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Tumblr kills Storyboard, its blog about Tumblr creators


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Reblogging (aka Tumblr curation) is more important to Tumblr's future than blogging (aka creation).

So signals this move of Tumblr giving up on featuring content creators:

Tumblr CEO David Karp just announced that the company is shutting down Storyboard, the editorial experiment meant to highlight the work of the social network’s much-touted “creators.”

Even though Tumblr “couldn’t be happier with our team’s effort,” Mr. Karp wrote that, “What we’ve accomplished with Storyboard has run its course for now.” The editorial team “will be closing up shop and moving on.”

“I want to personally thank them for their great work. And please join us in wishing them well,” he added.

A Tumblr spokesperson tells us it’s just three employees that’ll be riding off into the sunset.

Based on this Tumblr post, it looks like honcho Chris Mohney is among the departed. Editorial producer Sky Dylan-Robbins has also posted a farewell. Meanwhile, it seems executive editor Jessica Bennett is handling the news about as well as can be expected. She just posted to her own Tumblr(natch):

RIP TUMBLR EDITORIAL. WE PRODUCED SOME AWESOME MOTHERFUCKING SHIT / REDEFINED JOURNALISM / WON SOME AWARDS / OBSESSED OVER ONE DIRECTION / ALL THAT. IT WAS A GREAT RIDE> NOW: ANYONE WANT TO HIRE ME?

ALSO: Drunk on a plane. The only way to go out (or down?! It’s really bumpy.) Sorry for the all caps! XO

Tumblr has introduced a number of new initiatives in its quest for profitability, which Mr. Karphas said he believes the startup will hit this year. About a year ago, Mr. Karp reversed his previously disdainful position on ads when the company began selling access to the Tumblr Radar for advertisers.  And in March of this year, the company edged even further away from its prior ”art project” mentality, introducing ads to its mobile product.

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