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Digital shop Sarkissian Mason is no stranger to side projects. The New York agency built out Shopnik as an example of a slick shopping site after one of its founders had a frustrating experience looking for flat-screen TVs online. Now it’s dipping its toes into media with The Contrarian. The idea is to hold the media accountable by empowering the masses to compare how the same sets of facts are spun different ways in news accounts—in the stories themselves, as well as in the use of images, statistics, etc.
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