By Lewis DVorkin, Forbes Staff We called it “The Box.” It was a windowless room no bigger than 8 feet by 10 feet in midtown Manhattan and the temporary office space for the startup I founded. Five of us, crammed shoulder-to-shoulder, were working on a bold new model for journalism. Reporters and writers would build individual brands around their expertise — and they’d use our publishing tools to do it. The bigger their audience, the more they’d get paid. From inside that room came an equally disruptive idea. Marketers could pay to use our tools to create stories of their own. In a digital world, we said, “content is content.” It just had to be transparent and clearly labeled for all to understand. Our company was True/Slant. We called the ad product Ad/Slant.
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