The site attempts to apply an "editorial voice" to social and citizen media from around the web, combined with original content.

It's targeted at a more mature, less net savvy audience, and helping people new to social and citizen media (and perhaps the web), and people without much time or technical understanding, to find the best of what's out there.




The founders estimate that the equivalent $250,000 has been put in so far, split evenly between real or hard costs, and "sweat equity" - unpaid labour by the founders and backers, or others making a contribution in turn for an equity stake.

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