Insider Gets Back to Business, Ditching Cute

 Before Business Insider became Insider it was the easy-read The Wall Street Journal. 

Back then there was no cute. Scrolling through headlines we didn't bump into the detailed narratives of what unfortunately is also popping up on LinkedIn. 

CNN reports the digital publication, founded by disgraced Wall Streeter Henry Blodget, is returning to its original moniker "Business Insider," with the total focus on business, and new leadership. Blodget is stepping down but will remain on the board for a while. Stepping in is new CEO Barbara Peng.

Over too could be the cultural ethos kind of publishing that did hatchet jobs seemingly just for fun. One was positioned and packaged as the supposed decline of traditional values at prestigious law firm Paul,Weiss. It even had a reference to "Mad Men."

Those of us focused on business didn't care. Our eye was on the Profits-Per-Equity-Partner number and that cracked over $6 million around that time. The chair at Paul,Weiss Brad Karp got roughed up needlessly. Incidentally, the business keeps doing jolly fine. Perhaps Business Insider should do a spread on the Karp business era. 



This retro move by Insider could be a sign of the almost "Full Catastrophe" happening in media. Axios reports:

"Nearly 20,000 jobs have been eliminated across the media industry this year as of October, according to Challenger, Gray & Christmas. That's more than six times the number of job cuts compared to 2022 so far this year."

In most cases you have only one shot in communications. Jane Genova is a communications coach and content-creator. Complimentary consultation (please text 203-468-8579 or email janegenova374@gmail.com) 


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