So here’s the story, from a range of open-to-all sources:

[as told by the AFP]: “Three veteran US media executives teamed up and launched a company designed to help ailing US newspapers and other publications make money on the web by charging readers for news.”

[as told by the AP]: “Three media veterans plan to bundle the internet content of newspaper and magazine publishers into a subscription package that will test web surfers’ willingness to pay for material that has been given away for years.”

[as told by Jeff Jarvis]: “…[F]ormer online publisher Steven Brill, former Wall Street Journal online exec Gordon Crovitz, and former cable exec Leo Hindery had teamed up to to create a company to enable news companies to huddle behind a wall and charge for their content.”

[as told by its founders]: “Citing ‘the urgent need’ for a comprehensive, immediate plan to address the downward spiral in the business of publishing original, quality journalism, experienced journalism and media industry executives Steven Brill, Gordon Crovitz, and Leo Hindery today announced the formation of Journalism Online, a company that will quickly facilitate the ability of newspaper, magazine and online publishers to realize revenue from the digital distribution of the original journalism they produce.”

[as told by Gawker]: “Now he’s [Steven Brill] launched Journalism Online Inc, whose goal is to make it easy for technologically-challenged newspaper companies to sell online subscriptions and individual stories.”

A sample of what else is available outside the wall on the launch:

• The first part of an interview with paidContent – Staci D. Kramer reports: “The biggest surprise so far? Brill says that every publisher they’ve met with has asked about picking up an equity stake.”

• Mark Potts’ blog post titled ‘Herding Cats’: “I think the whole online subscription idea is harebrained and doomed to failure, and I’ve ranted about that more than enough,” he writes.