The social blogging platform Tumblr is hiring writers and editors to cover the world of Tumblr. The team will be documenting the Tumblr popular services, which will result in a site’s staff blog that is to reach out for 42 million of Tumbler users.

Tumblr will cover blogs of its users and creators,
from www.nytimes.com, clickable

Chris Mohney, a senior vice president for content at BlackBook Media, will be the site’s editor in chief. “Fun, cool, compelling and organic creation will go a lot further towards demonstrating the potential of this nascent creative population than simplistic or forced attempts at corporate boosterism,” he said about what the upgraded Tumblr will look like.

Jessica Bennett, a senior writer and editor at Newsweek and The Daily Beast, will be the executive editor and, reports The NY Times.

It seems that people want more real-life stories and this field offers a great opportunity for brands to promote itself too. Twitter already has a section of its site that lists stories that are popular among its users, with links to articles. Facebook recently hired Daniel Fletcher, a 2009 graduate of Northwestern University’s journalism school, to be its managing editor and create new content for Facebook’s channels and pages.

Andrew McLaughlin, a vice president at Tumblr, said in an interview to NY Times that Tumblr will “do real journalism and analysis, not P.R. fluff.”

Tumblr has lots of interesting and popular blogs that could be covered. Many brands have their blogs on Tumblr letting people have an insider look on what is happening within the companies.