The approach to achieving this is simultaneously old and radically new: Sound balanced reporting without value judgments. In the attention economy of Millennials, who are always online wherever they are, it’s all about creating relevance with these updates and catching their eye regularly.īut it’s also about building your standing. After all, the goal is to arouse the readers’ curiosity, win them over them and keep their attention over the long term. In terms of content, I’m only involved as far as I need to be, for example when new topics pop up,” he explains. “Colleagues, both from Auto Insider and Julia with her career newsletter don’t really need my content input. As the newsletter editor, he is part of the editorial team, and his input is less content-oriented and more product-oriented.
Johannes’ actual job is to expand and coordinate the newsletter offerings from BUSINESS INSIDER Germany. © © Axel Springer SE / Mike Fuchs Relevance and neutrality “Watch, write, produce, find a catchy headline, all on top of the newsletter day-to-day: It was a challenge, but it was a lot of fun nonetheless.” One of the best things about the BI culture is, that the team is encouraged to try out new things – even if that carries the risk that something might go wrong, says Johannes, Senior Editor Newsletter. You can, if you feel like it, try many things you weren’t hired for in the first place.” Even though his focus is more on political reporting, he wrote about the Britney Spears documentary for the Panorama resort right after he started. As a fresh member of the editorial team, he confirms Julia’s impression three years after the kick-off: “There’s still a sense of rousing optimism. Johannes Altmeyer joined the team as the chief editor for newsletters in March. But is that spirit still thriving three years later? Sounds like the typical Berlin start-up spirit. BUSINESS INSIDER Germany was to become a modern media brand that delivers news and background information on business, politics and tech, but at the same time offers an inspiring, optimistic guide for people who are hitting their stride in life and who make big and small decisions every day.
The aim was to sharpen, if not realign, the journalistic content. The new management and editorial duo of Romanus Otte and Jakob Wais started with the vision of turning the already four-year-old brand, which until then had been a publication of, into a young digital business magazine. When Business Insider moved from Karlsruhe to Berlin in 2019, the team consisted of around twenty people. “This was the fulfillment of what I had hoped for when I started here: That I would be able to try out many different things and write with my own personal style.” Start-up feeling
#Smells like teamspirit full#
Colleagues signaled full support, and so Julia simply got started and developed her competence on career topics while on the job. In traditional editorial departments, a person would have to burnish their reputation for years before embarking on such a project, but she received a lot of encouragement for her idea on the spot. “Everything is a bit more easy-going and less hierarchical here than I was used to in my previous jobs.” Really? Sounds too good to be true, right? But it’s true all the same, she says, and immediately serves up the corroborating anecdote: Back in 2019, when she had been part of the BI team as an editor for just two weeks, she made the bold suggestion in the editorial meeting that she should start her own column. If you chat with Julia about her own job, she raves: a young team with nice colleagues, lots of freedom, understanding superiors. Her favorite topics: good and bad bosses, employee motivation, leadership psychology. Julia Beil, Senior Editor Career, Life, Knowledge, appreciates the freedom BUSINESS INSIDER offers. However, it is probably exactly the right approach to reach target groups that primarily consume their information on Instagram and the like. This imperative of openness is something new, at least for the news media. She admitted quite openly that she was also a little afraid of the feedback. In her recently launched career newsletter, she asked her readers for honest feedback. The way she approaches the issues appeals to Millennials and Generation Z. In her research, the 27-year-old loves to put herself in the shoes of employees or managers and then write about everything related to jobs and careers. If Julia Beil hadn’t become a journalist, she would probably be a psychotherapist today, she says. But how can a young media brand manage to break through in a market where there are already several dozen competitors? With its own target group appeal, fresh ideas and a young, passionate team. BUSINESS INSIDER wants to become the media brand for young professionals in Germany.
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