More details on Jim Brady’s new Philly news venture, Brother.ly

Producing original content will not the primary goal for Jim Brady’s new Philly news venture, Brother.ly. Instead, he wants it to be an online hub for local news.

“We want to become where you go first thing in the morning,” Brady told USA Today.

That means curation and aggregation will initially drive the site, with a sharp focus on mobile.

Brady, the former editor-in-chief of Digital First Media, also said he wants Brother.ly to “help Philadelphia become a better city.” In that way, it’s somewhat reminiscent of AxisPhilly, the public-interest nonprofit news site that Temple University shut down last month.

Brady is self-funding the project and said that revenue will likely come from a mix of ads, membership and events.

Though Brother.ly will be based at Temple and Brady will teach an entrepreneurial journalism class there, he will remain in Washington, D.C., and commute to Philadelphia.

Former Inquirer online editor Chris Krewson was also named as editor of Brother.ly.