'Insider' Drops 'Business' From Its Name, Plans Personalized Content

Business Insider, the online business news publication, has undergone a name change: It is now called Insider, according to publisher Insider Inc. 

The business title is being integrated with a broader sister publication called Insider that covers politics, entertainment, technology and other topics, according to a blog post by Henry Blodget CEO-cofounder.  

Subscribers will have access to the same business coverage, along with “Insider’s life and news content,” the publication states.  

The move comes as Insider moves toward becoming “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,” Blodget writes.  

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Blodget adds that “Insider is a shorter and simpler name. We believe we can better serve you and achieve our long-term vision with a single name rather than two,” he says.

This is one of several name changes the business publication has undergone. In 2007, when the name Insider was not available, it was launched as Silicon Alley Insider.  

That changed to The Business Insider in 2009, and Business Insider in 2011. The logo has also evolved.  

The Business Insider name will still be used in some places, including some social-media feeds, international editions, shows and emails, Blodget notes. And it will continue to be used in the URL for the business home page.  

On the website, Business Insider will be the business section of Insider

The publication, which now has a paywall, will “continue to expand our business and tech coverage over the next few years, in addition to investing in other areas,” Blodget writes.  

He also states “a large percentage of the editorial hiring we're planning for the next few years will be in tech, finance and other business verticals,” adding Insider is taking the same “one big publication approach” as The New York Times And The Washington Post. 

Axios reports the name change means integrating CMS publishing systems and editorial and tech teams.  

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