Westmonster is the UK's answer to Breitbart news

The already crowded UK media landscape has now got a new voice, and Westmonster has certainly launched with a bang. The news website emulates the shocking, provocative, anti-establishment tone of the infamous Breitbart news in the US.

Here’s everything you need to know about the unsubtly named Westmonster.

Who runs it?

The powerhouses behind Westmonster tell you a lot about the site. It is co-owned by Michael Heaver, a former press adviser to Nigel Farage who is just 27-years-old. The BBC broke the news of the website’s launch, and say that Heaver will oversee the daily editing of news.

The BBC also says that Arron Banks, the millionaire whose donations to the Leave campaign helped secure Brexit, owns 50% of the website along with Heaver.

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How does the site plan to generate traffic?

By drawing upon the the huge social media following that the Leave.EU campaign garnered. Heaver plans to use the nearly 800,000 followers on Facebook to generate traffic towards Westmonster.

How is the site modelled on Breitbart?

The tone is very similar to Breitbart news, a site that is described by Bloomberg as “a haven for people who think Fox News is too polite and restrained”. Westmonster seems to want to court similar levels of controversy.Breitbart news, whose former leader Steve Bannon has a top White House job in Trump’s administration, is known for its shocking headlines including “Would you rather your child had feminism or cancer?” and “Birth control makes women unattractive and crazy”.Westmonster seems to be following suit: on Twitter they link to an article with the headline “BONKERS: Uni Professor says Brits should learn Polish and Punjabi. Yeah, right!” Other articles posted just on their first day include a piece on Marine Le Pen leading in the polls and “REVOLT: Opposition to EU open borders spreading across Europe.”

What else can we expect from Westmonster?

The first article came from none other than Nigel Farage – perhaps unsurprising considering he’s Heaver’s old boss.

Farage’s piece sets the site’s anti-establishment tone. He writes of Trump: “How fascinating and refreshing it is to see individuals taking big jobs who have never been involved in elected politics before.”

He ends the article: “The world has changed but unfortunately the establishment has not yet woken up to this. They may come to regret it once more.”

How has it been received?

Reactions to the news site’s launch have been mixed. Some see it as a worrying trend of far right popularism making its way from America to the UK.

Some wonder how anti-establishment it actually is if it’s backed by Banks.

Some are excited by the launch.

And Westmonster itself is taking any criticism with a smile.