Business Insider Has Ambitious Paid Content Plans

By: Lucia Moses | AdWeek

Business Insider is known for its clicky mix of business and gossip content, delivered in the form of rapid-fire posts, slideshows and videos. In six years’ time, Henry Blodget has put BI at the front in the traffic race with established brands like CNN Money and Forbes Digital. While some may deride its content as click bait, Blodget says BI’s audience growth is proof that digital journalism is alive and well, pointing to new comScore figures showing that the site topped no less than The Wall Street Journal in December in overall traffic (desktop and mobile combined), with nearly 23 million uniques.

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