Early last month, finance reporter Joseph Weisenthal was poached from Business Insider by Bloomberg to build an entirely fresh news property and host an upcoming show on Bloomberg TV. Between jobs, he was without a place to publish, which we imagine was borderline torture for someone with a world-eating appetite for news.
So on November 6, when he had something to say about an earnings announcement from King Digital, he put it out to the world in a place where no finance wonk had ever stepped foot: Ello.
It was a moment of fascination, humor and utter confusion for Media Twitter that morning, but that post, and the many that followed, became the catalyst that pulled in attention from the finance community and bloggers—an anachronistic crowd, given that Ello was built mostly as a virtual gallery space for visual designers. Finance Ello was born.