Online network Tumblr is growing into its own exclusive universe with the creation of an exclusive news blog that will report on events from within the site. New editorial writers have been hired to unearth and cover compelling work found in Tumblr blogs.
The NY Times reports that Chris Mohney (senior vice president for content at BlackBook Media) will be the site’s editor in chief and Jessica Bennett (senior writer and editor at Newsweek and The Daily Beast) will be the executive editor and correspondent. Bennett said:
Basically, if Tumblr were a city of 42 million, I’m trying to figure out how we cover the ideas, themes and people who live in it.
Their document of Tumblr’s 42 million blogs will feature on the website’s staff blog. Tumblr boasts lots of interesting and popular blogs, with many brands and companies on the site too, and this offers a great opportunity for promoting and highlighting them. In-house content such as this increases the amount of time that users spend on the site, which as a result would increase the online network’s value to advertisers.