Sensationalism breeds apathy. People feel so shocked by news that they feel powerless. We want to create a new style of journalism, that encourages people to take positive steps to change things. London is an amazing city but we can make it better. Each of our articles concludes by giving people options, both if they agree with the article but also if they disagree. And because we are launching online, it will be easy for readers to help or do something positive. A simple click-through for Yes or No will take seconds of their time

We can’t abide the diet of celebrity trash that clogs up other London newspapers. It not only turns us into a city of voyeurs, but it also leads us to focus on things that are unimportant. We shun the current cult of the celebrity. We are about news, not personality. And you will never see the contents of any celebrity’s nostrils on our front page.

- We are not too ambitious. Each month we will deal with a single issue that concerns London. In that way, our readers can focus their thoughts and their efforts.

- We are optimistic. Even if something is bad, it can be changed. Something positive can always be done.

- We are not earnest. You can have fun and have a social conscience. And you can say “wanker” when someone deserves it. And we can and do poke fun at the dross passing for news in other publications.

- We are funded entirely by donations and staffed entirely by volunteers. So, click here if you want to write for us, or here to support us on Facebook or here if you want to help out in other ways. To donate money, click here

How we started ...

The daily diet of the mundane, the unimportant and the Camden Town comings-and-goings of a notorious female singer finally got too much for us and spurred us into action.

We must particularly thank the editor of the Evening Standard in February 2008. The main headline for that day in London was that Camilla Parker-Bowles was holidaying with her ex-husband.

Our efforts were not wasted. London newspapers are as determined as ever to fill their pages with celebrity drivel masquerading as news.

Special thanks

And the Oscar goes to .... (cue Kleenex and tears). Well, obviously we would thank chickpea, the bouillionaire, peaspeasme, newscracker and all of our other anonymous contributors. But we won't. A huge thank you though to our web designer Rick Haden, and to Beetroot Publishing, for getting behind us and turning our rants and scribbles into a functioning organ.

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