CINXE.COM

<!doctype html> <html lang="en-GB" prefix="og: http://ogp.me/ns#"> <head> <style> /* We use this to determine what we should to logged in versus logged out users For example, the actual log in and log out buttons, a my account link, and subscribe call to actions */ [data-show-logged-in], [data-show-logged-out] { display: none !important; } [data-logged-in=true] [data-show-logged-in] { display: inline-block !important; } [data-logged-out=true] [data-show-logged-out] { display: inline-block !important; } /* We use this to show sample content versus premium content in conjunction with the paywall */ [data-show-subs-blocked], [data-show-has-noaccess], [data-show-has-access] { display: none !important; } [data-subs-blocked=true] [data-show-subs-blocked] { display: block !important; } [data-has-access=true] [data-show-has-access] { display: block !important; } [data-has-access=false] [data-show-has-noaccess] { display: block !important; } /* We use this show that we can show different content on a page before and after the complete a checkout <div data-show-checkout-incomplete>Please Join Us<button>Subscribe</button></div> <div data-show-checkout-complete>Welcome! We love you!</div> */ [data-show-checkout-complete] { display: none !important; } [data-checkout-complete=true] [data-show-checkout-complete] { display: inline-block !important; } [data-checkout-complete=true] [data-show-checkout-incomplete] { display: none !important; } [data-has-access=false] [data-show-fade-on-noaccess]{ overflow: hidden; position: relative; margin-bottom: 20px; mix-blend-mode: hard-light; } [data-has-access=false] [data-show-fade-on-noaccess]:before { content: ''; background: linear-gradient(transparent, gray); display: block; position: absolute; top: 0; bottom: 0; left: 0; right: 0; } .pp-subs iframe { width: 100% !important; } </style> <meta property="pugpig:version" content="2.54.0 (Pugpig Site 1.48.0)" /> <meta property="pugpig:generated" content="2024-11-23 21:37:49" /> <link rel="manifest" href="https://members.tortoisemedia.com/manifest.json"> <meta name="apple-itunes-app" content="app-id=1441428990, app-argument=com.tortoisemedia.tortoise://members.tortoisemedia.com"> <title>Our story - Tortoise</title> <meta name='robots' content='max-image-preview:large' /> <meta property="pugpig:access" content="free"> <meta property="pugpig:access:piano:rid" content="RRXGR9Q"> <meta property="pugpig:access:piano:form" content="ExtendedPropertiesFields"> <meta property="pugpig:access:variables" name="cXenseParse:post-type" content="page"><meta name="tag" property="pugpig:tag" content="posttype-page"/> <meta name="tag" property="pugpig:tag" content="access-free"/>  <link rel="canonical" href="https://www.tortoisemedia.com/about-us/our-story/" /> <meta property="og:locale" content="en_GB" /> <meta property="og:type" content="article" /> <meta property="og:title" content="Our story - Tortoise" /> <meta property="og:description" content="Tortoise is a response to two problems The daily noise: we are overwhelmed by information. The problem isn’t just fake news or junk news, because there’s a lot that’s good – it’s just that there’s so much of it, and so much of it is the same. In a hurry, partial and confusing. Too many newsrooms …" /> <meta property="og:url" content="https://www.tortoisemedia.com/about-us/our-story/" /> <meta property="og:site_name" content="Tortoise" /> <meta property="og:image" content="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/live-fast-475x357-1.png" /> <meta property="og:image:secure_url" content="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/live-fast-475x357-1.png" /> <meta name="twitter:card" content="summary_large_image" /> <meta name="twitter:description" content="Tortoise is a response to two problems The daily noise: we are overwhelmed by information. The problem isn’t just fake news or junk news, because there’s a lot that’s good – it’s just that there’s so much of it, and so much of it is the same. In a hurry, partial and confusing. Too many newsrooms […]" /> <meta name="twitter:title" content="Our story - Tortoise" /> <meta name="twitter:image" content="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/live-fast-475x357-1.png" />  <link rel='dns-prefetch' href='//experience.tinypass.com' /> <link rel='dns-prefetch' href='//s.w.org' /> <link rel='stylesheet' id='pugpig-piano-css' href='https://www.tortoisemedia.com/wp-content/plugins/pugpig-site-piano/styles/pugpig-piano.css?ver=6.0.6' type='text/css' media='all' /> <link rel='stylesheet' id='wp-block-library-css' href='https://www.tortoisemedia.com/wp-includes/css/dist/block-library/style.min.css?ver=6.0.6' type='text/css' media='all' /> <link rel='stylesheet' id='pugpig-blocks-css' href='https://www.tortoisemedia.com/wp-content/plugins/pugpig-blocks/build/blocks.style-490f85305d43c1273736.css?ver=6.0.6' type='text/css' media='all' /> <link rel='stylesheet' id='pugpig-tortoise-block-styles-css' href='https://www.tortoisemedia.com/wp-content/plugins/pugpig-tortoise-blocks/styles/style-ef127b.css?ver=6.0.6' type='text/css' media='all' /> <style id='global-styles-inline-css' type='text/css'> body{--wp--preset--color--black: #000000;--wp--preset--color--cyan-bluish-gray: #abb8c3;--wp--preset--color--white: #ffffff;--wp--preset--color--pale-pink: #f78da7;--wp--preset--color--vivid-red: #cf2e2e;--wp--preset--color--luminous-vivid-orange: #ff6900;--wp--preset--color--luminous-vivid-amber: #fcb900;--wp--preset--color--light-green-cyan: #7bdcb5;--wp--preset--color--vivid-green-cyan: #00d084;--wp--preset--color--pale-cyan-blue: #8ed1fc;--wp--preset--color--vivid-cyan-blue: #0693e3;--wp--preset--color--vivid-purple: #9b51e0;--wp--preset--color--kelp: #006666;--wp--preset--color--lettuce: #DCE459;--wp--preset--color--dandelion: #FFE051;--wp--preset--color--sand: #E1B672;--wp--preset--color--midnight: #002850;--wp--preset--color--water: #CEE3F2;--wp--preset--color--hibernate: #000000;--wp--preset--color--shadow: #333333;--wp--preset--color--grey-text: #666666;--wp--preset--color--mouse: #F8F0E6;--wp--preset--color--grey-tint: #EBEBEB;--wp--preset--color--border: #B8B8B8;--wp--preset--color--berry: #E04600;--wp--preset--gradient--vivid-cyan-blue-to-vivid-purple: linear-gradient(135deg,rgba(6,147,227,1) 0%,rgb(155,81,224) 100%);--wp--preset--gradient--light-green-cyan-to-vivid-green-cyan: linear-gradient(135deg,rgb(122,220,180) 0%,rgb(0,208,130) 100%);--wp--preset--gradient--luminous-vivid-amber-to-luminous-vivid-orange: linear-gradient(135deg,rgba(252,185,0,1) 0%,rgba(255,105,0,1) 100%);--wp--preset--gradient--luminous-vivid-orange-to-vivid-red: linear-gradient(135deg,rgba(255,105,0,1) 0%,rgb(207,46,46) 100%);--wp--preset--gradient--very-light-gray-to-cyan-bluish-gray: linear-gradient(135deg,rgb(238,238,238) 0%,rgb(169,184,195) 100%);--wp--preset--gradient--cool-to-warm-spectrum: linear-gradient(135deg,rgb(74,234,220) 0%,rgb(151,120,209) 20%,rgb(207,42,186) 40%,rgb(238,44,130) 60%,rgb(251,105,98) 80%,rgb(254,248,76) 100%);--wp--preset--gradient--blush-light-purple: linear-gradient(135deg,rgb(255,206,236) 0%,rgb(152,150,240) 100%);--wp--preset--gradient--blush-bordeaux: linear-gradient(135deg,rgb(254,205,165) 0%,rgb(254,45,45) 50%,rgb(107,0,62) 100%);--wp--preset--gradient--luminous-dusk: linear-gradient(135deg,rgb(255,203,112) 0%,rgb(199,81,192) 50%,rgb(65,88,208) 100%);--wp--preset--gradient--pale-ocean: linear-gradient(135deg,rgb(255,245,203) 0%,rgb(182,227,212) 50%,rgb(51,167,181) 100%);--wp--preset--gradient--electric-grass: linear-gradient(135deg,rgb(202,248,128) 0%,rgb(113,206,126) 100%);--wp--preset--gradient--midnight: linear-gradient(135deg,rgb(2,3,129) 0%,rgb(40,116,252) 100%);--wp--preset--duotone--dark-grayscale: url('#wp-duotone-dark-grayscale');--wp--preset--duotone--grayscale: url('#wp-duotone-grayscale');--wp--preset--duotone--purple-yellow: url('#wp-duotone-purple-yellow');--wp--preset--duotone--blue-red: url('#wp-duotone-blue-red');--wp--preset--duotone--midnight: url('#wp-duotone-midnight');--wp--preset--duotone--magenta-yellow: