Tech, THR Online, Univision Communications, USA

Fusion to Rebrand Website as Splinter


The rebranding of the editorial site will further distinguish it from the TV network that also carries the Fusion name.

Fusion Media Group is rebranding its namesake news and politics website as it looks to create a greater distinction between the online property and the TV network of the same name.

On Monday, July 24, the Fusion website will become Splinter.

“We firmly believe in telling the truth about outdated institutions and calling out injustices when we see them — and sometimes the truth hurts,” said editor-in-chief Dodai Stewart. “Splinter will contextualize current events while remaining committed to amplifying underrepresented voices, shining a light on systematic inequality and skewering politicians when necessary. Readers can expect piercing reporting and commentary with a sharp point of view.”

The change comes a little less than a year since Fusion owner Univision agreed to buy the Gawker Media assets, minus the flagship Gawker website, for $135 million. Those sites, which include Gizmodo, Jezebel and Jalopnik, were integrated as part of the Gizmodo Media Group and the Fusion website became a part of that editorial group, which falls under the Fusion Media Group.

Fusion launched in 2013 as a TV network operated as a joint venture of ABC and Univision. The website grew out of that operation in 2015. ABC sold its stake in the business to Univision the following year. While the website’s news operation has operated independently of the TV network, the shared name created some confusion. In May, the websites for the editorial site and TV network were separated to help create a distinction between the entities.

The renaming of the Fusion editorial site will further distinguish the two properties, a move that will be important as the Fusion network begins to add programming from Jalopnik and other Univision-owned sites including The Onion and A.V. Club.

Splinter will be the politics and news site of the Gizmodo Media Group, with a political team led by Alex Pareene. It will also feature investigative reporting from the GMG special projects desk. A rotating carousel of editorial content from across the GMG sites will also be featured on Splinter.

Splinter will be available at SplinterNews.com.

Business Insider first reported on the rebrand.



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