Business Insider Doubles Original Content Amid Traffic Declines

Business Insider has doubled the amount of original content it publishes, a strategic shift implemented since editor-in-chief Jamie Heller joined in September 2024. The publication is actively moving away from news aggregation to focus on breaking its own exclusive stories and in-depth features. This initiative aims to combat declining traffic in the digital news industry.

Under Heller's leadership, the newsroom's output of scoops, exclusives, and original reporting has more than doubled. In 2024, original content now constitutes over 80% of Business Insider's total output, a substantial increase from approximately 40% previously. This focus on original journalism is exemplified by senior correspondent Hugh Langley's work, which has included exclusive reports on Google's involvement with national security contracts and employee protests regarding AI products.

Last year, Business Insider recorded its highest number of scoops ever, with 788 such stories, according to former CEO Barbara Peng. The editorial team, meeting in New York, discusses strategies for framing coverage on AI-related layoffs, such as those at Coinbase, emphasizing the pursuit of exclusive interviews and original angles. Heller, who previously spent over 20 years at The Wall Street Journal, is driving this push for unique reporting.

The publication's renewed emphasis on original content is a direct response to broader challenges facing digital news outlets, including significant traffic declines. By prioritizing exclusive reporting and in-depth features, Business Insider aims to re-establish its authority and attract readers seeking original insights rather than aggregated news.