Tumblr really wants to be more than a collection of cute animal pictures. In fact, it views large publishers as an essential part of its future. Tumblr’s mindset is that quality content from these publishers grows audiences.
It’s a difficult sell, as not much direct traffic is sent to publishers directly from Tumblr. But Newsweek senior writer Jessica Bennett told Sternberg that it’s a way “to connect with an audience outside the usual network of Newsweek/Daily Beast reader.” Read more