Business Week: Former CL scribe Max Linsky now managing editor of Internet start-up
May 12, 2009 at 5:00 am by Wayne Garcia
Former Creative Loafing reporter and mensch Max Linsky (picture, above, in the good old days in Tampa, moonlighting as a freelance restroom attendant) has an exciting new gig: Managing editor at The Stimulist, an Internet news start-up being headed by MSNBC’s Carlos Watson.
From Business Week:
Another personality who first made a name in traditional media is putting the final touches on an ambitious online destination. Carlos Watson, an MSNBC anchor who also hosts a weekend show on talk radio network Air America, and a small band of staffers are readying The Stimulist, a news and opinion site slated to go live on May 12.
Watson bills The Stimulist as being aimed at what he terms “the change generation;” that is, an audience of young professionals between the ages of 25 and 49. Watson is still on the shy side of 40 and counts himself as a card-carrying member of this cohort, and freely uses the words “we” and “us” to describe his intended audience. “People in their 20s, 30s, and 40s—educated but edgy,” he says. “I don’t think of us as the same as the yuppies of 20 years ago. We are more down to earth, more digitally savvy, and more diverse.” And more global: The Stimulist aims to draw 30% of its traffic from outside of the U.S., which would be significantly more than even a site like nytimes.com gets.
Obviously, the Web is a very crowded place, and many who have succeeded in more traditional precincts of media have encountered less success online. The ultimate success of The Stimulist may hinge less on its precise editorial positioning than on whether Watson can supercharge his career and to what degree his personal brand takes root in the market. There is chatter regarding his roles being expanded at both Air America and MSNBC.
… Watson, who worked for McKinsey & Co. and started and sold an educational company before beginning a media career, is the sole bankroller behind The Stimulist, though he expects to lure outside investors eventually. The site’s managing editor is Max Linsky, a former editor in the Creative Loafing chain of alternative-weekly newspapers. Its chief operating officer and chief revenue officer is Taiye Tuakli-Wosornu, who has worked closely with Watson on his TV shows.
