The Gray Lady has joined Tumblr. The New York Times launched a Tumblog this week called “The Lively Morgue.” No, it is not a commentary on the iminent demise of the printed newspaper, it is a collection of photos from the Times’ archive, the name coming from the term used to describe where photographs are housed in the newsroom archive of The New York Times. Imaging the cadecomes of filing cabinets and manila folders inside the Times Building. Apparently, "the morgue has at least 10 million frames in all. There are five million to six million prints and contact sheets, each sheet representing many discrete images. And then there are 300,000 sacks of negatives, ranging in format size from 35 millimeter to 5 by 7 inches. The picture archive also includes about 4.7 gigabytes worth of imagery on each of 13,500 DVDs."
The idea is brilliant--a historical record of the history of the United States from the Time's archive..Some of the photos posted on the site are for sale. The Times reports that the Tumblr project has been spearheaded by a picture editor, who has been digging through the morgue, picking out images that catch her eye. "There is little rhyme or reason to our selection, other than the obvious: We’ve chosen images that delight us. We know more information about some of the pictures than others."
It is great to see publishers, and great brands begin to find creative ways to use Tumblr. I for one, plan on visiting daily. Here are a few images from the Tumblog, all (c) The New York Times.