Axios aims to speak the language of the swamp

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A decade after co-founding Politico, Jim VandeHei is back in startup mode. The mastermind behind Politico’s rapid expansion, who wakes up around 3:30 am nowadays, decamped along with newsletter-extraordinaire Mike Allen and money man Roy Schwartz, setting up their own shop, just two Metro stops away, that aims to cover collision points between politics, tech, media, and business. “Collectively, we’ve all made a mess of media,” VandeHei says, chastising cheap ads and clickbait content. “So if you can fix that, you can create an addiction.” The man certainly proved to be an effective pusher in his past life, despite Politico’s skeptics. The news organization grew into a Washington juggernaut by moving product that political and industry insiders didn’t know they were previously craving. Axios aims to similarly capitalize on white-shoe Washington and other small, but elite, groups of news consumers.


Axios aims to speak the language of the swamp