Who's Heard of UnHerd?
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Title : Who's Heard of UnHerd?
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Title : Who's Heard of UnHerd?
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Unless you're totally plugged into the circuits of the Westminster world and its media bubble, you may have missed the soft launch of Tim Montgomerie's latest venture: UnHerd. Befitting a super serious outfit with offices in The Shard no less, it's pitched at "readers who choose the important to the new". This is reinforced by the pun-tastic monicker hung on the blog. In the bedazzling mediascape of the disposable hot take, UnHerd is opposing itself against the grain and offering what largely goes unheard: decent analysis backed with evidence and good writing. And it's un-herd because UnHerd writers and readers are are invited to refuse the company of the herd and do their own unfashionable thang.
A look at the folks recruited to help in Tim's efforts are none other than the likeable but vacuous Ruth Davidson, novelist Lionel Shriver, Jonathan Aitken, and snoring, boring bigot, Douglas Murray. The rest are a mix of up and comers, wannabes, and wonks. Basically, Tim has whipped out his mobile and tapped up those he thinks worthy of sinecure. It just so happens all of them, without exception, are part of the established pecking order of media comment too.
What then is the point? It's all very well having a product, but it needs to find an audience. In this regard UnHerd is arranging its output along five themes - Flyover country deserves a new deal, Religion is relevant (even if you don't believe), The end is (not) nigh, The tech industry mustn't own our futures, and Western capitalism must work for the many. If you're one of two people having a sense of de ja vu, these are concerns Tim ran with in his now defunct Good Right project. He's one of the few Tories that understand the class and the state of affairs they defend is imperilled and saving the show means giving a more freebies to the punters. Hence why the roster of writers run from Murray through to James Bloodworth. All, regardless of what you might think of their arguments, have written on the problems of capitalism and the state and all have something a rebooted Toryism might want to pinch. If only they had someone who could run with it half-convincingly.
Unfortunately for Tim, I don't think this project has much of a future. His big problem is the age of the superblog is done. If you go back to when blogging was in its infancy, it did happen and it did work. Conservative Home and LabourList assembled their great and the good to get the projects off the ground. Likewise Sunny Hundal's Liberal Conspiracy followed a similar approach. However, these were the only ones that made it for any length of time. The first two remain with us as the semi-official blogs of their respective parties, where as Sunny officially called time on LibCon in 2013. The only proven way for superblogs of big names to work is if they have an established media brand behind them. In the first few years of this decade it was they who vacuumed up the blogging celebs and signed them to their digital platforms. Those that have trod the trail UnHerd are on have not found bountiful pastures at the end, but the abattoir. The Good Right, gone. Byline? Who cares. CapX? Ditto. In each and every case, despite some "names" being involved they're very much less than the sum of their parts.
UnHerd then. A bit like Band Aid, minus the charidee. And largely missing the talent.
Unless you're totally plugged into the circuits of the Westminster world and its media bubble, you may have missed the soft launch of Tim Montgomerie's latest venture: UnHerd. Befitting a super serious outfit with offices in The Shard no less, it's pitched at "readers who choose the important to the new". This is reinforced by the pun-tastic monicker hung on the blog. In the bedazzling mediascape of the disposable hot take, UnHerd is opposing itself against the grain and offering what largely goes unheard: decent analysis backed with evidence and good writing. And it's un-herd because UnHerd writers and readers are are invited to refuse the company of the herd and do their own unfashionable thang.
A look at the folks recruited to help in Tim's efforts are none other than the likeable but vacuous Ruth Davidson, novelist Lionel Shriver, Jonathan Aitken, and snoring, boring bigot, Douglas Murray. The rest are a mix of up and comers, wannabes, and wonks. Basically, Tim has whipped out his mobile and tapped up those he thinks worthy of sinecure. It just so happens all of them, without exception, are part of the established pecking order of media comment too.
What then is the point? It's all very well having a product, but it needs to find an audience. In this regard UnHerd is arranging its output along five themes - Flyover country deserves a new deal, Religion is relevant (even if you don't believe), The end is (not) nigh, The tech industry mustn't own our futures, and Western capitalism must work for the many. If you're one of two people having a sense of de ja vu, these are concerns Tim ran with in his now defunct Good Right project. He's one of the few Tories that understand the class and the state of affairs they defend is imperilled and saving the show means giving a more freebies to the punters. Hence why the roster of writers run from Murray through to James Bloodworth. All, regardless of what you might think of their arguments, have written on the problems of capitalism and the state and all have something a rebooted Toryism might want to pinch. If only they had someone who could run with it half-convincingly.
Unfortunately for Tim, I don't think this project has much of a future. His big problem is the age of the superblog is done. If you go back to when blogging was in its infancy, it did happen and it did work. Conservative Home and LabourList assembled their great and the good to get the projects off the ground. Likewise Sunny Hundal's Liberal Conspiracy followed a similar approach. However, these were the only ones that made it for any length of time. The first two remain with us as the semi-official blogs of their respective parties, where as Sunny officially called time on LibCon in 2013. The only proven way for superblogs of big names to work is if they have an established media brand behind them. In the first few years of this decade it was they who vacuumed up the blogging celebs and signed them to their digital platforms. Those that have trod the trail UnHerd are on have not found bountiful pastures at the end, but the abattoir. The Good Right, gone. Byline? Who cares. CapX? Ditto. In each and every case, despite some "names" being involved they're very much less than the sum of their parts.
UnHerd then. A bit like Band Aid, minus the charidee. And largely missing the talent.
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You are now reading the article Who's Heard of UnHerd? With link address https://newstoday-ok.blogspot.com/2017/07/whos-heard-of-unherd.html