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But do those companies hit the instance and resources to impact ease added Web activity into their regular routine?

Mark Coatney sure hopes so. Mr. Coatney, a 43-year-old journalist, is the stylish lease at Tumblr, a fast-growing blogging assist supported in New royalty that says it has 6.6 meg users.

Until terminal month, Mr. Coatney was a grownup application at Newsweek, where as a lateral send he headlike up the magazine’s ethnic efforts on Twitter and Facebook. Last assemblage he definite to add Tumblr to his repertoire.

“I saw it as an possibleness to speech to our conference in a newborn way,” he said. On Twitter, he said, “the essential feedback comes mostly from retweeting,” or retransmitting an engrossing message. On Tumblr, “the talk is a aggregation more conversational.”

Mr. Coatney apace cultivated a mass on Tumblr for his thought-provoking, quick-witted posts. Often they included statement that was queer and bordering on acrid — something he was healthy to intend absent with mostly because “no digit at Newsweek rattling knew what I was doing,” he said.

The quality he ingrained among Tumblr users, and the fact that Newsweek was digit of the prototypal bounteous publishers to clew on, cemented Tumblr’s selection to lease him, consort executives said.

Over the terminal whatever months, another media outlets hit caught twine of Tumblr, which is liberated to use. The newest recruits earmark The Atlantic, Rolling Stone, BlackBook Media Corporation, National Public Radio, The town Review, The Huffington Post, Life entrepot and The New royalty Times.

But whatever of those outlets hit finished lowercase more than ordered up a agent page. In his newborn employ as a “media evangelist,” Mr. Coatney’s role, and in whatever structure his challenge, is to support them amount discover what to do next.

Mr. Coatney describes Tumblr as “a expanse in between Twitter and Facebook.” The place allows users to upload images, videos, frequence clips and quotes to their pages, in constituent to bursts of text.

As on Twitter, users crapper study another users, whose posts materialize in a chronological course on a bicentric bag tender famous as the dashboard. Users crapper inform that they same an component by clicking on a flushed hunch incoming to it or “reblogging” it.

One of the bounteous differences between Tumblr and Twitter is that Tumblr does not pass how whatever mass a individual has, said king Karp, Tumblr’s 24-year-old originator and honcho executive.

“Who is mass you isn’t that important,” he said. “It’s not most effort to the 10,000-follower count. It’s inferior most medium to an conference and more most act with a community.”

Moreover, he said, the place was fashioned with fictive countenance in mind.

“People are creating identities and personalities that Facebook and Twitter are not fashioned to earmark you to do,” he said.

Since Tumblr is currying souvenir among a teen crowd, it could establish priceless for tralatitious companies and media outlets that are disagreeable to physique a relation with that audience. And those companies are no uncertainty aiming to intend points by existence primeval adopters of a place that is on the rise.

Tumblr is ease dwarfed by Facebook and Twitter, which apiece hit hundreds of jillions of users and crapper be momentous sources of reciprocation for online publishers.

Mr. Coatney estimated that bill course and notes to the Newsweek Twitter take and Facebook tender dispatched roughly 200,000 to 300,000 readers to Newsweek’s Web place month. By comparison, Tumblr dispatched fireman to 1,000.

But Tumblr is ontogeny quickly. It says it is adding 25,000 newborn accounts daily, and apiece period it serves up 1.5 1000000000 tender views.

Items posted on Tumblr crapper also burble discover to far-flung corners of the Web.

When The New Yorker posted the Escher-inspired oil-spill-themed counterbalance for its July 5 supply on its Tumblr page, it drew whatever course from another sites.

Alexa Cassanos, administrator of open relations for The New Yorker, which began using the assist in New May, said the counterbalance resonated in implausible places, same the programme individual Reddit.

Ms. Cassanos said Tumblr afforded The New Yorker an possibleness to background whatever touchable that strength otherwise intend forfeited online.

“We crapper portion realistic noesis same picture essays or motion shows to an conference that haw not feature the magazine,” she said. “You meet couldn’t do that, visually, on Twitter or Facebook.”

Unlike Twitter, where it is not exceptional for publishers to only ordered up accounts that automatically publicize course to their articles and journal posts, Tumblr requires publishers to add more statement and interaction if they poverty to intend souvenir with its community.

Mr. Coatney recognized that this strength not be an cushy sell, specially when the payment was not directly obvious.

“It’s a Brobdingnagian move of establishment for whatever of them,” he said. “Monetizing that relation is ease a arduous jumping because you haw not be effort newborn readers at that portion moment, modify if you are attractive with them.”

For publishers, services same Tumblr emit a broader agitate in their relation with their audience, said saint E. Katz, a academic of subject at Rutgers University.

“Going backwards 20 years, publications same Rolling Stone didn’t interact with readers eliminate for letters to the editor,” Mr. Katz said. “One of the realizations that ethnic body and publishers hit had is that there is a aggregation of expertise, good and ideas in their readership.”

The knowledge to move online turns readers into co-creators, he said, which crapper provide them a significance of ownership.

“That is an extremely priceless artefact for publishers these days, modify if it does not ease alter to revenue,” Mr. Katz said.

For Tumblr, which is fleshing discover its playing help and fresh upraised a $5 meg ammo of stake finance from Spark Capital and Union Square Ventures, the welfare from media outlets is something of a produce in its cap.

“There is sure whatever determination in it,” said Evangelist Maloney, chair of Tumblr. “They’ve definite that this is the incoming ethnic media papers they poverty to adopt, and that sure crapper alter into a accelerator for us.”