The media organization Semafor launches on Tuesday with no less an ambition than reinventing the news story.
The brainchild of Ben Smith, former media reporter for The New York Times, and Justin Smith, ex-CEO of Bloomberg Media, Semafor has raised US$25 million and hired more than 50 staff members since both men quit their previous jobs in January. They are not related., with a distinctive yellow-tinged backdrop that looks like a newspaper left out in the sun, went live shortly after 6 a.m. Eastern time on Tuesday, with eight newsletters in place as well as an events business.
News stories will contain separate sections that will present the news, the author's analysis of what is going on, a counter to that viewpoint, perspective on how the issue is seen elsewhere in the world and a distillation of other stories on the topic. Among the stories Semafor is offering at launch: a previously-unreported accident at SpaceX that injured a rocket technician, by Reed Albergotti, formerly of the Washington Post; and an investor group's campaign to force Coca-Cola into the garbage business, by Liz Hoffmann, formerly of the Wall Street Journal.
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