According to The Wall Street Journal, The Outline will publish 15 to 20 pieces of content a day that will focus on power, culture and “the future.” Initial hires at the site include Aaron Edwards, formally of BuzzFeed News; Adrianne Jeffries, most recently a managing editor at Vice; and Amanda Hale, previously with Talking Points Memo.
Topolsky wants The Outline to act more like a tech company and less like a media venture. He is billing it as the opposite of digital media brands today, which often need to tout big numbers to gain advertiser dollars. That, of course, is easier said than done.
Topolsky has raised $5 million in funding, led by RRE Ventures. Now the hard part begins.