Bloomberg View: As a business proposition, the benefits of Axel Springer’s acquisition of Business Insider are less than clear. BI’s break-even isn’t expected until 2018. The website makes almost all of its money from advertising — which makes it vastly different from the Financial Times with its 720,000 digital subscribers. BI is essentially a traffic reseller, producing lots of stories with catchy headlines and selling advertisers on the eyeballs they collect. Internet advertising, however, is overdue for a reappraisal.