Courtesy of Axel Springer
Is being a legacy business a blessing or a burden? That's the question Business Insider CEO Barbara Peng tackled along with the CEOs of POLITICO, BILD and WELT in the latest podcast episode of on the record. The podcast was moderated by Adib Sisani, Global Head of Communications and Sustainability for all four brands' parent company, Axel Springer.
The guests discussed the future of the news industry and an array of topics, including the importance of gaining the trust of readers
Peng highlighted how Business Insider was able to capitalize on the launch of the smartphone when it first started publishing back in 2007. "It was obviously revolutionary in so many ways and Business Insider took advantage of that," said Peng. She also pointed out that the industry is constantly evolving, so in addition to being quick, bold and willing to take risks, news outlets must be ready for whatever challenges come next.
With competition rife, particularly in the digital ecosphere, Peng also detailed the significance of understanding your audience, noting that the Business Insider team is focused on questions of, "How do we pull those people in closer? How do we become part of their daily routine?" She spoke about the work of coupling journalism with technology to enable connecting with readers on a deep level to be their go-to destination.
Listen to the full podcast episode here.
