Business Insider has a unique editorial mantra: SCHAFFFF, which stands for Smart, Conversational, Helpful, Accurate, Fast, Fair, Fearless, and Fun.

Senior Vice President of Consumer Subscriptions Selma Stern emphasises that the mantra contains four Fs, and explained what it’s all about at the INMA Media Subscriptions Week in February.

“What I love about that mantra is it’s basically a bunch of adjectives that we like to use when we think about how we write and what our reporting is like,” Stern said. “It just really means that it’s customer-centric. It’s supposed to be fast and fearless and fun and smart and actionable. It just helps our journalists focus on making the content user-friendly.”

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