NEW YORK (AP) — At first glance, Jed Rosenzweig’s new venture would seem like a fool’s errand: launching a digital news site during brutal economic times for the media to cover an industry that, by traditional measures, is waning in influence.

That didn’t dissuade him. LateNighter, a website and newsletter that follows late-night television comedy, began operations in February.

There’s been plenty to chew on since then, including Jon Stewart’s return to “The Daily Show,” John Mulaney’s new Netflix show, Jimmy Kimmel’s feud with Donald Trump,Conan O’Brien resurfacing online and South Dakota Gov. Kristi Noem’s emergence as a comic foil.

“I haven’t come to this project from a business perspective, so much so much as a passion,” says Rosenzweig, a veteran entertainment journalist based in Portland, Oregon. “I certainly want it to succeed, and I think it will. ... There’s an appetite and a void that we’re looking to fill.”