WASHINGTON DC: The Washington Post Company has debuted a new online magazine targeting African-Americans.

The publisher of one of the nation's most esteemed dailies says theroot.com focuses, as its name suggests, on discovering family histories as well as on politics and culture.

Editor-in-chief is Harvard professor Henry Louis Gates Jr,  while several well-known scholars and writers will provide content for this more intellectually challenging alternative to Ebony, BlackAmericaWeb.com and BlackVoices.com

The venture is the brainchild of Gates and Washington Post ceo Donald E Graham. Comments the former: "We didn’t feel there is a place right now where right-wing and left-wing and centrist black commentators can get together in one space."

Data sourced from New York Times; additional content by WARC staff