The Web site, backed by IAC/InterActiveCorp., launched October 6 and features original blogs and columns, news aggregation, and the “Buzz Board,” a page where top names from politics, entertainment, and business make recommendations to readers.
Brown is editor-in-chief of the site, which is named after the newspaper in the 1938 Evelyn Waugh novel Scoop. Felsenthal said it will feature about 30% original content, including blog posts and columns by Brown, and will syndicate all of its content. He added that he is “gratified” by the public's early response to the Web site.
“What we hope will draw people to the site is our sensibility, the choices we make: what we select, our take on why we picked it, and what to make of it,” he said, via e-mail.
Freud Communications and Attention* are the Web site's AORs, collaboratively conducting outreach to newspapers, wire services, broadcast outlets, social media, blogs and other Web sites, according to Lisa Dallos, Freud CEO.
Felsenthal also told The New York Times that since its soft-launch it is not running advertisements at the moment.
CORRECTION: A previous version of this article incorrectly stated that Alert Media LLC, rather than Attention, was working on outreach for The Daily Beast. We regret the error.
This article was first published on PR Week USA