Brady has been a digital leader in North America and his departure from the Post to establish what could be a rival news operation is going to be the most interesting online news spectator sport.
Some details of his approach are out today in a lengthy post at Poynter Online. Some of the attributes conventionally measured will be less so on his site. Instead, community engagement, geocoding and aggregation will be prominent features. Brady believes a mix of original reporting, data and community needs to exist.
He'll focus on the material that matters most and the material that happens most closely, and leave the rest. Beats will be targeted. Geocoding will be essential in delivering content and in serving advertisers. Utility will be a priority.
About 50 will work at the site, including 20 reporters and seven in community engagement.