Bron Maher speaks to Semafor CEO Justin B Smith who explains the news startup's launch strategy.

Semafor launched in October last year promising to be the news outlet for the "200 million people who are college educated [and] read in English”.

Nine months on, chief executive Justin B Smith explains to Press Gazette that, while it still wants that audience, in the nearer term Semafor is going to look more like a luxury brand.

Smith also tells the Future of Media Explained podcast why he won't be spending Semafor's millions in the bank any time soon - and how the brand's signature yellow colour harkens to the grandeur of Chinese emperors.

A month after Semafor launched, Press Gazette mapped their global audience. See the map here: https://pressgazette.co.uk/north-america/semafor-global-coverage-mapped/

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