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New Web Site Offers a New “˜Slant’ On The News

June 8, 2009

A media veteran on Monday announced the launch of a new Web site that will define the new concept of the “entrepreneurial journalist”.

Former AOL executive Lewis Dvorkin came up with the concept of True/Slant, a news and commentary Web site that will not only promote the news, but also the journalists who are telling the story.

The site is described as “an online news and commentary site that intends to update both traditional journalism and several of the existing models seeking to replace it,” according to a written statement.

The company said True/Slant’s name is “meant to convey the way news is delivered to True/Slant’s audience by knowledgeable and experienced contributors seeking the truth, while honestly conveying their opinions.”

Upon the Beta launch on Monday, True/Slant housed more than 100 “entrepreneurial journalists” from all three sectors of news reporting ““ broadcast, print and online.

The initial roster will include names such as Miles O’Brien, former anchor for CNN, Matt Taibbi, political correspondent for Rolling Stone, Michael Hastings, former Newsweek reporter, book author, and Viv Bernstein, NYTimes contributor.

“In putting together this initial roster of contributors in time for the Beta launch, the goal has been to expand the sources of news and commentary, emphasize multiple “slants” ““ that is, points of view ““ and empower entrepreneurial journalists motivated to build an audience and engage a community,” said True/Slant.

“The journalist becomes his or her own brand of one,” Dvorkin told the Associated Press. “It’s about them – their knowledge, their expertise and their credibility. And audiences can gravitate to that and be part of the news life of the contributor.”

The site will carry regular display ads, but marketers will also get their own pages on the site, the AP reported, an idea that has earned some “really, really interesting and positive reactions” from advertisers, said Dvorkin.

“The editorial sensibility of the True/Slant team is such that those posts that get the most reader response are the ones that will stick around longer, or get the most prominent placement,” the company press release said. “Readers ““ who should consider themselves part of the True/Slant community ““ may “follow” contributors they choose, and thus have their own slant on True/Slant. Interestingly, True/Slant’s contributors are encouraged to participate in each other’s posts by actively commenting.”

“From my 35 years in this business, from traditional to online, it is very clear that audiences are moving online and moving toward individual voices,” said Dvorkin, who has held jobs at Forbes, The New York Times and The Wall Street Journal. “They want to hear a voice they respect and that can cut through the noise of the Internet.”

A media veteran on Monday announced the launch of a new Web site that will define the new concept of the “entrepreneurial journalist”.
Former AOL executive Lewis Dvorkin came up with the concept of True/Slant, a news and commentary Web site that will not only promote the news, but also the journalists who are telling the story.

The site is described as “an online news and commentary site that intends to update both traditional journalism and several of the existing models seeking to replace it,” according to a written statement.

The company said True/Slant’s name is “meant to convey the way news is delivered to True/Slant’s audience by knowledgeable and experienced contributors seeking the truth, while honestly conveying their opinions.”

Upon the Beta launch on Monday, True/Slant housed more than 100 “entrepreneurial journalists” from all three sectors of news reporting ““ broadcast, print and online.

The initial roster will include names such as Miles O’Brien, former anchor for CNN, Matt Taibbi, political correspondent for Rolling Stone, Michael Hastings, former Newsweek reporter, book author, and Viv Bernstein, NYTimes contributor.

“In putting together this initial roster of contributors in time for the Beta launch, the goal has been to expand the sources of news and commentary, emphasize multiple “slants” ““ that is, points of view ““ and empower entrepreneurial journalists motivated to build an audience and engage a community,” said True/Slant.

“The journalist becomes his or her own brand of one,” Dvorkin told the Associated Press. “It’s about them – their knowledge, their expertise and their credibility. And audiences can gravitate to that and be part of the news life of the contributor.”

The site will carry regular display ads, but marketers will also get their own pages on the site, the AP reported, an idea that has earned some “really, really interesting and positive reactions” from advertisers, said Dvorkin.

“The editorial sensibility of the True/Slant team is such that those posts that get the most reader response are the ones that will stick around longer, or get the most prominent placement,” the company press release said. “Readers ““ who should consider themselves part of the True/Slant community ““ may “follow” contributors they choose, and thus have their own slant on True/Slant. Interestingly, True/Slant’s contributors are encouraged to participate in each other’s posts by actively commenting.”

“From my 35 years in this business, from traditional to online, it is very clear that audiences are moving online and moving toward individual voices,” said Dvorkin, who has held jobs at Forbes, The New York Times and The Wall Street Journal. “They want to hear a voice they respect and that can cut through the noise of the Internet.”

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On The Net:

True/Slant




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