumstances, such as on certain social feeds and targeted posts and shows like Business Insider Today. Some of our international editions will also remain Business Insider. Our legal name will continue to be “Insider, Inc.” but we will be called Insider.
What about our home pages?
The current Business Insider homepage will remain the same: a selection of handpicked stories for our professional audience. The Insider.com home page, on the other hand, will reflect the full extent of our coverage. Ultimately, it will also begin to reflect our product and technological vision: more innovative and dynamic, a special Insider experience for each of us.
When are we going to make these changes?
We will be doing most of them at the start of this year. They will roll, not all at the same time. Some technological changes, such as combining separate instances of our publishing system, Viking, may take longer.
Are we still going to use the businessinsider.com URL?
Yes! Most of our Business Insider verticals will remain on businessinsider.com, as will our Business section home page. We will likely continue to migrate non-business verticals to insider.com, as we did with Sports last year. Our site will integrate both URLs, the same way it does now.
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