What do we want? In-depth journalism! When do we want it? Now!

Two reporters have responded to this rallying cry and have announced their intention to launch a new online technology magazine dedicated to long-form, quality journalism.

Jim Giles, who has written for Nature, The Atlantic, The Economist and New Scientist, and Bobbie Johnson, European editor for GigaOm and a previous tech reporter for The Guardian, created the project, which has been named Matter.

So why does Matter matter? According to a blog post by the new team, the idea is to foster thorough, long-form journalism rather than the "fast and cheap" reporting the web has encouraged so far. In a video introducing the project, Giles spells out the problem bluntly: "The thing about long-form, in-depth journalism is that it's expensive. There used to be many more newspapers and magazines that produced that kind of content, but journalism is in financial trouble and those outlets have cut back."

Johnson says when it comes to long-form journalism "we all know how important it is, but yet we're not able to support it, we haven't built ways to do it. Frankly, if nobody sticks their neck out then it's going to die away."