url('#wp-duotone-magenta-yellow');--wp--preset--duotone--purple-green: url('#wp-duotone-purple-green');--wp--preset--duotone--blue-orange: url('#wp-duotone-blue-orange');--wp--preset--font-size--small: 1.125rem;--wp--preset--font-size--medium: 1.25rem;--wp--preset--font-size--large: 1.5rem;--wp--preset--font-size--x-large: 42px;--wp--preset--font-size--normal: 1.25rem;}p{--wp--preset--color--shadow: #333333;--wp--preset--color--grey-text: #666666;}h1,h2,h3,h4,h5,h6{--wp--preset--color--shadow: #333333;--wp--preset--color--grey-text: #666666;}ol,ul{--wp--preset--color--shadow: #333333;--wp--preset--color--grey-text: #666666;}.wp-block-table > table{--wp--preset--color--shadow: #333333;--wp--preset--color--grey-text: #666666;}.wp-block-media-text{--wp--preset--color--shadow: #333333;--wp--preset--color--grey-text: #666666;}body { margin: 0; }.wp-site-blocks > .alignleft { float: left; margin-right: 2em; }.wp-site-blocks > .alignright { float: right; margin-left: 2em; }.wp-site-blocks > .aligncenter { justify-content: center; margin-left: auto; margin-right: auto; }.has-black-color{color: var(--wp--preset--color--black) !important;}.has-cyan-bluish-gray-color{color: var(--wp--preset--color--cyan-bluish-gray) !important;}.has-white-color{color: var(--wp--preset--color--white) !important;}.has-pale-pink-color{color: var(--wp--preset--color--pale-pink) !important;}.has-vivid-red-color{color: var(--wp--preset--color--vivid-red) !important;}.has-luminous-vivid-orange-color{color: var(--wp--preset--color--luminous-vivid-orange) !important;}.has-luminous-vivid-amber-color{color: var(--wp--preset--color--luminous-vivid-amber) !important;}.has-light-green-cyan-color{color: var(--wp--preset--color--light-green-cyan) !important;}.has-vivid-green-cyan-color{color: var(--wp--preset--color--vivid-green-cyan) !important;}.has-pale-cyan-blue-color{color: var(--wp--preset--color--pale-cyan-blue) !important;}.has-vivid-cyan-blue-color{color: var(--wp--preset--color--vivid-cyan-blue) !important;}.has-vivid-purple-color{color: var(--wp--preset--color--vivid-purple) !important;}.has-kelp-color{color: var(--wp--preset--color--kelp) !important;}.has-lettuce-color{color: var(--wp--preset--color--lettuce) !important;}.has-dandelion-color{color: var(--wp--preset--color--dandelion) !important;}.has-sand-color{color: var(--wp--preset--color--sand) !important;}.has-midnight-color{color: var(--wp--preset--color--midnight) !important;}.has-water-color{color: var(--wp--preset--color--water) !important;}.has-hibernate-color{color: var(--wp--preset--color--hibernate) !important;}.has-shadow-color{color: var(--wp--preset--color--shadow) !important;}.has-grey-text-color{color: var(--wp--preset--color--grey-text) !important;}.has-mouse-color{color: var(--wp--preset--color--mouse) !important;}.has-grey-tint-color{color: var(--wp--preset--color--grey-tint) !important;}.has-border-color{color: var(--wp--preset--color--border) !important;}.has-berry-color{color: var(--wp--preset--color--berry) !important;}.has-black-background-color{background-color: var(--wp--preset--color--black) !important;}.has-cyan-bluish-gray-background-color{background-color: var(--wp--preset--color--cyan-bluish-gray) !important;}.has-white-background-color{background-color: var(--wp--preset--color--white) !important;}.has-pale-pink-background-color{background-color: var(--wp--preset--color--pale-pink) !important;}.has-vivid-red-background-color{background-color: var(--wp--preset--color--vivid-red) !important;}.has-luminous-vivid-orange-background-color{background-color: var(--wp--preset--color--luminous-vivid-orange) !important;}.has-luminous-vivid-amber-background-color{background-color: var(--wp--preset--color--luminous-vivid-amber) !important;}.has-light-green-cyan-background-color{background-color: var(--wp--preset--color--light-green-cyan) !important;}.has-vivid-green-cyan-background-color{background-color: var(--wp--preset--color--vivid-green-cyan) !important;}.has-pale-cyan-blue-background-color{background-color: var(--wp--preset--color--pale-cyan-blue) !important;}.has-vivid-cyan-blue-background-color{background-color: var(--wp--preset--color--vivid-cyan-blue) !important;}.has-vivid-purple-background-color{background-color: var(--wp--preset--color--vivid-purple) !important;}.has-kelp-background-color{background-color: var(--wp--preset--color--kelp) !important;}.has-lettuce-background-color{background-color: var(--wp--preset--color--lettuce) !important;}.has-dandelion-background-color{background-color: var(--wp--preset--color--dandelion) !important;}.has-sand-background-color{background-color: var(--wp--preset--color--sand) !important;}.has-midnight-background-color{background-color: var(--wp--preset--color--midnight) !important;}.has-water-background-color{background-color: var(--wp--preset--color--water) !important;}.has-hibernate-background-color{background-color: var(--wp--preset--color--hibernate) !important;}.has-shadow-background-color{background-color: var(--wp--preset--color--shadow) !important;}.has-grey-text-background-color{background-color: var(--wp--preset--color--grey-text) !important;}.has-mouse-background-color{background-color: var(--wp--preset--color--mouse) !important;}.has-grey-tint-background-color{background-color: var(--wp--preset--color--grey-tint) !important;}.has-border-background-color{background-color: var(--wp--preset--color--border) !important;}.has-berry-background-color{background-color: var(--wp--preset--color--berry) !important;}.has-black-border-color{border-color: var(--wp--preset--color--black) !important;}.has-cyan-bluish-gray-border-color{border-color: var(--wp--preset--color--cyan-bluish-gray) !important;}.has-white-border-color{border-color: var(--wp--preset--color--white) !important;}.has-pale-pink-border-color{border-color: var(--wp--preset--color--pale-pink) !important;}.has-vivid-red-border-color{border-color: var(--wp--preset--color--vivid-red) !important;}.has-luminous-vivid-orange-border-color{border-color: var(--wp--preset--color--luminous-vivid-orange) !important;}.has-luminous-vivid-amber-border-color{border-color: var(--wp--preset--color--luminous-vivid-amber) !important;}.has-light-green-cyan-border-color{border-color: var(--wp--preset--color--light-green-cyan) !important;}.has-vivid-green-cyan-border-color{border-color: var(--wp--preset--color--vivid-green-cyan) !important;}.has-pale-cyan-blue-border-color{border-color: var(--wp--preset--color--pale-cyan-blue) !important;}.has-vivid-cyan-blue-border-color{border-color: var(--wp--preset--color--vivid-cyan-blue) !important;}.has-vivid-purple-border-color{border-color: var(--wp--preset--color--vivid-purple) !important;}.has-kelp-border-color{border-color: var(--wp--preset--color--kelp) !important;}.has-lettuce-border-color{border-color: var(--wp--preset--color--lettuce) !important;}.has-dandelion-border-color{border-color: var(--wp--preset--color--dandelion) !important;}.has-sand-border-color{border-color: var(--wp--preset--color--sand) !important;}.has-midnight-border-color{border-color: var(--wp--preset--color--midnight) !important;}.has-water-border-color{border-color: var(--wp--preset--color--water) !important;}.has-hibernate-border-color{border-color: var(--wp--preset--color--hibernate) !important;}.has-shadow-border-color{border-color: var(--wp--preset--color--shadow) !important;}.has-grey-text-border-color{border-color: var(--wp--preset--color--grey-text) !important;}.has-mouse-border-color{border-color: var(--wp--preset--color--mouse) !important;}.has-grey-tint-border-color{border-color: var(--wp--preset--color--grey-tint) !important;}.has-border-border-color{border-color: var(--wp--preset--color--border) !important;}.has-berry-border-color{border-color: var(--wp--preset--color--berry) !important;}.has-vivid-cyan-blue-to-vivid-purple-gradient-background{background: var(--wp--preset--gradient--vivid-cyan-blue-to-vivid-purple) !important;}.has-light-green-cyan-to-vivid-green-cyan-gradient-background{background: var(--wp--preset--gradient--light-green-cyan-to-vivid-green-cyan) !important;}.has-luminous-vivid-amber-to-luminous-vivid-orange-gradient-background{background: