Sure, we write about sleep as it pertains to your home and your happiness therein, and robust discussions usually ensue. But would you read a whole site devoted to the topic? Casper, maker of mattresses, hopes you will, as they just launched Van Winkle's, the first editorial venture to focus completely on sleep.
“We’re looking at a larger culture, is there a shift of consciousness about sleep? We are there to create set and advance that conversation,” Editor in Chief Jeff Koyen told BuzzFeed News.
Expect feature articles, lists, and short medical news, but one thing you won't read about is mattresses. A site published by a mattress company won't write about them because, Koyen says, “there’s not a lot of journalism to be done about mattresses.”