Tumblr is a media company in the same way Facebook and Twitter are — they offer a venue for people, as well as publishers, to share content. But Tumblr, which takes a more bloggy spin on social networking, wants to define itself as a place for editorial products, not just a repository of images from old sitcoms. Earlier this year Tumblr hired Jessica Bennett, a former editor and writer for Newsweek, as its executive editor. Bennett said her days are spent mining Tumblr for ideas and helping to promote all the ways publishers and individual writers are using Tumblr for storytelling.
Read the full piece at niemanlab.org