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Justin and Ben Smith choose Semafor because the identify for his or her media start-up.

Justin Smith and Ben Smith, co-proprietors of a brand new media start-up that has captured the attention of the web information world, revealed on Tuesday the identify for his or her enterprise: Semafor.

The identify is a variation on the phrase “semaphore,” a visible signaling equipment usually involving flags, lights and arm gestures, and sometimes utilized in a nautical context.

At an appearance last week, Justin Smith mentioned he and his companion had chosen a model identify “that’s the similar phrase in 25 or 35 totally different languages,” a mirrored image of the corporate’s world ambitions. “It is extremely deliberately going to have the ability to dwell in Asia or Europe or the Center East or America,” Mr. Smith mentioned.

The selection of Semafor was revealed on Tuesday by Axios, a information website that additionally started life as a high-profile start-up with an uncommon identify derived from a Greek word.

“It was actually necessary for us to have a reputation that had the identical which means no matter your native tongue,” Justin Smith, the previous chief govt of Bloomberg Media, informed the location.

This isn’t the primary time Justin Smith has expressed curiosity in a model identify derived from historic Greek.

On no less than one earlier media undertaking, Mr. Smith strongly thought of utilizing the phrase “Atlas,” based on an individual acquainted with his brainstorming. His thought for The Atlas didn’t in the end go ahead.

Justin Smith and Ben Smith, who’s a former media columnist for The New York Occasions, intend to recruit English-speaking journalists in lots of international locations to compete with worldwide information organizations like Reuters and The Related Press. The Smiths, who usually are not associated, mentioned they anticipated the location to debut within the second half of the 12 months.

A federal trademark registration for “Semafor,” filed on Jan. 16, refers to “an interactive web site that includes information and knowledge within the fields of common curiosity information.” Together with “offering information and knowledge,” the registration cites a variety of enterprise functions, together with “expertise company and reserving companies,” “literary company companies, specifically, illustration of journalistic expertise,” and “arranging private appearances by individuals working within the subject of stories journalism and public affairs.”

Solely a handful of English phrases are the identical or comparable in lots of overseas languages, together with taxi, chai, pajama and soup.

Kitty Bennett contributed analysis.

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