Nothing against Modern Farmer, a print quarterly and companion website launching in the spring. But when west coast media folks like LA Weekly Web editor Jake Swearingen make the sideways career jump, it’s typically to an enterprise with a Twitter handle like @ModernFam, not @ModFarm.

Equally strange, at least to us, is the fact that Modern Farmer is headquartered not in Nebraska but rather New York City Hudson, NY. Swearingen is making the cross-country journey now with his girlfriend. He has been replaced at LA Weekly by Ali Trachta.

“Jake has been the architect of the Weekly‘s Web strategy – and a damn good one,” editor-in-chief Sarah Fenske tells FishbowlLA. “In 2012, we saw a 22% increase in unique visitors and 55% increase in page views from the prior year. That was all Jake.”

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