Henry Blodget's Second Act

On any given day, the website known as Business Insider is likely to lead off with a photograph of an attractive woman and followed by headlines about the end of the world and a slideshow featuring the latest iPhone rumors.

It is far afield of what used to be financial journalism. But in the world of online news sites, traffic is everything. And to draw as many viewers as possible, Henry Blodget, Business Insider's chief executive and editor—and famously banned for life from Wall Street after a stint as an analyst—believes...