var(--wp--preset--gradient--luminous-vivid-amber-to-luminous-vivid-orange) !important;}.has-luminous-vivid-orange-to-vivid-red-gradient-background{background: var(--wp--preset--gradient--luminous-vivid-orange-to-vivid-red) !important;}.has-very-light-gray-to-cyan-bluish-gray-gradient-background{background: var(--wp--preset--gradient--very-light-gray-to-cyan-bluish-gray) !important;}.has-cool-to-warm-spectrum-gradient-background{background: var(--wp--preset--gradient--cool-to-warm-spectrum) !important;}.has-blush-light-purple-gradient-background{background: var(--wp--preset--gradient--blush-light-purple) !important;}.has-blush-bordeaux-gradient-background{background: var(--wp--preset--gradient--blush-bordeaux) !important;}.has-luminous-dusk-gradient-background{background: var(--wp--preset--gradient--luminous-dusk) !important;}.has-pale-ocean-gradient-background{background: var(--wp--preset--gradient--pale-ocean) !important;}.has-electric-grass-gradient-background{background: var(--wp--preset--gradient--electric-grass) !important;}.has-midnight-gradient-background{background: var(--wp--preset--gradient--midnight) !important;}.has-small-font-size{font-size: var(--wp--preset--font-size--small) !important;}.has-medium-font-size{font-size: var(--wp--preset--font-size--medium) !important;}.has-large-font-size{font-size: var(--wp--preset--font-size--large) !important;}.has-x-large-font-size{font-size: var(--wp--preset--font-size--x-large) !important;}.has-normal-font-size{font-size: var(--wp--preset--font-size--normal) !important;}p.has-shadow-color{color: var(--wp--preset--color--shadow) !important;}p.has-grey-text-color{color: var(--wp--preset--color--grey-text) !important;}p.has-shadow-background-color{background-color: var(--wp--preset--color--shadow) !important;}p.has-grey-text-background-color{background-color: var(--wp--preset--color--grey-text) !important;}p.has-shadow-border-color{border-color: var(--wp--preset--color--shadow) !important;}p.has-grey-text-border-color{border-color: var(--wp--preset--color--grey-text) !important;}h1.has-shadow-color,h2.has-shadow-color,h3.has-shadow-color,h4.has-shadow-color,h5.has-shadow-color,h6.has-shadow-color{color: var(--wp--preset--color--shadow) !important;}h1.has-grey-text-color,h2.has-grey-text-color,h3.has-grey-text-color,h4.has-grey-text-color,h5.has-grey-text-color,h6.has-grey-text-color{color: var(--wp--preset--color--grey-text) !important;}h1.has-shadow-background-color,h2.has-shadow-background-color,h3.has-shadow-background-color,h4.has-shadow-background-color,h5.has-shadow-background-color,h6.has-shadow-background-color{background-color: var(--wp--preset--color--shadow) !important;}h1.has-grey-text-background-color,h2.has-grey-text-background-color,h3.has-grey-text-background-color,h4.has-grey-text-background-color,h5.has-grey-text-background-color,h6.has-grey-text-background-color{background-color: var(--wp--preset--color--grey-text) !important;}h1.has-shadow-border-color,h2.has-shadow-border-color,h3.has-shadow-border-color,h4.has-shadow-border-color,h5.has-shadow-border-color,h6.has-shadow-border-color{border-color: var(--wp--preset--color--shadow) !important;}h1.has-grey-text-border-color,h2.has-grey-text-border-color,h3.has-grey-text-border-color,h4.has-grey-text-border-color,h5.has-grey-text-border-color,h6.has-grey-text-border-color{border-color: var(--wp--preset--color--grey-text) !important;}ol.has-shadow-color,ul.has-shadow-color{color: var(--wp--preset--color--shadow) !important;}ol.has-grey-text-color,ul.has-grey-text-color{color: var(--wp--preset--color--grey-text) !important;}ol.has-shadow-background-color,ul.has-shadow-background-color{background-color: var(--wp--preset--color--shadow) !important;}ol.has-grey-text-background-color,ul.has-grey-text-background-color{background-color: var(--wp--preset--color--grey-text) !important;}ol.has-shadow-border-color,ul.has-shadow-border-color{border-color: var(--wp--preset--color--shadow) !important;}ol.has-grey-text-border-color,ul.has-grey-text-border-color{border-color: var(--wp--preset--color--grey-text) !important;}.wp-block-table > table.has-shadow-color{color: var(--wp--preset--color--shadow) !important;}.wp-block-table > table.has-grey-text-color{color: var(--wp--preset--color--grey-text) !important;}.wp-block-table > table.has-shadow-background-color{background-color: var(--wp--preset--color--shadow) !important;}.wp-block-table > table.has-grey-text-background-color{background-color: var(--wp--preset--color--grey-text) !important;}.wp-block-table > table.has-shadow-border-color{border-color: var(--wp--preset--color--shadow) !important;}.wp-block-table > table.has-grey-text-border-color{border-color: var(--wp--preset--color--grey-text) !important;}.wp-block-media-text.has-shadow-color{color: var(--wp--preset--color--shadow) !important;}.wp-block-media-text.has-grey-text-color{color: var(--wp--preset--color--grey-text) !important;}.wp-block-media-text.has-shadow-background-color{background-color: var(--wp--preset--color--shadow) !important;}.wp-block-media-text.has-grey-text-background-color{background-color: var(--wp--preset--color--grey-text) !important;}.wp-block-media-text.has-shadow-border-color{border-color: var(--wp--preset--color--shadow) !important;}.wp-block-media-text.has-grey-text-border-color{border-color: var(--wp--preset--color--grey-text) !important;} </style> <link rel='stylesheet' id='pugpig-social-widgets-css' href='https://www.tortoisemedia.com/wp-content/plugins/pugpig-socialmedia-widget/assets/css/style.css?ver=6.0.6' type='text/css' media='all' /> <link rel='stylesheet' id='tortoise-web-css' href='https://www.tortoisemedia.com/wp-content/themes/pugpig-tortoise-theme/styles/web-2e9f13.css?ver=6.0.6' type='text/css' media='all' /> <link rel='stylesheet' id='tortoise-main-css' href='https://www.tortoisemedia.com/wp-content/themes/pugpig-tortoise-theme/styles/main-2e9f13.css?ver=6.0.6' type='text/css' media='all' /> <script> var gaCrossDomainLinkingID = 'UA-126315606-1'; </script> <script type='text/javascript' src='https://experience.tinypass.com/xbuilder/experience/load?aid=4uG4S202Dt' id='piano-js'></script> <script type='text/javascript' src='https://www.tortoisemedia.com/wp-content/plugins/pugpig-site-piano/scripts/pugpig-piano.js?ver=6.0.6' id='pugpig-piano-js'></script> <script type='text/javascript' src='https://www.tortoisemedia.com/wp-content/plugins/pugpig-tortoise-blocks/scripts/footnotes.js?ver=6.0.6' id='pugpig-tortoise-footnote-block-js'></script>  <script> dataLayer = [{ "title": "Our story", "type": "page", "content": "webpage", "content_id": "post_171561" }] </script>   <script> (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl+ '';f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-TZK42K8'); </script>  <meta name="viewport" content="width=device-width, initial-scale=1"><script type="text/javascript"> document.cookie = "__adblocker=; expires=Thu, 01 Jan 1970 00:00:00 GMT; path=/"; var setNptTechAdblockerCookie = function(adblocker) { var d = new Date(); d.setTime(d.getTime() + 60 * 5 * 1000); document.cookie = "__adblocker=" + (adblocker ? "true" : "false") + "; expires=" + d.toUTCString() + "; path=/"; }; var script = document.createElement("script"); script.setAttribute("async", true); script.setAttribute("src", "//www.npttech.com/advertising.js"); script.setAttribute("onerror", "setNptTechAdblockerCookie(true);"); document.getElementsByTagName("head")[0].appendChild(script); </script><script> (function(w,d,u,t,o,c){w['dmtrackingobjectname']=o;c=d.createElement(t);c.async=1;c.src=u;t=d.getElementsByTagName (t)[0];t.parentNode.insertBefore(c,t);w[o]=w[o]||function(){(w[o].q=w[o].q||[]).push(arguments);}; })(window, document, '//static.trackedweb.net/js/_dmptv4.js', 'script', 'dmPt'); window.dmPt('create', 'DM-8993812846-01', 'tortoisemedia.com'); window.dmPt('track'); </script> <meta name=“zoom-domain-verification” content=“ZOOM_verify_25OwHX0OPs32y98pRRFVug”> <link rel="icon" href="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2019/01/favicon-64x64.png" sizes="32x32" /> <link rel="icon" href="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2019/01/favicon-64x64.png" sizes="192x192" /> <link rel="apple-touch-icon" href="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2019/01/favicon-64x64.png" /> <meta name="msapplication-TileImage" content="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2019/01/favicon-64x64.png" /> <style type="text/css" id="wp-custom-css"> .wp-block-separator:not(.is-style-wide):not(.is-style-dots) { width: 100%; } @media only screen and (min-width: 1360px){ .tm-article--whitepaper .pp-content__body.pp-subs__post-end { margin-top: -130px; } } @media only screen and (max-width: 780px){ .wp-block-media-text .wp-block-media-text__content { margin: 0 16px; } } .tm-article--thinkin__partner-logo-image img { height: auto; margin-top: 15px; } .tm-event-trail__author-images.wp-block-gallery .blocks-gallery-grid { width: auto; } </style> <script> const isApp = function() { return window.location.protocol.search(/http(s)?