I’ve long been frustrated by the inability of big...

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I’ve long been frustrated by the inability of big media sites to have a real two-way communication with the readers. I mean, reading Newsweek (or any other old media property) online is pretty much the same experience you have in print: We put out a story, you come and look at it. Comments sort of improve on this, in that now you can at least discuss a story in that space, but they don’t work all that well as a communications channel with the publication, because a) they’re nearly always crammed into a little, lesser comment ghetto on the page, which few readers, and even fewer writers and editors, ever look at and b) our staffers don’t have an easy way to join into the conversation.

My thought with Tumblr is, mainly, that there’s a lot of really interesting, creative things being done/talked about on Tumblr, and we want to be in on that. What I’d love someday is for every bit of Newsweek’s content to be easily rebloggable, and for readers to be able to experience the site not just as some static thing we program for them, but as a conversation they have with the Newsweek staffers they choose to follow.

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Newsweek: Interview with Mark Coatney of Newsweek Magazine’s tumblr (via meaghano)

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Reblogged from mediation