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The digital arm of Advance Publications subsidiary Advance Local is developing a new "early stage venture experimenting with how information flows online" called The Tylt.
"We don't have a hard date but our expectation is that we'll be launching very soon," Advance Digital VP Michael Donoghue told Ad Age in an email. (The company is not granting more expansive interviews until the site is up and running.)
According to the introduction section on The Tylt's website, the site will be guided by an effort to improve the way online conversations -- especially contentious ones -- are had.
"Nobody wants to be another random voice shouting into the void of social networking sites or commenting platforms. ... This is part of the thinking behind Tylt," the page reads. "In this space, every opinion counts. Literally. Every individual can have an effect on the conversation."
A trademark application filed for "The Tylt" in September 2015 helps clarify how it's going to work.
The site will "[provide] information, news and commentary in the field of trending topics of general interest news and current events over digital media whereby users leverage their social networks to vote on positions and the most influential users are highlighted," according to the filing.
The Tylt, which sounds something like a Reddit for opinions, is hiring writers and editors, as well as UX designers. Mr. Donoghue, when asked for a head count target, said it's too early to say.
Advance Publications is the parent company of Conde Nast. The Tylt is a project of Advance Digital's recently launched media incubator Alpha Group.