He's an impressively well-spoken young guy.
Culture11 hopes to cover politics, culture, arts, religion & faith from a broadly center-right perspective. Other's have described Culture11 as a conservative Slate. Friedersdorf likens it to a "demilitarized zone" where people of many different conservative & libertarian subcultures can exchange ideas.
He also sees a need for conservatives to engage the press and make it better rather than "bypass the press and discredit it. His solution: fewer conservative journalists and more journalists-who-happen-to-be-conservative.