Thursday, the Washington Post launched @innovations, a Tumblr Blog meant to showcase the news organization's digital features and discuss the changing media landscape.
The blog acknowledges the new ways readers are engaging with Washington Postcontent (and all news for that matter). "We don’t want to just tell you what we think. We want to be transparent as we explore and experiment," writes Social Media and Engagement Editor Amanda Zamora in the blog's inaugural post.
In addition to giving web producers another avenue to connect with online readers, @innovations will explain washingtonpost.com digital projects.
However, the most striking aspect of @innovations is its design. Though it is indeed hosted on Tumblr, you wouldn't know it. It's fully integrated into washingtonpost.com, retaining the site's masthead, navigation bar and banner ad.
"It's the best example we’ve seen of a news organization fully integrating a Tumblr blog into its site," wrote Mark Coatney, director/media evangelist at Tumblr.
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