Tumblr may have lost a fashion director, but it has now gained an editor-in-chief.
The blogging platform told The New York Times Thursday it brought on Chris Mohney, formerly Senior Vice President of content at BlackBook Media, to serve in the newly created role of editor-in-chief.
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Mohney will be joined by executive editor Jessica Bennett, formerly a senior writer editor at Newsweek/The Daily Beast.
The pair will work to cover the "ideas, themes and people" of Tumblr, says Bennett, making that content available on Tumblr's staff blog and a new area of the site that isn't up yet. We expect their coverage will function much like Etsy's blog or Twitter Stories, which highlights trends and users in the community.
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The timing of the hires makes sense given that Tumblr is moving away from a vertical content structure (i.e. having separate content directors for fashion and film) to a more horizontal one.
Tumblr VP Andrew McLaughlin told The Times that he wants Mohney and Bennett to do "real journalism and analysis, not PR fluff." He added that it is "obviously is [Tumblr's] self-interest as a company to surface more compelling stories about creators on Tumblr; at the same time, though, we think Chris and Jessica will be able to do so in ways that embody professional rigor and first-rate writing."
This story originally published on Mashable here.