Clemetson has started to speak.
First off, we're getting an explaination of The Root. It's a source of cultural/political/social views in the African American community. The website was launched in January of this year to serve a niche audience. The site started, coincidently, at the same time of the presdential campaign of Barack Obama. The site does not cater to entertainment or sports because Clemetson says those areas are already served in the black community.
In the past, people were afraid the "serious" websites might not be able to survive no matter which community is focused. That attitude in the business world actually benefited The Root. Audience research has shown that people weren't getting that serious news they needed.
That doesn't mean the site doesn't have fun. One of the stories, "5 Obama Hair Don'ts" was a big hit. News agencies in Britain were actually fighting for the rights to re-publish.
Who is The Root? "We're small... there's only about 5 of us," Clemetson admits. "It's a start-up." Clemetson says they use the same writers who are on a freelance basis.
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