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I gave Emily and Simon a hard time about the name, but I know they have some history with this…this is the ambitious blog/comment site project by the Guardian, aimed at being the Huffington Post of UK (Arianna is going to blog for CIF as well).
Emily Bell spoke at the OPA Global Forum yesterday, and I missed most of the session, but Jemima picked it up here: More than 200 columnists and expert commentators have already been recruited for the project.
Bell added that columnists will be paid a small fee for their work which had been pitched to them as an equivalent to the appearance fee they might receive on say Radio 4’s Today programme.
Simon Waldman, the head of digital publishing told me that the revenue stream would, in small part, be advertising, but the main goal is to increase the loyalty of users to the site.
Related: Guardian Does a Major Editorial Reshuffle; Launching “Massive” Comment & Analysis Website