/) !== -1 ; } const piano = () => { console.log("in piano function"); tp = window['tp'] || [] //setting id domain - this should be dynamic it should come from meta tag tp.push(['setPianoIdUrl',"https://id.tinypass.com/"]); // Information on the cookies here: // https://docs.piano.io/piano-cookie-descriptions/ tp.push(["setMaxCookieExpirationInDays", 365]); // Callbacks here: https://docs.piano.io/callbacks/ tp.push(["addHandler", "registrationSuccess", onRegistrationSuccess]); tp.push(["addHandler", "showOffer", onShowOffer]); tp.push(["addHandler", "checkoutComplete", onCheckoutComplete]); tp.push(["addHandler", "checkoutClosed", onCheckoutClosed]); tp.push(["addHandler", "checkoutSelectTerm", onCheckoutSelectTerm]); tp.push(["addHandler", "checkoutStateChange", onCheckoutStateChange]); tp.push(["addHandler", "startCheckout", onStartCheckout]); tp.push(["addHandler", "submitPayment", onSubmitPayment]); /* user login events */ tp.push(["addHandler", "loginSuccess", setUserState]); tp.push(["addHandler", "loginFailed", setUserState]); tp.push(['init', init]); sendPianoData(); setupMeters(); function pushEventToDataLayer(eventName, data) { if (typeof dataLayer !== 'undefined') { dataLayer.push({event: 'piano_' + eventName, data: data}); } } function crossLinkGA() { // https://docs.piano.io/integrating-with-google-analytics/ // This MUST include the correct GA ID // An item gaCrossDomainLinkingID must be pushed to the Data Layer via GTM or Site dataLayer.push({'gaCrossDomainLinkingID':'UA-126315606-1'}); if (typeof window.gaCrossDomainLinkingID === 'undefined') { if (typeof dataLayer !== 'undefined') { var el = dataLayer.find(element => element.gaCrossDomainLinkingID !== 'undefined'); var gaCrossDomainLinkingID = el.gaCrossDomainLinkingID; console.log('%c Piano GA Cross Domain Linking', 'background: #222; color: #bada55', '(From data layer)', gaCrossDomainLinkingID); } } else { var gaCrossDomainLinkingID = window.gaCrossDomainLinkingID; console.log('%c Piano GA Cross Domain Linking', 'background: #222; color: #bada55', '(From settings)', gaCrossDomainLinkingID); } if (typeof gaCrossDomainLinkingID !== 'undefined') { tp.enableGACrossDomainLinking(gaCrossDomainLinkingID); if (tp.gaClientId) { console.log('%c Piano GA Cross Domain Linking', 'background: #222; color: green', 'Successfully linked', tp.gaClientId); } else { console.log('%c Piano GA Cross Domain Linking', 'background: #222; color: red', "Failed to link"); } } else { console.log('%c Piano GA Cross Domain Linking', 'background: #222; color: orange', "No gaCrossDomainLinkingID found"); } } function init() { crossLinkGA(); attachEventListeners(); tp.pianoId.registerCallback('extendedUserLoaded', function (user) { console.log('%c Piano User', 'background: #222; color: #cccccc', user); if (typeof dataLayer !== 'undefined') { dataLayer.push({'piano_user': user}); dataLayer.push({event: 'piano_user_updated'}); } // This is needed for triggering third party code such as Hyvor or Podcast.co var event = new CustomEvent("PianoUserLoaded", { detail: { user: user } }); window.dispatchEvent(event); }) if (!tp.pianoId.isUserValid() && fetchTokenFromQuery()) { tp.pianoId.loginByToken(fetchTokenFromQuery()); } // Set the initial logged in state setUserState(); // Check access: // https://docs.piano.io/checking-access/#check-access-js } function fetchTokenFromQuery() { let paramsString = window.location.search let searchParams = new URLSearchParams(paramsString) let token = searchParams.get("token") return token } function sendPianoData() { // If the content is native advertising tp.push(["setContentIsNative", false]); // The AAM Zone tp.push(["setZone", "Web"]); console.log('%cPiano', 'background: #222; color: #bada55', 'Loaded Piano object'); // Read some metadata from the head and send it to Piano so it can use it in an experience // !!!!!!!!!!!!! needs meta data in goody labs to know content is free or paid var accessMeta = document.querySelector("meta[property='pugpig:access']"); if (accessMeta) { var accessValue = accessMeta.getAttribute('content'); console.log('%c Piano setCustomVariable', 'background: #222; color: #bada55', 'PageAccess: ' + accessMeta.getAttribute('content')); tp.push(["setCustomVariable", "PageAccess", accessValue]); } // Push tags // Test via tp.tags var accessTagsMeta = document.querySelectorAll("meta[property='pugpig:tag']"); if (accessTagsMeta && accessTagsMeta.length > 0) { var tags = []; accessTagsMeta.forEach(item => { tags.push(item.getAttribute('content')); }) if (tags) { tp.push(["setTags", tags]); console.log('%cPiano setCustomTag', 'background: #222; color: #bada55', tags); } } // Push custom variables // Test via tp.customVariables var accessVariablessMeta = document.querySelectorAll("meta[property='pugpig:access:variables']"); if (accessVariablessMeta && accessVariablessMeta.length > 0) { accessVariablessMeta.forEach(item => { var n = item.getAttribute('name'); var c = item.getAttribute('content'); if (n && c) { tp.push(["setCustomVariable", n, c]); console.log('%cPiano setCustomVariable', 'background: #222; color: #bada55', n + ': ' + c); } }) } // Push author meta // Note that only one author can be passed for each page – arrays are not permitted. var accessAuthorMeta = document.querySelector("meta[name='author']"); if (accessAuthorMeta) { var accessAuthorValue = accessAuthorMeta.getAttribute('content'); console.log('%cPiano setContentAuthor', 'background: #222; color: #bada55', 'Author: ' + accessAuthorMeta.getAttribute('content')); tp.push(["setContentAuthor", accessAuthorValue]); } // Push section meta var accessSectionMeta = document.querySelector("meta[name='section']"); if (accessSectionMeta) { var accessSectionValue = accessSectionMeta.getAttribute('content'); console.log('%cPiano setContentSection', 'background: #222; color: #bada55', 'Section: ' + accessSectionMeta.getAttribute('content')); tp.push(["setContentSection", accessSectionValue]); } } function setUserAccess(access) { if (document.body.dataset.unknownAccess == "false" && document.body.dataset.hasAccess == "true") { console.log("User already granted access"); return; } document.body.dataset.unknownAccess = false; document.body.dataset.hasAccess = access; if (typeof dataLayer !