Popular web aggregator Reddit today unveiled its newest property, a standalone news site titled Upvoted.
That site, which will offer news content and feature its own editorial staff, is now live.
Upvoted will publish between 10 and 20 articles per day, as well as infographics, videos and podcasts.
News items culled from Reddit’s forums and submitted by its legion of users will serve as the inspiration for the majority of the site's content.
In a move that seems at odds with Reddit’s community-based, “open” content ethos, articles posted on Upvoted won’t allow comments or feature user voting capabilities.
Upvoted's writing staff will be led by Vickie Chang, previously editorial director at MySpace.
Given the site’s massive influence and the morass of content its users generate each day, the move seems a likely next step for controversial Reddit, which bills itself as the "front page of the Internet.”
Wired yesterday posited that Upvoted is an opportunity for Reddit to take advantage of content that is regularly poached from that site and repurposed by news outlets around the world.
In a move mirroring The New York Times contentious "native advertising" program, the site will be funded primarily by sponsored content, to be penned by Upvoted staff.
Launched in 2005 by University of VA students Steve Huffman and Alexis Ohanian, Reddit remains one of the most popular community-based forums on the Internet, accounting for more than 200 million unique visitors every month. Content is supplied via its registered users, organized into categories of interest — known as "subreddits" — and voted on to determine its visibility on the site.
Condé Nast acquired Reddit in 2006 before it became an unaffiliated subsidiary of that publisher's parent company, Advance Publications.
Reddit this summer went into crisis mode after several policy decisions and key staff changes raised the ire of both the site's users and its moderators, resulting in a firestorm of criticism and ultimately, a decline in traffic. After shutting down several forums and terminating a popular moderator, Former CEO Ellen Pao resigned in July when she become the victim of an online harassment campaign that culminated with a petition calling for her ouster.
Pao penned an op-ed in the Washington Post detailing her experiences working in an online culture where trolling and personal attacks are common.
Co-founder Huffman, who returned to the company after a six-year absence, replaced her.
The site has since enacted policy changes aimed at cracking down on bullying and potentially offensive content.
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The majority of news articles are read within the first three days of publication, according to a recent report.
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