There's a problem in journalism.
We call some of the topics we covered 
- the vegetables or spinach - as if they're gross,
and people should be reading them,
but they're not going to want to.
It's a terrible attitude if we can't take things that are important and meaningful in people's lives
and make them interesting, 
that failure is 100% on us as writers.
That is entirely our fault.
There's so much information out there.
It's the most exciting time
to be a reader and a lover of media,
if you want information
you can get at any time at any place.
But at the same time,
there's all these challenges as a reader.
I remember beginning to follow the news.
I remember the feeling of anxiety around opening a new article and knowing that I was about to feel stupid.
I was about to feel like I was outside the club.
This is a real problem,
and it's not a problem we could solve in print, 
the nature of the medium,
the nature of the space constraint was we couldn't put all the information you needed,
but we don't have that constraint on the web. 
We can solve this problem.
Digital articles, at least in principle,
lasts forever as web archives;
that's something some people
are taking advantage of today.
But we don't think that people
are really writing articles with that in mind.
Ezra and Matt and Melissa
came to work with us at Vox Media
because they knew that we weren't just media company, we're also a technology company.
And we could take their idea,
take their vision, and actually make it real.
Success in somewhat grandiose terms is that we want to create the single greatest resources available
for people to understand the issues
that are in the news.
I can't wait to see if what we think,
people need is actually what they need.
If it's not, we'll change it.
We want to have the ability to move fast.
I love the codenamed project X,
but that's not going to be the name of the site.
the name of the site is Vox.com.
Coming in here and work in with Trei
and his team was shocking.
We have had to step up our game so dramatically; they're figuring out ways that this idea will actually work.
And so the only thing that made sense
 was to pick a name that reflected that.
We can build all the context so that in order to begin to understand it is you don't need to read it for a long time,
understand 20% of the first article,
then 23% of the second, and 25% of the fifth.
We can actually just put the information there for you.
There is no such thing here
as the vegetables of journalism.
We have to figure out how to make this stuff,
not just matter to people, not just appealing to people,
we have to figure out how to make it
understandable to them, too.