== 'undefined') { if (access) { dataLayer.push({'has_access': true}); if (tp.pianoId.isUserValid()) { dataLayer.push({'authStatus': 'Active'}); dataLayer.push({event: 'auth_status_updated'}); } } else { if (tp.pianoId.isUserValid()) { dataLayer.push({'authStatus': 'Lapsed'}); dataLayer.push({event: 'auth_status_updated'}); } } } } function setupMeters() { // Docs here: // https://docs.piano.io/callbacks/#activeevent tp.push(["addHandler", "meterActive", function(meterData) { setUserAccess(true); console.log('%cPiano Allow Access', 'background: #222; color: #cccccc', "Meter" + name); var message = "You've seen " + meterData.views + " out of " + meterData.maxViews + " free articles. You have " + meterData.viewsLeft + " articles left."; console.log('%cPiano Meter', 'background: #222; color: #cccccc', message); var element = document.querySelector('#pp-subs-meter-active') if (element) { element.innerText = message; } }]); tp.push(["addHandler", "meterExpired", function(meterData){ var message = "Bad news! You've seen " + meterData.views + " out of " + meterData.maxViews + " free articles."; console.log('%cPiano Meter', 'background: #222; color: #cccccc', message); var element = document.querySelector('#pp-subs-meter-expired') if (element) { element.innerText = message; } }]); } function setUserState() { tp.pianoId.isUserValid() ? setUserLoggedIn() : setUserLoggedOut() // If we have the My Account Div or Reset Password Div, show it showStandardElements() } function onRegistrationSuccess(data) { pushEventToDataLayer('registrationSuccess', data); console.log('%cPiano', 'background: #222; color: #bada55', 'registrationSuccess', data); } function onCheckoutSelectTerm(data) { pushEventToDataLayer('checkoutSelectTerm', data); console.log('%cPiano', 'background: #222; color: #bada55', 'checkoutSelectTerm', data); } function onCheckoutStateChange(data) { pushEventToDataLayer('checkoutStateChange', data); console.log('%cPiano', 'background: #222; color: #bada55', 'checkoutStateChange', data); } function onShowOffer(data) { pushEventToDataLayer('showOffer', data); console.log('%cPiano', 'background: #222; color: #bada55', 'showOffer', data); } function onStartCheckout(data) { pushEventToDataLayer('startCheckout', data); console.log('%cPiano', 'background: #222; color: #bada55', 'startCheckout', data); } function onSubmitPayment(data) { pushEventToDataLayer('submitPayment', data); console.log('%cPiano', 'background: #222; color: #bada55', 'submitPayment', data); } function onCheckoutComplete(data) { pushEventToDataLayer('onCheckoutComplete', data); document.body.dataset.checkoutComplete = true console.log('%cPiano', 'background: #222; color: #bada55', 'checkoutComplete', data); setUserState(); } function onCheckoutClosed(data) { pushEventToDataLayer('onCheckoutClosed', data); setUserState(); console.log('%cPiano', 'background: #222; color: #bada55', 'checkoutClosed', data); } function setUserLoggedIn() { document.body.dataset.loggedIn = true document.body.dataset.loggedOut = false document.body.dataset.unknownAccess = true; console.log('%cPiano', 'background: #222; color: #bada55', 'setUserLoggedIn'); // Check that a user has access to elements if they are protected by a certain resource ID checkUserHasAccessToResource(); // This allows us to get the custom fields const params = {}; console.log('%cPiano', 'background: #222; color: #bada55', 'Using form ' + "ExtendedPropertiesFields"); params.formName = "ExtendedPropertiesFields"; tp.pianoId.loadExtendedUser(params) } function setUserLoggedOut() { document.body.dataset.loggedIn = false document.body.dataset.loggedOut = true document.body.dataset.hasAccess = false; document.body.dataset.checkoutComplete = false console.log('%cPiano', 'background: #222; color: #bada55', 'setUserLoggedOut'); } function checkUserHasAccessToResource() { // this resource id was taken from meta tag which was set from cms pugpig site piano configuration. for production it's RRXGR9Q const resource_id = 'RRXGR9Q' const params = { rid : resource_id }; const callback = function(response) { if (response.access && response.access.granted) { // the user has access console.log('%cPiano', 'background: #222; color: #bada55', 'userHasAccess: ' + resource_id + ' True'); setUserAccess(true); } else { // the user does not have access console.log('%cPiano', 'background: #222; color: #bada55', 'userHasAccess: ' + resource_id + ' False'); setUserAccess(false); } } tp.api.callApi("/access/check", params, callback); } function handlePianoState() { if(!tp.pianoId.isUserValid()) { return tp.pianoId.show({ loggedIn: setUserLoggedIn }) } tp.pianoId.logout() setUserLoggedOut() } function showStandardElements() { if (tp.pianoId.isUserValid()) { let element = document.querySelector('#pp-subs-myaccount-modal') if (element) { console.log('%c Piano', 'background: #123; color: green', 'Show My Account'); tp.myaccount.show({ displayMode: 'inline', containerSelector: '#pp-subs-myaccount-modal' }) } } let element = document.querySelector('#pp-subs-restorepassword-modal') if (element) { console.log('%cPiano', 'background: yellow; color: green', 'Show Restore Password'); tp.pianoId.show({ screen: 'restore', displayMode: 'inline', containerSelector: '#pp-subs-restorepassword-modal' }); } } function attachEventListeners() { var elements = ['#pp-subs-login','#pp-subs-logout'] for (var i = elements.length - 1; i >= 0; i--) { var element = document.querySelectorAll(elements[i]) if (element && element.length > 0) { element.forEach(item => { item.addEventListener('click', function(e) { e.stopPropagation() handlePianoState() }) }) } } } } piano() /* if(isApp()) { if (typeof window.tp !== 'undefined') { console.log("piano executes"); piano(); } else { console.log(window.tp); console.log("piano does not executes"); const siteBlocked = true; } } */ </script>  <script async src="https://www.googletagmanager.com/gtag/js?id=G-40HLXGMEFS"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-40HLXGMEFS'); </script> </head> <body class="page-template-default page page-id-171561 page-child parent-pageid-66 wp-custom-logo has-white-background-color">  <script type="text/javascript"> window._qevents = window._qevents || []; (function() { var elem = document.createElement('script'); elem.src = (document.location.protocol == "https:" ? "https://secure" : "http://edge") + ".quantserve.com/quant.js"; elem.async = true; elem.type = "text/javascript"; var scpt = document.getElementsByTagName('script')[0]; scpt.parentNode.insertBefore(elem, scpt); })(); window._qevents.push({ "qacct": "p-43Jm0v7LLkDPe", "labels": "_fp.event.PageView" }); </script>  <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 0 0" width="0" height="0" focusable="false" role="none" style="visibility: hidden; position: absolute; left: -9999px; overflow: hidden;" ><defs><filter id="wp-duotone-dark-grayscale"><feColorMatrix color-interpolation-filters="sRGB" type="matrix" values=" .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 " /><feComponentTransfer color-interpolation-filters="sRGB" ><feFuncR type="table" tableValues="0 0.49803921568627" /><feFuncG type="table" tableValues="0 0.49803921568627" /><feFuncB type="table" tableValues="0 0.49803921568627" /><feFuncA type="table" tableValues="1 1" /></feComponentTransfer><feComposite in2="SourceGraphic" operator="in" /></filter></defs></svg><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 0 0" width="0" height="0" focusable="false" role="none" style="visibility: hidden; position: absolute; left: -9999px; overflow: hidden;" ><defs><filter id="wp-duotone-grayscale"><feColorMatrix color-interpolation-filters="sRGB" type="matrix" values=" .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 " /><feComponentTransfer color-interpolation-filters="sRGB" ><feFuncR type="table" tableValues="0 1" /><feFuncG type="table" tableValues="0 1" /><feFuncB type="table" tableValues="0 1" /><feFuncA type="table" tableValues="1 1" /></feComponentTransfer><feComposite in2="SourceGraphic" operator="in" /></filter></defs></svg><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 0 0" width="0" height="0" focusable="false" role="none" style="visibility: hidden; position: absolute; left: -9999px; overflow: hidden;" ><defs><filter id="wp-duotone-purple-yellow"><feColorMatrix color-interpolation-filters="sRGB" type="matrix" values=" .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 " /><feComponentTransfer color-interpolation-filters="sRGB" ><feFuncR type="table" tableValues="0.54901960784314 0.98823529411765" /><feFuncG type="table" tableValues="0 1" /><feFuncB type="table" tableValues="0.71764705882353 0.25490196078431" /><feFuncA type="table" tableValues="1 1" /></feComponentTransfer><feComposite in2="SourceGraphic" operator="in" /></filter></defs></svg><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 0 0" width="0" height="0" focusable="false" role="none" style="visibility: hidden; position: absolute; left: -9999px; overflow: hidden;" ><defs><filter id="wp-duotone-blue-red"><feColorMatrix color-interpolation-filters="sRGB" type="matrix" values=" .