An Atlantic Media project that slows the news stream to a trickle

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This. (Medium)
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Jeremy Barr

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After months of keeping mum on the subject, Andrew Golis provided a window into the new project he is heading up for Atlantic Media (and which Capital first reported in late May).

The project, called "This.," has been called a "digital shelf," a place for users to keep and show their favorite links of the day. Golis, in a post on Medium, explained how it'll work.

Users will be able to share just one link a day—an article, or a video, perhaps—"and follow and give thanks to other users doing the same thing," he wrote.

Golis described it as an attempt to prioritize quality content over quantity, and to slow down the stream of news updates that clog social media feeds.

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"We love content recommendations from people we trust, but we can’t keep up, we feel constantly distracted, and are increasingly aware of how narrow 'nowness' is a primary definition of value," he wrote in an email to beta testers.

Golis also shed some light on its financial future.

"The next step will be the hard one: we’re going to try to build a company. To make this into a true startup, we’ve started to talk to angel investors about joining with Atlantic Media to fund a year of runway," he said.

The project is still in an "experimental" phase, and no launch date has been set, an Atlantic Media spokesperson told Capital.

Golis suggested that user feedback, during a seven-week-long test period in which access was granted to some 160 invited users, has been positive.

The project has become Golis' primary focus for Atlantic. He previously served as general manager of The Wire, but stepped back from that responsibility once the site got a new lead editor in Dashiell Bennett.

Golis, who first came to Atlantic Media as entrepreneur in residence for The Atlantic, ended his update with a crowdsourcing pitch.

"I know a lot of you have startup experience: if you have advice, or ideas about people I should be talking to, I hope you’ll email me," he wrote.