Still from 'His Girl Friday' (Columbia Pictures)A year ago this week, the Yahoo! News blog network was unleashed on an unsuspecting world. The idea behind our launch was simple: We would bring fast-paced, analytical coverage of breaking news, media controversies, campaigns, and policy debates to the vast Yahoo readership—packaging the day's big stories in the format of, you know, a blog.
But we also realized, back in 2010, that the world wasn't exactly crying out for another blog-for-blogging's-sake—and that the Yahoo audience needed something beyond a standard blogger's account of the news. In the run-up to our official launch, I had many conversations and email exchanges with Andrew Golis—the project leader who hired me on as his deputy—seeking to work out the intangible yet crucial questions of what sort of voice, tone, and feel would work best for our readers and our contributors. We also had endless back and forths, both between ourselves and among the blog team we eventually hired, about what to name the thing. The gamut ran from the unbearably pompous (I think someone actually proposed "The Panoramic Post" at some point) to the borderline childish ("The Feedbag," anyone?)
Eventually, we settled on "The Upshot." We agreed that the sense and sound of it alike conveyed the central idea we were reaching for--a brisk account of the news cycle, aimed at delivering the most essential information and context. And as important as what "The Upshot" conveyed to us was what it did not communicate to Yahoo readers: It was not to be driven by any partisan outlook, issues agenda, or look-at-me attitudinizing—all common enough currency in the wider blogosphere, but, again, not features that would sit well with either the Yahoo readership, or the editors and writers on the blog.
There would be humor, of course--no one can cover, say, the progress of a presidential campaign cycle without noting the absurdities of the whole media-and-money-driven spectacle. But there would be no snark--the off-putting, fake world-weary voice that many bloggers can end up adopting to sound like a cool kid to their peers. There would be breaking news--but also analysis, to help readers take note of how a given controversy or debate took shape, and where they might have heard similar arguments before. There would be a straightforward accounting of self-interested spin--when media figures, candidates or government operatives would try to put one over on us, we would remind readers, firmly but gently, of the actual facts of the matter. The idea, we agreed, was to be fair and blunt--a journalistic goal that The Upshot's name summed up in a direct, unfussy and unpretentious way.
Read More »