MSNBC.com, BermanBraun in Talks for New Political Site

MSNBC.com and BermanBraun are in serious talks about the launch of a new content site–possibly this August–focused on politics that according to sources will borrow heavily from BermanBraun’s current project with MSN, the celebrity photo-filled Wonderwall.

The new yet-to-be-named site would likely be hosted by MSNBC.com, which would also handle ad sales. Both companies are said to be looking to contribute content to the new property with MSNBC.com maintaining ultimate editorial control. Officials from MSNBC.com and BermanBraun declined to comment for this story.

Though details are still being ironed out, sources familiar with the project said the new site would attempt to showcase some of glamour, gossip and power-brokering from the Beltway scene; a joke being bandied about between the two parties is that “politics is for ugly celebrities.” One source said that the new project might echo some of the qualities of John F. Kennedy, Jr. 90’s politics-themed magazine George.

As for design, it’s believed the new site will employ Wonderwall’s distinctive left to right navigation, which is closer in nature to a magazine than a traditional Web site. However, MSNBC.com may also repurpose some of its existing political content—implying that the site won’t be entirely light in nature.

The new political-focused venture would mark the third joint Web project to involve Microsoft and BermanBraun, the production firm founded by former Fox and Paramount executive Gail Berman and. Lloyd Braun, who previously headed up entertainment at ABC and media at Yahoo.

Besides the well-received Wonderwall, the two companies last month rolled out Glo, a female-targeted fashion and beauty site produced in conjunction with Hachette Filipacchi Media U.S.



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