The long-anticipated news startup Semafor launches on Tuesday with a team of prominent journalists producing a mix of scoops, analysis and newsletters, but its most unique feature may be in the way that it presents its stories.
Stories are broken down to different components, starting with the actual news, followed by the reporter’s view; a disagreeing view; an alternate, often international perspective; and a look at what is next; The format, called Semaform, was a chief goal of co-founders Justin Smith, former CEO of Bloomberg Media, and Ben Smith, former New York Times columnist and editor-in-chief of BuzzFeed News, as Semafor enters a busy and crowded digital news space. “We’re sort of thinking a lot about what consumers respond to, what do they want, what bothers people about this black box as a news article,” said Ben Smith. “We are trying to strip it down to its elements and do that in a transparent way.
That’s a big bet for us, basically.” Semafor also is trying to distinguish itself with a global focus, with a brand that “travels the world seamlessly,” Justin Smith said.
Smith, who is no relation to his co-founder, said that the “mission of Semafor is to really try to build a new global news brand that is listening very carefully and obsessing over addressing or solving some of the consumer frustration around polarization, bias and all the ill effects that social media had on the news ecosystem.” Semafor was chosen as it is the same word in 35 different languages and it means “the bearer of a signal.” The Semafor.com homepage, with text against a yellow backdrop and a middle “central well” that features some of its marquee reporting.
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