MSN to compete with Gawker & Weblogs Inc.

Now we know why Microsoft was seen on the job boards looking to hire bloggers. MSN’s new service, Filter, aims to take the best of the blog posts and highlight them for their readers. Slate (now owned by the Washington Post Company) was Microsoft’s last big effort at content creation and for that effort they brought in Michael Kinsey from US News & World Report to get things off the ground and give it an editorial vision.

Filter currently has microsites on Lifestyle, Sports, Music, Technology, and Television. I don’t recognize any of the names behind the Filter sites but they have written professionally in the past. Over time, it will be interesting to see if these sites get any kind of centeral editorial voice or if they evolve on their own.

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