This is a presentation by students of Advertising and Public Relations studying at Indian Institute of Mass Communication, New Delhi. The presentation compares the digital edition of Business World India and Business Insider India.

1. Comparison
of
Business Magazines
(Online Editions)
By Group 6

2. BW India and BI India

3. Magazine
-
History & Stats

4. Criteria BUSINESS WORLD BUSINESS INSIDER
TARGET READERS
Marketing, advertising and
media professionals
Emerging generation of business
leaders, business researchers,
young political minds
READERSHIP NO.
More than 10 million
monthly readers
More than 25 million monthly
readers
OWNERSHIP Anurag Batra Business Insider Inc
EDITOR Rajeev Dubey Hennery Blodget
LAUNCHED May 2000 February 2009

5. Competitive Analysis

6. Magazine Group Circulation Editor News Genre
Business Today India Today Group 3.7 lakhs Prosenjit Dutta
Finance
Industry
Tech , Opinion
Business India
Founded by Ashok
Advani
2.96 lakhs
Parthasarathi
Swami
Cover Story,
Corporate/Industry
Reports, Economy
Banking
Outlook Business Raheja Group 2.21 lakhs N. Mahalakshmi
Cover Story
Enterprise
Strategy
Markets

7. SWOT Analysis

8. Strengths
Provides a good reading experience
Moderate Top of Mind awareness
Opportunities
Provides a good reading experience
Better use of social media
Weaknesses
Does not use space in an optimal manner -
‘HTML-like look’
The ads around the masthead
Does not source the images appropriately
Online activities and engagement is less
Threats
The coming up other e-news options
Other Business-based publications have
more visibility and trust
SWOT
Business World

9. Strengths
Provides a good reading experience
Audience-centric ads
Images and visuals sourced well
Opportunities
It’s online partner publications can
promote it better
Better use of social media
Weaknesses
Niche readership segment
Scarcity of India-centric news items
Online activities and engagement is less
Threats
The coming up other e-news options
SWOT
Business Insider

10. User Interface

11. Business Insider – on Desktop

12. Business World – on Desktop

13. Business Insider – on Mobile

14. Business World – on Mobile

15. FEATURE BUSINESS WORLD BUSINESS INSIDER
Alignment Justified Left-aligned
Layout
-Navigation on top.
-3 columns.
-On the right: Ads.
-News Links feature few videos.
-Less white space (cluttered
look).
-Most articles have just 1 image.
-Navigation on top.
-3 columns.
-On the right: Ads.
-Links on left contain latest
news videos and the links in
centre space contain Top
Stories.
-More white space.
-Most articles have on an
average2-3 images.
Measure
114 characters (45-75
considered normal with 66 as
ideal)
73 characters (normal)
Case Lowercase Lowercase

16. FEATURE BUSINESS WORLD BUSINESS INSIDER
New paragraphs
Large paragraphs. (and few
images make it text heavy)
Paragraphs separated by line
space.
Small paragraphs.
Paragraphs separated by
line space.
Font Style and Font
Size
-Arial (sans-serif)
Thus less white space between
lines of type.
Size is 9 pt.
Georgia (serif)
Thus more white space.
Size is 15pt.
Number of different
fonts
1 (Arial used throughout. To
distinguish the Heading, it is
made bold and its size is
increased).
2(Georgia for body text and
Arial for headings)
Contrast Black text on a white background
Black text on a white
background

17. FEATURE BUSINESS WORLD BUSINESS INSIDER
Font weight Light Medium
Typeface
Sans- serif
Serif
Line Spacing Normal Loose
Letter Spacing Tight Normal
Thus considering all these factors, Business Insider scores
better when it comes to readability and legibility.

