As published in adweek.com, by Sara Jerde

The niche news site is Politico’s cousin, according to president Tammy Wincup

Key insights:
• Though they share a publisher, Protocol and Politico are different.
• The site will launch without a paywall, but may implement a paid tier.
• Protocol will have several unique offerings, including a Slack app.

After Robert Allbritton, publisher of politics-centric news organization Politico, saw the need to cover an aggressively changing tech industry, he landed on a concept that borrowed from the political site’s model: niche reporting that would draw loyal readers from the areas it covers. Editors want this new tech site, which went live today, to prioritize deeper, investigative reporting. Welcome to Protocol.

While Politico and Protocol “share the same DNA,” said Tammy Wincup, president of Protocol, she’s quick to note they are two separate entities with different audiences.

“The key about what [Politico has] been able to do is their coverage is fair and unbiased,” Wincup said. “Tech needs that right now.”

Sponsors at the site’s launch include Facebook, Postmates and Slack. And while Protocol debuted without a paywall, Wincup said she can foresee a similar model in which Politico operates with a paid-tier model that gives everyone some content for free, and additional articles or content for a price.

The site is staffed with five sales reps, and the publisher declined to disclose specific CPM figures beyond saying through a spokesperson that they are “indicative of our influencer audience.”

“The reality is there’s no great one-stop shop where you, as a decision maker in the C-suite of a tech business, will see yourself in that reporting,” Wincup said.

Wincup said the site will focus its coverage on stories considered must-reads for those decision-makers. On Wednesday, the site led with headlines including “Ethicists were hired to save tech’s soul. Will anyone let them do it?” and “He complained about Democrats’ tech ‘morass’—then built the Iowa app.”

Media buyers seemed intrigued by Protocol, which joins an industry with other niche tech sites like The Information, The Verge and Input.

“[It’s] very dependent on content, but it should attract a highly intelligent, influential audience that would be worth paying a premium for,” said Tim Smith, director of communications and media planning at agency IPNY. “It would be a great environment for corporate campaigns, business services, innovative technologies and others—as long as it comes across unbiased politically.”

The site also offers a Slack app and newsletters, including the daily news roundup Source Code from editor at large David Pierce, and extensive looks at specific industry topics such quantum computing called Protocol Manuals. Live events are also in the works.

More than 25 reporters have come on board from newsrooms like The Wall Street Journal, Vox Media, The New York Times and Forbes.

“There is such a gap between how we’re looking at technology, but this is a new opportunity to create a new entity that really treated technology not as industry but as a center that’s influencing personal lives, businesses, to really tell that story,” Wincup said.

AdForum.com recently interviewed IPNY Founding Partner and Creative Director Jill McClabb

The city inspires me every day. If you’re ever in a rut, hop on a subway where you can explore new places and interact with different people.

Tell us about yourself and your current role: Where are you from? What do you do?

I’m a fifth generation Texan, so moving to New York city for a career in advertising was huge. But it was and still is the place to go if you want to be in this business. I’m a partner at the ad agency IPNY focusing on art direction. We work on complicated categories such as financial services, healthcare (in particular hospital/medical centers) and the nonprofit sectors, delivering communications that are creatively relevant and measurable. My background before being a business owner, ranged from working at a large agency like Ogilvy, to a small boutique shop like Janklow Bender and LGFE. It’s important to work at a range of agencies because larger ones expose you to big brands and worldwide approaches, while smaller ones teach you to be quick on your feet and wear many hats.

How would you describe the culture of New York City?

The culture in New York is all about diversity. Almost any night of the week you can see opera at the Met or find a small intimate jazz club. Not to mention the food! I think New York has the best restuarants in this country, probably the world. There is a good restaurant within any 3 block radius. And no matter what kind of art interests you, it’s here. The amount and quality of museums are astounding.

In what ways does the city or its culture inspire you and your work?

The city inspires me every day. If you’re ever in a rut, hop on a subway where you can explore new places and interact with different people. The city is home to the most fascinating, diverse population you can imagine. I love imagining what everyone’s story is and how accepting most are of each other. Just walking down a street will ignite your sense of design and color and each block is different. And if you want to see the newest trends, stop by the MOMA or the Whitney.

What is the best incentive that NYC offers agencies?

The culture and the diversity of talent. It’s a great proving ground for talent. If you can make it here you can make it anywhere – that is not a cliché.

Could you offer any advice to young talent heading to work in NYC?

Be persistent about getting into a good agency. That first job will determine what path you take as a creative. Always work on your book, sometimes new work can be a great excuse for getting another interview at your favorite agency.

Why should young talents and industry leaders come to NYC? What is the best part of working in NYC?

Everything is here. Even if your stay is only a couple of years, it completes your resume. The best part of working in NYC is that it is never boring. Want to change things up? Move to a different neighborhood.

If you had to choose, what is your favorite hidden-gem in NYC?

My favorite hidden-gem of NYC is the people. They are so interesting and come from all over the world. The diversity and intelligence of the people you meet is life changing.