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Another personality who first made a name in traditional media is putting the final touches on an ambitious online destination. Carlos Watson, an MSNBC anchor who also hosts a weekend show on talk radio network Air America, and a small band of staffers are readying The Stimulist, a news and opinion site slated to go live on May 12.

Watson bills The Stimulist as being aimed at what he terms “the change generation;” that is, an audience of young professionals between the ages of 25 and 49. Watson is still on the shy side of 40 and counts himself as a card-carrying member of this cohort, and freely uses the words “we” and “us” to describe his intended audience. “People in their 20s, 30s, and 40s-educated but edgy,” he says. “I don’t think of us as the same as the yuppies of 20 years ago. We are more down to earth, more digitally savvy, and more diverse.”

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