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.