Business Insider launches UK edition
Business Insider, the US-based digital news platform, has announced that it is to create an in-house UK edition run from London, following previous expansions in Australia, China, Singapore, Malaysia and India which are all run under license.
A team of 12 sales people, reporters and a general manager will be recruited in the autumn to oversee the launch, the first time that the five-year old website has sought to branch out directly.
Julie Hansen, Business Insider’s president, said: “It obviously makes sense to start where people are already reading us in English. We fully expect that we when write a story about soccer, we’re going to be referring to it as ‘football’ in the U.K. headline. It’s millions of decisions like that that will determine the success of this kind of expansion.”
The move would put the fledgling platform, which already draws 5 per cent of its traffic from the UK, up against industry stalwarts such as The Financial Times, The Economist and the European division of the Wall Street Journal.