Based on the submitter's username, stealthyc2010, it should be clear that the startup is still in "stealth mode". This is somewhat common in the tech startup world. The veil will almost assuredly be lifted before they launch.
Asking journalists to potentially sign on without disclosing the latter can be a risky professional move for them, which could have a negative effect on the venture's success.
But the secrecy is putting me right off :(. I guess they will give you more insight via email.
(getting into serious online journalism is pretty hard btw)
(I should point out in that case that I'm only using this name for consistency. I'm pbiggar on HN.)