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“[Tumblr] makes the barrier between reading something and responding to it very small, and I think that encourages people to be more conversational,” says Mark Coatney, who previously was Newsweek.com special projects editor. “Tumblr’s also a great place for readers to convey questions to journalists, or to organizations.”
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Coatney’s job at Tumblr is to introduce the service to big media places
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