This will be a difficult day, and our first priority is to provide clarity and support to those colleagues whose roles are being eliminated.
If your role is impacted, you will receive an email from the People & Culture team in the next 15 minutes. The email will include details for a meeting today in which a member of our P&C team will walk you through next steps and answer any questions. You will only receive an email if your role is affected.
We’re also proposing changes that impact our UK team, but the process is a bit different there; separate communication will follow from Claire Shelton.
While today’s changes are what we must do to build the most enduring Business Insider, it doesn’t make them any easier. We are fortunate to have built a company filled with thoughtful, kind, and creative people around the world, and we deeply appreciate the positive impact they have made within the company and on our readers, clients, and partners.
The changes we’re making today and why
Eighteen months ago we announced our new strategy: We went back to Business Insider and focused on delivering best-in-class business, tech, and innovation journalism to a smart, specific audience. That kicked off the beginning of our transformation from Insider — with its broad approach and appeal — to a more focused Business Insider.
Since Jamie Heller joined as EIC at the end of last year, we’ve made great progress — we’ve sharpened our standards and are shifting towards more reporting that is authoritative and matters deeply to the people who read it. We’ve doubled the amount of original reporting we publish and have substantially increased engagement in the past months.
This is a new Business Insider. It’s more focused. It’s intentional. And it’s working.
More broadly though, the media industry is at a crossroads. Business models are under pressure, distribution is unstable, and competition for attention is fiercer than ever. At the same time, there’s a huge opportunity for companies who harness AI first. Our strategy is strong, but we don’t have the luxury of time. The pace of change combined with the opportunity ahead demands bold, focused action — and it’s our chance to lead the pack.
Here’s what’s changing today:
1. We’re aligning our coverage to match our strategic focus.
We’re focusing where we can deliver unique, lasting value and serve our audience in ways only Business Insider can.
As Insider, we cast a wide net, covering a broad range of topics. Some of those still align with our strategy — stories that spotlight the smart moves (and mistakes!) people make as they actually experience the world.
At the same time, we’re scaling back on categories that once performed well on other platforms but no longer drive meaningful readership or aren’t areas where we can lead.
Our most loyal readers subscribe, engage, and consistently return for specific coverage — and we’re doubling down on those areas with expanded reporting and key hires.
2. We’re launching events and reducing our reliance on traffic-sensitive businesses.
We’re at the start of a major shift in how people find and consume information, which is driving ongoing volatility in traffic and distribution for all publishers. The impact on our industry has been profound, with many publications shuttering in recent years.
