Semafor Woos Advertisers With Promises of Depolarization

The much-anticipated publisher debuts with eight launch sponsors

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The business news publisher Semafor launched Tuesday morning after months of anticipation, debuting in the process a number of original editorial and commercial elements that the startup hopes will help differentiate it in the eyes of both readers and ad buyers.

The 60-person team, founded by the former chief executive of Bloomberg Media, Justin Smith, and former New York Times media columnist Ben Smith, will structure its articles using a template called a Semaform, whose design draws clear distinctions between fact, analysis and opinion.

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