Chris McGill, formerly the General Manager of Yahoo News and more recently the VP Strategy at USA Today is the founder of another 2007 social news site called Mixx. To put it into context, it’s a sort of cross between Digg, LinkedIn and MyYahoo. In a nutshell, its a social network that lets you find and share news based on your interests and location.

One aspect of the service - each user has a customized Digg-like experience, effectively creating smaller niche versions of the popular social news site. That means niche publishers get to play, too. Today they are largely shut out of Digg. But popular stories from more obscure topics can get traffic traction through Mixx. Stories, video and photos can all be bookmarked.

And Mixx hopes to partner with those publishing partners to provide easy bookmarking links back to Mixx. That will drive traffic back and forth, with both sides theoretically winning.

Each user gets a customized home page with news items that Mixx thinks you’ll find relevant. There are also links to overall popular stories, as well as categorized stuff like business, sports and health. Users can also create and join topical based groups, which allow them to further refine the news they submit and receive.

In April 2008, Mixx released an API that allows web services to view, submit, and comment on Mixx items and media.

Amongst the newer social media sites Mixx competes with the likes of Thoof, SpotBack and Feeds 2.0.