From the magazine: news correction
Boca couple launch news site without political influence
It’s November 3, the day of the 2020 presidential election. But the headlines on an entrepreneur’s news website in western Boca have nothing to do with the vote count, the states. from the battlefield, the controversial tweets or one of the Beltway paroxysms of the time, big and small.
Instead, visitors to Paul Einbinder’s NewsSansPolitique.com find articles on what hibernating bears can teach humans, how the children’s song “Baby Shark” became the most watched YouTube video of all time, and the best way to grow trees and shrubs in your garden using hardwood cuttings. Einbinder’s business, which he launched in June 2020 with his wife, Karen Isaacs, is as simple as its name, offering a respite from the political news that now dominates mainstream and alternative media. Thus, the founders of the site scour the Internet for reliable information and human interest stories that do not appear on the cable TV news or on the headlines.
“The real crime is digging,” said Einbinder, 63. “You have to sneak around to find out that, say, 150 people died in an explosion in Nigeria… We are denied quick access to other information.
Einbinder and Isaacs chose a bitterly polarized year to launch a website that strives to exist above the fray, which makes Einbinder’s job all the more difficult; sometimes he has to rewrite or remove prejudices in the articles he collects.
“It’s patronizing to constantly tell people, ‘we have to tell you how to interpret the story,’” Einbinder says. “I can’t be the only one who thinks this way… It’s like it’s enough already!” What else is there there? Later in 2020, the couple launched NewsWithoutBias.com to cover the political stories of the day without bias.
A self-proclaimed “semi-hippie” in his youth, Einbinder grew up on Long Island with a keen interest in emerging green technologies. But he ended up sharing a career with his father, who ran a business in Manhattan’s Garment District.
It wasn’t until 2019 that he returned to his passion for green initiatives, founding Eco Prefer Solutions, an online business selling natural pest control products, bamboo cups and more. Paul and Karen moved full time to West Boca in 2017. “We said, let’s stay here and reinvent ourselves,” Einbinder recalls. Today, they balance their time between NewsWithoutPolitics, NewsWithoutBias and Eco Prefer.
And while NewsWithoutPolitics is a labor of love – it has yet to host any advertisers as of this writing – it is gradually catching on, and the founders have an ambitious business plan, hoping to add content. sponsored, video interviews and possibly a cable TV show. starting this year.
Einbinder sees in its target audience the over-saturated consumer eager to escape. “You could check the morning policy [in other media] and fill it up, but I want to make it an easy to find place to see what else is there. “
This story is taken from the February 2021 issue of Boca magazine. For more content like this, subscribe to the magazine.