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The Business Outsider

Under new editor Jamie Heller’s leadership, Business Insider is ditching its scrappy, buzzy past in favor of a more buttoned-up, subscription-focused future. But will it work?

Author

Oliver Darcy
March 17, 2025

Business Insider Editor In Chief Jamie Heller. (Courtesy of Business Insider)

A little more than six months ago, in September, Business Insider’s newsroom received an email from Barbara Peng, the company’s newish chief executive, with a major announcement: Jamie Heller, the veteran Wall Street Journal editor, was taking over as editor in chief. The appointment of an outsider signaled a new era for Business Insider—one in which the buzzy internet-native publication would move to dramatically shore up its journalism as it attempts to convert its readers into paying subscribers.

Heller, whose background is steeped in traditional business journalism, has quickly put her stamp on the organization, according to more than a half-dozen staffers and others familiar with the internal dynamics of the outlet whom I spoke to Monday. Since arriving, I'm told, she and her deputies have…

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Washington Post publisher Will Lewis. (Status illustration/Washington Post)

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