The Incline is the second local news site launched in Pennsylvania by web pioneer Jim Brady. Like sister site Billy Penn in Philadelphia, The Incline curates news content and creates some original content geared toward young people consuming news on mobile devices. While the two sites have identical design, Brady says content and topics will be tailored to each city. The sites are under the umbrella of Brady's Spirited Media, in which Gannett acquired a minority stake. The Incline launched in September 2016. Revenue: Advertising.