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 " /><feComponentTransfer color-interpolation-filters="sRGB" ><feFuncR type="table" tableValues="0 1" /><feFuncG type="table" tableValues="0 0.27843137254902" /><feFuncB type="table" tableValues="0.5921568627451 0.27843137254902" /><feFuncA type="table" tableValues="1 1" /></feComponentTransfer><feComposite in2="SourceGraphic" operator="in" /></filter></defs></svg><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 0 0" width="0" height="0" focusable="false" role="none" style="visibility: hidden; position: absolute; left: -9999px; overflow: hidden;" ><defs><filter id="wp-duotone-midnight"><feColorMatrix color-interpolation-filters="sRGB" type="matrix" values=" .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 " /><feComponentTransfer color-interpolation-filters="sRGB" ><feFuncR type="table" tableValues="0 0" /><feFuncG type="table" tableValues="0 0.64705882352941" /><feFuncB type="table" tableValues="0 1" /><feFuncA type="table" tableValues="1 1" /></feComponentTransfer><feComposite in2="SourceGraphic" operator="in" /></filter></defs></svg><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 0 0" width="0" height="0" focusable="false" role="none" style="visibility: hidden; position: absolute; left: -9999px; overflow: hidden;" ><defs><filter id="wp-duotone-magenta-yellow"><feColorMatrix color-interpolation-filters="sRGB" type="matrix" values=" .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 " /><feComponentTransfer color-interpolation-filters="sRGB" ><feFuncR type="table" tableValues="0.78039215686275 1" /><feFuncG type="table" tableValues="0 0.94901960784314" /><feFuncB type="table" tableValues="0.35294117647059 0.47058823529412" /><feFuncA type="table" tableValues="1 1" /></feComponentTransfer><feComposite in2="SourceGraphic" operator="in" /></filter></defs></svg><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 0 0" width="0" height="0" focusable="false" role="none" style="visibility: hidden; position: absolute; left: -9999px; overflow: hidden;" ><defs><filter id="wp-duotone-purple-green"><feColorMatrix color-interpolation-filters="sRGB" type="matrix" values=" .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 " /><feComponentTransfer color-interpolation-filters="sRGB" ><feFuncR type="table" tableValues="0.65098039215686 0.40392156862745" /><feFuncG type="table" tableValues="0 1" /><feFuncB type="table" tableValues="0.44705882352941 0.4" /><feFuncA type="table" tableValues="1 1" /></feComponentTransfer><feComposite in2="SourceGraphic" operator="in" /></filter></defs></svg><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 0 0" width="0" height="0" focusable="false" role="none" style="visibility: hidden; position: absolute; left: -9999px; overflow: hidden;" ><defs><filter id="wp-duotone-blue-orange"><feColorMatrix color-interpolation-filters="sRGB" type="matrix" values=" .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 .299 .587 .114 0 0 " /><feComponentTransfer color-interpolation-filters="sRGB" ><feFuncR type="table" tableValues="0.098039215686275 1" /><feFuncG type="table" tableValues="0 0.66274509803922" /><feFuncB type="table" tableValues="0.84705882352941 0.41960784313725" /><feFuncA type="table" tableValues="1 1" /></feComponentTransfer><feComposite in2="SourceGraphic" operator="in" /></filter></defs></svg> <script> if (typeof PugpigSiteSubsBlocked !== 'undefined' && PugpigSiteSubsBlocked === true) { document.body.dataset.subsBlocked = true; document.body.dataset.loggedIn = false; document.body.dataset.loggedOut = true; console.log('%cPugpig Subs', 'background: #222; color: #bada55', 'Blocked', true); } else { console.log('%cPugpig Subs', 'background: #222; color: #bada55', 'Blocked', false); } document.body.dataset.hasAccess = true; </script> <header class="tm-header" role="banner"> <div class="tm-header__wrapper"> <figure class="tm-header__logo"> <a href="/" title="Home"><img src="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/Tortoise_Wordmark_2020_RGB_no-white-space.svg" alt="Tortoise logo"></a> </figure> <button class="tm-header__button" aria-label="Toggle Menu"> <span></span> <span></span> <span></span> </button> <nav class="tm-header__navigation" aria-label="Main navigation" role="navigation"> <ul class="tm-header__account"> <li class="tm-header__account-button" id="pp-subs-login" tabindex="0" data-show-logged-out="">Sign in</li> <li class="tm-header__account-button" id="pp-subs-myaccount" tabindex="0" data-show-logged-in=""><a href="/profile">My Tortoise</a></li> <li class="tm-header__account-button tm-header__account-button--newsletters" id="pp-subs-myaccount" tabindex="0"><a href="/sensemakers/" class="usual-color">Newsletters</a></li> <li class="tm-header__account-button" id="pp-subs-logout" tabindex="0" data-show-logged-in="">Sign out</li> <li class="tm-header__account-button has-kelp-background-color has-white-color" id="pp-joinus" tabindex="0" data-show-logged-out=""><a href="/join-us/">Join us</a></li> </ul> <div class="menu-primary-menu-container"><ul id="menu-primary-menu" class="menu"><li id="menu-item-173539" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-173539"><a href="https://www.tortoisemedia.com/read/">Read</a></li> <li id="menu-item-171592" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-171592"><a href="https://www.tortoisemedia.com/listen/">Listen</a></li> <li id="menu-item-173604" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-173604"><a href="https://www.tortoisemedia.com/watch/">Watch</a></li> <li id="menu-item-174503" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-174503"><a href="https://www.tortoisemedia.com/book/">Book</a></li> <li id="menu-item-171372" class="menu-item menu-item-type-custom menu-item-object-custom current-menu-ancestor menu-item-has-children menu-item-171372"><a href="#">More</a> <ul class="sub-menu"> <li id="menu-item-297830" class="menu-item menu-item-type-post_type menu-item-object-page current-page-ancestor current-menu-ancestor current-menu-parent current-page-parent current_page_parent current_page_ancestor menu-item-has-children menu-item-297830"><a href="https://www.tortoisemedia.com/about-us/">About us</a> <ul class="sub-menu"> <li id="menu-item-171584" class="menu-item menu-item-type-post_type menu-item-object-page current-menu-item page_item page-item-171561 current_page_item menu-item-171584"><a href="https://www.tortoisemedia.com/about-us/our-story/" aria-current="page">What is Tortoise?</a></li> <li id="menu-item-171602" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-171602"><a href="https://www.tortoisemedia.com/people/">Our people</a></li> <li id="menu-item-171583" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-171583"><a href="https://www.tortoisemedia.com/about-us/faqs/">FAQs</a></li> <li id="menu-item-297831" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-297831"><a href="https://www.tortoisemedia.com/policy/">Policy</a></li> <li id="menu-item-375590" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-375590"><a href="https://www.tortoisemedia.com/about-us/careers/">Careers</a></li> <li id="menu-item-175851" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-175851"><a href="https://www.tortoisemedia.com/wdyt/">Contact us</a></li> </ul> </li> <li id="menu-item-346097" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-has-children menu-item-346097"><a href="https://www.tortoisemedia.com/?page_id=343458">Tortoise for Business</a> <ul class="sub-menu"> <li id="menu-item-368072" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-368072"><a href="https://www.tortoisemedia.com/content-studios/">Content Studios</a></li> <li id="menu-item-368074" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-368074"><a href="https://www.tortoisemedia.com/events-and-membership/">Events and Membership</a></li> <li id="menu-item-381659" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-381659"><a