Josh Topolsky Launches The Outline

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Josh Topolsky launched The Outline this morning. The highly anticipated site launches with a Snapchat-inspired format and three top sponsors – Under Armour, Cadillac and MH client partner method.

Topolsky was formerly the co-founder and editor-in-chief of The Verge, co-founder of Vox Mediaand former editor-in-chief of Engadget.

With The Outline, Topolosky is “aiming for smart, highbrow readership–an audience that falls somewhere between traditional brands like the New York Times and digital natives like BuzzFeed,” said Mr. Topolsky.

The site has a strong venture-backed plus ad-supported model at launch with a strong POV on how the ads should integrate with the site. With three sponsors to start, the goal is to have the number of brands involved remain small. “The plan is to limit the number of sponsors to maybe a dozen per year,” Mr. Topolsky said.

Check out the WSJ’s CMO Today take on The Outline launch here.