After the murder of George Floyd by a police officer in May 2020, many journalism outlets and journalists spent time reckoning with how the news industry could improve its coverage for Black people. Among those journalists was Lauren Williams, who was editor-in-chief and svp of Vox Media’s news property Vox.com at the time. 

Williams and a former colleague Akoto Ofori-Atta — then-managing editor of non-profit news outlet The Trace — decided to leave their respective newsrooms to form their own, Capital B, a nonprofit news organization officially launched on Jan. 31 and focused on covering the news for Black people.

“I do really think that, if I had gone to Jim Bankoff — who’s the CEO of Vox Media — and said, ‘I really want to do something different,’ I think he would have heard me in that moment and would have been open to discussing something. But I didn’t do that,” Williams said in the latest episode of the Digiday Podcast.

One reason Williams and Ofori-Atta opted to set off on their own is because they believed the nonprofit route was the right path for what they had in mind. By primarily depending on donors for funding rather than advertisers or subscribers — each of which can be fickle financial sources, though Capital B does operate a paid membership program — Capital B would be able to prioritize covering important issues for a specific audience. 

Minding Capital B’s business model is also meant to help the organization to augment its national coverage by standing up more local news outposts, as it already has with Capital B Atlanta with a second local news outlet expected to be added later this year.

“To spin up a new newsroom, we just have to hire the journalists. So in that way, we’re cutting cost enormously and just adding efficiency to the process where we can be really nimble about where we’re going next,” Williams said.