href="https://www.tortoisemedia.com/intelligence/ai-index-partner-with-us/">AI Opportunities</a></li> </ul> </li> <li id="menu-item-227663" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-has-children menu-item-227663"><a href="https://www.tortoisemedia.com/intelligence/">Intelligence</a> <ul class="sub-menu"> <li id="menu-item-299265" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-299265"><a href="https://www.tortoisemedia.com/intelligence/">Our Work</a></li> <li id="menu-item-297833" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-297833"><a href="https://www.tortoisemedia.com/intelligence/global-ai/">The Global AI Index</a></li> <li id="menu-item-351500" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-351500"><a href="https://www.tortoisemedia.com/intelligence/tortoiseairesponsiblity/">Tortoise AI Responsibility100</a></li> <li id="menu-item-297936" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-297936"><a href="https://www.tortoisemedia.com/intelligence/the-better-food-index/">The Better Food Index</a></li> <li id="menu-item-312511" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-312511"><a href="https://www.tortoisemedia.com/intelligence/responsibility100-index/">The Responsibility100 Index</a></li> </ul> </li> <li id="menu-item-322562" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-322562"><a href="https://www.tortoisemedia.com/the-westminster-accounts/">The Westminster Accounts</a></li> <li id="menu-item-323146" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-323146"><a href="https://www.tortoisemedia.com/students/">Students</a></li> </ul> </li> <li id="menu-item-177533" class="tm-menu-item--search menu-item menu-item-type-post_type menu-item-object-page menu-item-177533"><a href="https://www.tortoisemedia.com/search/">Search</a></li> </ul></div> </nav> </div> </header> <div class="tm-subs-blocked-banner" data-show-subs-blocked> <p>Hello. It looks like you're using an ad blocker that may prevent our website from working properly. To receive the best Tortoise experience possible, please make sure any blockers are switched off and refresh the page.</p> <p>If you have any questions or need help, let us know at <a>memberhelp@tortoisemedia.com</a></p> </div> <main class="tm-page__body" aria-label="main content" id="main" tabindex="-1"> <style> .wp-image-171780 { width: auto; } </style> <div class="wp-container-1 wp-block-group alignfull tm-promo__topic has-kelp-background-color has-background"> <figure class="wp-block-image size-large is-resized" data-image-nozoom="true"><img src="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/live-fast-475x357-1.png" alt="" class="wp-image-171780" width="356" height="268" srcset="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/live-fast-475x357-1.png 475w, https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/live-fast-475x357-1-300x225.png 300w, https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/live-fast-475x357-1-279x210.png 279w" sizes="(max-width: 356px) 100vw, 356px" /></figure> <h2 class="is-style-section-heading has-lettuce-color has-text-color">Tortoise is a response to two problems</h2> <p class="has-white-color has-text-color"><strong>The daily noise:</strong> we are overwhelmed by information. The problem isn’t just fake news or junk news, because there’s a lot that’s good – it’s just that there’s so much of it, and so much of it is the same. In a hurry, partial and confusing. Too many newsrooms chasing the news, but missing the story.<br><br><strong>The power gap:</strong> the divide between the powerful and the powerless is widening. We feel locked out. Alarmed by the lack of vision, hungry for leadership in business, technology and society. We believe in responsibility; we care about dignity.</p> </div> <div class="wp-container-10 wp-block-group alignfull has-kelp-background-color has-background"> <div class="wp-container-9 wp-block-columns"> <div class="wp-container-2 wp-block-column" style="flex-basis:33.33%"> <h2 class="is-style-section-heading has-lettuce-color has-text-color">What we are for</h2> </div> <div class="wp-container-8 wp-block-column" style="flex-basis:66.66%"> <div class="wp-container-7 wp-block-columns is-style-default"> <div class="wp-container-4 wp-block-column"> <figure class="wp-block-image size-large" data-image-nozoom="true"><img loading="lazy" width="800" height="401" src="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/hare.jpg" alt="" class="wp-image-171790" srcset="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/hare.jpg 800w, https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/hare-300x150.jpg 300w, https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/hare-768x385.jpg 768w, https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/hare-475x238.jpg 475w, https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/hare-700x351.jpg 700w, https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/hare-780x391.jpg 780w" sizes="(max-width: 800px) 100vw, 800px" /></figure> <h2><mark style="background-color:rgba(0, 0, 0, 0)" class="has-inline-color has-lettuce-color">What we are for</mark></h2> <p class="is-style-default has-white-color has-text-color has-normal-font-size">Tortoise is a product of our time – and a response to it. Our co-founder James Harding makes the case for slow news, explains how we’re different and why all this matters. </p> <div class="wp-container-3 wp-block-buttons"> <div class="wp-block-button is-style-text"><a class="wp-block-button__link has-lettuce-color has-text-color" href="https://www.tortoisemedia.com/2019/01/14/what-we-are-for/">Read the essay</a></div> </div> </div> <div class="wp-container-6 wp-block-column"> <figure class="wp-block-image size-large" data-image-nozoom="true"><img loading="lazy" width="600" height="300" src="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/fable.jpg" alt="" class="wp-image-171791" srcset="https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/fable.jpg 600w, https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/fable-300x150.jpg 300w, https://www.tortoisemedia.com/wp-content/uploads/sites/3/2020/10/fable-475x238.jpg 475w" sizes="(max-width: 600px) 100vw, 600px" /></figure> <h2><mark style="background-color:rgba(0, 0, 0, 0)" class="has-inline-color has-lettuce-color">A modern fable</mark></h2> <p class="is-style-default has-white-color has-text-color has-normal-font-size">“Once upon a time, there was a race to understand the world.” So begins the story of the Tortoise, who was slow but wise.</p> <div class="wp-container-5 wp-block-buttons"> <div class="wp-block-button is-style-text"><a class="wp-block-button__link has-lettuce-color has-text-color" href="https://www.tortoisemedia.com/about-us/our-story-2/">Read the fable</a></div> </div> <p class="is-style-default has-white-color has-text-color has-normal-font-size"><br></p> </div> </div> </div> </div> </div> <div class="wp-container-14 wp-block-group alignfull has-kelp-background-color has-background"> <div class="wp-container-13 wp-block-columns"> <div class="wp-container-11 wp-block-column" style="flex-basis:33.33%"> <h2 class="is-style-section-heading has-lettuce-color has-text-color">Opening up journalism</h2> </div> <div class="wp-container-12 wp-block-column" style="flex-basis:66.66%"> <p class="is-style-default has-white-color has-text-color">We’ve worked on plenty of projects with codenames. We’ve been in enough meetings behind closed doors. We think we’ll do better work by opening up.</p> <ul class="is-style-white-list"><li>We think everyone should have a seat at the table.</li><li>We’d like you to become a member of our newsroom.</li><li>We’re interested in getting the best stories – or the best angles on them.</li><li>We want to be systematic.</li><li>We’re committed to organised listening.</li><li>We’ll go out of our way to hear from other people.