True/Slant

Last updated
True/Slant
Type of business Private
Type of site
News
Available in English
FoundedJune 2009
Headquarters
New York City, New York
,
U.S.
Founder(s) Lewis Dvorkin
Key peopleLewis Dvorkin, CEO
Services Content Creation & Content Publishing
Employees5
Alexa rankIncrease Negative.svg 372,210 (April 2014) [1]
LaunchedApril 2009
Current statusNot operational

True/Slant (T/S), a company based in a loft in SoHo in New York City funded with $3 million in capital by Forbes Media and Fuse Capital and sold to Forbes in May 2010, was an original content news network. [2] [3] [4]

Contents

It launched its alpha in April 2009, [5] and its beta in June 2009. [2] It had a new approach to journalistic entrepreneurship and advertising, and blended journalism with social networking. [6]

After operating for slightly more than 12 months, True/Slant ceased operations on July 31, 2010. [7]

Management

Lewis Dvorkin was its founder & Chief Executive Officer. [2] [8] He picked its name off a list of compound names generated by a web developer. [4] He was previously a Senior Vice President, Programming, at AOL, responsible for News, Sports, and Network Programming, as well as an Executive Editor at Forbes magazine, Page One Editor of The Wall Street Journal, a Senior Editor at Newsweek , and an editor at The New York Times . [2] [8] Andrea Spiegel served as Chief Product Officer for True/Slant. [2] Prior to T/S she was a Vice President at AOL focusing on programming, product, social media and mobile, and also a Show Producer for the Fox Television tabloid newsmagazine A Current Affair. [2] Coates Bateman was True/Slant's Executive Director, Content & Programming. [2] He was previously an Executive Producer at AOL News, and an editor at Random House. [2]

Contributors

Contributor Matt Taibbi Matt Taibbi.jpg
Contributor Matt Taibbi

Among its contributors were Matt Taibbi, Susannah Breslin, Jessica Faye Carter, Katty Kay, Dawn Reiss, Lou Carlozo, Jeff Hoard, Caitlin Kelly, Allison Kilkenny, Brendan Coffey, Miles O'Brien, Erik Reece, Jeffrey L. Seglin, and Claire Shipman. [2] [8] [9] [10] [11] [12] Its initial group of contributors included current or former writers for The New York Times , Time , Financial Times , Rolling Stone , and The Boston Globe . [13]

Contributors were paid, but also offered a share of the advertising and sponsorship revenues their individual pages generate and, in some cases, equity in the publication. [3] [4] [14] They are also permitted to keep writing other material elsewhere, and even to promote those outside efforts through True/Slant. [6]

Contributors were required to engage with readers by posting a minimum number of comments in reader discussions about their articles and curate the comments. [6] This was an effort to capture some of the excitement of a social network. [6]

True/Slant promoted not only the most popular contributors, but also the most active ones. [6] High rankings could lead to higher traffic on a contributor's page, and therefore to higher income. [6]

History

True/Slant launched with 65 journalists, assigned to specific topics, and six full-time staffers. [6] [8] Each contributor received a page to house their journalism. [15] Each page featured headlines of stories elsewhere on the web selected by the journalists, which linked back to the originating outside site. [6] [16] In May 2009 it had 260,000 visitors. [8] By April 2010, it had four times that number of visitors per month, roughly the same as The Village Voice or The Charlotte Observer (it was up to 1.5 million by May 2010), and more than 300 part-time contributors. [4] [17] It was generating more than 125 pieces of content a day. [4]

In May 2010, Forbes bought T/S. [10] [18] PaidContent estimated that the deal was in the "low single digit millions." [19] In June 2010, Dvorkin announced his intention to open up its web site to thousands of unpaid contributors. [20] On July 29, 2010, writer Neal Ungerleider announced in a post on the site that True/Slant is "winding down operations at the end of July." [7]

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See also

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References

  1. ↑ "Trueslant.co.uk Site Info". Alexa Internet . Retrieved 2014-04-01.
  2. 1 2 3 4 5 6 7 8 9 "True/Slant". True/Slant. June 18, 2010. Retrieved June 22, 2010.
  3. 1 2 "Howard Kurtz – Media Web Site Pushes Entrepreneurial Model". washingtonpost.com. June 8, 2009. Retrieved June 22, 2010.
  4. 1 2 3 4 5 Rice, Andrew (May 10, 2010). "Online Journalism Entrepreneurs". The New York Times. Retrieved June 22, 2010.
  5. ↑ http://ptech.allthingsd.com/20090408/trueslant-tests-another-model-of-web-journalism/
  6. 1 2 3 4 5 6 7 8 Mossberg, Walter. "True/Slant's new slant on bringing news". Cape Cod Online. Retrieved June 22, 2010.
  7. 1 2 Ungerleider, Neal (July 29, 2010). "Last post on True/Slant" . Retrieved July 30, 2010.
  8. 1 2 3 4 5 Lefkow, Chris (June 9, 2009). "Website offers True/Slant on news". News.smh.com.au. Retrieved June 22, 2010.
  9. ↑ Atal, Maha (August 21, 2009). "You've got blogs: ex-AOLers build sites for writers, documentarians – Fortune Tech". Tech.fortune.cnn.com. Retrieved June 22, 2010.
  10. 1 2 "Leading News Resource of Pakistan". Daily Times. June 10, 2009. Retrieved June 22, 2010.
  11. ↑ "My Red Hot Love Affair - Dawn Reiss - A Quirk in the Road - True/Slant". trueslant.co.uk. Retrieved 2016-03-03.
  12. ↑ "Taxi Rider Wisdom: 7 Things Women Should Do When Getting a Cab - Dawn Reiss - A Quirk in the Road - True/Slant". trueslant.co.uk. Retrieved 2016-03-03.
  13. ↑ "True/Slant Offers Options for Journalists 06/08/2009". MediaPost Publications. Retrieved June 22, 2010.
  14. ↑ Streib, Lauren (July 6, 2009). "Q&A: Mediaite's Colby Hall And Rachel Sklar". Forbes. Retrieved June 22, 2010.
  15. ↑ "LA Times and True/Slant show need for integrated ad models". Digitaljournal.com. Retrieved June 22, 2010.
  16. ↑ "New site promotes journalists as individual brands". tehran times. June 10, 2009. Retrieved June 22, 2010.
  17. ↑ Dvorkin, Lewis (April 13, 2010). "About those M&A rumors: Forbes to acquire True/Slant – Lewis DVorkin – The Copy Box". True/Slant. Retrieved June 22, 2010.
  18. ↑ Rovzar, Chris. "Forbes Acquires True/Slant – Daily Intel". Nymag.com. Retrieved June 22, 2010.
  19. ↑ Mickey, Bill (May 27, 2010). "What True/Slant's Acquisition Really Means for Forbes – Bill Mickey – Blogs M and A and Finance @". Foliomag.com. Retrieved June 22, 2010.
  20. ↑ "Will New Forbes Online Strategy Kill Forbes?". NYConvergence. June 16, 2010. Retrieved June 22, 2010.
  21. ↑ "Facebook boss changes privacy settings". BBC News. December 14, 2009. Retrieved June 22, 2010.
  22. ↑ "Facebook founder Mark Zuckerberg's personal picture gaffe". Herald Sun. December 14, 2009. Retrieved June 22, 2010.
  23. 1 2 "Book: Warren Beatty Bedded 13,000 Women". Myfoxphilly.com. Retrieved June 22, 2010.
  24. ↑ Ungerleider, Neal (June 10, 2010). "Meet America's dumbest jihadis". True/Slant. Retrieved June 11, 2010.
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