Josh Topolsky, the former top digital editor at Bloomberg, has raised $5 million to found The Outline, a new digital publication set to debut this fall.
Mike Shields of The Wall Street Journal writes, “Mr. Topolsky is touting The Outline as something of the antidote to a rising crop of digital media brands that are reliant on social media distribution and, in his mind, are too focused on reaching massive user totals.
“Instead, with The Outline, Mr. Topolsky said he is aiming to reach roughly 10 to 15 million users, most of whom come directly to his site. ‘This has to be a real brand,’ he said. The site’s content will focus on three areas: power, as it relates to subjects like politics and business; culture; and the future. He said he’s aiming for a smart, influential readership.
“The plan is to produce roughly 15 to 20 pieces of content a day, including text articles, more visual stories and video.”
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