18. Genres

19. Sub Sections

20. Finance Area
BUSINESS INSIDER BUSINESS WORLD
• Single section with all kinds of news
•Regularly updated
•News gathered from across the world
•No special focus on Indian news
•Use of bold headlines and flashy
images
•Further divided into sub-heads
(Banking, Fund Manager Speak,
Markets, Personal Finance)
•Only certain sections updated
regularly whereas others are not paid
much attention to
•More focus on news relevant to the
Indian subcontinent
•Not very visually appealing despite
having content relevant to the
common man

21. Business Insider
Business World

22. BUSINESS INSIDER BUSINESS WORLD
● Single section ● Divided into Tech Talk, App
Review, Gadgets
● Recent and updated articles ● Not very regularly updated
(Extremely old articles in
certain sections)
● No column for Indian news in
technology arena
● Mostly news relevant to an
Indian audience
● The section looks visually
appealing
● Lacks visually appealing content
Tech Area

23. Business
Insider
Business World

24. • Further divided into
sub-heads
• Under sections
covering US, Europe,
etc. news, most of the
articles concern both
Indian as well as the
foreign country
• Disproportionate
distribution of news
• Out of date section on
Budget 2013
ECONOMY
• Sub-divided into
industries
• Even section on
industries such as
Advertising are not
visually appealing.
• Updated regularly
BUSINESS
• Not generally present
on all Business
magazines
• Subdivided into news,
surveys, tips, etc.
• Not very regularly
updated
B-SCHOOLS
Business World - Focus Areas

26. OTHER
SECTIONS
(BI)
India
Insider
Politics
StrategyLife
Entertain
ment

27. OTHER
SECTIONS
(BW)
Opinion
Profiles
After
Hours
Magazines
Books
Cases

28. BI ‘ALL’ Section

29. News
Presentation

30. • Two news stories – launch of Periscope and SpiceJet crisis
• For Periscope
– BW has only article while BI has several stories on it
– BW has a feature style article and talks about the experiences of the people
– BI has exploratory, investigative and comparative news reports
– BW written by their writer while BI has several writers writing on it

31. Story start
Story middle
Story end
Business World

32. Business Insider
Story Middle
Story End

33. Right panel
of the story
At the end
of the story

35. • For the story on SpiceJet crisis
• For Business Insider
– Small, to the point news reports
– All stories are from bureau and wire reports
– Hardly any story done by their writers
– The information is presented in simplified manner without any
business or financial terms

36. • For Business World
– Search results not on the basis of their date, but on the basis of
articles which are done by their writers
– Very detailed news reports which have quotes, info-graphics and
images
– Several news stories – some from their own writers, others from
agencies and wires
– News reports from their own writers are either featured in the
magazine or have been done by their online news bureau

37. Search Display
Business Insider
Business World

39. • Therefore, BI is more suitable for quick information or getting
information on-the-go
• While BW is for more researched, has in-depth analysis and
provides detailed information
• However, BI provides a lot more coverage of global news stories as
compared to BW
• While BW focuses more on Indian business, finance and economic
news stories

40. Visual

41. Business Insider
• Source images from Getty images, Reuters and Wikimedia
common
• Full scale pictures disrupt the reading flow
• Mainly supplement articles with multiple images

42. • Sources for the pictures not mentioned on the website
• Scaled down images provides a smooth reading experience
• Articles usually have 1-2 image
• Option to change the text size- T TT

43. Advertisements
and
Promotions

44. Points of Similarity
• Ads as per the taste and requirements of the TG
• Neat links.
• No pop-ups.
• Ads of premium apparel brands are common.

45. The ‘sacredness’ of the ‘digital masthead’

46. • Business World is high on ‘self-promotions’
• Business Insider does a lot of co-branded content creation
• Business Insider promotes its partner publications more than
Business World does

47. Social Media Presence
and
Share-ability

48. • Have embraced the social media platforms like Facebook, Twitter
and blogs
• Important tools to use, to publish and curate news reports
• The platforms evolve as valuable sources for story ideas
• Means of connecting directly with the communities and consumers
across

49. Business Insider
Twitter : bi_india
• Followers: 2938 Followers
• Tweets articles
• Not very active
• Extremely low engagement

50. Facebook
• Likes: 114,625
• Average engagement
• Shares interesting articles
• about lifestyle and entertainment

51. Facebook
LinkedIn Twitter Google+ StumbleUpon
Reddit
Email
Share-ability

52. Business World
• Facebook: 21,838 Fans

53. • Twitter : 3392 followers

54. Share-ability