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"The Gray Lady has just launched its first Tumblr account, but it's not showcasing the newswriting and photojournalism content you might expect.\nThe new Times account \u2014 T on Tumblr \u2014 covers the domain of T Magazine, the style and culture magazine of The New York Times. The subject matter is a perfect fit for the arts- and community-focused mini-blogging platform.\nThe Washington Post recently took to Tumblr with a blog full of behind-the-scenes info and musings on the future of journalism. But The New York Times' first foray into the world of Tumblr is less news and more pure fashion.\nIn fact, we recently wrote about fashion brands flocking to Tumblr, and T on Tumblr makes sense for the same reasons: The content is highly visual, and the posts are potentially highly viral. Due to features such as one-click reblogging, Tumblr Fashion Director Rich Tong says, \"There\u2019s a huge capacity for fashion content to go viral on Tumblr.\"\nAnd visual, cultural content for the creative communities is exactly what Tumblr is aiming for these days.\nT on Tumblr is replete with huge, magazine-quality photos of pretty people making funny faces. Captions are brief and contain links to the official T Magazine site. The blog also curates a \"Posts We Like\" section.\nHoracio Silva, T's online director, told The Cutline, \"It's a great way of bringing to the surface a lot of these great visuals that for any reason may have been overlooked.\n\"We take a very curatorial approach to the editorial decisions we make. I think that aspect lends itself perfectly to Tumblr.\"\nCheck out T on Tumblr, and let us know in the comments what you think of the project. Is this approach more appropriate for Tumblr than the news-and-commentary tactic of the Washington Post?"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2011/04/05/nytimes-tumblr/>