Ezra Klein Explains His New News Site, Vox

Promises to make news interesting

Ezra Klein’s forthcoming news site will be called simply Vox and will be an antidote to the “vegetables” approach to news, he announced in a video post-style manifesto last night.

In it, Klein explained his lofty vision for the forthcoming Vox Media site (previously known by its code name, Project X) with a whiff of contempt for traditional media.

“There’s a problem in journalism,” the former Washington Post star policy blogger said. “We call some of the topics we cover the 'vegetables' or the 'spinach' as if they’re gross and people should be reading them but they’re not going to want to. It’s a terrible attitude. If we can’t take things that are important and meaningful in people’s lives and make them interesting, that failure is 100 percent on us as writers.”

“We want to create the single greatest resource available for people to understand the issues that are in the news,” added Matt Yglesias, a former Moneybox blogger for Slate who is now Vox’s executive editor.

To do that, it will be digitally native and use technology and a variety of article formats to figure out the best way to communicate news and information. Vox will be “hiring journalists who really know the topics they cover.” It’s defining its editorial scope broadly, encompassing everything from politics and world affairs to food and sports.

Like other explainer news outlets that piggyback on the resources of richly staffed counterparts like The New York Times and others, what Vox won’t necessarily do is chase scoops and provide new information with every story.

“The way we’re going to judge our reporters is not based on whether they scoop their competition,” the post explains. “It’ll be on how well they understand their beats, and how good of a job they do of sharing that understanding with our audience.”

And if you’re wondering when all this will happen, sorry: There’s no official launch date yet for Vox.