The site is called the American Herald, and it describes itself as “a conservative news platform designed to bring you all the news the liberal media doesn’t want you to know. We commit to cover national issues that impact all Americans, not just what fits the left’s political agenda.”

The American Herald’s formation comes during an election cycle in which Trump’s political machine has sought to construct its own media infrastructure to combat and circumvent what it sees as endemic hostility from the political press. “Stop being told what to think,” the American Herald’s tagline declares.

Quietly launched in June, the American Herald is devoted to putting a Trumpian spin on the headlines of the day, then blasting out those headlines in emails, social media posts, and digital advertisements. America First has already spent thousands of dollars to promote the group’s “stories” through Facebook and Instagram pages for both the America First and the American Herald. It’s spent thousands more promoting the site in Google ads.