Challenge
Readers struggled to discover the breadth of NYTimes.com content;relatively few articles receive homepage visibility
Insight
Users on the then-emerging Tumblr platform were curating and sharing imagery published on NYTimes.com
Innovation
Lauching an experimental, unofficial New York Times Tumblr to edit the visual matter published on NYTimes.com, shaping its deluge of content into an elegant stream of share-worthy visuals
Result
Deeper site engagement thanks to content discovery and Tumblr peer-to-peer sharing
