NYT | Tumblr Hires Writers to Cover Itself ::think massive digital communities as ‘cities’ with ‘newspapers’::

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Basically, if Tumblr were a city of 42 million,” (Executive Editor Jessica) Bennett said, referring to the number of Tumblr blogs that exist, “I’m trying to figure out how we cover the ideas, themes and people who live in it.

Read the full piece at nytimes.com

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