</li></ul> </div> </div> </div> <div class="wp-container-18 wp-block-group alignfull has-kelp-background-color has-background"> <div class="wp-container-17 wp-block-columns"> <div class="wp-container-15 wp-block-column" style="flex-basis:33.33%"> <h2 class="is-style-section-heading has-lettuce-color has-text-color"><mark style="background-color:rgba(0, 0, 0, 0)" class="has-inline-color has-lettuce-color">Not breaking news but what’s driving it</mark></h2> </div> <div class="wp-container-16 wp-block-column" style="flex-basis:66.66%"> <p class="is-style-default has-white-color has-text-color">What’s different about us is slow news. We don’t do breaking news, but what’s driving the news. We don’t cover every story, but reveal a few. We take the time to see the fuller picture, to make sense of the forces shaping our future, to investigate what’s unseen.<br><br>We’re not going to cover press conferences. We’re not racing after breaking news. We’re not going to recreate the old structures in newsrooms: political editors, economics editors, etc.<br><br>We will, though, make commitments to you. We’ll show you our workings. We’ll let you know when we’ve fallen short. We’ll front up when we’ve campaigned hard but got nowhere. We will see stories through. Don’t be surprised if you find a moral at the end. We don’t just report on stories; we take an interest in them. We care what happens next.</p> </div> </div> </div> <div class="wp-container-22 wp-block-group alignfull tm-insert-next-best has-kelp-background-color has-background"> <div class="wp-container-21 wp-block-columns"> <div class="wp-container-19 wp-block-column" style="flex-basis:33.33%"> <h2 class="is-style-section-heading has-lettuce-color has-text-color">Why it’s different</h2> </div> <div class="wp-container-20 wp-block-column" style="flex-basis:66.66%"> <p class="is-style-default has-white-color has-text-color">We want to build a journalism that lasts. A business model that’s responsible and sustainable.</p> <ul class="is-style-white-list"><li>We’ll never sell or give away your data. We’re not owned by a proprietor with an axe to grind. We’re independent of political party or commercial agenda.</li><li><strong>We are a membership business</strong>, built for and with our members.</li><li>Our newsroom will be (literally) <strong>open to our members.</strong></li><li>We can look you in the eye and tell you <strong>we call it as we see it.</strong></li></ul> <p class="is-style-default has-white-color has-text-color">That’s why it’s not simply about driving readership or just selling subscriptions. It’s about membership – being part of it is more important than just paying for it.</p> </div> </div> </div> </main> <footer class="tm-footer"> <section class="tm-footer__primary"> </section> <section class="tm-footer__credit"> <p class="tm-footer__credit-text">© 2024 Tortoise Media</p> <p class="tm-footer__credit-cms"></p> </section> </footer> <script type="application/javascript"> (function () { tp = window["tp"] || []; tp.push(["setAid", "4uG4S202Dt"]); tp.push(["setEndpoint", "https://buy.tinypass.com/api/v3"]); tp.push(["setUseTinypassAccounts", false ]); tp.push(["setUsePianoIdUserProvider", true ]); tp.push(["setCustomVariable", "page_type", "page"]); tp.push(["init", function () { var buttons = document.getElementsByClassName("wp_piano_id_button"); tp.pianoId.init({ loggedIn: function () { for (var i = 0; i < buttons.length; i++) { buttons[i].classList.add('hide'); } }, loggedOut: function () { location.href = location.href; } }); if (!tp.user.isUserValid()){ for (var i = 0; i < buttons.length; i++) { var button = buttons[i]; button.classList.remove('hide'); button.addEventListener("click", function (evt) { evt.preventDefault(); tp.pianoId.show(); }); } } tp.experience.init(); }]); function onCheckoutClose(event) { if (event && event.state === "checkoutCompleted") { location.reload(); } } function onExternalCheckoutComplete() { location.reload(); } tp.push(["addHandler", "checkoutClose", onCheckoutClose]); tp.push(["addHandler", "externalCheckoutComplete", onExternalCheckoutComplete]); (function() { var a = document.createElement("script"); a.type = "text/javascript"; a.async = true; a.src = "//buy.tinypass.com/api/tinypass.min.js"; var b = document.getElementsByTagName("script")[0]; b.parentNode.insertBefore(a, b) })(); })(); </script> <style>.wp-container-1 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-1 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-1 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-2 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-2 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-2 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-3 {display: flex;gap: 0.5em;flex-wrap: wrap;align-items: center;}.wp-container-3 > * { margin: 0; }</style> <style>.wp-container-4 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-4 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-4 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-5 {display: flex;gap: 0.5em;flex-wrap: wrap;align-items: center;}.wp-container-5 > * { margin: 0; }</style> <style>.wp-container-6 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-6 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-6 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-7 {display: flex;gap: 2em;flex-wrap: nowrap;align-items: center;}.wp-container-7 > * { margin: 0; }</style> <style>.wp-container-8 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-8 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-8 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-9 {display: flex;gap: 2em;flex-wrap: nowrap;align-items: center;}.wp-container-9 > * { margin: 0; }</style> <style>.wp-container-10 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-10 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-10 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-11 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-11 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-11 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-12 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-12 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-12 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-13 {display: flex;gap: 2em;flex-wrap: nowrap;align-items: center;}.wp-container-13 > * { margin: 0; }</style> <style>.wp-container-14 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-14 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-14 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-15 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-15 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-15 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-16 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-16 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-16 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-17 {display: flex;gap: 2em;flex-wrap: nowrap;align-items: center;}.wp-container-17 > * { margin: 0; }</style> <style>.wp-container-18 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-18 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-18 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-19 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-19 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-19 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-20 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-20 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-20 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <style>.wp-container-21 {display: flex;gap: 2em;flex-wrap: nowrap;align-items: center;}.wp-container-21 > * { margin: 0; }</style> <style>.wp-container-22 > .alignleft { float: left; margin-inline-start: 0; margin-inline-end: 2em; }.wp-container-22 > .alignright { float: right; margin-inline-start: 2em; margin-inline-end: 0; }.wp-container-22 > .aligncenter { margin-left: auto !important; margin-right: auto !important; }</style> <script type='text/javascript' src='https://www.tortoisemedia.com/wp-content/themes/pugpig-tortoise-theme/scripts/nav-8c377d.js' id='tortoise-nav-js'></script> <script type='text/javascript' src='https://www.tortoisemedia.com/wp-content/themes/pugpig-tortoise-theme/scripts/main-1c28e8.js' id='tortoise-main-js'></script> </body> </html>